Why Content Remains King—or at least regal
Everyone wants a streamlined website with concise intelligent copy that projects confidence and expertise without being self-aggrandizing. But nonetheless, in matters of SEO, it is important for your website to have as much copy as possible, as it provides the environment into which you can insert your keywords and key-terms. (Per Google: Content is King).
This consideration goes directly to your information architecture, which should support as much content as possible and present it in an inverted triangle. I discuss this at length here, but to summarize: the arrangement should be such that (1) essential content that is crucial for your prospects to read comes first; (2) followed by content that is important albeit not essential; followed by content that supports (1) and (2). This is done with click-thru navigation (e.g. learn more here). As well as supporting keywords, the inverted triangle allows you to address multiple audiences (C-suite, engineering managers, influencers, etc.)
White papers, in particular, provide a rich environment for keywords and key-terms. So do blogs: but blogs require a commitment from someone in your organization who will sit down regularly and post something pertinent, distribute it to social websites, etc. Unless you are willing to make this commitment of time & resources, a blog can be problematic. (Ask me how I know: This is my first entry since March 2016!)