A Proven Strategy for Snackable Content Across the Buyer’s Journey

Busy tech buyers are bombarded with marketing messages every day — whenever they surf the web, scroll through social media or open their mobile devices. A recent benchmark survey revealed that 56% of tech buyers complain about an overwhelming amount of available content.[1] This noise and clutter in the digital marketplace often forces buyers to make snap judgments about what to pay attention to.

In this crowded landscape, snackable and shareable content has emerged as an effective way to capture tech buyers’ interest and convert it to engagement. Snackable content is short-form, engaging, easily digestible marketing content designed to capture and retain buyer awareness. For example, a B2B tech vendor can highlight data points from a relevant industry survey with an eye-catching infographic that includes a call to action that encourages buyers to download the full report.

The beauty of snackable content is that it is quick to consume — and even quicker to share with others. But to keep the attention of tech buyers as they move through their decision process, this content must be carefully crafted and strategically placed across the buyer’s journey.

[1] Kelly Lindenau, “Content Preferences Benchmark Survey: Navigating The Attention Economy Via Snack-able & Shareable Content,” DemandGen Report, 2024.

Guide the buyer’s journey with targeted snackable assets

The secret to guiding your audience through the buyer’s journey stages is to create attention-grabbing assets that speak to them right where they are. At each stage of the buyer’s journey, specific types of snackable assets can engage tech buyers with valuable insights without overwhelming them.

1. Awareness Stage
In the first stage of the buyer’s journey, tech buyers are working to identify their business challenges and strategize possible solutions. Create an emotional connection with your buyers by answering their questions and addressing their pain points through snackable content such as:

  • Social media
  • Short videos
  • Infographics

Educate them through valuable insights and relevant takeaways, encouraging them to click further into your traditional, longer-form assets such as articles, blogs and web content.

2. Consideration Stage
In the next stage, buyers are exploring their options and researching companies with comparable products and services. Help them prepare for a decision with compelling proof points and key stats, presented in easily consumable content such as:

  • Checklists
  • Vignettes
  • Website copy

Tailor this content to resonate with buyers and lead them to click through to your e-books, POVs and white papers.

3. Decision Stage
The decision stage is when tech buyers are ready to commit to a product or service. Create a sense of urgency and make it easy for buyers to understand details like your pricing information and payment options through snackable assets such as:

  • Comparison charts
  • FAQs
  • Customer presentation slides

Empower buyers to make informed decisions by giving them snackable content that’s packed with just the right data points — and links so they can click through to your case studies, product guides and demos.

4. Nurture Stage
In the final stage, your customers can become your advocates when you show your commitment to supporting the new relationship and building it for the long term. Focus on great customer service, ongoing offers, rewards and recognition through snackable content such as:

  • Polls
  • Q&As
  • Social media carousels

Create engaging, well-designed assets that encourage customers to promote your solutions to others and take advantage of opportunities you offer, such as media exposure, trainings and peer-to-peer events.

At each stage of the buyer’s journey, snackable content attracts tech buyers’ attention and pushes them toward your longer-form content. Download our infographic for a handy visual aid on using snackable, shareable content to drive engagement in your B2B content marketing efforts.

Snackable and shareable content across the buyer’s journey helps you:

  • Meet buyer needs: Snackable content at each stage offers buyers bite-sized, easy-to-consume assets catering to their craving for quick and accessible content. According to a recent benchmark survey, today’s buyers are less attracted to long, gated assets and are showing more interest in shareable, social-friendly pieces.[2]
  • Increase engagement: Because it’s short and sweet, snackable content at each stage is more likely to capture attention, stir interest and prompt engagement. Buyers also value content that can be easily shared with colleagues.[2]
  • Drive traffic: Because snackable content is loaded with links to other content, it can help drive traffic and pave the way for conversions. The short format allows buyers to quickly grasp content, gaining actionable insights and valuable takeaways.[2]

[2] Lindenau, “Content Preferences Benchmark Survey.”

Your step-by-step plan for snackable content success

In the battle for tech buyer attention, snackable and shareable content is a key ingredient for success. By expanding your use of snackable assets across each stage of the buyer’s journey, you’ll be able to attract and convert tech buyers with a strategy that blends seamlessly into your current content marketing strategy. And with our StoryOne enterprise storytelling process, we can help you get there.

Download your step-by-step plan now

Follow our plan to develop snackable marketing content across the four stages of the buyer’s journey. Let’s get started.