Content marketing is one of the most effective marketing strategies today. The effectiveness of content marketing, however, depends on the quality, relevance, and appeal of your content.

If you're a good content marketer, you're already aware of how these aspects affect your campaigns--but you may not fully understand how to launch a successful content marketing campaign. To help you, I'd like to present you with three little-known content marketing facts based on my professional experiences:

1. Content marketing is more than just well-written posts.

Before I really got into it, I used to think that content marketing is only related to typed essays, blogs, social media posts, etc. But there is so much more to it.

Over the years, I've come to make the most of different mediums of content marketing including podcasts, videos, blog posts, eBooks, and social media posts. Depending on the product or service you're marketing, you can also use visuals, webinars, etc. in your content marketing strategy.

In fact, research by CMI suggests that videos, podcasts, webinars, and infographics are the most used content marketing tactics after blogs and email newsletters. I've personally found that my infographics receive high levels of engagement, and I try to create at least one every month.

2. Quality matters as much as quantity.

The quality of your content plays an important role in engaging readers and improving your search engine ranking. If you're a seasoned content marketer, you already know that content written on trending topics with relevant information is more likely to engage an audience.

This requires you to prioritize on quality above quantity in almost all the cases. Focus on providing useful information that users can either relate to or make use of.

Great ideas written poorly or presented badly will not reap any benefit to your organization or your marketing campaign. You should pay attention to the quality of the content including grammar, spelling, and aesthetics (paragraph length, bullet points, attractive titles, and so on). The content should also be free from plagiarism.

What works for me is using fresh and reliable studies in my blog posts. I also add a lot of screenshots and examples to ensure that the post is useful to my readers.

3. Custom content is the key to success.

Readers prefer content that is interesting and custom-made for them. Custom content refers to personalized communication in the form of blogs, articles, newsletters, etc. Content that addresses your customers' need is more likely to make your content marketing initiative a success.

For example, as an influencer marketing expert, I'd often create blog posts and infographics that would be useful for businesses that wish to work with influencers. Since I also have to manage influencer relationships, influencers are among my target audience as well. I'd create blog posts about how influencers can boost their influence and earnings. I could go one step further and send out notifications to the relevant people in my mailing list.

Customizing content isn't limited to personalized newsletters or emails that organizations send to their prospective customers. It encompasses personalizing every marketing mode as per your target audience. Creating content that is specific for your users can help you achieve your marketing targets more quickly and easily.

With the knowledge of these little-known content marketing facts, you can soar to new heights in the coming year and engage in more meaningful interaction with your potential customers. Do you have any questions or any content marketing facts to add? Please share them in the comments section below.

Published on: Feb 8, 2018
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.