And why do I need to create it?

No, we’re not talking about milk. We are talking about content that’s easy to understand at a glance. Content needs to be skimmable – with key sections highlighted from the rest – because people don’t have the time to read every single bit of content they come across in full.

Content should be broken up with headings, images, CTAs or click-to-tweet pull-outs, for example. This allows a reader to skim a page and get the gist of your article in a flash. Play with header size and put core info text in bold.

Great content will entice your audience back to read from beginning to end. But if it isn’t skimmable in the first place, you’ve lost a potential customer. Do you skim content or are you an avid reader from start to finish?