Blogging Trends: The Individuals Perspective

As Facebook demonstrates, sometimes a picture is worth 1,000 words, but sometimes just one: anonymous

Understanding Who Writes and Who Reads Blogs

Today, people are utilizing blogs at a rapid pace for several different facets: news, entertainment, education, business/career, social media and personal logs/daily diaries.

But do readers really know who they are reading, and do writers really have a target? While these questions might seem irrelevant, the sociologist in me knows better. In order to truly understand why a person wrote what they wrote, what their motivational factors were and how their perception of society influenced their blogs, readers must know who the writers are (not to mention it helps verify a viable source).

If I am reading a blog from 2000 written by a 20-year-old, liberal, upper-middle class, homosexual man, their perception of the world is going to be different than a blog written yesterday by a 50-year-old, conservative, upper class, heterosexual woman. In order to contextualize some things, we really have to understand who our writers are. Trying to decipher gender, ethnicity and age from a writer’s name and blog content can only get readers so far—but most times, that’s all you are going to get.

Why Audience Context Matters

Why does it matter? The Internet is one place where people feel like they can find their perfect matches: significant others, friends and, yes, even bloggers. When matching my interests and preferences to a blog, and certainly before I subscribe to a blog, I must have a good indication that this blogger will post information relevant to my interests. The same goes for company blogs; if their blogs don’t interest me or drive engagement, I’m not likely to become a reader or subscriber.

Targeting Blog Content to the Right Audience

As far as targeting blog readers, writers have to have some sort of “aim.” No one can write something, pleasing and relevant to everybody in the world, especially on the Internet where people typically do not feel inclined to withhold negative feedback. Marketing is all about aim. Advertisers cannot simply place an ad and say: “this will get everybody’s attention.” That’s a farfetched dream, but never a reality. A practical targeting framework is to define:

• Who the intended reader is.
• What information that audience needs.
• Why the topic is relevant to that audience.
• What response or action the content should encourage.

Therefore, think of directing blog posts to particular blog markets: this blog will be relevant to business professionals or teens or Fantasia fans—some demographic but not everyone.

When I blogged in college, I had fellow and perspective students in mind, I did not intend to reach anyone else. When I blog personally, I tend to spend less time editing and use more micro-blogging formats to relay information to friends and family. And when I blog professionally, I’m aiming for you, current blog reader. In reality, I’m simply trying to communicate relevant information.

Maybe I’m pickier than others and take sociology and literary theory a little too seriously outside the hallowed halls of my alma mater, but I’m always asking who’s my reader and who’s my writer?

“In order for writers to post successful blog posts, they will have to gauge their audience and relay information in a way that will be culturally appealing and relevant to them,” said George L. San Jose, president and chief creative officer of San Jose Consulting.

What Content Marketers Can Apply Today

The larger lesson is that content performs better when the writer understands who the reader is, what problem the reader is trying to solve and what action the content should support. That applies to blogs, social posts, email, video scripts and long-form thought leadership.

Those questions remain central to San Jose Consulting’s Consumer Insights and Communications, while Convergent Marketing Solutions helps translate audience understanding into a coordinated content and channel strategy.

Key Blogging Takeaways

• Define the intended reader before writing.
• Match the topic and tone to the audience’s needs and expectations.
• Use evidence, examples and author context to strengthen credibility.
• Give each post a clear purpose instead of trying to appeal to everyone.

Frequently Asked Questions

Why does audience definition matter in blogging?

It helps the writer choose the right topic, level of detail, tone and call to action, which makes the content more relevant and useful.

Should every blog post target a narrow audience?

Not necessarily, but every post should have a primary reader in mind. Broad content can still be effective when the business objective and reader need are clear.

How can marketers know whether content is relevant?

Reader behavior, search data, engagement, conversions and qualitative feedback can all show whether a topic is answering a real audience need.