Fortunately for them, there are other affordable sources of quality site content available. For example, you may feel you can't produce your own product reviews. If you have trouble avoiding the hard sell in your prose, invite your site visitors to submit their own reviews. That may be a better source for you anyway. Potential customers have no reason to mistrust a sterling review of the products you carry if they come from other customers.
Service business can use testimonials in much the same way.
If you design websites or plan parties or create corporate brochures, testimonials can be a very effective form of website content. And, again, customers tend to trust the word of amother customer and will regard testimonials with a bit less cynicism than they would your own statements about how wonderful you are. Only if you can afford it, and only if it makes sense in the context of your business. If you have discovered that you have large numbers of rabid Martha Stewart fans as regular visitors to your site, then licensing some of her content might make sense, as long as the cost is within your reach. Do use your content to give your website a dab of personality.