A great blog post tells a story and reveals the human element and narrative in details that you don’t find in short-form content. Even technical things can be blended with the backstory of who created them and why, or what the business goals were and if they were achieved. Great blogs lift up the people, teams, clients and brands involved. OR they provide a source of discovery -- such as reviewing and detailing the use and function of a single product or service in a satisfying and anticipated way. Great blog posts also follow a cadence -- what other blog posts came before them? how does this blog post fit in? will there be more like it? who is the author?