Many moons ago (at least in “internet time” – it was April 1997), I attended the Connecting Canadians Conference in Grande Prairie, AB. One of the speakers told us that there were basically two reasons why people went online: 1) To learn something 2) To be entertained.
Fast forward 17 years to 2014. How have things changed in the online environment? Well, the most profound change is the staggering amount of content now available on the World Wide Web. From about 200 million indexed web pages in 1997, the World Wide Web has grown to 3.57 billion indexed pages as of May 20, 2014.
3.5 billion pages is a lot of stuff! Assuming you can find it (which speaks to the importance of tagging, key words, and SEO), what you are looking for is probably out there on the web, likely in a number of places. So given that the content you are posting is probably not unique, readability is what will attract eyeballs. Storytelling increases readability. And a good story is entertaining.
So as the old cliché goes, the more things change, the more things stay the same. A good story will teach your reader in a very entertaining way.