Podcast
Content Strategy: Simple, Digestible, Snackable
Why does B2B content feel so complicated? Akilah Murrell and Heather K. Margolis on what partners actually want to receive.
The short answer
- B2B content complexity is a producer preference, not a partner one.
- Partners consume information the same way everyone does: short, scannable, immediately valuable.
- Snackable means one idea, the point up front, and nothing to adapt before use.
- A shorter asset that gets used beats a comprehensive one that does not.
B2B content has a complexity habit. The longer and more comprehensive an asset is, the more serious it feels to the team that produced it, and the less likely a partner is to open it.
Partners consume like everyone else
There is no separate professional mode where a person suddenly prefers a twenty-page guide. Partners read the way everyone reads now: short, scannable, and with the value visible in the first few seconds.
What snackable actually means
- One idea per asset, not five.
- The point in the first line, not after the setup.
- Usable as-is, so there is nothing to adapt before a customer sees it.
- Short enough that skimming it costs nothing.
The trade-off is worth making
A shorter asset carries less. That is the cost. The benefit is that it gets used, and an asset that gets used at any depth beats a comprehensive one that does not.
Frequently asked
Questions this raises.
- What does snackable content mean in partner marketing?
- One idea per asset, the point in the first line, short enough that skimming costs nothing, and usable as-is so there is nothing for the partner to adapt before a customer sees it.
- Why do partners prefer simple content?
- Because they consume information the way everyone does now. There is no separate professional mode in which a twenty-page guide becomes appealing, and a partner running lean has no time to extract value from length.
- Doesn''t shorter content lose depth?
- Yes, and that is the trade-off. A shorter asset carries less, but it gets opened and used, which beats a comprehensive asset that stays closed.