Seth Godin said content is the only marketing left. He is, perhaps, right. At the same time, the content junkyard is running out of space and in their eagerness to hop on the social media for business bandwagon, small businesses, in particular, pay little attention to the quality of their content. In this article, we feature 4 content marketing mistakes that can jeopardize its effectiveness. 1. Less is more Data has been produced to show the more you publish, the more traffic is generated and the higher the conversion rate. Yet at the same time, many question this wisdom because their results have not been positive. Why? Like everything in marketing, precision is the key to success. Doing less, but ensuring it is the right one can produce better results. A good start to your content marketing effort is researching your target audience to develop an intimate understanding of who they are. 2. More than blogs Blogs alone do not guarantee content marketing success. Content marketing has grown in versatility. Today, apart from the written word, there are numerous other forms content can take. From infographics, videos to interactive content in the form of quizzes and assessments, your choice is only limited by your creativity. Like the quality of the content, the choice of form and platform is dependent on your target audience. If you are targeting tradies, it is unlikely you will turn them on with a featured article. Given their mobile work-style, videos or podcast work better. For the mum-entrepreneur, short blogs with visuals may work better. 3. Length matters We all have read or watched content that seems to go on, and on, and on. Despite the length, we persisted till the end. Why? It's difficult to put down a good novel or pause a tearjerker movie. While we may be eager to get to the end, we'd rather see it unfold. Good content works in about the same way. For this reason, effective content marketers advocate adopting a story-telling approach in content development. There must be a plot, a hero, a villain and a "they-all-live-happily-ever-after" ending. But bare in mind though, it doesn't necessarily mean there isn't a limit. There is. Know your target audience. 4. It's costly Like most things in life and business, you get what you pay for. Having said that, with sound entrepreneurial acumen, you can get more. An experienced digital marketing agency will tell you the amount you spend doesn't always guarantee success. It isn't a slot machine - chances of hitting the jackpot increases with more coins inserted into it. Content marketing is a game of chess. The right strategy can get you very far. For example, your video can travel the distance if it resonates well with your target audience. They will take it upon themselves to share it. The use of content marketing will grow. Sharing invaluable knowledge builds trust, confidence, authority and credibility, leading to a higher conversion rate. Connect here to learn how to use content marketing more effectively.