What Content Mistakes Does Matt Giovanisci See Most Often?

Matt Giovanisci, publisher of Swim University and Money Lab, says marketers obsess over volume. They think publishing must be constant, bigger, and longer, including the claim that a blog post should average 2,000 words. A short explanation, such as what a guitar pick is made of, does not need 2,000 words. The other mistake is calling every post a story when it is only a diary of someone's day. He wants writing that is crafted and interesting to a reader who is not the author. Even Money Lab entries about Spruce get edited: he asks whether the piece is interesting, whether the order is right, and why he picked one tool, then rewrites lines.