Multiple channels - blog, social media, whitepapers

I really enjoyed your post - great story. As you say, it’s a good idea to choose the medium to match the message *and* the audience. Whilst I imagined all communication would benefit from a more visual approach, from reading various posts I discover that some people much prefer detailed text to a diagram.
I recall reading an article that spoke to your ‘inversion’ comment. This dealt with how people read web pages…in fact, it suggested people don’t ‘read’ web pages per se, they ‘scan' them. Apparently visitors to a site scan web pages in an identifiable ‘F’ pattern and that the information is easier to absorb when it is ‘chunked' and shaped into an inverted pyramid. Made sense to me. What do you think about this way of presenting information?