How to find a 'Hook' for your blog - Tradução em português

Hi everyone,

I would like to know what exactly means "how to find a hook for your blog" the problem there is the word "hook". I'm translating a book about blogs and on this topic, the author wants to tell us how to find a hook, and by "hook" he means a good thing, like a path to the sucess or something like that... how can that be translated to portuguese?

Thanks everyone and sorry for bad English, i'm not so good yet