How you use the trends identified will depend on knowing as much as you can about your audience. It's no longer about you (it actually never was), it's about them.
People do not like content that is not relevant to them. Instead, content that is personalized and based on user personas is more likely to be read and shared. With buyer personas, you get an exact answer to what your audience wants instead of guessing it. It is much better to prepare content that solves users’ pain points. Know your target market and create a user persona based on the person’s age, gender, education level, income, likes, location, etc.