There is more to writing an article than just the content. Although that is a big part of the process. 

It's all about how it is laid out, and how easy it is to read. If it looks ugly or drab, or is just a big block of text, it's going to be easy for a casual visitor to quickly hit the back button and leave the site before they read even one word.

All that hard work wasted!

I don't have a magic formula for what an easy to read article should look like. I can only go by what a few of the long time marketers that I trust are saying.