POV
The Long Arc of Snackable B2B Content
By: Marc Cooper, CM
I recently read an interesting piece from The CMO.com about how B2B content marketing is shifting in response to new buying behaviours. I believe this article first ran at the start of 2025, but it’s even more relevant as we look ahead to 2026. The author points to how remote work and digital saturation have fundamentally changed how decision-makers consume information. They’re right, the expectations have shifted. But I’d argue this movement toward shorter, more “snackable” formats actually started long before the pandemic.
What has changed over the past few years is the intensity of the competition for attention. Screens got smaller, feeds got noisier, formats got faster, and the bar for clarity climbed. Buyers simply don’t have the patience (or the need) to sit through dense white papers or 60-minute videos to get to the point. And frankly, they shouldn’t have to.
Snackable content isn’t just about brevity, it’s about utility, variety, and adaptability.
It’s about giving people what they need in the format they want, whether that’s a carousel, a short video, a sharp pull-quote, or a quick framework. It respects the reality of how people work today: in motion, across channels, often between meetings.
But there’s a tension worth acknowledging. Shorter doesn’t mean shallow. Human-centred B2B content still needs depth, relevance, and a point of view. The challenge, and the opportunity, is distilling something meaningful without oversimplifying it.
At Junction59, we often talk about meeting people where they are. Today, “where they are” includes inboxes, feeds, team chats, newsletters, mailboxes, and the occasional moment between calls. The takeaway isn’t that long-form is dead, it’s that long-form has to earn its place, and short-form has to carry real substance.
The brands that win attention aren’t the ones shouting louder, they’re the ones communicating smarter.
The full article goes deeper into the trends shaping B2B content right now, and it’s well worth exploring.
