Personality and a positive attitude.
And, like shelivesthedream I want things to be aspirational, but not out of reach. A lot of bloggers stagnate, and I outpace them, grown in a different direction than my interests, and I check in occasionally, or go from achievable to outlier and detached, and I detach. Others focus on an aspect I can relate to, and I stay hooked
For example, MMM has gone from a middle class life and maintaining a down to earth lifestyle, to making obscene amounts, odd spending calculations, and in character but non financial strong personal opinions. There is an occasional post I can relate to or aspire to, but I mainly ignore the blog. Apartment therapy switched to an unreadable format, with very few diy or low cost apartments to admire, and more giant houses. Still a great site, but I don't think it's written for me. Wellness mama and bikini body mommy seem to have profited nicely from their work, and occasionally post stuff I'm not into, but because they focus on the relatable, universal mom experience, I still value their new content, even though I'm not a mom