The answer to this is not as easy as it may seem. And it really depends on what you want to achieve: Are you looking for quick publicity for a short term project, or do you really want to build something that lasts and grows?
So, what should you do?
Usually I would recommend to start with a combination of your own blog and posting to an established audience in other outlets. Brand your own website with your own content and start to build your own content. To “push” attention and grab the attention of existing audiences, I would add some guest posting to the mix.
Read more at http://blog.thesocialms.com/content-publishing-own-blog-vs-guest-posting/#vxbreQ3t561IT85m.99