If you generate a lot of content – whether you have written it yourself or contracted it – you can repurpose it along the way. For example, as you write an article relevant to your industry or area of specialization, go ahead and publish it to your website. The web is about frequency. But then after you have 5 of them or 10 of them, then create a white paper by putting them together in a coherent manner. After you have 50 of them, put them together in a book. The white paper can be downloaded from your website, the book purchased online or given away in person or as a mailed gift. There is no substitute for quality content.