Content is the most important aspect of your website, your blog, your articles and your white papers. If you are creating something that requires other people to read it, the content is what will garner attention, what will provide information and what will engage your readers. You can have a fancy website, you can even have pretty fonts and colors and images, but if your content is sub par, you’ll have all these fancy things without any readers.
When you engage your readers, they will be more interested in what you have to say. They will take away more information from your content, and they will be more inclined to become avid readers by either revisiting your website or blog or signing up for a newsletter or other content updates.