First, the positive: You get to set this thing up the way you want to, which means you can set it up right from the beginning. That is more of a blessing than you might imagine, and I often think back to my start-up days and the cool and easily-trackable-to-revenue content programs I built.

Whew, it just isn't as easy at an established organization to get that kind of work up and running: too many cooks in the kitchen, too many competing priorities, too many data issues, etc.

Now, I'm going to assume you don't have any content marketing budget or additional resources (i.e. can't hire freelancer writers). So, this is what I would do if I were you...