I will second EGOL’s answer!
If I ever get the time, I will interview EGOL for this expert level help! << This sounds bullshit to me! If I think EGOL’s interview can offer value to my users I definitely have to find some time, create question and send them to him so that I can use it to engage targeted audience around me
Similarly, if they really think that writing can help their website grow and bring leads and conversions to them then they probably have to take some time and write something that is worth reading.
You at your end should find the best places where their content can go live (magazines and newspapers) so that their content can cater large audience and natural links.
Hope this helps!