the problem with focusing on the audience is that we're in an age where people are already over-obsessed with reception, it's no accident that the title of this post starts with "Engage your audience..." and deals almost exclusively with structure and how to say things rather than substance. Much more interesting these days to look for people who write for themselves and take an audience as it comes rather than trying to optimize for engagement.

"Engage your audience" is meaningless without a specific goal and audience analysis, imo. Goal: Is the goal to convince someone of an idea? Teach them a skill? Or sell them a product? Goal implications: What would be required to say sell them a product, right there and then? What level of trust is needed? What concerns would need to be cleared? How small or big could such a purchase be? Audience background: Who will be there to listen to the message? Or - which venues can we find the relevant audience? Which subset of the readers/listeners do we actually _target_ with our messaging? What kind of personas do they trust/distrust? Are they most stimulated by intellectual or emotional appeal? What does it take for them to make an action - to get out of their chair (generally)? What does it take for them to buy a product (or goal)? Now one is maybe close to start thinking about what to say and how to say it...