At the beginning of the semester when I was deciding on the topic for my blog, I was torn between travelling and hockey. I asked myself a fundamental question – why? Although I grew up like every other kid playing street hockey and buying and trading hockey cards with my friends, I always wanted a place to express my ideas and opinions and receive feedback and suggestions from like-minded people. Since I constantly found myself being approached by others for an opinion on what’s going on with different teams, players and hockey, in general, I decided to choose hockey over travelling. I did not want to limit myself to a specific team as I planned to discuss a variety of aspects within the sport. Also, I tried to avoid the potential for any issues similar to that of Matt Shea’s where some of his subscribers felt neglected when he was posting content that was “different.” However, I narrowed the primary focus of my blog to three aspects in particular. They are outlined below in my infographic.

I created this blog hoping that it would act as a non-political platform for hockey fans to connect. I planned to accomplish this by writing weekly posts about a variety of relevant topics in the hockey world to encourage readership. I anticipated that it would encourage hockey fans to discuss and debate opposing views openly. I intended to accomplish this by encouraging fans to share their thoughts and opinions at the end of each post and hoped to spark a conversation between them.
I imagined my public to be a sports-centric audience with a particular interest in hockey; this further branched into general sports/hockey fans, fans of specific teams, analysts, hockey players, fans of the NHL video game series and my friends and family. I have confirmed that my imagined audience is also my real audience by analyzing my followers on social media and by using Google Analytics. A primary example is Zach Boychuk who is a retired NHLer that follows me on Twitter.
My audience has strongly influenced my editorial decisions as I have tailored my content for them, while attempting to obtain additional exposure by writing about different aspects of the game. For instance, I have written about the video game NHL 19 and its Hockey Ultimate Team mode. I have also written about the San Jose Sharks, but recently I analyzed the local Vancouver Canucks from multiple angles including management and specific players. I believe that writing from these different angles will assist in developing new audiences while continuing to engage current readers. After receiving comments from Suzanne and my peers regarding my posts I have been adding to a long list of content to write about. These comments get me thinking and usually inspires me with some topics to write about in the future. I have spent the past six weeks rebuilding the Montreal Canadiens, as Suzanne requested, and recently led them to their first Stanley Cup since 1993 in the simulation.
Furthermore, I have catered my design decisions for my audience. I created a cool vibe to represent the atmosphere at a hockey game by using a shade of blue throughout my blog. I used light grey as the background colour to represent a sheet of ice. The header features clipart representing hockey so that readers know what to anticipate on my blog. To create familiarity for my audience, I used colours that are featured in the NHL’s logo in designing my website name. To ensure that my content was easily accessible, I made sure that my theme would enable me to add a featured image with the title and a brief excerpt with a read more and leave a comment button. This reels readers in and encourages them to engage with the content and comments from others. The sidebar adds to the accessibility as it conveniently links to my social media while showing viewers the most recent posts and comments, so they can quickly get caught up on what has been posted since their last visit.
The central value proposition of my blog is that I provide a unique perspective on different aspects of hockey for my public; this is similar to Don Cherry’s Coach’s Corner. I have received comments that are what John Suler (n.d.) describes as “solipsistic introjection.” Many hockey fans follow Don Cherry, and some have suggested that they assign a similar voice and image to my content. Moreover, in the future when my readership increases, I may consider creating value for hockey equipment companies by reviewing their products. While this is something to consider companies may be anticipating a positive review whereas my opinion may be the complete opposite. However, if I were to go this route, I would also feature affiliate marketing by providing readers with links to purchase the equipment.
Google Analytics showed that most of my audience is situated in the lower mainland, however, one reader is from Poland. I am hoping to expand readership globally by growing my brand on social media. Surprisingly, I also have more new visitors compared to returning visitors. I believe that this will be beneficial as I continue to grow my blog, but, of course, I hope that these new visitors will return in the future. Again, analytics will assist in this regard. The ability to track which pages are viewed the most is very helpful as it shows me what viewers are reading and which content I should be publishing more or less of. Also, due to the ability to track browsers, operating systems, devices, and their screen resolutions I will now be able to optimize my blog for these specific viewers. The user flow report provided me with an overview of how users navigate my blog – where they go first, what they do next and where they drop off. Understanding these elements will be beneficial to potentially re-organize my content. If viewers are flocking to a particular order when they view content, I believe that this could be a sign to re-order my blog to their convenience. In doing so, I will have to avoid “chasing a robotic approach to a human connection” as per Travis Gertz (2015).
Lastly, I will be continuing my blog past this semester and plan on elaborating my online presence by posting my written content on YouTube as a video. In doing so, I will link back to my blog so that viewers have multiple options to receive my content. I also plan on being more active on my social media channels during hockey games as I have found my audience to be active during these times. This will enable “new members to join as the old fade away” as mentioned by Erin Glass (2015).
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