One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach with your content, if your language is too broad it won't land with anybody, better to be specific and make an impact with the audience you care about. This can also happen a lot when you write by committee - a surefire way to end up with sentences with many good words but don't mean much together. This is why I think it's really important to have a good chain of command for content creation > editing > publishing. If content touches too many hands it can end up in a state where it feels like a human didn't actually write it.