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Many of the traditional channels for online content discovery are thoroughly understood and their adoption rates are high. The readily accepted channels—from SEO and PPC to email and social media broadcasting—can deliver the best content to the right people at the right time.

Today, however, the Internet is experiencing a deluge of content, and many channels for content discovery are bloated. Estimates say that more than 2.73 million blog posts are written and published daily. Many industries are experiencing a content surplus, making it even more challenging for marketers to get their content seen.

Social media networks like Facebook and Twitter are adjusting their algorithms to ensure the least amount of organic visibility for brands, too. Traditional paid media, such as banner advertising, is becoming less effective year-over-year because banner blindness runs rampant. According to Solve Media, you're more likely to survive a plane crash than click on a banner ad.

As a result, new techniques, tactics, and tools are cropping up and being used by marketers of all stripes to maximize the visibility of their content. There's now an entire content promotion ecosystem. From influencer marketing to native advertising, brands are experimenting in new ways. Many brands are sponsoring articles on blogs or other online publications with large pre-existing audiences. An interesting stat we just included in our own "Content Promotion Manifesto" is that brands spent, on average, 6.7 percent of their content marketing budgets on sponsored content in 2013. It's trending upwards, too. From The New York Times to Forbes' Brand Voice, there's no shortage of famous examples.