Q. There’s always a new trend to adopt. What is the best, most effective content for 2013?

A: It’s true that another hot item always seems to be on the horizon. Whether it’s 140-character tweets, videos, or the return to long-form magazine articles, it’s difficult to keep up with all of the new developments in content marketing. Don’t make it harder than it needs to be.

Just remember these three rules for stellar, effective content:

1. Reach your customers when and where they look for information. Know which outlets they actually use — Twitter doesn’t work for everyone.
2. Make your material valuable and customer-centric. The fastest way to turn off your reader is to make your article salesy and overly promotional.
3. Be aware of what your competitors are using. LinkedIn and corporate videos are popular in the B2B content marketing realm right now.

Here’s what you need to know: The best content for your company depends on your objectives and your audience. Try different things — like social media campaigns or making white papers or case studies available for download — to see what works for your specific goals.