The best way to get your big idea into the mind of your target audience is to deliver it in a small package. The human brain only can absorb information in small doses, so packaging your content is critical to being seen, read and rewarded.
Social media blogger Jay Baer asked in a recent post whether it is more likely for someone to view a 90-second video or a 32-page e-book. In the 140-character world beget by Twitter, Baer said bet on the video to attract more viewers. The same can be said for presenting your big idea in a stuffy white paper instead of a neatly organized package of information that catches your viewers' attention and allows them to discover your idea in the level of detail they want.
It is really a numbers game. More people are likely to read a tidbit than a tome. The more eyeballs that read your content, the more likely you are to generate a response, be found in an online search or have your big idea shared with an even wider audience. However, it also is about quality. You may get noticed then dismissed unless you offer real value.
Complex subjects demand richer explanation. Luckily, digital media offers many options to accommodate that need.