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How To Incorporate Snackable Content In Your B2B Marketing Strategy

  • David Gutierrez

    • Marketers have always been looking for ways to capture the attention of their buyers and get new blog post ideas.  The audience is narrow, defined and has very specific needs. As we all know, there is so much information around us that it’s becoming ever-harder to stand out among all our competitors and reach our prospects. However, for B2B marketers, there’s a way to handle the digital noise that has been overwhelming us for years now. Snackable content.

    This relatively new terminology refers to short, more-to-the-point and valuable content which B2B marketers use to drive more leads and increase user engagement.

    So, how can you incorporate snackable content in your B2B marketing strategy? Read on to find useful tips and tricks you should keep in mind when crafting your first snackable content. But first, let’s quickly see what snackable content actually is to ensure you really make the most of it.

    What is Snackable Content?

    Snackable content is so powerful that it holds your prospect’s interest until the moment they decide to seek deeper, quality content from your company. It should be a key element to your marketing strategy as consuming content in little pieces has become preferred over large and heavy content. After all, few customers have time to go over 10,000-word articles. But that doesn’t mean you can’t break that article into 100 smaller pieces of snackable content.

    The reason why we snack on media, especially social media, is that we’re always looking for something that will keep our attention. Just think about the times when you consume media. It’s likely when you’re standing in a line in the bank, waiting for the elevator or for a friend in a coffee shop.

    We consume content to keep ourselves occupied. That’s when snackable content comes in. It’s mostly focused on mobile users because the majority of people consume media via smartphones. They want content that is easy to access and understand. But, most importantly, they want content that is instantly engaging. Keeping that in mind, your content needs to be visual, emotional and attention-grabbing.

    The most popular snackable content today is videos on Instagram or Snapchat. These platforms, in particular, specialize in content that is easily accessible, captivating and easy to understand. So, now that we’ve covered what your consumers need from marketers, let’s take a look on the way to incorporate snackable content in your B2B marketing strategy.

    You may also want to read: 5 Steps To Writing Effective Social Media Content

    Social Graphics

    We’ve mentioned social media as the dominant platform for snackable content. So it’s no surprise that you should create content with social media in mind.

    Images, statistics, facts, and quotes perform quite well on any social media platform.

    The reason social graphics are so effective is that they will provide your prospects with a preview of a more extended version of your content. Also, social graphics usually involve another company or a person that provides the possibility to extend your reach to that’s person’s or company’s audience.

    Most importantly, your social graphics can be used everywhere – blogs, social media, newsletters, websites, etc. You could create social graphics about five most popular watches for men where you include statistical data, such as how many of these watches have already been purchased. Such information can be very captivating for the audience that keeps track of this type of trends.

    Infographics

    Of course, infographics are still as popular as they were before. In fact, they are one of the favorite marketing formats for the majority of B2B marketers. They are short, simple and shareable. Also, they can generate more attention for longer versions of your content and generate more leads.

    To do that successfully, you will need to include a call-to-action in your infographics. Share it on social media and drive your audience to your website. You can even turn your infographic into an engaging, animated video.

    As infographics are the perfect example of snackable content, your audience will enjoy consuming them as long as you’ve added the right content.

    You may also want to read: 10 Types of Social Media Content People Share the Most

    Short Videos

    What is more engaging than a video? All B2B marketers have been focused on video since the beginning of 2018, and its popularity has been growing ever since.

    With short videos, your audience can quickly view and share them across any social media platform or device.

    If you still haven’t implemented video in your marketing strategy, you should start with the most popular yet easy-to-create videos.

    A few popular video topics are:

    These types of video are highly captivating and your audience will enjoy watching them as it provides useful information for them. Ignoring the power of video is something you cannot afford.

    User-Generated Content

    User-generated content is any content which is created by your customers about your products or services. It can be anything – from a blog post to videos and images posted on their social media accounts.

    User-generated content is very snackable as it uses your customer’s content that talks positively about the company and helps you win the trust of your potential customers. After all, what will turn your prospect into a customer is having proof of the quality of your products or services.

    Contests and giveaways are really popular on social media right now, and by organizing one of them, you will have all the contestants share your content across social media. Consider influencer marketing if you think your overall marketing strategy can benefit from someone who has a huge audience and would feature your products on their social media accounts. With user-generated content, you also show your customers you are paying attention to them and appreciating their efforts.

    Conclusion

    Snackable content can be anything – a video, image or a text. As long as you capture the attention of your target audience, you are doing a great job. If you’re uncertain about focusing more on short content instead of longer, think of snackable content as announcements of your longer, in-depth content. Combining these two versions can really bring valuable results to your B2B marketing strategy. After all, it’s essential that your content is valuable and beneficial for your business, regardless of its length.

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    David Gutierrez

    David Gutierrez started his career as a web designer in 2005. In 2012 he founded a creative design agency. Now it serves clients all over the world across multiple industries with a specific focus on FMCG and Fin-Tech.