Try and discover digestible pieces of information that customers can take action on, or consider different parts of your service offering. Tips on the market or perhaps break down your existing content that is assuring people who haven’t experienced your offering and have questions that can be answered now. Instil confidence in your customers.
Also try using technology platforms such as Google Trends for research on high ranking search terms.
To decide on format, look at your analytics, specifically your top traffic and engagement numbers on each of your marketing channels. This will give your resources an indication of where to focus their attention in posting new content. An SEO specialist can also provide these insights for you.