1. Don't be sales-y: someone is reading your content because they want to learn, not because they want to be sold to. Save your sales pitch for your end-of-funnel materials.
2. Too data heavy: while data is an excellent way to prove a point, you run the risk of using too much data where it becomes overwhelming. So make sure you keep that in mind. And if you do need to share lots of important data, infographics are an awesome way to convey your point while making the numbers easier to digest!
3. Don't be dishonest: a fairly obvious point - but just make sure you're writing is truthful and you're not exaggerating.
4. Inconsistency: chances are, you have a number of content assets. As prospective customers read your content, they'll probably read more than one piece, so make sure you're consistent with your message throughout.
5. Dull, unengaging content: you want your content to be compelling. If you're bored reading it, chances are your prospect is too.
6. Not targeted: Know your audience. If you're talking to marketers, for example, your content should use familiar terms.
7. Visually uninspiring: Looks matter, and yes, we do judge a whitepaper by it's cover.
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