I debated using a “shocking” statistic here about how badly our attention spans have shortened or the continued trend of users scanning articles rather than reading them.

But I’ve had enough of the scary statistics.

What do we actually do about it?

We, as successful digital marketers, must find a way to help our audiences easily digest our content.

We cannot continue to serve content exclusively in the same way, and simply accept the fact that less than half (sorry, I said no statistics!) of users are actually reading it.

Social media is an incredible tool to help solve this problem.

Consider this:

You’ve spent 10 hours crafting a 3,000+ word piece of content that covers all of the details on a given topic.

Let’s say machine learning is the topic to make this example more tangible.

The content asset you created provides an overview of:

What machine learning is.
Why it’s so important.
Its major benefit.
How it’s evolved over the years.
Common challenges that businesses face.
How it works.
Frequently asked questions.
Choosing the right machine learning tools.
And so much more.
It’s safe to assume that most users will not get through every word of this asset.

Some users may only be looking for information in one of the many sections you covered.

Creating social media-friendly content around the asset can help make it much more digestible for your audience.

For example, put together a short video recap of what’s in the post and share it on social media.

There’s also an opportunity to break the content up into extremely digestible and shareable assets.

For example, you could create short videos covering each section of the piece and share it across social media channels.

The key is making sure that you are serving content to users in multiple ways so it can be consumed based on their unique behaviors and preferences.

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