Build it and they will come?

We had a productive meeting, but spent most of it talking about blogs. Turns out our senior scientist has a blog. I couldn't find it doing a search, but now have it with the url emailed to me. We are building an online media center to include our news releases and to link to industry blogs and other industry resources such as research and consulting web sites. Well, one of those research sites wants you to be a client (read "pay $$") to use their logo and link to them.
We do have some technical reports that we can use on our online media center room. We just need to get approval from the customer. So many obstacles.
We have a list of next steps including identifying our buyer personas and setting up an RSS feed.
One person said we should try to get on the first page search for the technology terms of our business. Here's where it's almost impossible for a small company to use a generic term and expect to be on page one. We need to create more specific or possibly niche terms in order to appear on the first few pages of search. So, that is one of our action items--to come up with specific search terms that our buyer personas would use. This should be interesting.