diff --git a/.travis.yml b/.travis.yml
index 9da57d6..e620b74 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -2,6 +2,10 @@ language: rust
 
 matrix:
   include:
+    - env: TARGET=x86_64-unknown-linux-gnu
+      rust: nightly
+      if: branch = master AND type != pull_request
+
     - env: TARGET=thumbv6m-none-eabi
       rust: nightly
       if: (branch = staging OR branch = trying) OR (type = pull_request AND branch = master)
@@ -26,6 +30,9 @@ install:
 script:
   - bash ci/script.sh
 
+after_success:
+  - bash ci/after-success.sh
+
 after_script: set +e
 
 cache: cargo
diff --git a/Cargo.toml b/Cargo.toml
index d12aaf8..5cefdda 100644
--- a/Cargo.toml
+++ b/Cargo.toml
@@ -2,11 +2,12 @@
 authors = ["Jorge Aparicio <jorge@japaric.io>"]
 categories = ["embedded", "no-std"]
 description = "A template for building applications for ARM Cortex-M microcontrollers"
+documentation = "https://rust-embedded.github.io/cortex-m-quickstart/cortex_m_quickstart"
 keywords = ["arm", "cortex-m", "template"]
 license = "MIT OR Apache-2.0"
 name = "cortex-m-quickstart"
 repository = "https://github.com/japaric/cortex-m-quickstart"
-version = "0.3.3"
+version = "0.3.4"
 
 [dependencies]
 cortex-m = "0.5.6"
diff --git a/ci/after-success.sh b/ci/after-success.sh
new file mode 100644
index 0000000..4377267
--- /dev/null
+++ b/ci/after-success.sh
@@ -0,0 +1,20 @@
+set -euxo pipefail
+
+main() {
+    cargo doc
+
+    mkdir ghp-import
+
+    curl -Ls https://github.com/davisp/ghp-import/archive/master.tar.gz |
+        tar --strip-components 1 -C ghp-import -xz
+
+    ./ghp-import/ghp_import.py target/doc
+
+    set +x
+    git push -fq https://$GH_TOKEN@github.com/$TRAVIS_REPO_SLUG.git gh-pages && echo OK
+}
+
+# only publish on successful merges to master
+if [ $TRAVIS_BRANCH = master ] && [ $TRAVIS_PULL_REQUEST = false ] && [ $TARGET = x86_64-unknown-linux-gnu ]; then
+    main
+fi
diff --git a/ci/install.sh b/ci/install.sh
index ea7997c..3c41921 100644
--- a/ci/install.sh
+++ b/ci/install.sh
@@ -1,7 +1,9 @@
 set -euxo pipefail
 
 main() {
-    rustup target add $TARGET
+    if [ $TARGET != x86_64-unknown-linux-gnu ]; then
+        rustup target add $TARGET
+    fi
 }
 
 main
diff --git a/ci/script.sh b/ci/script.sh
index d2195a2..ed81f53 100644
--- a/ci/script.sh
+++ b/ci/script.sh
@@ -67,4 +67,6 @@ EOF
     rm -rf $td
 }
 
-main
+if [ $TARGET != x86_64-unknown-linux-gnu ]; then
+    main
+fi