By Brian Anderson, Associate Editor

B2B marketers have become more adept at distributing various types of content on mobile devices, as they offer the ability to targeted prospective buyers with almost-instantaneous messages. As a result, B2B buyers are increasingly relying on their mobile phones to view work-related content. According to Demand Gen Report’s 2014 Content Preferences Survey, 44% of B2B buyers frequently use their mobile phones to access business-related content.

Snapchat, the mobile app that allows users to send vanishing messages, is making a push into the mobile content space with Snapchat Discovery, a new feature that intends to provide users with bite-size pieces of content — whether it be snippets of video or daily editions of news publications. The feature is set to be unveiled in November according to the Wall Street Journal.

Snapchat has been courting a handful of media companies since the beginning of August, looking to coerce partnerships that will bring valuable content to the mobile app — and ultimately make the mobile app more appealing for advertisers.

At the moment, B2C companies such as GrubHub and Taco Bell utilize Snapchat for offering personalized promotions and discounts to its customers. However, a mobile app with these new content features can be very useful for B2B marketers that are targeting an “always on-the-go” audience. Here are my three reasons why:

Offer Highly Relevant Content, Received Instantaneously: The new Discovery feature will provide content much like the app’s messaging service, where pressing your finger on the screen will display the content for a certain period of time. Marketers could potentially use the feature to provide highly targeted content that is relevant to the prospective audience, while the disappearing feature gives users a stronger urge to engage with it.

Advanced Engagement, Without All The Work: Snapchat is an easy mobile application to use, and content marketers will not have to adapt significantly in order to produce effective content for Snapchat circulation. In the end, the buyer’s attention span is growing shorter and Snapchat can help B2B organizations shorten their message while still making an impact.For example, curating any video content your company has created in the past can give content marketers an easy way to design a new message for a specific audience — that can then be effectively presented to that audience in an appealing manner.

Potential For Innovative Display Advertising: New content channels also bring new opportunities for advertising — particularly display advertising. While advertising brings new revenue to Snapchat,highly targeted display ads can be utilized to nurture target prospects in a non-disruptive manner. With Snapchat’s vanishing message features, B2B marketers will not have to worry about display advertising negatively affecting any buying decisions.