Like gravity pulls objects to the earth, the web pulls people across the landscape of connected information — whizzing by landmarks (content) at breakneck speed.
Thus, when people arrive at your blog, they should be able to size up your content in an instant. From the headline, down the subheads, to the call to action.
In other words, it should be clear what’s in it for them … and is it even worth their time? And it should be concise.