Marketing Glossary
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Article
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Article (trade magazines, Internet)
An article is a document published in a print medium or electronically in media such as
trade magazines, scientific magazines, or technology news oriented web sites.
Articles described in this Glossary are targeting technically interested reader groups.
Articles present consolidated findings and technical expertise.
Articles that generate customer reactions contain 7 elements:
- Headline: The headline catches reader's attention (time available about 0.2 to 0.3 s)
- Lead sentence - Like the headline, the lead sentence must further the readers curiosity. If the reader
gets bored at this point, the article is already dismissed.
- Introductory paragraph - tells most important facts and answers to questions (if applicable):
who, what, when where, why and how.
- Details - need to be presented in an informative, organized manner that is easy to read and follow.
- Objectivity / Facts - is a must for technical articles. While opinions are allowed, the
focus ought to be on newsworthy, informative facts.
- Source - of information are identified and must be reliable.
- Graphics / Pictures / Tables - The proverb "a picture tells more than thousand words" is also relevant
for articles. The most important task of technical articles is to convey newsworthy information.
While article writing is time consuming, because it requires thorough research and verification of information,
it holds a variety of benefits for a company including increased recognition as industry expert on the matter and
better brand awareness. Articles that help readers solving their problems are often a direct lane into rewarding new business relations.
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