Avoid the perception of arrogance in content marketing by using Quora as a counter-example, writes John Paul Nettles. The Q-and-A site asks new users for personal information without any explanation of what it does, hides everyday content behind annoying sign-in boxes, and uses heavy-handed "volunteer moderators" that risk alienating contributors. "If your marketing mistakes include acting with arrogance, your audience may cease to be prospective customers and become active haters," Nettles writes.

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