I'm not a 'little Jeep" guy, so an expert may correct me.

It looks like the '70 CJ still had a standard point style system. Battery goes to the + terminal of the coil. (Polarity does matter some). The other terminal of the coil goes to the distributor where the points and condenser do their things. Don't ignore the possibility of a bad condenser.

There may be an ignition ballast resistor in the circuit. That is normally bypassed when the key is in the START position. To get it started, you can just connect the + terminal of the coil to the + post of the battery. One way to check for spark is to put a plug wire with plug in the top terminal of the coil, clip the battery to the + terminal and open and close the points with a tool of some kind. Ground the plug and see if you get fire.