When you set up a new website you need to make it famous in market.You can do marketing two ways online or offline ? Here I am giving some point from which you can decide which of marketing will give you best output with less input . i.e Amplified output
Go for Online marketing like CPC Ads (Adwords) , Forums ,Press releases :
Go for offline marketing like paper distributing,TV ads etc.
Be more precise what the content is? social appeal or some social network or some web application or software?
This will decide your marketing way.What to say more hiring a marketing guru will say better than me!