Enterprise Storytelling for Snackable and Shareable Content

Connect with the evolving tech buyer using short, attention-getting assets

Today’s tech buyers look for “snackable” content that:

• Concisely conveys relevant information
• Is easily distributed to colleagues across social platforms
• Is optimized for mobile viewing and sharing

They also want content packed with shareable stats and quick-hitting insights, along with a strong story that resonates with purchasing decision-makers.^[1]

This is good news for tech companies that can quickly develop snackable and shareable content to grab buyers’ attention. And since 84% of tech deals are won or lost before technology companies even know they exist,^[2] the sooner you connect with buyers, the better chance you have of winning the deal. Enterprise storytelling helps you deliver snackable content to ensure that tech purchasers get what they need to make informed buying decisions.

^[1] Kelly Lindenau, “Navigating The Attention Economy Via Snack-able and Shareable Content,” DemandGen Report, 2024.

^[2] “Out of Sight, Almost Out of Time: The 2023 6sense B2B Buyer Experience Report,” 6sense, 2023.

What is snackable content?

Snackable content is:

Short, engaging marketing content designed for quick consumption
Brief, informative stories that convey messaging efficiently and encourage interaction
Easy-to-read, easy-to-consume material that is more likely to be shared at the moment of impact

These bite-sized pieces of digital marketing content are highly visual and capture attention on online channels, particularly on social media. When executed correctly, snackable content entertains, educates and guides decision-making.

What makes snackable content so effective?

Getting the attention of tech buyers early in the purchasing journey is challenging. That’s why snackable content is so important. Snackable content should be:

Attention-grabbing

In today’s fast-paced digital landscape, attention spans are shorter than ever. Snackable content captures the buyer’s attention quickly with short and easy-to-digest information.

Easily shareable

Snackable content focuses on shareability. Compact and accessible, this content is easy to post on social media and other platforms. The result: Amplified reach and increased engagement.

Optimized for mobile

Smartphones make it crucial to optimize your content for mobile platforms. Snackable content is easily consumed on small screens, making it a perfect fit for busy mobile users.

Adaptable across platforms

Snackable content can be adapted to suit multiple formats, such as images, videos, social media posts and more, allowing you to easily repurpose it for different audiences across multiple mediums.

Tech buyers love snackable content. ^[1]

According to a recent report, today’s tech buyers are independent, collaborative and communicative. They are shifting away from long-form content toward shareable, social-friendly assets as they begin their search process.

89% of B2B buyers download and consume assets they found themselves
72% shared content with relevant team members
70% of the buying cycle is complete before buyers contact a vendor

^[1] Sources: DemandGen Report, 2024 and 6sense, 2023.

Top snackable and shareable marketing assets to consider

Want to create content that resonates with tech buyers and makes them want to share it with others? Here are some top snackable assets to consider:

Checklists
A visual checklist is a handy educational reference tool that gives tech buyers essential information and key points about your solutions.
Microblogs
Microblogs are social media sites where you can post small pieces of content such as sentences, images or video links to connect quickly with buyers.
Wraparounds
Add wraparound content to the beginning and end of an existing asset to bring in new perspectives and partners, and to expand your audiences.
Infographics
Transform the content of your POV or other longer asset into visually captivating infographics that present information and data in an easily comprehensible, shareable format.
Social media posts
Social media posts on LinkedIn, X and other social media sites are some of the most cost-effective and impactful marketing techniques you can use to improve your online presence.
Bite-sized videos
Short-form videos are a powerful form of social currency that can be used on websites, in event booths and on social platforms. Keep them under 15 seconds for maximum impact.
Vignettes
A vignette is a short, engaging story about a customer or event. It’s a snapshot that uses vivid details, quotes and imagery such as photos to bring the human element to a larger tech story.
Quizzes, polls and Q&As
Running a short quiz or poll is a fantastic way to boost engagement, while Q&As make it possible for brands to have two-way conversations with customers and potential buyers.
Email series
Turn a thought leadership article or research report into an email series to directly connect with your target audience and share valuable, easily consumed content.

Five ways to ensure that your snackable content hits the mark

Use these snackable content tips to help create assets that encourage buyers to engage and share.

1 Know your buyers and their preferences
By identifying pain points and preferences, you gain insights into what motivates and engages tech buyers, allowing you to target your content to address their needs and interests.

2Focus on simplicity and brevity
The aim of snackable content is to deliver valuable information quickly, without overwhelming buyers. Simplify topics into bite-sized pieces and use short sentences to make them easy to consume.

3Make it visually appealing
Whether you’re creating striking images, interactive content, captivating videos or infographics, visual content conveys messages quickly and effectively, capturing a buyer’s attention and increasing the likelihood of your content being shared.

4Prioritize for the mobile experience
With so many buyers using their smartphones for everything from browsing the web to scrolling on social media, your content must be mobile-friendly to maximize engagement and sharing.

5Try a variety of content types
Experiment with various formats like microblogs, short videos, infographics and social media carousels to cater to diverse buyers and keep your content fresh and engaging.

Download these best practices to jump-start your next snackable campaign.

Want to create snackable content faster? Repurpose your best assets

While developing new snackable content is an excellent way to connect with buyers, a faster approach is to repurpose your current assets or evergreen content into more snackable and shareable formats. For example:

Turn a blog post into one or more social media posts
Convert a case study into a video testimonial
Refocus a brochure as a checklist
Highlight key points from a POV paper in one or more infographics
Transform thought leadership content into a social media carousel
Slice a video into bite-size teasers
Repurpose a white paper into a blog series

Whether you’re updating older assets for republication, creating video snippets of podcast episodes for social media or pulling quotes from thought leaders into social media posts, repurposing your most valuable content brings numerous benefits to your marketing efforts.

Download our guidelines for snackable content to learn how to quickly repurpose your current content assets.

How your peers drive success with snackable content

Trend Micro delivers snackable content with a human touch

Trend Micro wanted to spotlight its employees and the high-touch interactions they have with customers — which are unequalled throughout the security industry. We created a number of assets for Trend’s Human Connections campaign, including infographics, web copy, e-books, tip sheets and vignettes.

View the Trend Micro Human Connections campaign

See the customer experience infographic

Oracle and Infosys highlight industry solutions with infographics

Infosys wanted a shareable way to promote its wide range of industry solutions on Oracle Cloud. We developed a series of infographics to showcase the solutions in an easy-to-consume format that enticed tech buyers to scan, share and dive into more robust solution information.

Dell Technologies and EY capture buyer attention with a snackable campaign on cyber resilience

Dell Technologies and EY wanted to get the attention of tech buyers early in their cyber resiliency decision-making process. We used our StoryOne storytelling process to showcase their joint solution using a series of snackable assets including a blog, a video and social tiles.

View the Dell Technologies-EY cybersecurity campaign

Use bite-sized marketing content for big results

Whether it’s a sizzling video, an eye-catching infographic, or an attention-grabbing social carousel, snackable content can help you increase engagement and reach new tech buyers. Contact us now to start developing a strategic approach that aligns with your goals and the preferences of your buyers.