As we've all learned, creating content is a great way to gain attention without resorting to advertising.
The problem with creating content is time investment. Not everybody makes a good blogger (for written content) or great showman (for video content). After all, the kung fu I have in creating great product does not necessarily take away my writer's block.
The alternative I can think of is by sponsoring content that reaches the same target segment.
Is sponsoring a blog or a show give me the same benefit as creating one plus promoting it on my own?
I'm aware that having my own blog/show gives me personal branding. What if I don't intend to create a cult-of-me? (I think that's not necessarily good business)
On the other hand, if you disagree that content creation is time consuming, do enlighten me on how you do it.