Steemit seems to be on a good way, I think: Connecting the content creation and consumption with a third utility that has its own purpose of productivity.
A different example would be a dating site that is connected to games and other mutual entertainment. Both works in itself, while attracting female dating candidates might be the short end. And so you create a gaming and entertainment environment that attracts them. Men would flock there on their own. (Although, I don't know a specific example, but I imagine that might be a working deal.)