1.
Don't sound too formal.
Unless you're writing about politics or for people in the upper corporate ladder, I suggest that you write your articles using conversational tone to easily put your readers at ease.
These people will surely appreciate you for doing so as they'll find your articles more enjoyable to read.
Address them using "you" or "your" instead of third person pronouns.
Its okay if you'll ask them questions (preferably those that are answerable by yes or no) from time to time.
Inject humor where you see fit and share your personal, relevant stories.
2.
Do make your articles relatively short.
Reading articles from a computer monitor can really be a sore on the eyes.
Thus, it would help if you will not require your readers to spend more than 10 minutes reading your articles.
You can do this by making them relatively short.
Depending on your topic, you can make your articles run 250-500 words.
The shorter your articles, the better.
3.
Don't talk about yourself too much.
Self-serving articles will not take you farther in this field.
Remember, your goal here is to impress your readers so it's important that you make your articles all about them.
Talk about their problems and not yours.
Write your articles from their perspective so you can easily build connection with them.
4.
Do make your articles scan able.
Help your readers easily find the information that they are looking for by highlighting keywords or key phrases on your articles.
It would also help if you use short paragraphs and sub headings all the time.