How many times have you, or your supervisor, CMO or CEO asked to see the web analytics of your company site? Most organizations focus so much on stats such as unique visitors, visit length and number of page views that they forget about the equally important, but less tangible, task of getting the right content in front of the right people.

You’re probably thinking that those are the same things, and it is true that a high-performing website is probably getting its content read. However, if you focus on marketing the content, rather than marketing the website itself, you can suddenly take advantage of easy, fun and FREE options that go way beyond SEO and banner ads.

Smashing Magazine recently ran an article called “10 Ways to Put Your Content in Front of More People.” It offers examples of companies like eBay, Twitter and CNN who have successfully promoted themselves and their content though mediums that do not direct back to their respective sites.

Now, what works for an e-commerce site like eBay is dramatically different than what works for a news corporation like CNN. What these companies have in common, though, is an understanding of where their audience is, and how to meet them there.

Check out the Smashing Magazine article, and stay tuned for more thoughts on the importance of marketing your content, not just your website.