“Snackable” content is a hot topic in business-to-business marketing. According to this recent post on B2B Marketing, the average human attention span is now shorter than that of your typical goldfish.
In a professional context, we are frequently short on time and under pressure to juggle conflicting priorities and meet tight deadlines. There are countless statistics to show that easy-to-digest, short-form (and preferably visual) content wins.
Whether it is a white paper, infographic, or case study, marketers are often briefed to create compelling content. The information that we are asked to communicate is usually highly technical. It can seem like an impossible task to create bite-size material without oversimplifying the story or omitting essential details.
So, do the principles of “snackable” content still apply when looking to communicate highly complicated messages to technically demanding industrial B2B audiences?