Currently. unless we are celebrities or have an unusual story to tell, the shift is away from the personal. It's come to the point that, at the end of the piece, rarely now do I share a personal anecdote related to the blog post.
The new clickbait are how-tos and analysis of trends.
The how-to should be tied to the niche the blog is in. For example, this is a communications blog. Therefore, how-tos on branding, public speaking, and promoting a book would all fit the bill. Readers would be puzzled and probably turned off if I posted on how to manage your diabetes. That's not part of the niche for this blog.
When analyzing trends, the points of view have to reach beyond what the experts are saying or the media reporting. Contrarian is an attention-magnet. If the media are all predicting Donald Trump will lose in November,argue why he has a good chance of winning.
One more thing. There remains the question: Is blogging worth your time?
The answer: That depends.
For me it does bring in new business. Also, knowing I have to keep positing forces me to think creatively about what's going on in the world of communications. That seeps into my work for clients, making the content better.
Blogging can enhance your digital profile, bring in invitations to network, and help you focus more productively on your profession. It could also bring in work for you.
But blogging does take time. If that is a resource already spread thin in your work life, maybe it's not worth investing in. Instead you could tweet, post articles on LinkedIn Pulse and Medium, and share your expertise on Facebook.