Knowing Your Audience
Whenever blogging is discussed, sooner or later the subject of readers and audiences raises its head. Blogging is a two way street and although I appreciate that writing exclusively for ones self can be of great theraputic value, I don’t believe that is why most of us do it. We write to communicate, share ideas and express ourselves. Blogging is also about creating or becoming part of a community. However, as ever with such discussions, you will find that a lot of the opinions aired are very subjective and pertinent to the individual blogger’s own experience. However, there are also some common-sense points that are universal to all writers, irrespective their individual style and position on the subject. So, I thought it would be useful to address the subject of "knowing your audience. Because having clear ideas about how you write and for whom, can make your writing a lot easier and far more satisfying.
I remember a particularly heated discussion I had back in 2012, with a group of other bloggers, that centred around writing styles. The reason I mention it is because it's directly related to your audience. In fact, the manner in which you express yourself is often a contributory factor to attracting and retaining readers. Some people feel that a blog writing style has to be functional and accessible to as broad a group of readers as possible. Complex language and style should be avoided. This approach is fine if your content is as equally functional. I see the sense in writing guides, instructions and walkthroughs in this idiom. However, I believe that for more personal opinion pieces and critical analysis, writers should pursue a more personal form of expression. If that means writing to a higher literary standard or assuming a specific benchmark of knowledge from your redaers, then that is your perrogative.
It stands to reason that if you actively pursue as broad an audience as possible, then you similarly need to write in such terms. Although I personally dislike the Flesch–Kincaid readability tests, if you are trying to make your writing accessible, then keeping it within their specific parameters will be beneficial. Yet not everyone wishes to do so, preferring to write primarily for themselves or for their assumed peers. You may well find that doing so will mean your work will only appeal to a smaller readership, but if that suits your requirements, then so be it. Newspapers adopt a similar approach, opting to target specific markets and demographic groups. I think this naturally occurs within the blogging community as well. Your linguistic style and pitch is driven by your personal relationship with language and communication. Like any other aspect of your personality, your writing will attract or deter others. However, writing has the benefit of being a skill that can be adjusted and refined. It is something you can experiment with which is an invaluable tool in getting to know your readers likes and dislikes.
I have written in the past about not obsessing over your websites statistics and traffic, but it can be a useful means to conduct market research, if used in moderation. Since Contains Moderate Peril has moved over to Squarespace as a host, there has been a significant increase in the quality of data that I have access to. The statistics and numbers come directly from the back end of the site and not a third party. Therefore, I have a very good handle on what posts and subjects prove to be popular, where traffic comes from globally and what key words and search terms bring new readers to the site. Although this data is not the complete picture with regard to what the readership likes and dislikes it can provide a useful insight. Can the same thing be said about the comments left on your blog? I'm not quite so sure. Comments are often left by regular and enthusiastic readers or those who have strong opinions that have been antagonised. The majority of your readership, although duly appreciative of your work, seldom leave any sort of feedback. I therefore tend to consider blog post comments in a similar way as I do forums. They come from the opposite ends of the audience spectrum and not from the middle ground. As such they are not such a reliable litmus test.
I think one of the most pertinent points to consider about writing styles is how your readership react to you personally. Through the course of your writing you can choose to reveal personal information and attempt to build a more intimate rapport with your audience. There is also the option of developing a specific online persona if you see fit, although this can be a double-edged sword. Personally, I favour the middle path. I do provide glimpses of my own personality through my writing but elect not to bare my soul, being a somewhat reserved individual by nature. I am more interested in well considered discussions rather than the cult of personality. However, there is no definitive option in this respect and you need to do what is right for you. Do not under estimate the human side of writing. Readers do form a curious bond with the writers they enjoy. I visit several blogs daily, not because I am always enthralled by all the subjects they cover, but because I appreciate the way they write and express themselves. Enthusiasm, reasoned analysis and critical thinking can be very entertaining. There are some writers who I admire purely for their positive mindset and upbeat attitude. There’s also someone I read, whose world view and personal philosophy is the polar opposite of mine. Yet, I am sufficiently curious check their work each week.
I think that after writing for a while, most bloggers get a sense of who their core audience is. Common sense and intuition have a part to play in this. However, this can be both a boon and a bane. Becoming an established and known quantity has its benefits. Yet it can be constraining. If you have clearly established the parameters of your blog then sometimes straying away from these may cost you readers, as will the occasional strong point of view. However, doing something different may also attract you new readers and allow you to tap into an alternative audience. It remains up to you as to what decisions you make and how you deal with the potential consequences of them. Like most things associated with blogging it is a continuous learning process. My advice is to strive to be true to yourself, maintain a standard and see where it leads you. Also don’t take your audience for granted. Never forget that writing and posting your work online does not entitle you to a readership. It has to be earned.
I have been writing online for nearly two decades. I don’t claim to be good or accomplished but what I can say with certainty is that the more often you write, the easier it becomes. For those who are new to writing a blog and the Blaugust Festival of Blogging, possibly the biggest hurdle that you now have to get over, is writing your first post of the month. You spent the lead up to this event sorting out your blog templates, fine tuning the backend and possibly banking some ideas. Or you may have decided to just wing it and make it all up as you go along. Both are perfectly valid approaches. However, there is one thing left to do that cannot be put off, avoided or danced around. Writing. At some point you’ve got to do it. Or bail on the event. The proverbial “shit or get off the pot”.
If you take a cursory look at a calendar you will see that the month of July is fast coming to an end. That means that Blaugust 2026 Festival of Blogging starts in a few days time! If you’re participating, or thinking of doing so, the next few days present a golden opportunity to do some practical organising and basic preparation. You don’t have to if you don’t want to. Feel free to just do things as they come, so to speak, if that’s your approach. However, for most of us, it helps if we have some kind of plan in place and make some arrangements in advance. I personally prefer this approach and like to have some ideas for blog posts in the bank. It is also useful to have “options” if something doesn’t go to plan. For those who are new to Blaugust, here are a few ideas regarding preparation that may be of use to you. As ever, your personal mileage may vary and ultimately you are best off adopting a strategy that suits your writing style and personal schedule.
Prior to last year’s Blaugust: Festival of Blogging, I upgraded Contains Moderate Peril to the latest version of Squarespace. There are still some aspects of the site that need fine tuning but overall, I am happy with the appearance of my blog and its respective functionality. With this year’s writing event fast approach, I decided to tackle over the last few days, some of those finer points that need tweaking. I have wanted a post counter on the site for a long time but unfortunately there is no native Squarespace widget for this basic function. I also felt the need to upgrade the blogroll, as the current one didn’t support RSS feeds from certain sites (e.g. Google Blogger) and was dependent upon a third party service, Elfsight, which wasn’t ideal. Both of these issues have now been addressed and I am pleased with the results. There is now a post counter on the Blog Archive page, which seems a logical place to have it and the Blogroll is now far more comprehensive.
Next month the annual Blaugust: Festival of Blogging begins. Roundabout this time each year, I try to write a promotional post to raise awareness of the event and encourage potential participants. However, as I’ve done this quite a few times before, each year it is becomes increasingly difficult to present the essential facts about Blaugust: Festival of Blogging in an interesting fashion. There’s nothing worse than writing a post and feeling that you’re just covering old ground. So, this year, I thought I’d try something different and present the most important information about this annual event, as if it were a conversation between myself and an interested passer by. Feel free to attribute novelty voices for each party in your own head, while you read this. If it helps, try imagining that this discussion is happening between two celebrities or such like. Both may be wearing exotic hats but I digress. On with the scenario.
I read a blog post by Void recently, about finding a new internet home. He wrote about how he and many others have had to pick up their “digital roots” and migrate multiple times over the years, from one platform to another. It is a position I can sympathise with as I have done likewise. Hence I like the idea of having a place online where I hangout by default. My own blog is an anchor for me but it is not quite the same thing as a platform or online portal where I can find all my friends and colleagues, share content and shoot the breeze. It’s a curious thing, because as I typed that last sentence it struck how such a sentiment may seem alien to others. There may well be people who like to have a finger in multiple pies and who are happy to frequent and flit between various social media apps, Discord servers and subreddits. I prefer to focus my efforts on a single instance. A place that suits my requirements, allows me to put down roots and become part of the furniture. Like a virtual Diogenes Club.
Everyday, once I’m up, I sit at my desk in my office, fire up my PC and log into Feedly. I have various RSS feeds grouped by category, which I slowly trawl through and read anything that catches my eye. I have one curated feed named “Blaugust” named after the yearly festival of blogging event. It has over 250 blogs listed, many of which are former participants. Most of these regularly post. Hence there’s a lot to get through and so I don’t read all of them. However there are a few that I always checkout. Mainly because they’re the personal musings of some of our writing community’s oldest and most prodigious members. The sorts of guys and gals who are part of the furniture. They’ve always been there and it feels like they always will. Posting their thoughts, sharing their enthusiasm and spreading the love, so to speak. One of these blogs, is Tales of the Aggronaut. written by Belghast.
For the last few months I have being using Google Gemini. I subscribed so I could access a wider spectrum of services and evaluate it effectively. I also wanted to dispel some of the hysteria that accompanies any conversation about Large Language Models and Artificial Intelligence. The results were initially interesting and Google Gemini proved useful when researching material for blog posts. It is good at providing summaries about well documented subjects. I wrote a post about food banks recently and it distilled a lot of data into a manageable amount, which was ideal for my article. Google Gemini has also produced some visual basic scripting and simple batch files that have allowed me to automate processes on my PC. Such as changing the default monitor, or screen resolution at the click of an icon. However, I found this AI struggled with in-depth software troubleshooting and that its ability to create images varies greatly depending on the subject.
On Friday 26th June, I had another random spike in internet traffic to Contains Moderate Peril. The statistical package that comes with my Squarespace account recorded over 13k visits in less than 24 hours, which is not typical (although I wish it was). However, all of these visits to my blog arrived via the default homepage and spent between 1 and 2 minutes there. Hence, it was obvious that this was not human traffic, as there was no evidence of any searches being made of content that is available on my site, nor of the “visitors” clicking on any of the links on the top menu and viewing other posts. This was undoubtedly AI traffic arriving at the designated homepage and simply parsing the site. I had a similar spate of this sort of web traffic last November. The only difference on that occasion is that the traffic all came from China. This time round it hailed from the US. I suspect that this is something that will happen more often as companies set their AI loose on the net for what is effectively training.
I recently watched a video on Patreon by someone who I actively support as a “content creator” and whose work I enjoy. I shall provide no more detail regarding their identity because they may not want their work referenced with regard to what I am going to say. During the course of their video they briefly referenced the work put into promoting a podcast they are currently producing and the relatively low audience that it has garnered so far. The comments were an aside and most certainly not said with any sense of self-pity. They were simply a statement of fact. Furthermore, I suspect they are far from unique and similar sentiments have been expressed in one way or another by anyone who has created something the published it online, only for it to be lost among the greater white noise” of the wider internet.
When I first started blogging way back in 2007, I maintained a blogroll of all my colleagues and peers’ websites. At the time this was a common practice and a way to support an expanding community. I considered this such an important aspect of the blogging scene at the time, I created a website to aggregate posts from video game blogs, called The Gaming Blog Nexus. It ran for two years and proved quite useful. However, it was tricky to administer and would frequently break as a lot of the back end widgets and plugins were created and maintained by “gifted amateurs”. I eventually shut it down due to the operating costs. When I moved my own website, Contains Moderate Peril, to Squarespace in 2015 I intended to start maintaining a blogroll once again. However, at that time there was no native support for such a thing on the platform. Hence for the last ten years, I have not had a blogroll on my website, which hasn’t sat well with me.
I was speaking to someone recently about hobbies (fortunately it wasn’t Simon Quinlank) and I mentioned that I have maintained a blog for over a 19 years. When I talked about the ongoing cost they were most surprised, as they had assumed that blogging was something that could be done for free. I guess we’ve become so accustomed to the provision of free online services such as email, that this a reasonable assumption. I pointed out that although it is indeed possible to blog for free using Blogger, it was not the optimal approach, especially if you want to maintain some degree of control over your writing. Naturally, the next question they asked was how much do I spend and I gave them a ballpark figure. All of which reminded me that I wrote a post on this very subject a few years ago. So I’ve decided to revisit the subject and see how much it currently costs to maintain Contains Moderate Peril.
Today I started the slow process of auditing every post that has been published on Contains Moderate Peril since 1st August 2016. The goal is to correct any obvious typos and replace all existing images with larger ones. The Squarespace software upgrade I applied to the website at the end of last year has finally allowed me to establish a standard format that I am happy with. Hence the ongoing audit is the perfect opportunity to apply these style rules to all posts. There are also some technical issues and matters regarding functionality that need to be addressed. I need to determine how to embed YouTube videos in such a way that they automatically scale to fit whatever device is viewing them. Another area which needs improving is the website search facility. This needs refinement so that enquiries can be more specific. Older posts also need to be more accessible, although I am still researching how best to achieve this.
It’s nearly two and half months since the Blaugust: Festival of Blogging event ended. During that time I’ve maintained a fairly regular writing schedule and I post every two days or so. Furthermore, I finally dragged my blog template, kicking and screaming, into the modern era. I tweaked a few pages and updated the content of the “about” page. The next task is to start going through all previous posts and replacing older, low resolution images with larger, more appropriate ones. This process also presents an opportunity to ensure that all posts follow a uniform style. IE Are appropriately categorised, have links to related posts at the bottom and are SEO optimised. This will be a lengthy task so I think the best approach will be to tackle two or three posts a day. Hopefully this will raise the profile of older content, which generates the lion’s hare of traffic to this site.
I use a browser extension called Control Panel for YouTube, which allows me to determine who many videos are displayed on my YouTube homepage and to filter the content that is shown. At present it is configured to display rows of six. Something that I have noticed of late, is the amount of videos with hyperbolic titles and thumbnail images created by AI. Both of which are design choices made to increase engagement. Clickbait titles are contrived to meet current SEO optimisation criteria and as such feature more and more in search results. The fact that they frequently have no relation to the subject I am researching, seems to be neither here nor there. The same issues arise with regard to AI generated images, which again frequently have no bearing on the matter. The fact that more and more content creators do this, infers that it works and is now an essential part of the process you must follow to be seen and featured in search results.
In the last post in this series, I specified the need for a plan with regard to upgrading my blog. Well a plan has emerged, been refined and has now been formally adopted. Rather than migrate Contains Moderate Peril to a new platform and effectively have to rebuild all the content, I am going to upgrade my existing presence on Squarespace. This decision was made for two reasons. Time and money. Migrating to a new platform will take a lot of time and incur additional costs. Upgrading the existing website will take less time and has no cost implications. That is not to say that it will be easy. It has become abundantly clear that the upgrade process will break stuff and that all published posts will have to be manually repaired. Hence my choice boils down to the lesser of two evils.
This year’s Blaugust: Festival of Blogging has reached an end and it would appear that this event has been well received by those who have participated in it. I believe that there were 168 bloggers taking part this year, many of whom have not participated before. Some were new to blogging, where others simply wished to see if they could increase their writing output. As ever there was a wide variety of blog styles and subject matters and it has been most interesting to read new posts every day. I have attempted to leave comments and positive feedback where I can and I hope that some of these new blogs that I’ve discovered continue to write. Well done to everyone who took part. I hope it has been an enjoyable and informative process and that you have learned from it. I know that at least one blogger has determined that writing online is not for them, which is a valuable lesson.
There is currently a group writing prompt available as part of this year’s Blaugust: Festival of Blogging which has piqued my interest. It asks the question “what is the oldest draft post you have” and suggests that it is revived in some manner. I have dozens of draft posts in a folder in my Google Drive. Many are film reviews or film related. The oldest of which dates back to summer 2010. Rather than write a straight forward review of Blake Edwards 1968 comedy The Party, I rather foolishly thought at the time that I’d tackle the issue of whether the film is sufficiently racist to make it beyond the pale. Let it suffice to say that I quickly found myself bogged down in the complexities of the subject and thus never completed the blog post.
I’ve participated in every previous Blaugust: Festival of Blogging event. Prior to that I was involved in the Newbie Blogger Initiative or NBI as it was affectionately known. I have therefore written quite a lot of blogging advice and suggestions over the years. If anyone feels disposed to do so, you can access them all by clicking on the “blogging” option on the top menu of this blog. However, it is important to remember that a lot of the ideas I have advocated and written about over the years are purely subjective. Not all advice or guidance works for everyone. People have different ideas about blogging, different approaches to it and different aspirations. This year has highlighted some quite distinct differences among bloggers which has been most illuminating.
Today is my blogging anniversary. I have been writing online consistently for 18 years. My earliest blogs no longer exist, although they can be found via the Internet Archive Wayback Machine. My first blog was a Lord of the Rings Online fansite called Misadventures in LOTRO. After a while this morphed into a wider gaming website; Misadventures in Gaming. However, I soon discovered that I wanted to write about more than just video games, so I decided to start from scratch and created Contains Moderate Peril in February 2010. This blog endured and has been my main online presence ever since. It has moved several times for various reasons. For a while I had a sponsor, as well as a reasonably sized audience and had dreams of making money from my writing and podcast. But it wasn’t to be and now I just write primarily for my own peace of mind and amusement.
This year’s Blaugust: Festival of Blogging has already raised a very interesting debate. An old one that habitually comes up when discussing blogs. Namely, whether a blog should or should not have “comments” enabled. However this time round there is a different slant on things. Rather than the usual binary choice of having comments enabled or disabled on your site, this time round there is a third option available. Leaving comments via email or a third party service such as Mastodon. Both of these additional options keep comments conspicuously at arms length from your website. Furthermore, the email option makes the comments private, instead of in the public domain. All of which puts a subtly different spin on conventional notions of blog comments and makes this ongoing discussion all the more interesting.
There is currently an interesting discussion on the Blaugust: Festival of Blogging Discord Server about writing every day. It can be quite a polarising subject but the one thing that everyone agrees on is the fact that it is hard to do. A daily schedule requires multiple factors to come together to be sustainable. It is also fair to say that if you go about it unprepared, it will be a very hard learning curve. Ultimately it may not work out and then there is the risk of a bad experience negatively impacting upon your wider writing plans. Hence it is not something I would recommend to new bloggers or those who aren’t keen on a baptism of fire. Some writers like to test their metal and jumping feet first, into daily blogging may be the sort of challenge they seek. For everyone else I would urge them to plan a strategy and consider the following point if you wish to try it.
Last year, prior to Blaugust 2024, I looked at the viability of upgrading or replacing my current blog template. The mobile version of Contains Moderate Peril holds up quite well but the site looks somewhat tired on a desktop PC. I spoke to several design companies that dealt with Squarespace based websites and they all said the same thing. The existing template is a decade old and cannot support a lot of the current functionality available. Hence it needs to be replaced. However, such a change could potentially break the existing formatting of nearly 2,000 posts. This would create a great deal of work. Hence, I decided at the time to postpone such a decision and I simply tinkered with the branding of my website and left the matter be. A year later and the issue has resurfaced. The same problems exist and the hosting costs for Squarespace have increased. I now pay £16 a month.
Oh look, another blogging advice post. What a surprise. I suppose the internet is awash with such information. Furthermore, a lot of that advice comes from a commercial perspective and the assumption that the writer intends to monetise their blog right from the start. The notion of writing for pleasure or fandom sometimes seems to get drowned out in all the online white noise. Anyhow, I’m going to offer up for your consideration, 10 tips of things not to do when you start a blog. I’m sure I’ve mentioned some before or even written a similar post that is now buried somewhere in Contains Moderate Peril. But good advice bears repeating and it is the first day of Blaugust: Festival of Blogging 2025 I think it prudent to make such a post. Please note these are not technical points such as using SEO or alt text etc. This is more about your approach to blogging as well as some practical logistical considerations.
What is the key to writing? It is a question that most new bloggers ponder. It’s also something that older, established bloggers consider on a regular basis. The subject has been dissected, analysed and written about at great length over the years and there is plenty of advice available online. You’ll find millions of websites telling you to consider picking the right niche or subjects, how to find your voice and writing style, as well as establishing a regular publishing schedule. Not all the advice out there is good and not all of it is bad. There certainly isn’t any “one size fits all” solution. There are multiple factors to consider when you start writing and you have to find answers that suit you. All forms of writing are a personal form of self expression and unique to their author. Therefore, one’s approach to writing should be similarly personal and unique.
August is fast approaching, so you know what that means? Yes, the annual Blaugust: Festival of Blogging is nearly upon us. This long established (twelve years now), community driven event is designed to extol the virtues of blogging and encourage everyone and anyone to give it a try. In an age where video and audio based content are often favoured for their immediacy and reach, we advocate strongly for the joys and benefits that come through traditional writing. Blaugust strives to motivate those who have thought about writing online in some shape or form, but have never got around to doing so, as well as rallying those who have tried it already but fallen by the wayside. We try to provide practical support, writing prompts and advice to all who participate. There is an optional Discord community where participants can hangout, exchange ideas and share their writing. The emphasis is on powering through “writer’s block” and most importantly, having fun.
Back in March 2019 I wrote a blog post about the operating costs of running this website. I went into detail with regard to hosting and domain costs, as well as the other software and hardware used to write posts and at that point produce a podcast. Let it suffice to say that five years on, those costs have all increased. If we’re just looking at maintaining a blog simply in terms of hosting and the domain registration, it costs about £20 a month to run Contains Moderate Peril. Theoretically, if I want to reduce those costs I could dispense with a specific domain name and use a free blogging service. However, I feel that such a compromise comes with its own set of problems, such as advertising and a lack of control (to a degree) over your content. I therefore choose to pay to mitigate these concerns. If I then wish to do more, such as produce a podcast, create videos for YouTube or live stream, then those costs increase.
I found out today that Contains Moderate Peril is missing a “touch icon”. This was most interesting as I had no idea what such a thing was, at the time. It would appear that it is a bespoke icon for a website or app saved to the home screen of an iOS device. As 27% of traffic to this site comes via iOS devices, this is something that needs consideration and I will take steps to provide one. You may ask “how did you discover this school boy error”? Well I used one of the many website checkers that are available online. Sites that parse your blog or website and analyse it, providing a summary of its alleged strengths and weaknesses. Depending on which website checker you use, some will often find problems that they can conveniently solve for a small fee but setting scepticism aside, some of the basic data can be quite useful.
Roger Edwards
Today’s post is part of the Blaugust 2026 Group project, which features a series of writing prompts set for specific dates throughout the month. The idea being that everyone who wishes to participate can write about the same subject, riff off each other’s posts and enjoy a shared experience. In many respect having a common writing prompt levels the playing field and provides a sense of common purpose among those who take part. Today’s group project prompt asks the question “tell us all about your very first blog”. An unambiguous and interesting question that will hopefully prove enjoyable to write about and informative to others.