The way you create and, more importantly, publish your content should be consistent with your business’ offering.

First of all, when I say “offering,” I mean that at a very fundamental level. This is usually one of a small list of things, e.g.:

• products
• information
• services
• experience
• or transformation

The second thing to consider about your offering is: where does it fall on the scale from luxury to necessity?

Once you have paired those two qualities of your offering, you can start thinking about how to build the acoustic environment for your content.

For example, if you offer a service that people will only need once, or very infrequently—maybe in an emergency situation—the way you publish information about it should probably be more or less static and well organized. Something like a searchable, categorized library which is easy to navigate even in an agitated state.

What would not be useful is a scrolling feed designed to be subscribed to. Subscribing is not necessary if your service is only needed once, and it means that relevant information probably has to be aimlessly dug out of a sea of click-bait headlines.

On the other hand, if you provide a transformation of some sort, such as coaching or education, then ongoing, subscription-style content which gives prospects encouragement or information on a regular basis might be just the thing.