For decades, B2B marketing has been synonymous with long-form reports, dense whitepapers and gated e‑books. Those assets still have their place, but today’s buyers are consuming information in very different ways. To capture attention and build trust, marketers are rethinking content formats and meeting audiences where they already spend their time.
Why content consumption is shifting
Decision-makers are not just reading industry journals in their office anymore. They are scrolling LinkedIn on their commute, watching explainer videos during a coffee break and listening to podcasts while travelling. Research by WARC in 2024 showed that 89% of B2B buyers now use social media at some point in their research journey, with younger professionals expecting more snackable and interactive content.
This does not mean long-form assets are obsolete. It means they are most effective when paired with lighter, faster content that draws people in.
How forward-thinking marketers are adapting
Turning complex insights into bite-sized media
Instead of publishing a single 30-page report, teams are breaking key insights into short LinkedIn carousels, quick video snippets and infographics that guide people to the full piece.
Experimenting with newer platforms
B2B brands are exploring TikTok, Instagram Reels and YouTube Shorts to share thought leadership in an approachable way. A surprising number of tech buyers now say they have discovered solutions through short-form video.
Designing for mobile first
With more than half of B2B content consumed on mobile devices, even detailed assets need to be easy to skim, with clear visuals and modular layouts.
Mixing live and on-demand formats
Webinars are evolving into live Q&A sessions, fireside chats and panel discussions that are then repurposed into clips, podcasts and blog posts.
Case study: Adobe’s multi-format approach
Adobe’s B2B marketing team provides a strong example of this shift. When they released their Digital Trends report, they did not stop at the traditional PDF. They created a podcast mini-series where executives discussed key findings, posted short LinkedIn videos highlighting individual statistics and hosted live sessions with industry experts.
According to Adobe’s own engagement metrics shared at the 2024 B2B Marketing Exchange, the report’s reach doubled compared to previous years. The mix of formats allowed different audiences to interact with the insights in ways that suited their preferences.
Practical ideas to try
Repackage cornerstone assets
Look at your last whitepaper or research report. Could you pull out five key stats and create an animated reel? Could you turn a case study into a two-minute video?
Involve subject matter experts
Invite product leads or customer success managers to join short-form video discussions or LinkedIn Live sessions. Their expertise adds authenticity and depth.
Test newer platforms gradually
You do not need to launch a TikTok channel overnight. Start by experimenting with short clips on LinkedIn or YouTube Shorts, then expand once you see traction.
Measure and refine
Track which formats drive engagement and follow-on actions. Use those insights to inform future content planning rather than sticking rigidly to old playbooks.
B2B marketing is no longer confined to static PDFs and long-form blogs. Buyers want to engage with ideas in the same dynamic ways they do outside of work. By blending traditional assets with new, creative formats, marketers can increase reach, boost engagement and make sure their best insights are seen and shared.
The shift is not about abandoning whitepapers. It is about giving them new life in places and formats that today’s buyers actually want to explore.
