All writing has an underlying purpose, and blogs are no exception. It is important for a blog's purpose to be recognized by both the blogger and the audience. A blog's theme should be specifically stated with the title and appearance of the blog. Sticking to a unified theme will give the entire blog cohesiveness. The more focused the blog, the easier the audience will be able to connect and understand how separate blog entries are relevant and therefore have more interest in what is said.

Like other texts, a blog can be persuasive, entertaining, or informative; the purpose dictates the way text is presented and therefore the way it is perceived. Writing with a scattered purpose can cause people to lose interest. Often blogs are used as means of public self-expression, but they should also have a purpose relevant to other people. What are the views that are being expressed, and for what reason are they worth sharing?

"Blogging rewards brevity and immediacy." (Sullivan) A good way to keep on topic is to break text into smaller portions to keep from sounding circumlocutory. Varied font size and stylistic elements call attention to various portions of the text and keep the reader interested.