When writing an article, for traditional or electronic media, you need to play up to the psychology of your audience. They’re only going to keep reading as long as they are getting something from you, so what is it they’re after?
In the first instance, they want to be empowered. When they click off of your webpage, they want to know or be capable of more than they were when they started. Whether you are writing an information or opinion piece, the same point stands.
If you are writing an information piece, Five Steps to a Perfect Blog, for example, make your five steps as clear as possible. That means not only saying what your reader must do to achieve their aim, but also pointing out potential pitfalls and traps that can be easily avoided. Knowledge should never be assumed. Omitting supposedly ‘obvious’ details is as bad as patronising your reader.
And always leave them wanting more – remember how Scherezade in Arabian Nights extended her life by never completing her story? Well, what will keep your readers coming back? There may be a tangential point included in the article, or you may wish to divide a major topic across several posts, but if your original article is giving something to your readers, they’ll be back for the sequel.