chapter 8

Lesson 2: How to Optimize Your Content for Marketing

Video transcript

Hey there. Ezra here, from Smart Marketer for Shopify's Eommerce University, back with you in another video in this series. What we're talking about in this video is optimization. So we've created our content. We've created it. And now we have to optimize it and prepare it for syndication. So this is going to get step by step. I'm going to show you exactly what you need to do, step by step, to prepare your content so that it is optimized and ready for syndication.

The first thing that you're going to do is you're going to create a blank text document, so whatever that text document is. Maybe you're using text [editor] on a Mac or Microsoft Word on a PC. But you're going to create a blank text document and you're going to name after the specific post or after the specific piece of content that you've created. And you'll see why we do this as we go through this video here. But create a blank text document that you're going to be using for your post.

The next thing that you're going to do is you're going to create a title. So you're going to title your video. So the video you're seeing here is behind the scenes at Shopify. And I just told you that behind-the-scenes videos are awesome. This is my most shared video on my Facebook page. I'm most engaged with video because it was a behind-the-scenes video about one of the major companies in my community, e-commerce community, and our community, Shopify, which is where you are now. So you know how cool this company is.

But you're going to create a title. And the title should be somewhat search engine friendly or have a keyword in it that you'd like to rank for. It doesn't necessary have to be keyword rich, because it's not so much about ranking this pieces of content. Although we will when we actually post it to our blog. Come up with the keywords that we are optimizing for something. But the content just has to be engaging. So create a title for it.

And create video highlights. So what are video highlights? You can see here in this image that it's like at five seconds, understanding the life cycle of the e-commerce platform. At 15 seconds, the three major shopping cart platform. So it's basically different time markers in your video and what thing happened, what the highlight from that time marker is.

We do this for a couple of reasons. It allows people to kind of quickly see what the videos about when you're e-mailing them or when they come to your blog post page or when they visit your YouTube video.

And also, it's kind of cool. You don't need any special code to get YouTube automatically hyperlinked those time stamps to that specific time in the videos. So when you just put 00:05, which is five seconds, YouTube automatically hyperlinks that to five seconds in the video.

So title the video, create highlights for it. And we're going to get it transcribed through And the reason that we're transcribing it is we want to cater to all of our audience. Some people like to watch video, and some people like to read. And some people like to listen to audio. So we're optimizing this content and turning it into all the different media formats.

I use They're about $1 a minute for transcriptions, very affordable. You can also transcribe it yourself if you want to save the money.But here's how to use You go to, and you sign up for an account. You create an account on It's very easy to do it. It's free to create an account. And then, once you're logged in, you click on upload files, which is in the top menu. And you click on upload files from the web or upload files from the computer.

So if you're uploading the file from your computer, you basically just navigate to it and upload it as you would if you're uploading an image to Facebook. It's very easy to do. And if you've already added your video to YouTube, which you haven't, because we haven't gotten there yet, but you can also do it this way where you can put the URL of a YouTube video and click add URL. And it will add that URL to your queue. And this is what your queue looks like here on the left so you can do multiple things at a time. You can add URLs from YouTube. You can upload a bunch of files.

And basically, you click the "Start Upload" button. And what that's going to do is it's going to upload your file to Speechpad. And what you'll see is this image over here on the right where it will say, "This is the piece of content that you've uploaded." And you can select on the right-hand side whether you want it to around in one week, which is $1 a minute, in 48 hours, which means you'll have it done in two days, which is $1.50 per minute, or within 24 hours, which is $2.50 per minute.

You can also have them do closed captions, right? Closed captions for your content if you want that, but I just do the transcription. And then, you click submit order. So you're basically saying, "Please transcribe this for me." Wait about 48 hours or however long you choose. Come back to your account. Click on completed work, and you'll be able to see the content. You'll be able to see the text transcription. You might want to have a quick read through it. I have never had the experience of them spelling anything wrong or mispunctuating. I mean they're pretty phenomenal. I don't know how they do it so cheaply. They do it really, really cheap and really well.

But get that transcription done, and then take that text, or that copy, and paste it into the text file that we created right here at the beginning. So now you can start to see what we're doing. This text file are gathering all of the content for our post in this one text file. So take your transcription, paste it into the text file. And let's move on.

The next way that you're going to optimize your content is by creating a custom image. So you can see here with BOOM!, we deliberately do a lower production value with our BOOM! Brand, because we want it to be real. We want people to know that we're just like them. We're real people. We're not fancier or special. It's just Cindy in front of our computer. So we basically just take a screenshot from the video. And we open it up in iMovie, or we open it up in ScreenFlow or Photoshop or any preview or image [editing] software. And we just put text over it. And that's our custom image for that post.

So your custom image can be very simple. You can see with Smart Marketer that your image over here on the right. I do a little bit more. I put a watermark or I do a custom graphic. I do a little bit more of a high production value image. But your image doesn't have to be high production value. You definitely want to have text on your image though. You want people to be able to see. Also, you are going to use this as your video thumbnail. So before people click play, they'll see this so you kind of want them to know what the video is about. It will also be pinned over to Pinterest. And you'll also see it on your actual post page. So create a custom image. You can either have a graphic designer do it, or you can do it yourself.

The next thing we're going to do is create a PDF document. And this PDF document, essentially what it is ...and I have the note here. It says "tagline," because I believe that every business should have a tagline. [It's] a branding is very important. And people will remember that when...

A lot of people come to me. And they've engaged with me deeper because of my tagline. Serve the world unselfishly and profit. I believe that's really the only way that you can truly profit in the fullest sense of the word is that if you're serving other people. So I think you should have a tagline. And you should include that tagline on all your social profiles, in your PDF. It's just something you should do for branding is have a tagline for your business.

But the way that we create this PDF is it really starts with the Word document, right? So you can see, this is just a Microsoft Word document or text [editor] or pages or whatever your text file processing software is. You create the document in that. And what it is is that it's basically your logo and tagline and then the title of your content or your post, your custom image that you had created, and then your transcription. And you saved that document. And I'll show you how we turned it into a PDF.

The thing about turning your content into a PDF, you can skip this part if you want. But people like to download your blog post. They like to download your content to their computer and save it for reading at another time. When people share your post, which will happen a lot, people who don't know you yet, who aren't already on your e-mail list, will come and download your PDF and join your e-mail list that way. So I recommend creating a PDF.

You do need Adobe Acrobat, which is a paid piece of software. Or you can also use or, which are outsourcing websites, where you can find people to do outsourced tasks for you. And you can send them your Word document and say, "Please turn this into a PDF."

I'm going to show you right now live how I turn a Word document into a PDF using Adobe Acrobat. And it's really cheap. It's like 30 bucks a month to get access to all of the Adobe tools - Adobe Dreamweaver, Adobe Photoshop if you want to do any kind of file [editing] or image editing, then you might to invest in those tools. But if not, you can have it outsourced. It's very easy to have it outsourced.

But why don't we go through real quick and show you how to create a PDF document with Adobe Acrobat. So what I did is I saved my Microsoft Word document as a PDF. And I opened it with Adobe Acrobat. You can just save it as a PDF and use that. But I like to add links to my PDF that link back to my content. And I'm about to show you exactly how to do that.

So that's why I opened it with Adobe Acrobat. You can save it as a PDF from Microsoft Word, and it will be a PDF. But you won't have links in it. So the way that you add a link to the document, I'll just scroll through the document so that you can see it. I've got my logo and tagline. I've got the title of my post. I've got my image. And then, I've got my transcription. You can see, we'll just go all the way to the bottom because it's just the transcription. And then at the bottom, I have a call to action to leave a comment on this post and to click the link to check out my different products and services. So I have two different calls to action.

So this PDF is linking the two different places, right? So the way that I create a link in this is, I click on tools. Then I click over here on content. And from content, I click on link. And that allows me to select different parts of the page. So I'll just do a big selection here. And what I'm going to do is change the link type to invisible rectangle. And I'm going to set the link to open a web page. And then, I'm going to click "Next."

And here is where I'll put my URL. I use Google trackable URLs, which you will learn about before we actually syndicating this content. But for now, I'm just going to put a link to my website. But I would normally put a link to this specific post. I don't know the actual URL of this post offhand. But it's like That would be the URL to this specific post.

And I would use a Google trackable URL so I could see exactly in my Google Analytics who was coming from this particular PDF over to my web page. So I could see how many people actually read my PDF and click through back to my web page. And you'll learn all about Google trackable URLs. I have a whole video for you that teaches you exactly how to set them up and use them and how powerful they are. Then I would click okay. And I've got a link.

I'd come down to the bottom wherever I want my other links. You can already see, I have this linked up already. It's in blue. If I click next, I would put another link there. And so I would link this also to the exact same post so people could leave a comment. And then this, I would link back to my products. So for your e-commerce store, this would link to your store. And this would link over here to your post. Then you basically just click file save. And you now have a PDF of your post that people can download. That's how you create a PDF of your post.

The next thing that you want to do for you content is what I called the top, tail, and watermark. You don't need the top and tail. It's good for branding. And what a top and tail is basically a little intro that goes on every one of your videos and a little outro that goes on every one of your videos.

So we like to do movement with words. So we have like different words like, you know, inspiration and women and beauty. And then, we have like images and stuff. And that's just for branding. So we do a little intro at the beginning of each video and a little outro at the end of each video.

If you don't want to do an intro or an outro, you don't want to spend a couple hundred dollars to have that created, that's totally fine. But please watermark your videos, because people are going to be watching your videos from all over the place. They're going to be watching it on YouTube. They're going to be watching on Facebook. They're going to be watching them when other people share them. So you want to make sure that you watermark them with your website domain name with the link back to your website.

People won't be able to click that, but they will be seeing your website throughout the whole video. So you can see up here in the top image, it says right on that video right at the very top, all the way throughout it. So definitely add a watermark. And if you want to get fancy, add a top and a tail as well.

Next thing that we're going to do is extract the audio and add an audio top and a tail. And the reason we're adding an audio top and tail is the same thing when people are listening to your audio. It's nice to have a little bit of a branding message before and after your content like, "Welcome to another video from" or "Another audio from"

I use GarageBand to extract my audio. If you are using a PC, it won't have GarageBand, but the process will be very similar with some other piece of software. It's very easy to extract an audio from a video that you've created. Here's how you do it. On a Mac, you rename the file so what we do is we basically duplicate it. So we right click on the file, and we click duplicate. And then we rename the file to .mp3 and select use mp3.

So basically, we're taking this file that's like an mov file or mp4 file. That's just a file type. And we're renaming it to a .mp3 file, which is basically saying we only want to use the audio of this particular file. We only want to use the audio. And then, we open up GarageBand and we click "New Project," and we select podcast. So this is basically, we're opening up our audio editing software. And we're saying we want to edit a piece of audio in this software by selecting podcast. We then name it. And we name it after the post, right? We name the project that we're creating in GarageBand after our post, and we click create.

Next thing we do is we actually drag our audio. You can see it being dragged in there from my desktop into the audio editing software. So we dragged the audio in there. We would also drag in the intro and the outro if we had one. But if we didn't have the intro or the outro, we wouldn't have to worry about dragging that in. We'll just have the audio file in there.

We'd make sure there's no space between the intro and the outro, you can see I have them close together. So it's not like a big gap in time. And if you don't have an intro or an outro and you want to create one cheaply, what you can do is just record one right into your phone or computer that says, "This is Ezra from And we've got another audio here for you. We hope you enjoy it." And then, it goes into your audio.

So you can create one for very cheap. It doesn't have to be super high quality. It doesn't have to have background music behind it. If you want to do all that fancy stuff, you can. But again, the quality of the content, it's good quality as it is. You don't need all the frills and bells and whistles.

So basically, what you do next is click share in the top menu and select export podcast to disk. So you're saying I'd like to export this out of the system and back onto my computer. And you want to make sure that you are compressing using the mp3 encoder, which it will give you as an option. And then you click export. And that will export the audio file for you. A lot of times, if you don't want to go through this whole process and add a top and a tail or add an intro or an outro onto your audio, you can just rename the file as an mp3. And that will work often times on a PC.

You can also Google "how do I extract audio from video on a PC" if you're on a PC because, there's free software for PC that allows you to do it. But it's not very difficult. I just showed you on a Mac because a lot of folks have Macs. And I have a Mac. But the process of extracting your audio file from your video is very simple. And their software that does it for you. I just want you to know that that is the step in the optimization process. Extract the audio from the video. And this is one way to do it.

The next thing that we're going to do whether or not you've used a PC or a Mac, whether or not you've extracted your audio this way or you just rename the file. We're going to go to And we're going to create an account, which is free by the way. And Auphonic is a phenomenal tool that makes your audio. It sweetens your audio. It mixes the levels together. It just makes it sound really good for you for free.

So you go there. You create your account. You login. And you click on new production. And that will bring you to a screen that looks like this where you basically what you're going to do is choose the proper audio file and click start. All the pre-settings are perfect just as they are. You just select the audio file. And you click start. And it's going to say, "This audio is now processing." and "It's getting ready." And then as soon as it's done, it will say, "This is the result." And it will tell you the file name, the audio type. It will tell you all this information and the length of it. And it will give you a little link to download it.

So you're going to download that audio from Auphonic. And that's the audio file that you're going to use on your blog post because it's been optimized and compressed and sweetened and made sound really good.

The next thing you're going to do is you're going to go to AudioAcrobat is a service that host your audio files. So you need... just the same way that you upload a video file to YouTube so that you can have a video player on the Internet. And YouTube can give you a piece of code to embed that video onto your website. AudioAcrobat gives you a piece of code to embed audio on your website. There's also some free audio hosting services that you can Google. There's other audio hosting services.

I like to use AudioAcrobat because I find it very easy to use. And I think it's a great service. And basically, what you're going to do is you're going to take that mp3 file that you had created. That mp3 file that you just created using GarageBand or whatever software you use and sweetened with Auphonic. And you're going to upload it to AudioAcrobat. And you're going to get a URL and a piece of code that you can put on your blog. So AudioAcrobat for audio hosting.

Now, I want you to create a Dropbox folder for each individual blog post. If you don't use Dropbox, that's fine. I mean, it's free. They have a free version. So you should definitely use it because basically what it does is it keeps all of your files in the Cloud. So even if you lose everything that's on your computer, it doesn't really matter, because it's all hosted on Dropbox. And it's saved for you on Dropbox. But if you don't want to use Dropbox, just create a folder on your computer. And this folder is going to have that custom image that you made for this particular post. It's going to have the mp3 file that you made for this particular post. It's going to have the video file that you made for this particular post. Right? The original video is going to have the PDF file. And it's going to have the text document. So you have a folder on your desktop or on Dropbox that has every piece of content that goes along with this post.

And as you can see here, this is an example of the text file. The text file, when you're done with it, will have the title of the post. It will have the video highlights. It will have the URL of the mp3 on AudioAcrobat and the embed code for your blog. It will have the URL of the video on YouTube and the embed code from YouTube. This one has a Wistia embed code, which is another video player I'll tell you about.

It will also have the PDF URL and have the post transcript. So you'll have this text file that has all the information that you need about this post so that when you're ready to post it onto your blog, you just open up this text file and you can just grab the content from this text file and paste it right into your Shopify blog without having to go to all these different places. That's why we create the text file, so that we have an easy, accessible place that has all the information about this specific post. So that's it. That's really all you need to do to optimize the content and get it ready for syndications.

So we created the content. We then went through the process of optimizing it. You're seeing this is really isn't that difficult. You just have to know what to do and how to it. But it's not very hard. You can do this. And you will do it. And you'll do it very well. So it's not a super difficult process. It's just takes knowing what the steps are.

So the next thing that we want to do before we actually syndicate our content, before we actually share that to all the social network and market it is, we want to optimize our social profile. It's just a little bit. Kind of get them ready. So the way that you're going to do that, we'll cover each different social profiles quickly here. So for Facebook, you've got a profile picture. You've got a cover picture. You have a description. And you have two offers - three offers actually. But I only use two of them. So you can see the profile picture here is the one that says, "Serve the world unselfishly and profit!" It's got my logo. The profile picture is me.

The description... most people don't know this, you can put a link in that descriptions. So you want to definitely have a link back to your store. And you can see it says visit for free marketing training. On our BOOM! page, it says "Visit for pro-age skin care products."

So use that description to drive people back to your website with a link. Make sure that you have a beautiful banner that has your logo and your tagline and matches your brand. And make sure that there's a picture of your logo or the face of your company here. And also, you can create these things called offers, right? You can see that we've got an app, right? You can see that we've got an app called fan reviews. And we're offering a free Mind Map over here.

But you can have a link to shop your products. You can have a link for reviews. But you can use these little boxes at the top of your Facebook profile to engage with people and offer them ways to engage ways to engage with you. So ask them for reviews or give away something. Display whatever your contest is or your prices for that month. Just want to make sure you got at least this baseline amount of optimization done on your Facebook profile so that when you are out there driving people to it, it's optimized for you.

For YouTube, Twitter, and Google+, the type of optimization that you can do is a description, an image banner, and a background. So you can have a background image that kind of it looks like your brand and has your logo. You can have a banner, a top banner, on each one of these that has your brand and your logo and tagline. You can have a unique description about your company and link back to your website. So you want to make sure that you've gone in and you filled out the description on your YouTube channel and your Twitter account and your Google+ account as well. And put your images and logos up on it so it's branded for you.

Pinterest is an interesting one. The structure of a Pinterest account is that you have a profile. And in that profile, you have boards. And then within those boards, you have pins. So it's very much like the structure of your e-commerce store. We have a home page. And then you have a category page. And then you have products within those different categories. So for Pinterest, your profile is going to be your brand name or your main keyword like for example, "gift baskets," right? Only one person gets, you know, So, only one person can have that. So you want to either name your Pinterest profile your brand name, or whatever your main keyword. I'd recommend doing it as your brand name. And your boards would be your different categories for your store.

So if you look over there, you can see like role models. It's one of our categories. And we've got skin cares - another one of our categories. For you, it might be chocolate gift baskets, it might be a board, or a wine gift baskets. So within those boards, we've got pins, the individual pin. This would be your different products. And I recommend creating the structure and going out and pinning, creating boards for each one of your categories and pinning all your products. And we also going to create boards for our content. So we're going to create a videos board. So videos. We're going to create a blog post board, and you're going to see why.

So you've got boards for each one of your categories. And you've pinned all your products in this categories. You now have board for your videos. And a board for your blog post. And you'll see why when we get to this syndication in just a second.

So this is the structure for Pinterest. That's how you set up your Pinterest profile. One other thing to notice. You see that other link up there on left that says source? That's because every single website have images from Pinterest. Pinterest has a source, which is And that's basically a list of all the different pins that comes from that website. Every pin, every image ever been pinned from that website or video is listed here. This is one of the pages that will show up when people search for your brand name. So I just wanted you to know about it because it's a very cool page that Pinterest automatically creates for you.

Here's an example of a client doing this where they've got their main keyword as the brand name, and then they've got their different categories as the boards and a different products that fit under each of those boards. And you can't see it, but down below is a blog board and a blog post board. So that's how you optimize Pinterest. Now let's get ready and make sure that your blog is prepared, that your blog is set up and ready to go and ready for content to be syndicated.

So we want to make sure that we're using AudioAcrobat, which is how you get that fancy audio player above your blog, right? For the video content on your blog. We want to use add this, which is this It allows you to get code for this social button. So when people come to your blog post, they can share it easily. And Disqus, disqus commenting system, very easy to integrate with Shopify. Shopify has a resource in there... knowledge base on how to integrate Diquus comments. It's a really cool commenting system. You can use normal comments, too, but Disqus is a really good one.

Google Analytics which is already likely integrated with your Shopify store because you probably already using Google Analytics. If you're not, you definitely should. It's a phenomenal tool. It can tell you all kinds of stuff, which you'll see as we go through this. But basically, what content is popular and what keywords real people paid. What the value of each different word is. And how much money your making. It's just a great resource.

I also use tools, this other tools from my blog called LeadPages and LeadPlayer. LeadPages, they're both paid tools. You don't need them. But they are cool marketing tools that you might want to check out. LeadPages allows you to quickly and easily create really cool landing pages that you can use to incentivize people to opt in to your blog. And LeadPlayer is a plugin that lays over your videos. That, as soon, as they're done watching your video, it pops up an opt-in and says, "Thank you for watching this video. Please join our e-mail list here for X percentage off." Or you can make it say whatever you want. But basically, allows you to add an e-mail opt in on the end your videos. So it's a fun plug in to use. And it works quite well.

Related post. So in Shopify, we hard code this. And I'll tell you how in a minute here. But it's a cool thing to add down below your blog. Each individual post because it allows people to engage with more of your content after they've already read one of your blog post. So it's a really cool feature that will hard code into your blog. I just want to mention it so that you knew about it.

And SpeakPipe, SpeakPipe voice comment. So SpeakPipe is a free tool that you can use. And you can put it on your blog. You can just put a little snippet of code on your blog. And it basically allows people to leave voice comments. They don't just leave text comments. They get to actually click it and it pops up this little button that says, "Start recording." And they can record a voice comment for you right into your blog without you needing any special software. And then what you can do is you can use that and you can play it back on a future episode or a future video and respond to them. You can listen to it and get feedback. But it's just a really cool, free service that you can use.

Let's talk a little bit about social engagement. That's how you optimize your social profile so profiles. So your profiles are now optimized enough for you to be able to do this content marketing process and the syndication process. Just want to make sure that you have those baseline things done. There's not much to optimizing social profiles as you can see. But you want to make sure that you have that done.

Let's talk a little bit about social engagement while we're on the subject of social profile. It doesn't really have much to do with this optimization and syndication process. But I thought I'd mention a couple of different, cool little tools you can use for your social marketing. allows you to do. Sweepstakes and photo contest and offers essay contest and all kinds of fun contest and social engagement things that you can do with your community through It's really fun tool to use.

Rafflecopter is probably the easiest way to do a giveaway. And giveaway is really a fun and generate a lot of buzz, so you want to definitely check out Rafflecopter if you have a chance. And is another cool little service for doing contest and promotions and deals. These are just some of the different social sharing and social engagement platforms that I use and plug-ins and pieces of software that I use to do a little social engagements.

That's more on the conversion side of things. But while we're talking about social profiles, I wanted to mention them. Let's check out a couple live examples of this. You can see here in my website, we've got the title, I've got the video. I'm using Wistia to host this video, not YouTube. And we'll talk about that in a little bit. I've got my social sharing buttons over here on the left. I've got my correlated offers over here on the right, which would be in your navigation obviously on Shopify. You have your store on the right-hand side, you have your features of your products and bundles and things like that.

I got my video highlights. I've got the click to download the PDF transcript. And when you click the download, the PDF transcript, look where it takes you. It takes you to a page that says, "If you'd like to get the free PDF transcript, just opt in here and you click that button, it allows you to opt in. I'm using LeadPages, that plug-in I talked about, for you to do that. You don't have to make people... You don't have to collect people's e-mail address when they go to opt-in. I like to do it because... You can have it as soon as you have this thing when they click the PDF transcript, you can have it take them straight to the PDF transcript wherever that host provider upload it to [you]. Shopify website files are using Audio Acrobat or something like that to host the PDF file. But you can just have it download. I like to do this thing where it clicks over to a page that I created with That makes them enter their e- mail address to get access to that transcript because it tells me a couple things about them. Number one, that they like to read, right? They're one of my subscribers who enjoys reading content. Or often times, actually, people will get this piece of content shared with them and they're not yet on my e-mail list. So they'll click to download it to get on my e-mail list. So it's just a great way to capture additional e-mail addresses. But you can also just link and download the PDF.

Then we've also got the transcript here. Also, on Smart Marketers, this is basically some related post after this where they can keep engaging with my content and then the comments. So all those elements that we talked about.

You don't see an audio file because the audio quality on this video was messed up, so it won't able to do an audio for that. Here's BOOM! BOOM!, again, we do pretty low production value content. Right? So we got our video hosted on YouTube there. Not that YouTube is low production value, we're actually switching over to Wistia for BOOM! too. YouTube is phenomenal. It's a great video hosting platform. We've used it forever. And I love it. I'm just using Wistia for a couple of reasons that you'll learn about in the next video when we actually syndicate the content, video highlights, comments.

And we usually put links to our different products that we mentioned in the video. Like you'll see here, one of my client's websites where they basically done a video about the best toys in their market. And they talked all about it. They've got their video highlights. And they're doing a giveaway. We've got links to the different toys and giveaways. So just a couple live examples of this stuff working really well and ways for you to kind of see it in action instead of seeing screenshots.

So just wanted to show you that quickly.You've now created your content, you've optimized it, and now we're ready to syndicate it. When we get in to this next video, we're going to actually get into sharing your content with world. So getting it out there for people to see it. So it's going to be... It's the fun part, really. It's when you start seeing what people have to say and seeing how your content resonates with your community. This is Ezra Firestone from Smart Marketer for Shopify Ecommerce University. And I'll catch up with you in the next video.

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