• Don’t: Create product-led content that shoves the product into your reader’s face.
• Do: create a transparent guide to what your product can and can’t do. But make sure you don’t over-promise (or even sound like you’re overpromising).
• Don’t: Write thought leadership content that relies on cheesy trend predictions.
• Do: Create thoughtful, technical essays based on experiences from engineers and founders. But make sure your claims are authentic as well as relevant and well-supported as well as novel.
• Don’t: Produce hollow, manicured case studies.
• Do: Create technical case studies that describe, in detail, what a customer’s experience was really like – including the gains, the stresses, and the adoption and integration processes. But make sure the focus remains on the customer’s problem and not on your solution.