You know how Peter Cashmore built his media empire from his parent's home in Scotland? By working his fanny off and talking to EVERYone who ever tweeted anything from Mashable and responding to EVERYone who tweeted at him. But this was also right at the start of Twitter - he recognized a whole new form of media was rising and rode that wave. For the first three or four years, the operation was completely Pete in Scotland and his team here in the U.S. who worked out of the COO's apartment in Manhattan.

Mashable was a specific focus at a special moment in time - lightning in a bottle, and you can't try to do what he did.

As for yourself, you need to figure out where people who are your target are. And be there. And share and talk and share other people's content if it's on target. Get other people to contribute, and share their posts giving credit to them, getting them to share it, too.

You need to come up with a solid plan for releasing the content and what you'll do on social to back it up. It's very difficult to launch a new content website without money behind it, a recognizable name, or a special niche with content people can't get anywhere else.

Not that it can't be done. but it's difficult. And you need to draw up a fully realized plan.