Hope all this helps, and thank you again for the very thorough and interesting analysis.

It does help, thank you.

I especially like your inclusion of "content with a purpose / audience" - I struggled to put my finger on why I wasn't drawn to reading his content (other than the football posts) and you have succinctly identified why 👍

Content with a purpose is a difficult thing to do consistently and the concept links in well with the other points.