Why formatting is as important as the content itself

When it comes to creating highly shareable content online, there are few aspects more important than formatting.

Attention is a scarce resource — especially online. This is illustrated by a Microsoft study that found the average attention span of an internet user has dropped substantially from 12 seconds in 2000, to just eight seconds in 2015.

If your post doesn’t look instantly appealing, your readers will click away before ever seeing how great your content is.