I always think when I write content that the worst thing a person could do is have to go back up and reread it in order to participate in the comments. What I try and do is at the end I try and summarize in one or two sentences what I just said above so people can immediately start playing in the comments without having to go back and re read it. There's a conversion drop off if people have to going back to think of something interesting or unique to add to the conversation. If you treat every post in social media like it's its own little networking event then you can get in front of some new people too.