They say beauty is only skin deep, that what really matters is what’s on the inside. That may be true with people, but I think a different rule applies with blog posts:

What’s on the inside only matters if the outside is attractive enough to convince viewers to keep reading. In other words, your blog post could contain the best content in the world, but if doesn’t look inviting, attractive, and easy to read, you’re less likely to earn social shares or natural backlinks.