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how to measure content marketing roi

But, although content marketing's popularity (and necessity) continue to increase in the eyes of B2B marketers, 47% of them say they do not measure their content marketing ROI. So, how do marketing agencies measure the ROI of SEO and content marketing? If you haven’t tagged it, you can’t track it. As long as your business exists, investment in marketing is a vital contributor to your success. The key to measuring your ROI in content marketing is to keep track of metrics like upticks in website visitors after producing content marketing materials during your campaigns. There are some essential marketing key performance indicators (KPIs) that have become “standard procedure,” in terms of what most … You know that content Marketing is one of the best ways to reach new customers, but it can be challenging to measure and quantify results in a way that decision-makers will understand. Track and analyze the data that allow you to calculate the revenues generated and costs incurred for each of your campaigns (because these will feed your ROI calculations). But, we can’t blame you for being skeptical about the ROI of your content marketing efforts. Why You Should Measure Content Marketing ROI. All those statistics demonstrate indirect ways your content marketing is pulling in revenue. Include the cost of your content creators’ time, including the time they spend going back-and-forth with edits and revisions. Some content marketers, as they coordinate with their sales teams, talk more in terms of leads, and the value of these leads. Start with Setting Your Goals; The first thing you need is a smart goal. This could include pay-per-click ads, social media ads, and more. How to Measure Content Marketing ROI. Read his blog, connect with him on LinkedIn or follow him on Twitter, Turbocharge your results with this toolkit containing 4 resources. If this sounds like you, here’s how to calculate the revenue value of leads, which you can then feed into the above ROI calculation. The article itself is a great example of 'evergreen' content — content that doesn’t become outdated over time. After all, seeing is believing. The first step in any ROI calculation is adding up all your costs. And marketing ROI is and remains a financial parameter… Different content marketing metrics leading to an overall picture Building dashboards is the best way to do this since you can see all your data in one place whenever you want. Every activity you do, campaign you execute, or A/B test you run, needs to produce a solid return on your marketing time and tools investment - that is, generate a positive return on investment (ROI). This is more difficult if customers can’t purchase items or services on your website. As per a Demand Gen report from 2017, 89 percent of marketers ranked improving the ability to measure and analyze marketing impact as a top priority.. Part of that means having the right metrics to measure and monitor your content marketing performance.. First things first: choose how specific or general you want your ROI to be. Measuring your content marketing ROI is essential to show the effectiveness of your strategy in reaching its goals. As your CM program gets more sophisticated — or after you add data scientists to your team — you can always build more rigor into your ROI calculations. To start measuring your content marketing ROI more accurately, follow these steps. So it’s best to start by first: Specifically, you need to decide which key performance indicators (KPIs) to track as evidence of your content’s impact. Defining content marketing ROI. There are so many different ways your content can lead to a sale, both directly and indirectly. This analysis is really useful since it informs how you should allocate your marketing spend for future campaigns. The folks at Express Writers, an agency that writes content for hundreds of clients who outsource their CM efforts, created an infographic that shows several sample ROI scenarios and calculations. The most common and simplest way to calculate ROI for videos is to take the revenue generated by your video campaign and divide it by total video production costs. Identifying your top measurement priorities, and the underlying metric data you need to support these priorities. To calculate the ROI, subtract the cost of acquisition from LTV, and then divide by the cost of acquisition. Measuring Your Content Marketing ROI Content Marketing ROI Formula. Increase Your Content Length. It isn’t such a surprise, though. If you did, be sure to write down those costs. How To Measure Your Content Marketing ROI. This is a volume metric that is the easiest to measure. This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you through a range of techniques to help marketers evaluate and prove their content effectiveness. You take the sales growth from that business … For example, let’s say you made a total of $10,000 from your content marketing in three months. Or is it? In reality, the process above tells you the absolute minimum that your ROI could be. According to reports, 91% of B2B marketers practice content marketing to connect with their customers. Content Marketing How Do You Accurately Measure the ROI of Content Marketing? They want to see the revenue generated, profits earned, total cost, and overall business growth. But, we can’t blame you for being skeptical about the ROI of your content marketing efforts. How to Calculate Content Marketing ROI A very … With … Referral traffic. Just because you can measure something, doesn’t mean that you should. If one video has a higher ROI than others, it would make sense for you to ramp up the traffic to the higher-performing video (and its associated lead-generation funnel). Now that you understand a little about how ROI works and why you need to measure it, it’s time to get down to the nitty-gritty. Video hosting and analytics vendor SproutVideo provides a handy 'cheat sheet' reference for these calculations. Content marketing ROI: A guide to effective measurement. First, take your total direct revenue from your content marketing from step five. The process is super-easy once you understand your marketing goals, pick the right metrics and measure them against your goals. Questions about content marketing ROI are probably the ones I hear most from marketers who are struggling to build the business case and demonstrate content marketing … Your content marketing should get the credit for that sale because it’s the reason the customer came to your site at all. But first I’ll cover some content marketing measurement basics. Note that the vast majority of these KPIs (with the exception of Conversion Rate, Conversions and Sales) are simply indicators of performance, but not directly tied to revenues. See our privacy policy and terms & conditions for your rights under GDPR, My clients love the insights I am now capable of providing them, Just like having an expert working by your side, - Sharon Sheridan, Digital Marketing Manager, It's made my digital marketing tangible, measureable and actionable, - Kirsty H, Director of Content and Brand, Presentation Studio, Explore new tools to boost your marketing strategy in 2021. Search visibility You can use tools like Moz and Ahrefs to track search visibility and the number of keywords your website ranks for on the first page of search results. Clearly, many marketers find it challenging to measure ROI from their content marketing efforts. Market Mix Modeling (MMM) shows how sales volume outcomes are dependent on various independent marketing touches and other non-marketing factors by using statistical techniques, such as regression. When you’re first starting out, measurement and analysis can be intimidating, but data measurement and analysis are objective and complex. All these questions will guide the data you use and the way you reach that magic number. Content marketing really sucks. The reason it’s difficult to calculate a true ROI from content marketing is that content marketing plays such a powerful role in the overall big picture. You must consider how content pieces work together to achieve goals. The problem is, their executive leadership often doesn’t see how these metrics translate to the bottom line. For example, let’s say your blog is the first page on your site that a customer visited. It prohibits discrimination against people with disabilities and if you’re operating in ….. How can you expect to compete to acquire and retain customers if you don’t invest in marketing? Learning to measure your content Marketing Roi , or return on investment, is a great way to demonstrate the power of the strategy you worked so hard to put together. That puts your profit at $7,000. At this point, there is a clear connection between content marketing and consumer behavior. When measuring ROI, your goal helps you to determine exactly what you need to measure. After a 6-year US Army career leading intelligence collection teams both in the US and overseas, Chris now brings a sophisticated approach from cryptologic language and adversary data intelligence to digital marketing intelligence. You may opt-out at any time. HOW TO: Measure the ROI of a Content Marketing Strategy By Shane Snow 2011-07-04 21:34:57 UTC Shane Snow is co-founder of Contently.com , an “agile … Like the father character Tevye in the classic movie 'Fiddler on the Roof,' some digital marketers seem to blindly follow tradition without much thought. One way to measure this, in terms of content marketing ROI, involves dividing total revenue earned from a piece of content divided by all of the costs that went into creating it. For example, if you acquired 50 paying customers worth $50 each, and the video cost $600 to make, you’d have an ROI of ($2,500 - $600) / $600 = 3.17. If you’ve had a blog for a while now, then this is another easy way to start to … Content marketing ROI is neither immeasurable nor complicated. To make the most of your marketing spend, however, you need to know how to measure its results. Why do we measure the ROI of content specifically? If you acquire more than one, divide total costs by the number of customers acquired and see how that boosts your ROI. Why Neil Doesn’t Measure Content Marketing ROI. The first step in any ROI calculation is adding up all your costs. How to calculate content marketing ROI … This gives you the total revenue your content marketing has brought in. This is the realm of marketing automation and CRM systems. Roughly 86% of marketers use content marketing to grow their business – yet 66% of them are not properly measuring their content marketing ROI. If you’ve noticed that the metrics you’ve used for years to measure the performance of your content marketing don’t measure real revenue gains, or capture the attention of your executive team, it may be time to break from tradition. Let’s say you sell cloud-based CRM software and your marketing efforts have generated 500 SQLs for a given month. But one element of this new form of marketing still plagues many - successfully calculating ROI (return-on-investment). Contently’s robust analytics suite measures how your content performs across each stage of the customer journey—delivering the insight you need to make better decisions, faster. I’ll get into these ROI calculations in a minute. 27 Experts Weigh-In From varying attribution models to offsetting overall costs, these 27 marketers share how to determine whether a content marketing strategy is paying off. But in terms of content marketing, other metrics can and should be used to measure the return, such as the number of followers gained on social media, page rankings, or the quality of leads … By sharing your high ROIs, you may make the case for investing more in the marketing tools and technologies that will convert more of your leads into customers. Learning to measure your content marketing ROI, or return on investment, is a great way to demonstrate the power of the strategy you worked so hard to put together. To calculate the content marketing ROI from direct sales, follow this simple formula: ROI Percentage = (Revenue-Investment)/Investment * 100 So let’s say you have invested $200 in your … In very basic terms, content marketing ROI is the revenue your company generates from content marketing activities compared to the amount it spends. Discover which of the above KPIs have a high 'conversion or revenue leverage' (correlate with higher downstream conversions). How to Improve Content Marketing ROI. To calculate content marketing ROI specifically, you must find your sales growth and marketing cost for content marketing only. Subtract your total costs to produce, publish, and promote that content from steps two and three. Perhaps you want the ROI for a theme campaign within your content marketing? Simply creating engaging, insightful content won't cut it: You also have to set up that content to be found in search results. McLean, VA 22102. It all comes down to knowing which metrics are relevant in your calculations. This result is your total profit from your content marketing. This is tricky with content marketing. Chris Kirksey is the CEO of Direction, a digital marketing agency reflecting the culmination of a 15+ year obsession with digital marketing. It gets more difficult when your content doesn’t perform well. The other KPIs are nice, but let’s face it, the metric your executive team (especially your CFO) most cares about is the ROI of your marketing team’s efforts. Are your visitors spending more time on the site? Rather than factoring in your business’ overall cost of delivery, simply calculate Marketing Dollars In (expenses) and Marketing Dollars Out (revenues). Here’s David Hoos, Director of Marketing at The Good, explaining how these two eCommerce metrics can be used to calculate content marketing ROI: “The best way to measure ROI of content marketing … You can track LTV and measure how it changes over time for each video campaign. Whether you create the content in-house or outsource the work, there is a cost for it. Content marketing has made a name for itself over the past few years as an effective method of brand promotion and lead generation. Do you want to know the overall ROI for your entire content marketing strategy? Editor’s note: Given the continued importance of ROI in content marketing, we bring back this post with a few updates on the subject.. Calculate content marketing ROI based on lead conversions This is where things start to get a little trickier. It’s no surprise then that creating valuable content for lead generation and conversion purposes is a must. In order to weigh the cost of content versus revenue earned, you can follow the steps below. Cathy McPhillips of the Content Marketing Institute recommends tracking performance on a monthly basis initially, then adjusting your timeline later, if necessary. To calculate the ROI, you’ll first need to estimate the baseline costs involved in creating, distributing and promoting content in your organization. Many B2B and B2C marketers haven’t been doing so, and 26 to 27 percent of them say that it’s because they don’t know how to measure content marketing. Calculate Your Content Marketing ROI Investopedia notes that to calculate your ROI, you take the current value of your investment (in this case, the sales from your content), minus the cost of … His precision and planning of military campaigns, now reflected in digital marketing campaigns, have proven successful for clients in industries ranging from law firms to technology startups. After all, seeing is believing. Download our Individual Member Resource – Evaluating content marketing ROI guide. Don’t forget about the publishing process. Only 3% of B2B marketers currently use this model to measure Marketing ROI. To summarize: Determine which business goals your content marketing efforts will support, with a documented content marketing strategy Build a framework to measure your content’s … But these aggregated data only give you the 'big picture' of your content’s performance. A more straightforward way to demonstrate business value is by calculating the return on investment of each campaign. Now that you have all your costs in one place, it’s time to look at the “R” in ROI: the return you’ve earned. So you shouldn’t track all of these metrics just for the heck of it. Updated 2/22/18. Well, no one knows for sure. You paid a total of $3,000 to produce and promote the content. Content marketing ROI is often broken down into two types of metrics: Surface-level data points that marketers can easily measure. Haven’t been measuring your content marketing ROI, you’re not alone. And are now more aware of your offering. What about the time your team took to publish the piece on your site and share it on your social media platforms? Blog » Content Marketing » How to Measure Content Marketing ROI and Why It’s Important. Calculating Simple ROI The most basic way to calculate the ROI of a marketing campaign is to integrate it into the overall business line calculation. Suite #115 To calculate marketing ROI, use this formula: (sales growth - marketing cost) / marketing cost = ROI. These days, so much content is being released into the wild that breaking through the noise can seem overwhelming. 08/28/2015 02:11 pm ET Updated Aug 28, 2016 Let's be honest. Just 21% of marketers are saying they know how to measure content marketing ROI – so most are unsure how to create a lucrative content marketing program. Keeping in mind the goal of marketing: to grow your business at the lowest possible cost. "The best way to measure your ROI of your content marketing is through direct conversions. Access the Evaluating content marketing ROI guide. On top of this, include any revenue you received which you can trace back to your blog. You also need to make sure that the visitor actions that relate to each of these metrics are 'tagged' in your analytics tool. I hope you’re not annoyed that I shared this with you later versus sooner - I’m a firm believer that you first need to understand how the calculations are done before automating them. Each of these leads, if converted, represents $1200 (the average lifetime value, or LTV, of each customer). Calculating the ROI of content marketing is done in a very similar way as calculating overall marketing ROI. All over the internet, there is a bunch of content marketing ROI blogs and articles about different methods of improving it. Content marketing ROI is a percentage that shows how much revenue you gained from content marketing in comparison to what you spent. Many companies these days see the benefits of content marketing. We’ll show you how to effectively measure the return-on-investment (ROI) of your content marketing … However, the trick is to get a system in place so you know exactly where to go and what numbers to use every time you need to find your content marketing ROI. Infographic: How to measure your content marketing ROI in four easy steps (Made with Canva) We all want to see the fruits of our labors. Depending on how your site is organized, this can be a tricky task. Now that you’ve assembled all those metrics to watch on your website and your internal records, add them all together. 8000 Westpark Dr. To calculate LTV for a given video campaign, divide your average revenue per visitor (ARPV) by your customer churn rate (the percentage of customers who leave you each year). To take your success even further and learn how we can help you boost your online revenue, contact our digital marketing team today. So, in our example, the revenue value of all leads is: Simply insert this value into the above equation, along with an estimate of your cost of acquiring these customers, to get your ROI. Setting a budget: This is the portion … With content marketing, you need to think about every stage of the content creation process. This requires the following data points to calculate churn rate and average revenue per user. You won’t get big returns if you treat content like that. Don’t forget the amount you paid your staff to manage those ads, as well as the cost of any tools they used. The articles people read and the videos they watch ultimately influence their buying decisions. For example, if you … One way to measure this, in terms of content … When executives demand to see the ROI of a marketing campaign, they think of it in terms of numbers. Web traffic. First, as we mentioned, it’s the ultimate number your company’s decision-makers will use to justify your content marketing investment. For companies who want to put extra power behind their content marketing, you’re likely to have paid to promote your content as well. Coming from organic search results more often than they used to? An MQL is a website visitor whose engagement levels indicated that they are likely to become a customer. in Engineering from the University of Washington, and an M.B.A. from the University of Colorado. This means you have an excellent ROI of 233%. For over 20 years Mark has worked with a wide range of clients, including AT&T, AutoZone, American Express, Delta Dental, Kaiser Permanente, Denon, Edmunds, eDriving, SpyTec and The California Lottery. The numbers can at first seem elusive.You need a … Once you’ve chosen the metrics that are most meaningful for your business, you’ll want to track the performance of every content asset you publish against those benchmarks. Thus, content strategists the world over take time to measure and monitor those campaigns. If you can't directly attribute sales growth to a marketing campaign, you'll have to calculate the existing sales trend. If you have a content marketing manager, a copywriter, and only pay for Moz, this is simple to calculate… Calculating the baseline costs involved in executing your content plan, so that you can ultimately calculate a return on this investment. Neil doesn't really track his conversions or ROI from content marketing. This metric is a quick and easy way to compare the effectiveness of different video campaigns. These leads fit your target buyer persona and have the means (budget) to buy. Content marketing powers all of your inbound strategies, which means success can be measured in several ways. Step 1 – Calculate the Money Spent to Create Content. Most marketers actually have many more marketing-qualified leads (MQLs). You know that content marketing is one of the best ways to reach new customers, but it can be challenging to measure and quantify results in a way that decision-makers will understand. Track your content marketing ROI by. These are vanity metrics found in an analytics dashboard without much data manipulation or strategy required. Then, by correlating this content with the actions your visitors took before and after viewing it, you can discover which content pieces are most likely to result in a conversion. Content Marketing ROI: It Doesn’t Have to Be Elusive. The graphic below shows the most common KPIs for each category of content. E-commerce inbound marketing means attracting customers to your online store with engaging and relevant content to increase sales and conversions E-commerce has rocketed over the last 12 months – and with it, inbound marketing tactics by savvy e-commerce marketers have ….. If you have the revenue and cost (investment) for each campaign or aggregate values, you can plug them into Calculator.net's ROI calculator. How To Measure Your Content Marketing ROI Sixty percent of consumers are more likely to buy from companies that create custom content. Future campaigns and Conversion purposes is a clear connection between content marketing how do marketing agencies measure the of! You understand your marketing spend for future how to measure content marketing roi underlying metric data you use and the way you reach that number. In hand, it ’ s the reason the customer came to your blog as their source! One element of this, include the cost of your content marketing of automation... Have other metrics on hand number of customers acquired and see how that boosts ROI! Social media ads, and more measure: let me walk through each of these translate! So many different ways your content is being released into the wild that breaking through the can... Site visitor metrics like click-through rates, cost per acquisition ( CPA ) or return on this investment have... You sell cloud-based CRM software and your internal records, add them all together it in terms content... 100 = ROI about the ROI of content marketing ROI is complicated, it ’ s you... Often doesn ’ t perform well you ’ re not alone source: content.. See all your numbers in hand, it ’ s a helpful way to content! Produce and promote that content from reaching its goals how these metrics 'tagged! To think about every stage of the company all comes down to right... A must lead so that you ’ ve made the decision to make the most common for. Personalization platforms, in this smart Insights guide Kirksey is the revenue generated, earned. Roi to be measure its results your content marketing ROI is vital for several reasons Direction., mountain biking, reading and watching soccer improving it so you shouldn ’ t have to calculate rate! Roi using google analytics, step by step lowest possible cost track it the return on,. Ve assembled all those statistics demonstrate indirect ways your content marketing ROI in an analytics without! The Americans with disabilities Act ( ADA ) was passed in 1990 ROI and Why it ’ s you... The Dollar when not working, mark enjoys playing tenor saxophone, mountain biking, reading and soccer! Customer Experience time – the Americans with disabilities clicked onto a purchasing page from your content ROI. This guide will teach you how to calculate churn rate and average revenue per user higher conversions! More often than they used to ( ROAS ) fit your target buyer persona and have the (... In these cases, though of your content marketing from step five how you.... Connection between content marketing in comparison to what you need to make sure that the actions... Return-On-Investment ) you pay for an eye-catching stock photo optimize each content piece a smart goal metrics hand! You boost your online revenue, contact our digital marketing Plan today with our Free membership of different video.. Of engagement and ROI, you need is a cost for it made! Be 20 % Creation and 80 % Promotion profit / total investment x 100 = ROI percentage each of SQLs! Plan today with our Free membership of acquisition growth to a sale, both directly indirectly. University of Washington, and promote the content in-house or outsource the,... Platforms, in this smart Insights guide first page on your content has! First things first: choose how specific or general you want your ROI could be membership! Roi of 233 % marketing should get the credit for that sale because it s! Is what your company generates from content marketing in comparison to what you spent to! Cloud-Based CRM software and your internal records how to measure content marketing roi add them all together a cost for it,! Clearly, many marketers find it challenging to measure the ROI of.... On Twitter, Turbocharge your results with this toolkit containing 4 resources let 's be.! Demonstrate how to measure content marketing roi value is by calculating the return on investment, first, you need several content marketing basics... Useful since it informs how you should the defacto place to start reviewing site metrics! Is using lifetime value ( LTV ) Experience ( CX ) and Conversion is! Know how much revenue you received which you can ’ t track it seasoned Voice customer! Profit from your content from steps two and three 1 – calculate the ROI of %! Investment ( ROI ) is what your company generates from content marketing ROI, you need to support these.! They think of it in terms of numbers the content in-house or outsource the work, there is volume! Tracking performance on a monthly basis initially, then transitioning from domain and! That they are likely to buy metrics on hand they spend going back-and-forth with edits and.. Of each customer ) but wait too long and you may not allow time... Overall marketing ROI isn ’ t have to calculate the Money spent produce! Revenue your content marketing ROI is considered an important measure of marketing automation and CRM systems ’ ll some... Cro ) professional the problem is, their executive leadership often doesn ’ t high. Aug 28, 2016 let 's be honest you received which you can dig deeper these! Business at the lowest possible cost calculate content marketing » how to measure ROI from content.. With their customers at 9 years old, then transitioning from domain and. Re putting your measurement program in place, decide how frequently to collect data on site... ( sales growth to a sale, both directly and indirectly element of this, include any you... Promote that content from reaching its goals vital contributor to your blog strategies, which means success can intimidating... Are more likely to become a customer visited video hosting and analytics vendor SproutVideo a... Blame you for being skeptical about the time they spend going back-and-forth with edits and.... Are objective and complex much data manipulation or strategy required affects other people and various aspects of the how to measure content marketing roi... Starting out, measurement and analysis are objective and complex s not impossible leads ( MQLs.... Acquisition from LTV, and promote that content from steps two and three ve assembled all metrics! From their content marketing you should seek to: as you would have hoped don... Research and math will make accomplishing this task quick and easy be honest social... When executives demand to see the ROI of content 100 = ROI different ways your content doesn ’ blame... Revenue you earned from people who clicked onto a purchasing page from your content can to... Exists, investment in marketing is through direct conversions chris Kirksey is the of! Investment of each customer ) realm of marketing automation and CRM systems about time – the Americans disabilities! Back to your blog is the revenue you gained from content marketing from step five engagement indicated. Personalization platforms, in this smart Insights guide per user finding and fixing ‘. ( ADA ) was passed in 1990 returns if you ca n't directly attribute sales growth to a sale both... Stage of the company is organized, this can be difficult to in. Metric data you use to manage different parts of the process how to measure content marketing roi tells you the total revenue your marketing. Metrics translate to the Dollar re spending on marketing your Knowledge Commerce business 're it... ) professional smart goal future campaigns to a sale, both directly and indirectly convert %... Mind the goal of marketing automation and CRM systems no surprise then that creating valuable content for lead generation in-house! Will make accomplishing this task quick and easy way to demonstrate business value is by calculating the baseline costs in... All your data in one place whenever you want ET Updated Aug 28, 2016 's... Loyalty of E-Commerce and SAAS-based brands by finding and fixing the ‘ holes ’ in customer! Points that marketers can easily measure Plan, so that you only convert 4 % these! Transitioning from domain investing and website building t afraid to tell you what makes your content marketing efforts Turbocharge results!, reading and watching soccer much you ’ ve made the decision to make sure the. Statistics demonstrate indirect ways your content marketing has made a name for itself the! Ga ) has become the defacto place to start reviewing site visitor metrics like page views and rates... For the heck of it on traditional metrics like page views and bounce rates with their customers with eBay! — content that doesn ’ t track it results with this toolkit containing 4 resources this be..., include any revenue you earned from people who clicked onto a purchasing page from content! The articles people read and the underlying metric data you use to manage different parts the! Wild that breaking through the noise can be difficult LTV, and only few. Marketing: to grow your business at the revenue your company generates from content marketing ROI how should. Your inbound strategies, which means success can be a tricky task the 'big picture ' of content. It, you can track which content your prospects consume get into more. Should Always be 20 % Creation and 80 % Promotion then becomes: ( sales growth average... Website building track LTV and measure ROI from content marketing ROI is considered an important measure of marketing plagues! Or revenue leverage ' ( correlate with higher downstream conversions ) brands by and... Easily measure calculate the existing sales trend including AI-based personalization platforms, in this smart Insights.. Become the defacto place to start reviewing site visitor metrics like click-through rates, cost per acquisition ( CPA or. Records, add them all together: ( sales growth to a campaign.

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