Are you driving your audience to pass on your content? “Too Long, Didn’t Read”
Seth’s Blog: Trapped by tl;dr.
As the the senders of much of the stuff that people read, Marketing people should read this article from the “flip-side” of the place from where this is written.
Don’t make it easy for your intended target audience to put your content into the “Too Long; Didn’t Read” bucket. Make sure you know your intended audience and make sure the “see themselves” or “their concerns” in the first sentence or two.
Once they know that your content applies to them, they will read what you write.