Lots of content. This helps if you are doing SEO or social or anything at all.
There needs to be more than that right?
A classic marketing problem is how do you promote a real estate agent in city X? You need links, you need shares, media attention, etc.
Nobody wants to link the business card page of a real estate agent. However, if that real estate agent has a blog and has interesting things to say that can attract people who are searching for many different things, get real links, shares, etc.