You can consider every x-factor that you wanted to follow to obtain technical on-page SEO for your website.
On the other side, deeply address your USP in writings. Get the newly trending keywords of titles related to your software or the product you wanted to represent, then prepare daily articles about that titles with concerned proofs, work validation screenshots, and steps to achieve it, and constantly post in the websites like "Medium".
From the 2nd week onwards for the new posts, on the bottom, redirect to the internal articles prepared previously and make sure all articles pinning up together to redirect each other to give a strong abstract for the mentioned USP. You can explain about the advantages and new feature editions, innovations and technologies involved, how it can benefit to clients whom they use your software, etc.,
Likewise, track the ahref or google analytics and understand how the organic traffic is building up, once the momentum is achieved, ask the new users to signup for newsletters, or redirect them to a landing page. Rest is history what you want to make!!!