I just finished giving a client a critique of their marketing materials, and one of the things I suggested was that they need to get writing - create some articles and reports that show they know what they're talking about, that they're an expert.
It can't be that hard to do...because lots of people are doing it. Take, for example, this list of authors taking part in Age of Conversation III - a book (broadly) about social media marketing.
It comes out soon, but take a look at some of the links below. Lots of smart people there.