Recent quotes:
if you want to get your foot in the content marketing door, you’ll need the endorsement of people, sites, brands, and properties who already have large audiences. If you don’t have the money to buy up audiences at scale, then you’ll need patronage from the established brands in the form of earned media. You’ll need them to publish your stuff on their sites in bylined content or contributed content until you’ve secured enough loyalty from a subset of their audience that the audience will willingly come looking for you elsewhere. The likelihood of “going viral” in a content marketing landscape where attention is a zero sum game becomes less and less likely to simply happen without significant strategy and investment.