The last thing you want your content to do is disappoint the reader.
Think about it – they are clicking on the link for a reason. If they don't get what they were looking for, you've wasted their time!
Content Marketing Institute relayed one of these experiences in a recent article. They said, "I realized that the company never thought about me – its reader – when it crafted the content. Its only goal was to attract contact information for lead generation. Now, I don’t trust that brand or its content, and I may never trust them again."
So, remember to think about who you are writing to. Make sure that you're giving your readers valuable information, and that you actually deliver what your headline promises.