What does powerful, engaging content have in common with the brutal intensity of a hurricane? Quite simply, they are both unstoppable, irresistible forces.

Powerful content must resonate so strongly with the reader that she can’t turn away. Likewise, once you’re caught in the torrential rain, crushing winds, and merciless storm surge of a hurricane, you’ve got no choice but to ride it out to the end.

It may seem strange to use an adversarial analogy when trying to attract and engage readers, but attention is an adversarial function. Attention is a filtering process, which means that people are looking for any reason NOT to read your content.