Who is your audience?
Each writer and contributor to your website must know the audience you want to attract. They need to know how varied that audience is in terms of familiarity with your products and technology.
Would you say that a visitor to your site is looking for the same experience they get from reading a scientific journal? If not, what experience are they looking for? What do they want? What questions do they have? What is the best way to answer their questions? Do they want to learn? Are they curious? Are they already a customer looking for support? Are they a technician who needs to know how to apply your product to a specific application?
Do you want your products to be known to only the experts in that technology? Or would you prefer that the content on your website attracts a larger audience. The author of well written journal articles abides by this fact. However, do you want to reach the same niche audience or do you want to capture a larger audience? Those who regularly read and analyze peer-reviewed articles are often familiar with the style of scientific journals.