Many people make the mistake of generalizing their audience too much or simply guessing who it might be and then churning out content that they hope will resonate with the masses. Marketing experts will tell you this generally doesn’t work too well. When writing for the masses you appeal to no one person and if the audience feel unspecial they are much less likely to engage with the piece or share with like-minded friends/colleagues.
To combat this, try to get as much information about your target audience as possible, and pay attention to the channels with which you engage with them (ie. Facebook, blog comments, LinkedIn recommendations, reviews etc), then build a character / avatar or two from the personality types of your audience and speak to those characters specifically. Imagining your audience this way allows you to create carefully crafted messaging.