You need understand the context of your user.
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What are your users looking for in your content?
What do we mean by context of use? Where they are using your content. When they are using it and what device they are on when they are reading it. People are potentially looking at your article on mobile phones. People are actually increasingly using smart-phones to access web contents . We would like to know where they are and where they are going and what they are looking at. They might be after information on cheaper price, or better product. There are a large number of articles competing on any one subject. If we were a retailer we would put favorable price guarantee at the top because this is what is of interest to the user most. At lunch time people may have more free time; maybe an hour to read your content. Or maybe they are going home on a train; they have ten or so minutes to go through the internet then and also may not be in the right reading mood. The content we deliver for different situations is slightly different. We have some peak times when people find it convenient to be on the net. Lunch time, evening and weekends are peak times. Friday evenings will be peak time especially if you write articles on real estate. They are preparing for the weekend to inspect these properties. Remember that more and more people are now using iphones and ipads. These are now more popular than laptops or desktops. It means you need to know what device people on, so that you consider the content that you deliver to fit those devices.