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In my experience it comes down to 2 factors:
- creative talent as a writer
- knowledge of the niche
If both go together a blogger can easily create a good blog that is worth the time reading and sales will come automatically. With a bit graphic spice and basic SEO success is easy. If one of the 2 above mentioned factors are missing people will feel lack of knowledge or experience difficulties in reading, hence you won't be able to earn their trust and they won't return to your site.
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