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Try These Indoor Winter Sports to Stay Active in Minnesota
1. Steal from the best
Learn from the mistakes of others
KristeenBullwinkle.com
What I’ve learned about blogging
2. Why blog?
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Over 31 million bloggers in the US in 2011.
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Over 316 million people in the US in 2013.
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Aren’t you still worth knowing?
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You have a unique voice.
3. Job seekers take note
“Candidate blogs and posts will rise in importance as a means of getting noticed by employers, along with fellow professionals.”
www.linkedin.com/pulse/article/20141021141118-17604922-a-dozen-critical-trends-that- will-affect-employment-search-in-2015?published=t
4. Marketers take note
A blog provides your business or cause
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Better visibility,
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Increased credibility,
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Lead generation opportunites.
http://blogs.salesforce.com/company/2014/07/small-business-blogging.html
5. Your experience?
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What blogs do you follow? What makes them worth your time?
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What was the last item you shared on social media?
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Why did you share it?
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Did you read it (listen/watch) the entire item before you shared it?
10. What gets shared
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Longer format
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Has an image
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Invokes awe, laughter, or amusement.
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Appeals to people’s narcissistic side. (Yah, what she said; quizes; my people)
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Lists, infographics
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Trustworthy
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Shared by an influencer (friend, celebrity, expert)
http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/
11. What’s out there
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Lacks your thoughts, your views, your images, your voice.
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Might miss your audience.
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Might become popular long after publication date.
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Can have an impact if it reaches just one right person.
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Covers a topic that others have written about before.
18. Blog post review
Informative, keyword-rich title
Rating shows this one article is targeted to two different audiences: Patients or health professionals.
20. Blog on same topic
Title elicits some emotion.
Deck, or subhead, is easily missed.
Original photo?
Begins with a question.
Suggestion for additional reading
25. Blog post review
Nostalgia is popular
People love to read quotes
Photos and images don’t have
to be magazine quality to capture a reader’s attention.
Category links do get clicked
28. Curation guidelines
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Don’t just copy.
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Include a link and attribution.
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Write a new title. Use a new image.
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Write for your audience. Choose quotes, images, examples, and other content for their interests.
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Introduce your own voice. Have an opinion.
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Use a variety of sources.
30. Your challenge is to write the BEST post for YOUR audience
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More informative
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More useful
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More easily read or understood
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More entertaining
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From your audience’s perspective
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With your own voice
31. Content review
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Write the way you talk.
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Use short words, short sentences and short paragraphs.
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Avoid jargon and words like utilize, reconceptualize, attitudinally, etc.
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Use jargon to establish your membership of a community. (Gamer site should use gamer jargon.)
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Check quotations for accuracy (and tone).
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Use indicators of authority.
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Let the readers know what you want them to do next.
32. Alan Bleiweiss: QUART
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Quality
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Uniqueness
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Authority
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Relevance
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Trust
Note: Humans trust those who show vulnerability. Share judiciously.
33. One real rule
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Meets the visitors’ needs (to be informed, entertained, understood, respected, part of the group, etc.)
34. WRITE: Topic ideas
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<Favorite cause> awareness
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Getting your toddler to try new foods
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Starting a new workout program
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Getting your kids and yourself outdoors
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Your favorite childhood toys
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Preparing your daughter for her first pap test
35. WRITE: Your topic
Mind map it.
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What do you actually want to write about?
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Where do your thoughts take you?
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What’s your call to action?
36. WRITE: Mind Map your topic
Winter sports
X-country ski
curl
downhill
Snowshoe
Ice skate
Snowmobile
cold
discomfort
Newest trend?
St. Paul, Blaine locations
Difficult to get started?
Indoor?
indoor
What winter sports can I do indoors?
Proper equipment
hockey
expensive
38. WRITE: Your topic
Consider your audience.
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What does your audience want to know or need to understand?
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What questions can you answer for them?
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What will capture their attention?
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What are the reader’s key take-aways?
39. Great advice
“Great content creators aren’t necessarily great storytellers, but they are fantastic tour guides: They introduce you to a subject you’re unfamiliar with, and they help you arrive at a certain understanding without losing you along the way.”
http://blog.hubspot.com/marketing/unglamorous-truths-about-content-marketing-tl
40. WRITE: The Q & A: example
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What activities can I do in the winter?
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Where can I go and be active, but not be outside?
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What’s something new I can introduce to my kids and maybe my significant other?
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How can I avoid the bitter cold?
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Title draft: Hate the cold? Try indoor winter sports.
41. WRITE: Your topic
Outline it.
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In what order should ideas be presented?
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How could it best be presented? What format should it take?
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What should the reader do next? What actions do you want the reader to take?
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Are there ideas that would be better saved for a second post?
42. Outline
I.
Intro (Problem = cold … Solution = indoors)
II.
Relate to Olympics? Olympic fashions? (image)
III.
Twin Cities locations [sidebar list with fees]
a.
Skating (quote from venue owner)
b.
Curling (quote from new participant)
IV.
Equipment (type, where to rent/buy)
V.
Complete cost summary (fees, equipment, effort)
VI.
CTA: New to sport? Check with physician. Exercise in winter. Try a new sport.
44. Titles
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Titles are your bait.
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They capture your reader and they capture search engines.
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Use words your audience would use.
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Be informative.
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Use tricks from next few slides.
50. WRITE: Five Titles
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Best titles might require a new outline. Or suggest a second post.
Use up to about 55 characters. This is all that will show on a search results page. The rest will get cut off.
51. Example: Five Titles
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Why not curl this winter?
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Avoid the cold: curl or skate indoors
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Five indoor winter sports to try around Mpls. 50
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Indoor family-friendly winter sports
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How I learned to love winter sports — indoor sports 51
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Warm winter sports – indoor sports.
52. Share titles
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Critique titles.
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Suggest new ones.
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Share your favorites.
53. WRITE: Revise your outline
Write the headers for each section.
Identify possible sidebars, images, pullquotes, etc.
I’m going to add a question: What are the four indoor winter Olympic sports? And then new paragraphs on speed skating, figure skating, and hockey.
Should I add locations for laser tag, rock climbing, bowling, or billiards?
54. WRITE: Micro-content
Deck (subhead)
Meta description (~156 characters)
Call-to-action(s)
Image caption and alt tag description
Twitter post (<140 characters, hashtag)
Facebook post (photo & text)
Google+ post (photo & more text)
55. Shared Images
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Surprising
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Funny or cute
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Inspirational
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Contain quotes
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Useful
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Relatable
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Have a “WTF” angle
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Convey only one message
56. Different priorities by personality – DiSC model
D
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Bottom line up front
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Results, quality, authority
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Success, their goals
i
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Enthusiasm, excitement, optimism
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Trusting relationships
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Quotes, uniqueness, new
S
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Sincerity, respect
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Dependability, security
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Like to share, be helpful
C
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Analysis, evidence
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Quality, competency
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Logic, lists, how-to, comparisons
57. Teasers for personality types
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D – Meet your fitness goals without going outdoors
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i – Join others in unusual indoor sports
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S – Local indoor sport opportunities to share with friends
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C – Top 6 Twin Cities locations for indoor sports
58. Examples for personalities
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How will you incorporate one of these priorities or motivators into your blog post?
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Share with your group.
Write a Facebook or Twitter teaser for each type.
59. Format review
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Be ready to re-purpose your topic.
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You might need yet another post tied to news, weather, recurring events.
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Write more posts on topics surrounding your currently popular content.
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If you’re stuck in need of a post, reformatting an old one solves the problem.
60. Outline with a different format
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Book summaries
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Cartoons, comics
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Case studies
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Charts, graphs, data, stats
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Cheat sheets
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Comparisons
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Creative stories
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Demonstration video, steps
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Event information
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History
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How-to guides
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Illustrations, infographics
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Interviews
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Lists
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Personal bio, experience
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Photo galleries, Pin boards
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PowerPoint or SlideShare
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Product review or service info.
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Q&As, FAQs
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Questionnaires, quizzes
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Quotes and inspirational messages
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Research or synthesized info.
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Results of polls, surveys, and questionnaires
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Site tour videos
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Testimonials
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“To do” and “what not to do” articles
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Worksheets
61. Build up an archive
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Write stories like those that succeed for your competition.
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Go deeper, higher, farther, funnier, simpler.
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Write a better title.
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Make it link-worthy.
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Make it a landing page.
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Solve a problem.
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Be the resource for at least a few types of content.
62. Test
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Create and fail.
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Create and fail less spectacularly.
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Create and win.
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Look at
Shares
Views
Time of page
Click through to goal sites
63. Review
Call-to-action
Meta description (~156 characters)
Twitter post (<140 characters, hashtag)
Facebook post (photo & text)
Google+ post (photo, more text, _italics_ and *bold*, hashtag)
64. Again: refocus, repurpose
Narrow down your audience. or
Narrow down your topic.
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My example: one post for moms with tweens/teens (cost, social/physical benefits focus), one for couples/adults (social vs. competitive focus)
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Two differently targeted social media posts
65. Summary
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Have a great information-rich title.
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Craft your formatting -- the more scannable, the better.
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Have a ‘So What?’ -- a takeaway that serves as the backbone of a piece.
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Write with empathy for your reader.
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Write vividly. (Use figurative language, imagery, metaphors, quotes).
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Support your arguments with research, and cite your sources with hyperlinks.
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Select an evocative image.
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Revise.
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Proofread.