Yes, It is indeed a viable thing to do. Although it will be more like self-employement than business if you don`t Leverage it. That means, if you were to sit down and write 100 articles all by yourself, your income earning potential is truncated by all that time spent on it.
However, if you can hire a few freelance writers, who would work just like you and pay for their services, you can focus on getting more projuects and build a business out of something like writing too.You`ll still make some tidy profits after the payoffs - Now, you handle more work, more profits and you are in business. Do keep in mind that it is the hiring and finding those rare, committed people willing to freelance that is the difficult part.
I totally agree with vapourlock .... I feel this is a great business idea...
Fresh content is the most important thing search engines are looking
for...