Content that Counts: How to Hook Skimmers and Hold Them
Read Time: 4 Minute
Introduction
If we acknowledge our preference for skimming content, why do companies plaster so much information, hoping something hooks us? In this age of information overload, how do we create content for skimming and then hook and convert consumers? Learn to create skimmable content with this blog.
This blog explores the fast-paced digital landscape of today, where skimming has become the norm for content consumption.
This blog explores the skimming culture and offers a 6-step strategy for small businesses to thrive amidst short attention spans. Don’t let your business drown in the noise of information—learn how to capitalize on it instead.
What is Skimming?
Skimming, in the context of content consumption, refers to the act of quickly scanning through information to identify key points without delving into every detail. It’s akin to skimming the surface of a body of water to catch a glimpse of what lies beneath. In today’s fast-paced world, where individuals are bombarded with an overwhelming amount of content on a daily basis, skimming has become a survival mechanism—a way for people to efficiently gather information amidst the noise.
The Reason we Skim
As stated in Maryanne Wolf’s book, “Reader, Come Home: The Reading Brain in a Digital World,” our digital world has forced a fast-paced information-absorbed individual. We’re bombarded with the equivalent of a novel a day—4 gigabytes consumed by most of us, representing one spasmodic burst of activity after another. Even though we’re bombarded by all this information, how much do we retain, or are we navigating through the digital information age to find the knowledge we’re looking for?
Sounds exhausting, right?
Why Should it be Important to You?
As small business owners, your ability to grab the attention of potential customers and hold it long enough to convey your message is paramount. With skimming becoming the norm for content consumption, failing to cater to skimmers could mean losing out on valuable opportunities to connect with your audience and showcase what your business has to offer. By understanding and embracing skimming, you can ensure that your content stands out in a crowded digital landscape and resonates with your target market.
Just Three Seconds
In the fast-paced digital world, your content has just three seconds. Make those initial moments count to captivate your audience and keep them engaged. (Slab.M.E 2021)
Top 6 Ways to Incorporate Skimming Strategies
Now that we’ve established the importance of catering to skimmers, let’s delve into the practical steps you can take to integrate skimming strategies into your content creation process. Here are the top six ways to make your content skimmer-friendly:

Step 1: Summarize Upfront
Start with a brief summary or overview to give skimmers a snapshot of what to expect. This sets the stage for the rest of the content and helps readers quickly grasp the main points.

Step 2: Engaging Headlines
Craft attention-grabbing headlines that convey the essence of your content. This encourages skimmers to delve deeper into your message.

Step 3: Clear Headings and Subheadings
Break up your content into easily digestible sections with descriptive headings and subheadings. This provides skimmers with a roadmap of your content and helps them navigate through it.

Step 4: Highlight Key Points
Use formatting techniques such as bullet points, bold text, or numbered lists to draw attention to important information and main takeaways. This ensures that key points stand out to skimmers.

Step 5: Concise Writing
Keep your sentences and paragraphs concise and to the point. Avoid unnecessary fluff and get straight to the heart of the matter. This helps skimmers quickly understand the content without getting bogged down in unnecessary details.

Step 6: Visual Elements
Incorporate images, infographics, and videos to complement your text and engage visual learners. Integrate relevant keywords into image captions and alt text to enhance searchability. This provides additional context and helps break up the text for skimmers.
Key Takeaways
- Incorporating skimming strategies into your content creation process is essential for capturing the attention of today’s audience.
- By breaking down your content into easily digestible chunks, highlighting key points, utilizing visual elements, maintaining concise writing, and providing upfront summaries, you can create content that resonates with skimmers and drives engagement.
Summary
In conclusion, mastering the art of catering to skimmers is crucial for small business owners looking to cut through the noise and effectively communicate with their audience. By understanding what skimming is, why it’s important, and how to incorporate skimming strategies into your content creation process, you can create content that captures attention, delivers value, and drives results. So, the next time you sit down to craft content for your business, remember to keep skimmers top of mind and watch as your audience engagement soars!

Works Cited / Resources
- Photo by Patrick Tomasso on Unsplash
- Marketing Essential Slab (2021). The Three Second Social Media Rule marketingessentialslab.com
- Maryanne Wolf (2018). Reader, Come Home: The Reading Brain in a Digital World. Click to see