Passion Is Good
Where would we all be without some passion? When you listen to interviews on the news you'll notice that it's the people who say things that are controversial that get all the coverage. When someone violently agrees with everything that's going on, there's no news there.
So what gets you excited, frustrated, outraged, disagreeing? Personally, I find that those little sachets of shampoo you get in hotels drive me mad. Clearly they're only designed for people with dry hands since when attempting to open one in the shower I find myself opening the things with my teeth, resulting in a soapy breakfast. Not the best start to a day.
What does this all have to do with marketing you may well ask. Well everything. In order to write an article about your industry, your company or your product you should ask yourself what is it that gets you excited about it? Only by injecting this passion in to your writing will you raise a spark of interest in those who visit your page. We can't always be controversial, but at least be different. Stand out from your competitors.
Any when you've finished, always apply the "so what" rule... Just ask yourself "so what" after you've read your article. If you can't answer it then why expect anyone else to care?