How valuable would a company blog be in drawing attention to a commercial real estate company?
I am a marketing specialist looking to really up the marketing strategy for a CRE company. I am new to the industry, and am trying to determine whether a company blog is a tool commonly used in the commercial real estate industry. 

Any thoughts or insight on ways to gain online presence would be helpful! 
[{"id": "dmxoyfp", "text": "Better than nothing I guess. Gets some search results. Won't lead to deals and requires a lot of work to update. It is worse if you start it and don't keep it up. ", "replies": [], "depth": 1}, {"id": "dmxqc68", "text": "Eh, I personally wouldn't recommend a blog. What kind of attention are you looking for...Overall awareness of the company in your local CRE market...awareness of the services the company provides (brokerage/leasing, asset management, accounting, engineering/facilities maintenance)?  ", "replies": [], "depth": 1}, {"id": "dmy33yj", "text": "A blog (+ SEO) is perfect for residential real estate for obvious reasons.\n\nIn commercial RE the benefits are less obvious but I can assure you they are there.\n\nYou need to position your company blog a little differently though.  For example, you'll want to promote the posts on LinkedIn rather than FB.\n\nThe whole point of a blog is to generate organic traffic.  Sure, the vets out there with 20+ years networking are not going to see the value here, but as most millennials will attest to, you won't even be contacted if your website is crap and you don't have a blog.\n\nOrganic traffic converts better than just about anything btw...not sure what the previous poster is talking about.  Most people think blogs don't work because they write and post and that's it.  They don't realize 80% of the work lies in optimizing and promoting the blog.\n\nSo you can blast direct mail and buy all the billboards you want but it's not even going to come close to the results you would get w/ SEO + blogging.\n\nMy advice:  \n\n-Blog about timely (newsworthy) topics, they can get lots of traffic quickly but you need to be fast.\n\n-Build local market resources &amp; reports, make them available for free download (w/ email opt-in).\n\n-Promote your posts across LinkedIn.\n\n-SEO the hell out of it (including building backlinks).\n\nAnd to answer your question, yes it is a tool commonly used, but usually incorrectly!", "replies": [], "depth": 1}, {"id": "dn0cl1p", "text": "Depends on the quality of the blog. I'm working on my first CRE project and I've been consuming as much info as I can find. To be honest, there isn't a lot of quality blog info that I've been able to find, so I would say doing something like a blog + ebook on \"beginner's guide to CRE\" or the like would definitely have an initial market, as I've been looking for materials like that unsuccessfully, and I know there are lots of people either doing their first project or want to do a project eventually. ", "replies": [], "depth": 1}, {"id": "dmz4dk0", "text": "There is 0 relevance for the private equity side. If I need market data I call a broker, I wouldn't bother to read a blog. ", "replies": [{"id": "dmzh406", "text": "I think you are missing the point...just about every serious CRE company has a blog, there is a reason for that...\n\nI can get market data by calling a broker too...doesn't make a blog irrelevant lol.  If that were the case no major financial institution or RE company would have one, but they all do.  Hmmm...\n", "replies": [{"id": "dmztp3i", "text": "By blog do you mean generic \"news\" page or does that include technical posts as well?", "replies": [{"id": "dmzwgam", "text": "Yes I think the word \"blog\" might have a negative connotation to some people.\n\nI suppose I'm really just talking about content when I say \"blog\".  Content can be articles, charts, infographics, reports, guides, interviews, etc.  \n\nThe things that make the internet go round and round!", "replies": [], "depth": 4}], "depth": 3}], "depth": 2}], "depth": 1}, {"id": "dn0cl1p", "text": "Depends on the quality of the blog. I'm working on my first CRE project and I've been consuming as much info as I can find. To be honest, there isn't a lot of quality blog info that I've been able to find, so I would say doing something like a blog + ebook on \"beginner's guide to CRE\" or the like would definitely have an initial market, as I've been looking for materials like that unsuccessfully, and I know there are lots of people either doing their first project or want to do a project eventually. ", "replies": [], "depth": 1}]