5 Can’t-Miss Content Marketing Articles Jennifer Taylor January 22nd, 2016 Every week we select and summarize five content marketing articles for easy skimming.1. Marketing in the Moments, to Reach Customers Online [New York Times]The rise of mobile phones has “introduced several wrinkles to the way marketers influence and track how consumers decide to buy something.” Ads need to be more useful than attention-getting.In this mobile-centric atmosphere, intent is becoming more important than reach, frequency, identity, and demographics. Immediacy is more important to brand loyalty. “Moments” can come during a 10-second Snapchat video or Twitter’s new collection of real-time news bites.Dunkin’ Donuts are using this method to target people searching for “coffee near me,” providing a map and wait times at nearby locations.2. How We Fought Bad Ads in 2015 [Google]Google has a strict set of policies in place for the kinds of ads businesses can run with Google. The total number of ads that violate Google’s policies in some way increased from by 49%. Last year Google blocked 780 million “bad ads.”Google focused on “bad ads” that intentionally mislead people (like weight loss scams) or carry out scams (like “phishing”).Google also banned ads that offer helpful and relevant information but create a negative user experience (like covering up the information you’re trying to access). Google introduced tools to help users better manage what ads they see - “Mute This Ad” lets users tell Google to stop showing a specific ad and others like it from that advertiser.3. What Does The End of Panda Updates Mean For Marketers [ScribbleLive]Google confirmed that traffic fluctuations were a result of an update to the Google Panda algorithm, a sister update to Penguin. Panda places an emphasis on website content and ranks websites based on the quality and authority of links included in the content.The search visible for new content published on your site will be significantly lower if penalized by Panda.To avoid penalties, go back and improve previously published content that seems “thin” (provides no real value to readers). Don’t panic - take some time to review your own analytics and the impact Panda had on your site’s visibility before deciding to make any significant changes to your site.4. How to Make Extreme Numbers Resonate [Harvard Business Review]Colossally large and infinitesimally small numbers can be hard to fathom, because they’re so abstract. Visualization makes data at the extremes easier to grasp.Use physical space to create context. Humans have hard time imagining abstract spatial relationships so try using something closer to human scale (like a city block instead of the Earth). When depicting tiny values, use noise to drown out the sparse signals. Try using visuals that show an extreme amount of data, making the important information hard to find. This strategy reinforces the tinyness of the value.Use space to express movement. Traditional methods like circular pie charts can be ineffective when trying to show complex patterns of movement. These methods fail to give the audience a sense of complexity.5. Why You Need to Create Buyer Personas (and How to Do It) [Visually]Good personas make it easier to understand the needs and buying habits of real customers, focus the team on common objectives, and make it easier to identify content marketing opportunities. Get you company on board by putting information in useable formats that your team can actually dive into (instead of simply handing out PDFs). Use data to validate personas. Conduct customer interviews and review CRM data to get started. Look beyond demographic data to moments of intent to better understand the buyer experience. Make a single person accountable for personas so they stay updated and don’t fall through the cracks.