You might find interesting the post I wrote on how we are doing PR in the XXI century. Quite similar to the way @rachelandrew is explaining. IMOH companies & startups use to link the idea of content with ‘blog’ or whatever is in-written-form. But that’s a wrong way of thinking, even more in these times, when people don’t read, but scan info. Content marketing can be showcasing your product in meetups, participate in podcasts, etc.
tl,dr of the link included above
Research general big media sites and pitch custom content
Like: Techcrunch, recode, Venturebeat
Content output: We managed to have a version of this article in TheNextWeb
Find websites where your audience already hang out
Like: Our audience is formed partly by devs, so we tried to put our product in sites where devs use to access. (SmashingMag, Sitepoint, etc.)
Content output: A listicle in Sitepoint where we feature some plugins you can use in Wordpress to integrate Stripe (our product runs on top of Stripe).
Lend a hand to specialized sites that cover your industry
Like: Specialized traditional sites t
Other publishing formats: Podcasts, Hangouts, Meetups
Like: Rocketship.fm, Mixergy, GrowthHacker.TV
Content output: We participated in some meetups, we hosted a ProductHunt meetup.
A format that I would like to start exploring more is the what the guys at Nomadlist are doing: setting up not only a forum, but also a Slack chat room for all nomads working around the world. Also I see HUGE potential in snapchat, overall if your product is media and young audience.
Being part of other products
Like: Include your product or service as perk, or additional service for other products. A là Moz, Treehouse
Content output: Being part of Founders Perks - where we are being featured along other tools and services that it’s likely that our audience will need too.
It’s true that there are many sites out there in the Interwebs willling to host your content, but as some fellas already pointed out, they are taking benefit from your time.
If after reading this, you are still interested in submitting your content to other sites, I would try to go for big & well curated sites where they care not only about what you write, but also their audiences. It won’t be easy, it won’t be fast, but you will have the right content in front of the right audience. At least that’s what worked for me when pitching and getting my ideas in Moz, Shopify, Intercom, TheNextWeb, SEJ.