One of the most important thing is a hook. Blogs are long form content, people need to find a good reason to continue reading beyond the headline, which often is click bait these days.
Another important thing is use of images, people like visuals, especially after seeing walls of text. And these images should be on brand. You should be able to see all the images used in a blog and get a feel of the brand, rather than it looking like the images coming from multiple sources.
Lastly, it’s about how well the blogs are broken up. When there is a huge wall of text, people will be overwhelmed and not continue reading. Each paragraph should only be a few sentences.