The biggest mistake is not creating content that gives specific value, as opposed to generic background information that can be found on multiple sites, through googling. Rather than create the umpteenth article on "5 Trends in Artificial Intelligence", drill down and focus on a specific problem, i.e. "How to Identify That Your Recruiting AI is Discriminating Against Women Engineers".
We learned this when I was a tech product manager and start-up CEO. Now, as a consultant, I see my clients continuing to struggle with this, but the issue is even more important today, because we are in the Attention Scarcity Age, where we are saturated with content and info.
© 2020 Praveen Puri