6 Types of Bitesize Content for the B2B Salesperson
Hey there, Scott here from Scott Allan Online. In todays article we are talking about the 6 Types of Bitesize Content for the B2B Salesperson
Your goal as a B2B marketer or salesperson is to capture the attention of potential buyers with informational resources and content. Yet, in a world of information overload, how can you cut through the digital noise to reach your prospects?
Enter, bitesize content.
For those who aren’t familiar with the term, bitesize content is essentially the same as traditional marketing content—but condensed. Bitesize content is shorter, more-to-the-point, and chock full of value. When done correctly, B2B salespeople and marketers can use bitesize content to capture more leads and drive user engagement.
Just as snacks tide you over until you have time to cook a full meal, bitesize content can hold a prospect’s interest until they’re ready to seek more in-depth content from your company. So, how can you incorporate bitesize content in your B2B sales and marketing strategy? Let’s review six ways:
You’ve heard it again and again, an image is worth a thousand words. That’s why infographics are a valuable form of marketing content—they’re short, sweet, and sharable. Furthermore, infographics can generate more attention for longer pieces of content and in turn generate more sales-ready leads.
It works like this: First, highlight the most compelling statistics within your infographic. Then, include a call-to-action for a gated research report or white paper that expands upon the topic covered in the infographic. Once your infographic is published, you can break it down further, into smaller, more digestible images. Publish sections of your infographic across social media to drive traffic back to the full version. Or, work with a designer to turn your infographic into a quick, animated video. For those new to design, leverage free online design tools like Canva and Piktochart. These websites provide simple templates anyone can use to craft infographics.
2. Social Graphics
It’s no secret, images—particularly those containing quotes, statistics, and facts—perform well on social media. Consider these statistics:
- Instagram photos generate 36% more likes than videos
- Tweets with images receive 150% more retweets than tweets without images.
- Facebook image posts see 2.3 times more engagement than posts without images.
- Including images in LinkedIn posts increases the comment rate by 98%
Here’s why social graphics are so effective in a B2B setting: First, they provide prospects with a preview of longer form content. Second, they often involve another speaker or company (which allows you to interact with them on social—thus expanding the reach of your content). Lastly, social graphics are extremely versatile— you can include them as part of a blog post, let them stand alone as a social post, or you can even do both.
If you’re not sure what to include in your social graphics, check out these ideas:
Quotes from thought leaders and industry influencers: Showcase quotes from industry thought leaders who resonate with your target audience. Not only will these quotes have a big impact, but the featured thought leader will likely share your post when they spot the mention. (For starters, check out our list of motivational sales quotes.)
Impactful statistics: Just like quotes, placing statistics on images is an easy way to encourage social engagement.
Tips and tricks: Highlight a quick tip pulled from a webinar, blog, podcast, or any other marketing content that provides actionable advice for a particular challenge. If your goal is to drive social traffic to one piece of content, turn this effort into a series of images with multiple tips from the same source.
Jokes: Publishing lighthearted, humorous content on occasion is a great way to drive social engagement. Find jokes specific to your audience’s industry and work them into social graphics.
3. Short Videos
Short videos are a popular form of bitesize content because users can quickly view and share them across any device or social network. Many B2B companies have already taken note: Research shows 82% of B2B marketers create videos. If you’re not sure where to start when it comes to video creation, check out some of these ideas:
Brief interviews: Interview thought leaders, customers, influencers, or business executives for quick video content. Break video footage into smaller pieces, organized by question or topic, to produce several short videos.
How-to videos: Create short how-to videos to establish your brand as an authority in your industry. Experiment with different video styles to get your message across in the best way. For instance, animated videos can make technical topics easier to digest.
Product demos: A short video may not be able to show the full scope of your product. But, you can create a quick, engaging demo to illustrate the value of your product.
Considering global internet traffic from videos will make up 80% of all internet traffic by 2019, this is one form of snackable content you don’t want to ignore.
4. Longform Content
I know what you’re thinking: “How can longform content be bitesize?” Hear me out!
All engaging content has a common thread: It’s easy to read, take-in, or scan no matter the length. In other words, high-quality content is innately snackable. This begs the question: What factors improve readability? It all comes down to content formatting. To make your long-form bitesize content more readable, use the following formatting tricks:
Use headers and bullet points: Studies show users scan web content instead of reading it. For this reason, use headers and bullet points to break up large blocks of text. One easy way to do this is by creating list articles. List articles break up text in a structured way so users can easily navigate it from start to finish. This effort pays off, too: A study from BuzzSumo and Moz shows list posts generate more backlinks than other content formats.
Use short sentences: Short sentences boost content readability by 58%. So, I recommend you stick with short, simple words and sentences. It’s also not a bad idea to run your written content through a writing tool, such as the Hemingway Editor, to review content readability. Additionally, break up text with spaces every three to four lines. Even if a long paragraph is easy to read on desktop, a mobile phone will present the paragraph as a never-ending block of text.
Break up text with images: BuzzSumo found articles with an image placed once every 75 to 100 words received twice as many social media shares compared to articles with fewer images. So, work with your design team to create visual elements to illustrate your points.
5. User-Generated Content
As its name suggests, user generated content—or UGC—is any content created by your customer base about your product and services. Forms of UGC include videos, blog posts, or images posted on social media platforms like Instagram. Here’s why UGC is an effective type of bitesize content – first, when customers create content that portrays your company in a positive light, it helps you win the trust of new prospects.
In fact, 64% of B2B buyers say they frequently give more credence to peer reviews and user-generated feedback.
Second, users create content for you, saving you valuable time and marketing dollars. If you are new to user-generated content, here are a few effective tactics:
Customer testimonials: Ask loyal customers for brief testimonials or browse the web for positive reviews. Then, choose the best to include on your website and within your marketing materials. Positive reviews provide proof of your product’s value. Be sure to include the customer’s name, title, and company to ensure the review looks credible. And—don’t forget to always ask permission before using a customer’s name, words, or reviews.
Contests and giveaways: Incentivize your audience by holding a contest where they can win prizes by sharing content featuring your product on social media. This will help you collect more content– and the content you receive is likely to be high-quality because there are prizes at stake.
Influencer marketing: Influencer marketing is one of the most effective ways to generate UGC– and one of the fastest growing trends in marketing today. Identify influencers in your industry and ask them to create content featuring your product or mention your product on social media. Influencers provide the best source of UGC because they already have an established audience that engages with their content.
Remember – always ask for permission when it comes to UGC. Whether you want to feature someone’s content in your social media feed, website, or other marketing channels, the user should understand how their content will be used.
6. Interactive Content
Interactive content requires your audience to actively engage with it in order to consume it—a step beyond simply reading or viewing. Engagement is the number one reason marketers use interactive content, followed by educating an audience, creating brand awareness, and lead generation.
Furthermore, interactive content can help businesses gather behavioral, contextual, and demographic data and uncover valuable insights into their target audiences. If you’re new to interactive content, here are three bitesize formats to know:
Interactive infographics: Marketers use interactive infographics more than any other interactive content type. Unlike static infographics that show all data points at once, interactive infographics reveal additional facts and details as users click through specific data sets. Interactive infographics can convey a large amount of information in a digestible format, as it encourages viewers to click through and doesn’t overload them with too much at once.
Calculators: Web-based calculators are another popular form of interactive content, with 46% of marketers using them. Users input specific information and then the calculator generates results based on a set formula. These tools are effective because they allow users to quickly visualize the tangible impact your services can have. Calculators can estimate potential ROI, time savings, revenue, and more.
Quizzes: Quizzes are another staple type of interactive content. In fact,
46% of marketers use quizzes as part of their strategy
And, it’s easy to see why: Quizzes collect valuable prospect data and encourage social media sharing. Remember, be sure to capture key contact details like name, email, and company. If you set the quiz up correctly, you can use the results to segment prospects by quiz result and follow-up with targeted content.
Final Thoughts about Bitesize Content If there’s one thing you take away from today’s blog post, let it be this: Bitesize content is a great way to generate leads, capture the interest of prospects, and boost customer engagement. The key is to keep your content truly valuable, no matter the length.
Thanks for taking the time to read this article, if you got some value from it, you may want to check out my 7 Figure Sales Academy Membership where I cover all this and more using my PACER methodology, along with a large range of tools, resources and frameworks for communicating and selling to the modern customer. Or you can grab my new book 7 Figure Sales Skills by clicking here.
See you next time