If you’re wondering why your article is generating zero buzz online, you might want to rethink its format.

Even the most compelling piece of copy will be lost on readers if it’s presented as a giant block of text. So whether you use a list, bullets or just subheads, avoid the chunky five-paragraph essay you learned in high school.

“You’d be surprised how many websites and bloggers will write blocks of copy that might include the best information you’ve ever read,” said Jorden Beatty, social media manager and chief blogger at Miami advertising agency LGD Communications, “but you won’t read it, because it’s simply too challenging for the human eye to follow.”

For eight more tactics on promoting your work online, read 9 Ways to Get More Comments, Tweets and Likes for Your Story.