There is no success recipe when it comes to marketing, business or whatever we would like to, but there is plenty of testing until you find what best suits you. At first, you should get to know your public very well and test the content that they like the most (tone of voice, article length, visuals, infographics, videos, etc).
Once you run all these, optimize based on the response you get from your website visitors and improve it on the go.
As a start, prepare yourself with all the tools that you have to meet your customers, discover new channels and ways to express yourself and add a lot of patience as well!