Sales Enablement: Products vs. Platforms

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Docurated provided you with this blog post. They normally generate content of the best quality and consequently they are one of my must-watch blog owners. You are going to get something out of it.

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Content Marketing Job Description & Titles for Executives, Directors, Managers and Specialists

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The newest article provided by the Curata Blog. Likely to be one of the most reliable suppliers of free information you can find.

Growing your content marketing team? You’re not alone. And finding and hiring the right marketer isn’t easy. In fact, it’s a challenge faced by 45 percent of advertising and marketing executives and content marketing salaries are up more than 5 percent from last year according to  The Creative Group. This post will address what your content marketing job description needs to stand out from the rest.

So how can you get your content marketing job descriptions to stand out from the rest? Resist the urge to speed past the creation of the job listing by leaving it to HR or just copying and pasting a result you googled (yes, that includes this post). You’re hiring writers after all, and the job description will help form the early impressions of your company and your team. If you want to capture the attention of the top content talent in your area, roll-up your sleeves, put your marketing hat on and craft a job description that creatively (and accurately!) captures the unique opportunity you’re offering.

Keep reading to check out:

  • Our review of the top three google search results for “Content Marketing Job Descriptions”
  • The basic architecture of a content marketing job description
  • Ideas for crafting THE BEST content marketing job descriptions
  • Our favorite content marketing job description online right now

Top Three Articles on Content Marketing Job Descriptions

HubSpot

This is a thorough post covering top twelve job descriptions you should hire for to have an all-start content marketing team. This post includes descriptions from inbound marketing manager to blogger to SEO manager. This post is a great resource for basic job descriptions as well as reasons why you might want to create a position and what to looks for in an application.  Though not all positions are “content marketing positions” per se, it’s helpful to look at the other job descriptions to determine if a content marketing manager is really what you’re looking for. As the creators of the term “inbound marketing” their inbound marketing manager job description is on point. Here it is :

Inbound Marketing Manager Job Description

If your marketing department is just starting to make the shift to an inbound approach, it’s possible you’ll still need to prove the success of your inbound marketing program.

If this is the case, you’ll likely be looking to hire an all-in-one inbound marketer — someone who can build and grow your inbound marketing strategy from the ground up. Look for someone who is very self-motivated and versatile … and gets stuff done. (And if you’re still trying to convince your boss to to make the shift to inbound in the first place, download these 100 stats, charts, and graphs to help you get inbound marketing buy-in.)

Job Description:

We are looking for an amazing, data-driven inbound marketer to own the majority of the marketing funnel for our company. You will be in charge of attracting site traffic, converting that traffic into new leads for the business, and nurturing those leads to close into customers, the latter of which sales leadership will help you accomplish.

Responsibilities:

  • Build and manage a rich content/editorial calendarthat attracts a qualified audience to our owned properties (including blog posts, whitepapers, ebooks, reports, webinars, infographics, etc.).
  • Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
  • Optimize our marketing automation and lead nurturing processes through email, content, and social channels.
  • Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers.

Requirements:

  • BA/BS degree or equivalent work experience
  • Some past experience in marketing preferred
  • Excellent communicator and creative thinker, with an ability to use data to inform all decisions
  • Proficiency in marketing automationand blogging software in order to generate traffic, convert visitors into leads, and then nurture them (using dynamic workflows) into converted customers
  • Bonus skills: HTML/CSS, Adobe Creative Suite.

Marketing Insider Group

Marketing Insider Group does a great job of distilling all the qualifications a content marketing manager could have down into three skills. Jere they are:

  1. Creating content people actually want

  2. Sharing content on the channels they use

  3. Measuring the results of content marketing activities

 For their complete content marketing manager job description, check out the full blog post.

Workable

Simple and to the point, this post is a full, content marketing manager job description. Use this post as a jumping-off point to create your own content marketing job description. Workable has a large library of marketing job descriptions, check out other job descriptions on their website to build out your entire marketing team.

Architecture of a Content Marketing Job Description

new york city aerial view of the downtown

The basic architecture of a content marketing job description should include:

  1. Job title
  2. Description of key responsibilities
  3. Amount of Experience Expected
  4. Technology/Tools they’re expected to use
  5. Key teammates they’ll manage or work closely with
  6. Salary Range
  7. Information about the company, what problems it solves and who it serves

Even the basics require some finesse. Check out Undercover Recruiter’s science backed tips including the ideal length for your job title (spoiler: 50-60 characters).

Ideas for the Best Content Marketing Descriptions

A quick google search for “Content Marketing Job Descriptions” (as of September 2017) will return these top three results (excluding job boards/job search engines). After reviewing each, I find myself feeling like the Goldilocks of content marketing job descriptions, each providing some help but leaving a bit more to be desired.

Too Bland: Workable’s Content Marketing Manager Template – Aptly named a template, it really is just the bare minimum of key responsibilities, tools and technology.

Getting Better: Marketing Insider Groups content marketing manager job description has a bit more depth and industry specific terminology, but still lacks personality.

Nearly Just Right: HubSpot’s 12 Marketing Job Descriptions aren’t limited to just content marketing roles, so you’ll find a little bit of everything here. What I liked best about these are the use of industry statistics to demonstrate the importance and scope of influence of the role – marketers love to be flattered and we’re all looking for a way to make a noticeable impact. Word choice was also very empowering and can be used to demonstrate the importance and perspective the organization puts on marketing. Some examples: “own the majority of our inbound funnel”, “offers and downloadable content are the backbone of inbound marketing”.

Think of the content marketing job descriptions above as a paint by number set. You’ve got the outlines to guide you along, but you choose the way to color them in. Here are some ways you can build upon the templates to craft the perfect content marketing job description:

  • Include a relevant industry stat to show the importance of the role and potential impact for the company
  • Include examples of some of your top performing content to-date in as many relevant formats as possible
  • A qualitative and quantitative description of how success will be measured in this role
    • Share an example of performance reporting or content stats that you’d expect this person to be held to

Quick tip: Some other things to consider when writing a job description is to understand  what motivates employees  (perks? Ability to take ownership of projects? Flexible schedule?) and understand what a creative employee will appreciate in a  job description.

 Content Marketing Job Description Examples 

Still stuck? Here are job descriptions for content marketing roles that caught our eye. When writing your own description, consider what skills are critical to the role you’re hiring for. Most content marketers understand employers are looking for a hybrid combination of skills. According to the Creative Group’s 2017 Salary Guide:

Hybrid professionals are in demand. Creatives with skills outside their specialty are highly marketable. In addition, digital proficiency is becoming a prerequisite for many traditional roles. For example, graphic designers now need to be familiar with web layouts or social media, and copywriters must have knowledge of search engine optimization. Expect this pattern to persist as cross-departmental collaboration becomes the norm.

Some skills to consider in your job description include: data analysis, SEO, design, social media, video, project management and more.

Content Marketing Manager (Drift) 

For the full description, check out the link above. We love the clarity this description provides for what this role will be doing at the company.

What you will be doing on the marketing team at Drift:

  • You will lead our Content team, which includes managing internal and external writers, but you will still be a writer first: this job is far from middle management. You’ll be expected to create and produce 90% of the time, so if you love managing people and creating, then you’ve come to the right place.

  • You’ll be writing all different types of content — from interviews to original research to case studies and product launches.

  • In addition to creating regular content for the Drift blog (2-3x/week), you’ll become a regular contributor to blogs outside of Drift (guest posts, contributed columns, etc.)

  • You’ll work across the marketing team to provide content and copy as needed for the Drift website, speaking decks, email copy, Drift Studios, and more.

  • You will also be responsible for running our podcast, Seeking Wisdom. This includes managing the team that creates and edits new episodes, the editorial calendar of upcoming guests, promotion for new episodes and more.

Content Strategist (New York Times) 

For the full job, check out their listing on LinkedIn. We loved the introduction’s description of the company and how the role fits in.

T Brand Studio is a fast-growing team of energetic writers/editors, content strategists, videographers, designers and developers creating branded content for The New York Times’s advertisers. Our clients cover the gamut of the New York Times’s advertisers. Increasingly, our clients are looking to T Brand Studio to help them unearth stories to tell on their own channels.

The T Brand Studio Services team is looking for a content strategist to conduct editorial consulting projects. Content strategists work in concert with our 60+ strong creative and production team, leading editorial strategy for multiple branded content projects. The tasks include: conducting pre-sale research, concepting and ideation for branded editorial strategies; presenting to clients and leading senior/executive client meetings; brainstorming, on-site reporting, writing and editing white papers and comprehensive reports. This role is heavily editorial, almost entirely client facing and has a significant travel component. 

Blogger (Adidas)

For the complete description, check  out the link above. In this case we love their key relationships section. If a job has special requirements, building it out into it’s own section might be a good idea. It will help the applicants understand it’s importance.

Key Relationships

  • US and Global Business Units and Digital Communications leads.

  • US eCommerce Marketing team and the broader US eCommerce team in Portland which includes Site Merchandising, Analytics, Operations, and Brand Communications.

  • Newsroom, SEO, Category Owners and Brand Activation.

In addition to having an awesome job description, remember, the company the description is for plays a huge role in talent’s interest. If you’re still not having luck recruiting the right content marketers, have a look at your company culture.

For more on taking your content marketing career to the next level, check out this guide we created with LinkedIn.

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Why did Apple Cherry-Pick their iPhone X Influencers?

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The following tutorial was shared by the Fanatics Media YouTube channel. I always enjoy making time for 1 of their online videos simply because they’re actually great. I think you’ll get something out of it.

Why did Apple Cherry-Pick their iPhone X Influencers?

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Influencers Who Dare Mix Politics and Entertainment Don’t Fare Well

Content marketing tips & tutorials.

The following video was created by the Fanatics Media YouTube channel. They will regularly generate videos of the highest quality and are one of my current go-to YouTube channels. I think you’ll get something out of it.

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Six 2018 Content Marketing Resolutions You Should Make Today

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The following piece of information was first published courtesy of the Curata Blog. I always anticipate looking through 1 of their tutorials simply because they’re incredibly revealing. I’m guessing you’ll get something out of it.

Content Marketing Trends 2018

January is way too late to start making the resolutions that will shape your content marketing strategy in the year ahead. Here are six commitments that should be a part of any content marketing plan for 2018.

Content Marketing Trends 2018

1. Find the time to go long.

Analyze the data on content marketing influence and authority (as LinkedIn did in a groundbreaking recent study with Buzzfeed) and one finding is overwhelmingly clear: content gets more impactful and effective the longer it is. Blog posts over 1,000 words are far more effective than shorter posts. Over 2,000 words, effectiveness leaps up again.

Why is this? Long form content may be correlated positively with performance because long form content has the potential to cover a wide range of interrelated topics, thus allowing any singular piece to rank for multiple keyphrases on search engines.

Finding the time to create quality, longer-form content should therefore be on every marketer’s agenda for 2018. The best way to do so is to rebalance your content calendar so that you’re pushing out content less frequently but creating content more worthy of people’s attention when you do. You’ve probably noticed that you get the lion’s share of the value from only a small percentage of the content you create. So instead of investing your resources on many pieces that are just “okay,” invest those resources in creating fewer, more powerful content items.You’ll invest the same amount of time and energy, but you’ll get a far greater return on it.

2. Build a proper strategy for your blog.

Your blog is the rug that ties the social media room together. It’s a platform that you fully own, a central hub where you can launch content in any format that you like, and where you can focus your efforts on building a loyal, relevant audience. When your blog does well, your content marketing does well. It gives your content strategy a natural focus and a natural rhythm, it helps to keep you beautifully attuned to your target audience, and it provides you with a regular supply of content that you can choose to amplify on other channels with confidence. Once a piece of content engages the audience for your blog it’s a valuable indication that it could be worth putting paid media behind it.

3. Study the 5% club.

Content Marketing Trends 2018

Around this time last year, Beckon’s claim that 5% of branded content generates 90% of all engagement set a content-bashing bandwagon in motion. Marketing commentators quickly jumped on board to declare that the data showed content marketing didn’t work.

Of course, what this statistic really shows is that 5% of content marketing is actually immensely effective – and an awful lot of the rest needs to up its game. If any marketer thought that simply labeling their communications as “content” would automatically increase engagement levels then they have almost certainly learned otherwise by now. But nobody is forcing you to be that kind of content marketer.

There is a formula for content success. It involves earning authority through original, in-depth content, and then leveraging that authority through smart, targeted, paid media distribution on the right channels. Study the characteristics of the 5% and you will be well on your way to joining them.

4. Don’t fall for marketing’s fake news problem.

Content Marketing Trends 2018

Perhaps you’ve heard of the goldfish attention span myth? It’s the claim that human beings now have an attention span less than that of a goldfish – and that marketers therefore can’t expect their audiences to concentrate for longer than eight seconds. There’s just one problem with this statistic: it’s complete and utter nonsense. There has never been a study comparing human attention spans to that of goldfish. For that matter, there has never been a study showing what the attention span of a goldfish actually is.

The goldfish attention span myth has been misdirecting content marketing strategies for the last two years – and it’s not alone. It’s far too easy for marketers to fall for snake-oil salesmen-type claims that don’t really stand up to scrutiny but can do a lot of damage when they’re allowed to influence marketing strategies. In 2018, do yourself a favor: when you’re presented with a stat, check where that stat comes from and then decide for yourself whether it’s credible or not.

5. Create video like you mean it.

Video can be a superb tool for driving engagement for B2B marketers – but not if your definition of video content starts and ends with an executive in a suit staring at the camera. Challenge yourself to break new ground in B2B video in 2018. For starters, why not turn that longer-form content you’re planning into the script for a mini-documentary? There are plenty of handy editing tools (such as Videoblocks.com and Powtoon.com) to help.

6. Unlock the amplification potential of your employees.

Employee Advocacy

Employee advocacy is the single most underutilized asset in the whole of content marketing. If you think that’s a big claim, then consider this statistic from our own experience at LinkedIn. We released 123 pieces of content onto our employee-sharing platform, Elevate. Those pieces were shared 4,290 times, which increased the aggregate reach of our content by 15 million. Employee sharing has this power because the combined LinkedIn networks of a company’s employees are typically 10 times the size of its own organic reach. When you create great content as a marketer, you owe it to yourself to give it the greatest opportunity to reach and influence your audience. That simply has to involve sharing by your own employees.

Have questions for Jason? Want more thoughts on what’s next for content marketing in 2018? Join us on November 14th for our next Content Marketing Expert Series Webinar.

2018 Content Marketing Trends with Jason Miller

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How to Be a Better Content Marketing Writer, Taylor Swift Style

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Great new piece of material launched courtesy of the Curata Blog. Most probably among the most effective suppliers of information and facts on the web.

Vogue runs this somewhat ridiculous video series called “73 Questions,” where they follow celebrities around their homes with a video camera while asking 73 rapid-fire questions. I suppose this gives the fans insight into both the celebrity’s decorating style as well as their inner lives.

But don’t let my scorn fool you, because obviously I’ve watched it. During Taylor Swift’s “73 Questions,” the interviewer asked her, “What does creativity mean to you?” She answered, “Creativity is getting inspiration and having that lightning bolt moment and then having the hard work ethic to sit down at the desk and write it down.”

Ah, the work ethic. The forgotten flip side of inspiration. All writers are struck with a flash of insight at some point. But that lightning bolt fades fast – and when it does, it means sitting down to a blank space and translating ideas into words people actually want to read.

Writing is a practice. And like any practice, it has shortcuts, tips and best practices that can make your writing crisp and your creative process sharp. Let’s look at five tips that can avoid any bad blood between you and your writing:

  1. Read your content out loud: I cannot stress this enough. Reading your words out loud lets you listen to their rhythm and flow. You’ll be able to hear, not see, where grammatical notations should fall. And your brain will use an entirely different region to determine if your content makes sense.
  2. Use the Rule of 24: Marinating does the same thing to content as it does to meat; it tenderizes it to bring out the full flavor. So write something. Fiddle with it. Then put it away for at least 24 hours and look at it again. Words you may have thought were brilliant may get axed, and you can shake, shake, shake them off. Other constructions you didn’t like as much will appear fixable. You will bring a fresh set of eyes that always results in an improved piece.
  3. Use the end as the beginning: We waste way too much time getting to the lede. Stop! People don’t have time, patience or inclination to listen to you go on and on about Taylor Swift. So write your piece. Let it sit for 24 hours. I promise you’ll find that the best stuff you wrote is at the end. So delete your intro, slide in that ending, and you’re golden. Promise.
  4. Use proper nouns and concrete phrases: People can’t picture a “rational method” and “abstract amount.” But when you say “white house” or “red door,” an image just popped into your mind. So avoid abstract ideas and concretize them for people. Marinating content like steak – see? It’s a concrete idea that you can hold onto.
  5. Layer in voice on the second draft: Ann Handley taught me this, and I’m annoyed I didn’t know this technique till this year: It’s too big a job to convey information while also trying to sound like ourselves, or our brand. So write what you’re trying to say first. Leave it for a while. When you come back to the second draft, then you can layer in all those inside jokes (like song titles) and brand voice differentiators that make the content sing.
abstract background

Lightning bolt or no, writing words that people want to read is hard. But don’t make it harder. Use these 5 tips to become a fearless writer, and I guarantee you it’ll be easier to sit down and construct a piece of content that enchants your audience. Your reputation depends on it.

Aside from writing,  there are many other things you can do to boost your content marketing career. For more on this check out our Ultimate Guide to a Content Career in the link below.

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How To Optimize Your Content Marketing Video Strategy For Every Step Of The Buyer’s Journey

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The Curata Blog made available this content. These people usually deliver subject matter of the best quality and are also no doubt one of my favorite must-follow bloggers. I hope you find it helpful.

Today videos are ruling the digital marketing world. And that’s no surprise if we consider that, according to Cisco, in 2016 videos accounted for more than 70% of the internet traffic and the forecast suggests it will be up to 82% by 2021.

But as videos offer a wide variety of content types, marketers should be very careful to identify their audience’s needs in order to hit the mark with the right video format. And how can you determine which type of video will be more effective? A good strategy is to focus on the buyer’s journey, this basically means to use a specific video format according to the different stages of the buying process and the user’s informational needs. Let’s take a look.

Buyer’s journey: What is it and why is it so important?

The Buyer’s Journey is the entire process that a customer goes through from the moment they become aware that they have a problem or need, to the moment they finally purchase a product or service.

In this video produced by explainer video company Yum Yum Videos, you can check out a more detailed explanation of what the buyer’s journey is and how the inbound marketing funnel works.

This is how the process works, in a nutshell:

Awareness Stage: First, the customer realizes that he or she has a potential problem (or a particular problem) that needs to be solved.

Consideration Stage: Then, he or she starts to do some research on how to solve it and evaluates the options to finally come up with a solution.

Decision Stage: The cycle ends when the customer decides from which company he or she will purchase the product or service that will solve their problem.

For marketers, it’s essential to identify the target’s needs in each part of the cycle, in order to provide them the right content that will make a greater impact and lead them through the sales funnel. And video content is the best option to nurture your audience with the information they need while keeping your audience’s attention. If used wisely, they can be a great tool to boost sales as they can increase conversion rates by 80%. So in this article, we will analyze which types of videos will work better in each stage of the buyer’s journey to boost engagement throughout the process.

Awareness Stage

This is the starting point of the sales journey: Your potential customer realizes he or she has a problem or need and begins the quest for a solution. Here you have an opportunity to answer their questions and guide them while you position your brand as a reference in the subject. You only have one chance to make a good impression and engage them to continue with your brand, so make sure your content is on the right track and, equally important, high quality. These are the best video formats to make your debut:

1. Educational Videos

Your potential buyers are looking for a useful answer to their problems. With educational videos, you can educate them about certain subjects while you generate brand awareness, positioning yourself as an expert. This way, you can increase visibility and drive more visitors to your site.

2. Commercials

These are short videos created to attract people into your sales funnel with a fun and engaging storytelling technique. They are extremely effective to gain visibility with paid ads, increase brand awareness and drive traffic to your website.

3. Social Media Videos

The special feature of Social Media Videos is that they are created by taking into account each network’s practices and values, in order to optimize the content to the social platform of your desire. This kind of format will let you gain visibility in social media, increase engagement and drive visits to your site.

Consideration Stage

At this point, the buyers have already defined their problem or need, so videos in the Consideration Stage should educate them about solutions for their specific needs. The goal is to help the customer in their research by showing them the best solution to their needs. Let’s see which options you can use to guide them:

1. Explainer Videos

This type of content can explain products or services in a brief and friendly way. Basically, it starts with a certain pain point and then explains how that product can solve it. Mainly, it’s used in websites’ home pages and landing pages, because it’s an easy hook to catch the audience’s attention and explain an idea in just a few seconds, quickly delivering the most fitting information for this stage of their journey (when it’s done the right way). In addition, it’s a successful tool to use in YouTube ad campaigns and, to a lesser extent, Facebook and Twitter, due to its structure and short length -less than two minutes-

The main reason to use explainer videos in the consideration stage is that their main goal is to increase conversions and boost qualified leads.

2. Webinars

A webinar is a web based video presentation that is transmitted over the internet. The main objective is to educate the audience thoroughly on a certain topic but in a friendly and human way, because it’s usually lead by an expert on the specific subject matter. By doing this, it can position your brand as a reference on that subject and then increase subscriptions to your site and rise your conversion rate.

3. How-To Videos

As the name suggests, How-To Videos are made to offer your customers helpful guidance in a fun and entertaining way. It’s a step-by-step process that educates potential clients on certain topics or products using an easy and educative tone. This way, they can build product trust and increase up-selling. This allows your audience to get to know the solution you are offering them, and to choose your company over the other possible solutions they are considering.

Decision Stage

Now that the prospects are aware of their problem and have found a satisfying solution, it’s time for them to decide which company will solve that problem.

The Decision Stage is all about building trust with your brand and your product, so they will finally decide to purchase from you. Read on to know which videos will work best: 

1. Customer Testimonial

Frequently, prospects require external reviews from peers before deciding to purchase a product, and the numbers don’t lie, those reviews work. A customer testimonial video is a good solution to use to share your client’s experience with your product or service. It’s a powerful tool to build confidence and generate brand trust with potential prospects, which can lead to  growth in your sales rates.

2. FAQ Videos

The main goal of FAQ Videos is to provide, in simple terms, relevant information about common inquiries on the product and clear up any doubts the buyer may have. These kinds of videos are great for lead nurturing and lead trust -create a quality bond with your customer by clarifying doubts- and can help you reach a higher number of conversions, close more deals, and build product trust. 

3. Company Story Videos

These videos, also known as “About us” videos, present your brand, the working team and the values that you stand for. It’s a good strategy to show the human side of your company and build a strong connection with potential customers. If you can build trust with them, it’s a huge step towards the final goal: increasing sales rates.

4. Product Videos

A video about your Product should show its best features as well as the whole experience of using it: the benefits of your product and how it works, all of that in a brief and entertaining video. It allows you to build trust about your product, position it in the search engines and also bring your leads closer to the final purchase.

Summing-up

Understanding all the steps that a buyer goes through before purchasing a product will let you provide the right video content to make a greater impact. Because you already know that videos are highly effective for increasing conversions, if you  use them correctly. And choosing the right format according to the stage of the buyer’s journey – awareness, consideration and decision stage- will allow you to guide your potential customers through your sales funnel.

A successful video campaign requires a high quality video, and that’s not a cheap thing to do. So if you want to make the most out of your video marketing budget, it’s essential to customize your videos according to your customer’s needs.

Want more on creating a content marketing strategy for your organization? Check out Curata’s content marketing strategy guide below.

 

 

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