The author talks about using proven templates for blog posts, and how to make each post easy for readers to enjoy (write scannable posts, for instance), but the part that I found most helpful was his "drill down method" for creating an unlimited number of blog post ideas. Beyond that, I appreciated his positive encouragement throughout the book, such as: "If you're moving forward, making mistakes, having fun, and learning, you're on the right track."
I always figure if I gain one solid idea from a book like this, then it was worth the investment of time and money. I feel like I gained two or three usable ideas so this constitutes a win.