In part 1 of this series, we talked about how the one rule for successful content is 'What do you genuinely enjoy making?' In other words, don't try to be something that you're not. Create content that you're passionate about, and you will find people who share that passion.
Today I want to expand on that idea a little more and reveal another secret that Freddie Wong has also hit upon. It is both the single hardest and the single easiest thing about building a website through rich content, and yet it is something that eludes probably 95% of all websites that are setting out to do what you're doing.