Mark describes four components of Jesus initial public message: 1) The time is fulfilled, 2) the kingdom of God is at hand, 3) repent and 4) believe the gospel.  Seeing the kingdom of God as the treasure that it is evokes repentance as we see that it is better than anything else we could pursue.  The gospel gives us the promise that we can enter the kingdom of heaven as the adopted sons of God because of the shed blood of Jesus.