Blogging locally and globally–my experience

In Baltic MVP Summit 2011 there was discussion about having two blogs - one for local and another for global audience – and how to publish once written information in these blogs. There are many ways how to optimize your blogging activities if you have more than one audience and here you can find my experiences, best practices and advices about this topic.

My two blogs

I have to working blogs:

My local blog is almost five years old and it makes it one of the oldest company blogs in Estonia. It is still active and I write there as much as I have time for it. This blog here is active since September 2007, so it is about 3.5 years old right now. Both of these blogs are  my major hits in my MVP carrier and they have very good web statistics too.

My local blog

My local blog is about programming, web and technology. It has way wider target audience then this blog here has. By example, in my local blog I blog also about local events, cool new concept phones, different webs providing some interesting services etc. But local guys can find there also my postings about how to solve one or another programming problem and postings about Microsoft technologies I am playing with.

This far my local blog has a lot of readers for such a small country that Estonia is. This blog has made me a lot of cool contacts and I have had there a lot of interesting discussions about different technical topics.

Why I started this blog?

Living in small country is different than living in big country. In small country you have less people and therefore smaller audience so you have to target more than one technical topic to find enough readers. In a same time you are still interested in your main topics and you want to reach to more people who are sharing same interests with you. Practically one day y will grow out from local market and you go global. This is how this blog was born.

Was it worth to create, promote and mess with it? Every second I have put on my time to this blog has been worth of it. Thanks to this blog I have found new good friends and without them I think it is more boring to work on different problems and solutions.

Defining target audiences

One thing you should always do when having more than one blog is defining target audiences. If you are just technomaniac interested in sharing your stuff and make some new friends and have something to write to your MVP nomination form then you don’t have to go through complex targeting process. You can do it simple way and same effectively.

Here is how I defined target audiences to my blogs:

  • local blog – reader of my local blog is IT professional, software developer, technology innovator or just some guy who is interested in technology,
  • this blog – reader of this blog is experienced professional software developer who works on Microsoft technologies or software developer who is open minded and open to new technologies and interesting solutions to development problems.

You can see how local blog – due to small market with less people – has wider definition for audience while this blog is heavily targeted to Microsoft technologies and specially to software development.

On practical side these decisions are also made well I think because it is very hard to build up popular common IT blog. On global level it is better to target some specific niche and find readers who are professionals on your favorite topics. Thanks to this blog I have found new friends who are professional developers and I am very happy about all the discussions I have had with them.

Publishing content to different blogs

My local blog and this blog have some overlapping topics like .NET, databases and SEO. Due to this overlapping there is question: when I write posting to my local blog then should I have to publish same thing in my global blog? And if I write something to my global blog then should I publish same thing also in my local blog?

Well, it really depends on the definition of your target audiences. If they match then of course it is good idea to translate you post and publish it also to another blog. But if you have different audiences then you may need to modify your posting before publishing it. The questions you have to answer are:

  1. is target audience interested in this topic?
  2. is target audience expecting more specific and deeper handling of this topic or are they expecting more general handling of topic?
  3. is the problem you are discussing actual for target audience or not?

You have to answer these questions and after that make your decision. If you need to modify your original posting then take some time and do it. Provide quality to all your readers because they will respect you if you respect them.

Cross-posting and referencing

It is tempting to save time that preparing some blog post takes and if you have are done with posting in one blog it may seem like good idea to make short posting to another blog and add reference to first one where topic is discussed longer. Well, don’t do it – all your readers expect good quality content from you and jumping from one blog post to another is disturbing for them.

Of course, there is problem with differences between target audiences. You may have wider target audience and some people may be interested in more specific handling of topic. In this case feel free to refer your blog you are writing in english. This is not working very well in opposite direction because almost all my global blog readers understand english but not estonian. By example, estonian language is complex one and online translating tools make very poor translations from estonian language. This is why I don’t even plan to publish postings here that refer to my local blog for more information.

I am keeping these two blogs as two different worlds and if there is posting that fits well to both blogs I will write my posting to one blog and then answer previous three questions before posting same thing to another blog.


Growing out of your local market is not anything mysterious if you are living in small country. As it is harder to find people there who are interested in same topics with you then sooner or later you will start finding these new contacts from global audience. Global audience is bigger and to be visible there you must provide high quality content to your audience. It is something you will learn over time and you will learn every day something new when you are posting to your global blog.

You may ask: if global blog is much more complex thing to do then is it worth to do at all? My answer is: yes, do it for sure. It is not easy thing to do when you start but if you work on your global blog and improve it over time you will get over all obstacles pretty soon. Just don’t forget one thing – content is king and your readers expect high quality from you.


  • I have found myself in the post. I'm writing on and in my blog for my local audience (most of the blogs I write on I translate them in my blog). You are definitely right regarding the points you've stated about this. For me, at the beginning it was taking quite a big amount of time to translate some large posts, but now its going faster and Im happy with that ;).

    Thanks for sharing your experience!

  • Thank you, Gunnar, for sharing your experiance. I think your thinking about small market country and audithory targeting are very true. I realy like many of your posts that I've red (although havent read much :), just came to read on async MVC controllers, but get stuck on other topics too :), I'll check the async stuff for shore, but just a small comment on async, although sidetopic here - a small client side splash screen + View could give nice touch and completness ) . Now on forward you can count on me as one more same minded and loyal reader. Thank you again!

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