Need content? Run a contest!. Ditto if you've got content.
Refining my creative contests trope, organizations with extensive content archives should be doing exactly what Creative Commons is doing. And on a regular basis.
Yeah there's some work in screening the submissions, but you get fresh, cheap content, you get a closer connection to your audience (both creatives and passive observers), and you get targeted (read more lucrative) opportunities for sponsorship and advertising.
Heck, depending on the material you could argue that it's journalism, giving more nuance, context, and perspective to stories.