So what are readers looking for in an article? First is 'information'. They want to know about the product, service or opinion of it. While readers don't want vague, over generalized content, unless it is a technical manual or geared towards readers with mechanical knowledge, readers want a really good idea. It should talk in a friendly but not opinionated manner. Give facts to back up claims, and details on product description.
As a writer you shouldn't assume that the reader will know all there is to know about things, and any words that are condensed into an acronym should also have the full name, usually first before the condensed version. They may want a colorful description that a writer must convey without being overly dramatic, or giving their own opinions. A writer should avoid using "I" as much as possible, because even though you may feel strongly about the subject matter, others may not share it.
There are many in marketing careers that make the mistake that they know more than the reader, but you can put this down in an article, because you want to be informative, not condescending. People in marketing jobs want their readers to walk away from an article wanting to know more, or wanting to buy. Through their articles the take their curiosity to its peak, not making them discouraged.
Another thing people with jobs in marketing should know about writing articles, 'make sure your resources are accurate'. There is nothing more frustrating for a reader to see a resource, copy and paste it in a URL listing, only to find out it doesn't exist. It could be that way for a number of reasons. The resource listing wasn't written properly, or the website may no longer exist, or even the contents were changed or removed. This makes it really difficult to get the right information, and a reader shouldn't have to waste time searching for what they want, it should be right there for them to see.
It is the same for many writers, who write articles for people in marketing jobs. Many times those who have jobs in marketing, and outsource for articles, do exactly the opposite of what they expect. Some will only put in vague references to what they require, give resource listings that are vague or non existent. Because the writer thinks that the client has left the details up to them, as long as it's about the topic of discussion, the content is up to the writer's discretion. Then when they have submitted the article, the person in marketing careers gets angry that it wasn't written to their liking. What really do they expect?
You find out more about marketing jobs, how a good article is written, and much more online. The Internet is a valuable resources for people in marketing jobs, writers who would like to get into the industry, and much more.
