Content Marketing Spotlight: Coldwell Banker Commercial

Coldwell Banker Commercial (CBC) delivers exceptional commercial real estate service on a global scale using leaders positioned in local communities. The 175 independently owned and operated CBC companies in over 47 countries help clients find commercial space for sale or lease. The company’s professionals are experienced service providers in acquisition and disposition, landlord representation, capital services, market research, property and facilities management, tenant representation. CBC represents all commercial real estate property types. Thanks to each CBC affiliated professional’s commitment to client success, the company is a CRE industry leader.

Content Strategy

CBC aims to accelerate the personal and professional growth of every individual and in turn, the company. Part of their branding includes the drive to be on the cutting edge of commercial real estate initiatives. The CBC blog reflects this objective by exploring the latest issues related to CRE and providing industry commentary. CBC believes continually adding new content positions the organization as a thought leader and benefits search engine optimization. Reading on the CBC blog is user-friendly and easy to navigate regardless of the viewing device. Older articles are available for further exploration on the home page and individual posts. Topics mix trending and recyclable content ideal for continuous promotion.

The CBC blog’s numerous best practices led to its inclusion of our Masters of Content: Top Blogs for 2016.

Why Their Strategy Works

CBC publishes content that advances industry education, positions the organization as a leader in the commercial real estate field, or provides an opportunity to learn from influencers. The commentary ranges on niche topics from “5 Don't Miss Disruptors in CRE Tech Space” to “5 Things to Know About Amazon Go.” These articles demonstrate CBC and its affiliates are engaged with upcoming industry events and emerging trends from commercial leaders.

Menu navigation is user-friendly and intuitive to use no matter what the size of your device. We appreciate how easy the publication is to share across social networks and via email. On larger screens, the most popular social networks appear in the search header on top of the page. Smaller screens adapt by providing a share button at the top. Once tapped, the share opens to reveal an array of social distribution choices.

The related posts and category tags link readers to additional content. One unique navigation feature present in CBC’s blog is the “prev” and “next” buttons available with individual blog posts, a feature not popular with many blogs today. Using original blog features with modern best practices increases the chances visitors will continue exploring content.

Mixing trending topics and evergreen content allows CBC to continue demonstrating a commitment to cutting edge trends while creating popular, searchable articles ideal for organic search engine boosts. The recycled content regularly appears on their social channels.


CBC distributes its blog content across the range of networks including the professional platform LinkedIn. CBC is active on Facebook and Twitter. Blog content distribution is available on additional platforms.


This article was originally published in April 2016 on the CBC blog. It was recycled on CBC’s LinkedIn page in December 2016.