OOP, Bet vs CR/CC on the river

[CASSHERN]

When is it better to do a value bet on the river than it is to check-call or check-raise ?

Of course, if the person is likely to bluff on the river, we shoud check to reraise him (or call). If the person is likely to check after us, and we are likely to have the best hand, we should bet.

I used to bet too much on the river OOP, never letting my opponent a chance to bluff, or bet with a marginal hand. But now that I try to check more often, they often do too ...

Are there any "guidelines" as of when to check or not on the river, with the best hand, oop?