It makes the job of the person referring you so much easier. If we agree that getting a referral is the easiest way to get a job, which I think it is, then making the job of the person referring you is the most important thing.

If they can talk about you for a couple of minutes and then email their boss a link to a well written blog post, you derisk the act of referring you. You allow the boss to sell himself by providing the material, so your friend isn't on the hook as badly.