Your content has to bring your reader to a state of total focus on what you are saying. Otherwise, they will just glance or read the first words and move on. You don't want this to happen. You want your reader to get so caught-up in what you are saying that they will not even think about clicking to somewhere else.
It doesn't matter if you are writing an article, an ad, blog post, email, short, small, long, etc. The content you create must draw your reader in and be good enough to keep them reading.
Remember, content must be genuine. In other words be honest with what you are writing. Readers are not stupid and dumb. Eventually they will see right through you.
Scott Aughtmon developed this guide to help all of us with our content endeavors. Thanks Scott.
Source: Scott Aughtmon of http://recessionsolution.com/
Some more resources for writing great content: