As we were essentially starting from scratch with a new website and very little visibility, we knew we needed to start to build the site authority and begin ranking for some attainable terms right away. After doing keyword research, we identified a list of terms our blog and page content would target that were a) relevant, b) had a low difficulty score for ranking, and c) had a high organic click-through rate. With this list, we began writing long-form, exhaustive content. Shortly, we were ranking on page 1 for our targeted terms.
These top-of-funnel, educational articles, brought in visitors and then we used other channels (webinars and automated email drip campaigns) to continue the educational process over time.
We prominently featured testimonials from investors and historical track record numbers to build credibility.