Your blog posts should be easy to skim, to the point, and be constructed instead of spewed. Unless that is what you are going for. Couple that point with...
4. Make Your Content Easily ReadableInternet users don’t really read content online, at least according to a study by Dr. Nielsen on reading behaviors of people on his website. His analysis shows that people only read 28% of the text on a web page and decreased the more text there is on the page.
To increase the likelihood of your readers getting the most out of your content, utilize techniques for making content easier to read. Highlight keywords, use headings, write short paragraphs, and utilize lists.
TL;DR - Walls 'o Text are not conducive to comprehension. So use whitespace, highlight important points, use headings, images, etc, get to the point and your readership base will appreciate it.
7. Whitespace of Text Affects ReadabilityEasy readability of text improves comprehension and reading speed as well as enhancing the likelihood that a user will continue reading instead of abandoning the web page. There are many factors that influence ease of readability, including font choices (serif versus sans-serif), font-size, line-height, background/foreground contrast, as well as spacing.
A study on readability tested reading performance of 20 participants by presenting them with the same text blocks having different margins surrounding the text as well as varying line-heights (the distance between lines of text). It showed that text with no margins was read faster, however, reading comprehension decreased. Faster reading speeds when the text had no margins can be explained by the text and paragraphs being closer together, resulting in less time needed to move the eyes from line to line and paragraph to paragraph.
As this particular study shows, the way we design our content can greatly impact the user’s experience. Be wary of the details: color, line-heights, tracking, and so forth and be mindful of sound typography principles for the web to ensure that you’re not discouraging your users from reading your content. Furthermore, study the effective use of negative space in web design.