hi! just to add my 2 cents...
I do write for a couple of online italian magazines and our two basic rules are:
1- neither too short, nor too long, that means no less than 900 characters (including spaces), no more than 2000: articles that are too long are abandoned by your readers before their end
2- use photos and use them often. People wandering on the internet are looking for full-sensorial contents. If you write about a movie, put movie images in the text (i.e. when I write an article about a movie, the article has 1 photo every 400 characters, more or less), if you are explaining how to cook sausages, put a photo of that sausages! People not only have to imagine results: they have to taste it!
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