Taking into account that most businesses are not about writing, it is too often that businesses remove that aspect completely when starting up. Sometimes they will return to the idea to gain more outreach, but that almost never happens in a small base business, effectively cutting their outreach by 75%. This is good information to know, but how can you change it? What would be a cost efficient way to make (product worthy) writing and have it continuous and profitable?
Here are a few good solutions
Virtual assistance
Hire people to write for you. People who write well professionally usually aren't cheap, and if they are... you get what you pay for. It's common for businesses to associate themselves with virtual assistants, and if you have a good virtual assistance company, they will also have writers on staff. Using your virtual assistant company to its full advantage will not only save you money, but will bring additional income streams into your business.
Another option would be writing them yourself. This is an option many don't choose because they can't think to write more than five or ten articles in their field, but those who do can boost their outreach for very little extra cost. They could use their V.A. (virtual assistant) to edit their work then have them publish the work for you, so all you do is write and approve.
Quality
Numbers vary between people, but for good content articles with research and citations, the cost is between $100 and $300 per article. Many people wonder if the cost is really worth it. For people who use this to its full potential, it is. Imagine some of the best articles about your professional field being yours? Your signature on the article becomes a brand that increases your recognition factor online, and impacts a new and more profitable audience with your business identity. Your brand signature becomes a recognizable fact of business for any like-minded business within your realm of written topic, and YOU have the advantage because those topics belong to you. Creating a signature brand is easily doable if you are willing to pay for it.
Quantity
The second option is the more commonly taken path, people who choose quantity over quality. It is easy to find hungry writers who are willing to write for $20 an article. Just don't expect those articles to be of the excellent quality required to brand your market with significant expertise and profound informative content necessary to grow your business. Writers, who create massive numbers of articles, write multiples in the space of an hour to make up the difference and make something from their writing. This leaves little room for editing and research, or replicates the same research in a selection of articles, not necessarily well written content.
Regardless of the path you choose, outreach through articles is one of the most profitable marketing techniques available online. Content truly is king on the internet. Not being a part of the content driven market will cut your overall outreach, and make you that much less noticed.