In MIN (Media Industry Newsletter by Steve Cohn), it's revealed that a writing contest sponsored by Glamour magazine, drew 10,000 entrants!.
Just doing a little math, if only 1% of them are any good, that's 100 good chunks of new magnet content. Toss in a kickoff and a wrapup week, and you've got 1 year's worth of engaging material, releasable once a week, for free!!
Even better Glamour didn't have to ante up any archival content. Heck the dang contest was probably a low tech combo of snail mail and e-mail.
I'm telling ya, the gold in that there content is time limited, focused activities around select bits and topics. People everywhere have something to say about something. Just give 'em a venue and don't ask that they do it every day. People got lives ya know!