How about introducing viral replication qualities to the content. Instead of malicious intent, snippets of content can be deployed all over the web with some mechanism for a simple retrieve/compile. Ideally, the content packets would not even be stored anywhere but would just constantly travel the "wires".
I'm not sure about that in the long run (it's easy to make the argument that hosting pieces of this data is the same as hosting all of it), but one thing which does work really well is time shifting -- basically, encrypt your data so it is innocuous seeming and get it widely distributed, then leak the key (much smaller amount of information, much easier to distribute) which then retroactively makes all the previously distributed innocuous data awesome.
Another trick is to make the data you want to distribute "viral" in the social media sense -- make it catchy and funny, or at least easily understood, so people want to distribute it on its own merits. Or, attach the boring thing you want to distribute to something catchy and funny (stego, or just make it an element of it somehow -- like make a cool t-shirt with the secret key on it).
