The context is always the first thing to look for. When I wanted to build a software product and sell it, like most developers I first thought about how to build it. I should have thought about the context. Who will use it? What will it be for? Which market will it be in? Where will it fit in this market?
Same for blogging. Who is the blog for? What will they get out of it? How will they find out about it?
Thinking about context is changing the mindset from “about me” to “about the consumer”. It’s not what I can or want to do, it’s about what the consumer/user/reader wants and needs. Only after understanding that, I can try to figure out which need I am able to solve for them.