I liked this for contrast:

Additionally, when we started the company I didn't have much money, but I saw that the most commonly searched term for SoundCloud producers was "How do I get more Reposts on SoundCloud?" A repost on SoundCloud is like a retweet on Twitter, so artists want as many of them as possible so their music will get heard.

I thought if I named the company Repost and dominated the SEO on that specific search we could get some free inbound traffic. My assumption worked. I believe if you search "SoundCloud repost" in Google we're one of the top hits, and something like 25% of our inbound applicants come organically.