#ContentWritingChat Recap: Sensitivity in Content Creation with Jeff Renoe
In this week’s #ContentWritingChat, we covered a topic we’ve never truly discussed before: sensitivity in content creation.
Although it’s something we’ve never talked about extensively during our busy hour on Twitter, it’s an important topic for any brand. We covered what’s okay to discuss online and how you can find your voice when talking about sensitive topics.
Let’s dive into the recap!
Sensitivity in Content Creation: Deciding What You Can Discuss & How to Find Your Voice with Jeff Renoe
Welcome to #ContentWritingChat! Today, we’re joined by @Renoe to talk about Sensitivity in Content Creation. Who is joining us today? ?? pic.twitter.com/4tRSfHZ8Rd
— Express Writers (@ExpWriters) December 5, 2017
Our guest host for this week’s chat was Jeff Renoe. He’s a regular participant during #ContentWritingChat, so having him step into the guest hosting role was a real treat. Jeff is a content marketing professional, as well as the host of the Our Fractured Minds podcast.
Q1: What makes a topic a sensitive one to talk about?
To kick off the chat, we asked everyone to share what they felt a “sensitive topic” was. Here are a few responses we received:
A1) These days, it can seem like every topic is a sensitive one. Still, to me, there are topics that seem to generate more polarized discussion than others.
Politics
Religion
Sexuality
Disasters
Mental Health#ContentWritingChat pic.twitter.com/a6W4XtgqbW— Jeff Reno(e) ??? (@Renoe) December 5, 2017
As Jeff said, many topics have become sensitive ones to discuss these days. However, some common subjects include politics, religion, sexuality, disasters, and mental health.
A1. The old rule about the dinner table applies here: no politics or religion. #ContentWritingChat
— Gene Petrov // Leadership & Management Consulting (@GenePetrovLMC) December 5, 2017
Gene knows two topics that can stir up controversy are politics and religion.
A1 We write hundreds of pages a week at @ExpWriters…and generally stay away from stating / taking sides in politics and religion. Most people won’t agree with this one, but I avoid swearing/cursing, too. #ContentWritingChat
— Julia McCoy | ?? My new book is LIVE! (@JuliaEMcCoy) December 5, 2017
As Julia said, we generally steer clear of sensitive topics here at Express Writers. She avoids taking sides in politics and religion. Another thing she avoids in her content? Cursing.
A1) Realistically, any topic could be sensitive. But essentially, a topic is a sensitive subject when there’s real potential to offend another. Which, sadly, happens far too easily nowadays. #ContentWritingChat pic.twitter.com/CFJcQ3UfGM
— Jason Schemmel – Podcaster. Speaker. #GSDChat (@JasonSchemmel) December 5, 2017
Jason said a topic is sensitive when there’s real potential to offend another person. If you spend any time online these days, you know that happens quite often now.
A1 Any polarizing or potentially controversial topic can be sensitive, particularly when the content runs the risk of offending a group of people. #contentwritingchat
— Bill Skowronski (@BillSkowronski) December 5, 2017
Bill feels the same as Jason. If a topic has the potential to offend a group of people, it’s definitely a sensitive area.
A1. I think we need to mindful that some topics may be sensitive to others even if we don’t think the are. #contentwritingchat
— Your Web Content Writer (@WebContent4U) December 5, 2017
Even if you think a topic might be safe to discuss, there are others who might not think so. If you aren’t sure, you can always get a second opinion.
A1: The more you get personal, the more the chances of hurting someone’s feelings – family, relationships, beliefs… very touchy issues.#ContentWritingChat pic.twitter.com/rA3zFB0j8W
— @AndreaTorti90 (@andreatorti90) December 5, 2017
Andrea said the more personal you get, the greater your chances are of hurting someone.
Q2: How do you decide if a sensitive topic is one you should have a voice on?
If there’s a sensitive topic you have an opinion on, should you really speak up about it? This advice will help you decide if it’s wise:
A2) The real question when it comes to whether or not you should comment on a sensitive issue is do you have a story worth sharing? Don’t fuel a narrative unless you have a unique perspective that benefits your readers. #ContentWritingChat. pic.twitter.com/9KouSpUaXj
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
Do you have a story worth sharing? That’s what Jeff feels you should think about when deciding to cover a sensitive topic. His advice is not to fuel a narrative unless you have a unique perspective on it.
A2: Is it relevant/meaningful/helpful to your brand/business/customers? Then yes!
If not, then no.#ContentWritingChat https://t.co/UhCrRHbmam
— ThinkSEM (@ThinkSEM) December 5, 2017
Sarah said you should ask yourself if the topic is relevant, meaningful, or helpful to your brand or customers. If that answer is yes, then you’re good to go.
A2) I think if the topic is relevant to your biz, it MIGHT be appropriate (even wise) to write about. If not, better safe than sorry and steer clear #ContentWritingChat
— David Boutin (@dmboutin) December 5, 2017
If the topic is relevant to your business, David said it might be appropriate to discuss. If not, his advice is to avoid it.
A2. You should ask “Why.” Why are you writing about it? #contentwritingchat
— Your Web Content Writer (@WebContent4U) December 5, 2017
One important thing to consider is why you’re writing about a certain topic. There should be a real purpose behind the opinions you want to share.
A2: Ask yourself:
Is my audience directly affected by this topic/conversation/story?
Can my brand help this topic or will #writing about it hinder progress?
Does the topic at hand align with our brand values, mission, etc?#ContentWritingChat
— Anne Mercer (@Anne_E_Mercer) December 5, 2017
Is your audience affected by the topic? Can your brand hep the topic or will it only hinder progress? Does the topic align with your brand’s values? These are all great things to consider that Anne shared with us.
A2: If it stirs your soul and you can’t stop thinking about it…you should have a voice on a sensitive topic. #ContentWritingChat
— ?Northwest Writer (@tashastukes) December 5, 2017
If it stirs your soul, you’re going to be more inclined to step up to the plate and talk about a particular topic. That’s often a good sign that you have something important to say.
A2: I have to go back to my values. Not everyone loves talking about politics, but if something is happening in the political world and I want to stand up for it or call it out, I will. #ContentWritingChat
— Amanda Cross (@amandacrossblog) December 5, 2017
For Amanda, it’s all about going back to her values. If something is happening in the world that she wants to stand up for, she goes for it.
A2: I consider the amount of damage that could be caused & ask “is this worth it?” #ContentWritingChat
— Devin Cutting (@DevSeventyFive) December 5, 2017
Another thing you may wan to consider is whether or not discussing a topic is going to call damage for your brand. When it comes to sensitivity in content creation, this likelihood is pretty high.
A2: Have a heart when creating content. Consider all sides and how to approach topics in a respectful manner or just don’t comment at all. #ContentWritingChat
— Jessica Starks (@Jska94) December 5, 2017
When you do decide to write about sensitive topics, Jessica says you should have a heart. Consider all sides of an argument and approach it in a respectful manner.
Q3: How do you find your voice when it comes to speaking about sensitive topics?
If you’re planning to move forward with talking about a sensitive topic, you may be wondering how to find your voice. Fortunately, our chat participants had some great tips for you!
A3) Your voice should come naturally, because the issue of discussion should be one that matters to you or your company. Does your company subscribe to cause marketing? Is it a part of your company manifesto? If not, it may not be a topic worth touching on. #ContentWritingChat pic.twitter.com/BeqdoNwkCn
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
Jeff feels your voice should come naturally. If it feels forced, then that’s a good sign that it might not be the best thing for you to discuss.
A3: Before you start writing the content, really think of what the main point you want to get across is. If you don’t have a point you feel strongly or passionate about, you might want to reevaluate writing the content. #ContentWritingChat
— Netvantage Marketing (@netvantage) December 5, 2017
Lexie’s advice is to think about the main point you want to get across. If you don’t have a point to make or you aren’t passionate about the discussion at hand, she said you may want to reevaluate the decision to write about it.
A3 Before speaking about sensitive topics be sure your facts are correct and that you come from the moral high ground to not unnecessarily add fuel to the fire. #ContentWritingChat
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 5, 2017
Always make sure you have your facts straight before speaking up. Otherwise, you can wind up causing way more drama than you intended.
A3. #ContentWritingChat Write from the heart. If you don’t have a personal stake, find someone in the business (or a customer) who does and invite their thoughts and opinions.
— ☂️ a lex jay ? (@_lexjay_) December 5, 2017
Always write from the heart. Jay suggests finding people who have a personal stake in a topic to share their stories.
A5: I think it’s important to be authentic and transparent. As a blogger I try to relate to my readers instead of speaking on subjects in a way that may be offensive. #ContentWritingChat pic.twitter.com/tTJPPwLwli
— Jenn Baker Blog (@MindofaDiva) December 5, 2017
Always be authentic and transparent with your audience, no matter what you’re writing about.
A3: When dealing with sensitive topics, always be careful – recognize the many sides in the discussion, don’t name-call, don’t fuel controversies just to get more views, etc.#ContentWritingChat pic.twitter.com/rdajLEJ3Ua
— @AndreaTorti90 (@andreatorti90) December 5, 2017
Make sure you’re being careful when discussing sensitive topics. Andrea’s advice is to recognize the many sides in a discussion, avoid name calling, and don’t fuel controversies just to get more views.
A3 It really helps to have a second eye on a controversial piece, before you publish it. Time and time again, my editors @ExpWriters have helped me refine mine.
? Don’t be inauthentic or less bold. Rule of thumb: clarity and kindness in what you say. #ContentWritingChat
— Julia McCoy | ?? My new book is LIVE! (@JuliaEMcCoy) December 5, 2017
Julia feels it’s best to get a second opinion on a potentially controversial piece before publishing it. It’s always helpful to get feedback from an outside source.
A3: You reread, edit, and revise. Get multiple eyes on the piece. What may not come off as sensitive to you may strike a chord with someone else. If possible, have someone in the intended or affected audience read your drafts. #ContentWritingChat
— Anne Mercer (@Anne_E_Mercer) December 5, 2017
Anne also agrees with getting someone else to look over your work. You never know how another person may perceive your work and the editing phase is perfect for getting feedback.
Q4: What kinds of things should you talk about when discussing topics as these?
When dealing with sensitivity in content creation, what should you actually be discussing? Here’s what you need to know:
A4) There are lots of things you can talk about, but there’s one thing you should never talk about. Your product. Sensitive topics aren’t times to sell. They’re times to lift up and be a part of your community.#ContentWritingChat pic.twitter.com/1Z1ADWyxgX
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
One thing you shouldn’t talk about? Your product. When discussing a sensitive topic, it’s not a good time to focus on selling. It’s only going to backfire on your brand.
A4: Before discussing anything, you need to read the crowd (your target audience). First, understand what they want to talk about and then use that information to determine your talking points. #ContentWritingChat
— Flying Cork (@flyingcorkpgh) December 5, 2017
A great place to start is to understand what your audience wants to talk about. You can use that information to determine what you’ll discuss with them.
A4) If you can, offer insight that shows you’ve considered both sides to a topic. When you can communicate that you, at least, understand the other side while you make your claim…you come across much less preachy and more intelligent.#ContentWritingChat pic.twitter.com/eyPcNhSbNK
— Jason Schemmel – Podcaster. Speaker. #GSDChat (@JasonSchemmel) December 5, 2017
Jason’s suggestion is to offer insight that shows you considered both sides to a topic.
A4 Most importantly, why you or your brand feels it’s important for your audience to know where you stand on the issue. How does it affect your mission, product, service, or industry? Why is it too important to ignore? #contentwritingchat
— Bill Skowronski (@BillSkowronski) December 5, 2017
Why is it important for your audience to know where you stand on a particular subject? Why is it too important to ignore? These are crucial questions to ask yourself.
A4 Discussing sensitive topics, be sure to cite credible sources and mix in a good dose of genuine empathy. #ContentWritingChat
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 5, 2017
Jim’s advice is to always cite credible sources. That’s important in helping you back up your opinions.
A4:
—Draw inspiration from your own experiences, and tell relatable stories.
—Point to others who share your view or perspectives. Builds credibility.
—Cite legitimate sources. Proves you’re reliable and consistent in your homework.#ContentWritingChat— Narmadhaa (@s_narmadhaa) December 5, 2017
Another great opportunity comes from sharing your own experiences. That’s something your audience will surely be able to relate to.
A4: Instead of only discussing the problem, outline a solution. Be helpful. Stay positive. Don’t be a Debbie Downer. #ContentWritingChat pic.twitter.com/OJbOm6G1RX
— Ashley Cardwell (@TheAshleyDale) December 5, 2017
Ashley feels it’s best to outline a solution, instead of just focusing on the problem at hand.
Q5: How do you integrate current events related to these topics into your content strategy?
With so many brands wanting to talk about the events currently going on in the world, it can be tricky to implement into an overall content strategy. To help, our chat participants offered up some helpful advice:
A5) It can be hard to plan ahead, so make sure you find your voice ahead of time. That way, when something comes up that requires comment, you’re already half way there. Otherwise, if you’re hurrying, with no voice, you’re looking for trouble. #ContentWritingChat pic.twitter.com/xyWJ5731k4
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
Jeff feels you should find your voice ahead of time so you’re prepared for what’s to come.
A5: If you are going to do that, do it so it makes sense to the reader. I.e., is it helpful? Don’t just shove current events in to be trendy.#ContentWritingChat https://t.co/yGJUOdN3M3
— ThinkSEM (@ThinkSEM) December 5, 2017
Sarah said you should make sure any current events you discuss are relevant to your reader. If it’s not helping them in some way, it’s probably better to pass.
A5) *ONLY* do it if it makes sense to your brand. If you don’t know if it does or not, then don’t even mention it.
It’s better to err on the side of caution by not getting involved, especially when dealing with a sensitive subject/event.#ContentWritingChat— Jason Schemmel – Podcaster. Speaker. #GSDChat (@JasonSchemmel) December 5, 2017
The rule of thumb here is to stick with what makes sense for your brand.
A5: I see if a current event has a teachable moment that is related to my niche. It makes my content relevant. #ContentWritingChat https://t.co/2N1lJb4Gfo
— Carlarjenkins (@carlarjenkins) December 5, 2017
Carla will discuss current events if there’s a teachable lesson she can share with her audience.
A5: First, it’s important to be willing to be flexible with your content calendar! Second, ask your self if the content will be beneficial to your audience. Don’t create content just for the sake of creating content. #ContentWritingChat
— Netvantage Marketing (@netvantage) December 5, 2017
Don’t create content for the sake of creating content. Lexie’s advice is to make sure your content will be beneficial to your audience.
A5: If the current events are significant to your niche, they should naturally integrate into your content strategy. If they don’t naturally integrate, maybe that’s a topic you don’t need to be discussing. #contentwritingchat
— Zachary Fenell (@zacharyfenell) December 5, 2017
If current events are significant to your niche, Zachary feels it should naturally integrate into your content strategy. If it doesn’t fit with ease, you might want to pass.
A5. There’s a right way and a wrong way to do newsjacking. If it’s forced, it’s wrong. If it comes across naturally and us a good brand fit, you have a winner. #ContentWritingChat
— Gene Petrov // Leadership & Management Consulting (@GenePetrovLMC) December 5, 2017
You always want to make sure that discussing current events feels natural and comes off that way as well.
A5: You could touch on the principle of the topic (not on the nitty gritty back-and-forth of the actual current event) and offer your take and your professional experiences that relate to the topic. #ContentWritingChat https://t.co/kV1BYkDxWg
— Darcy De Leon ? (@darcydeleon) December 5, 2017
Don’t be afraid to share your experiences that relate to a topic. It brings a personal connection to the conversation.
A5: We stay focused on the events that impact our customers. If the event matters to them it matters to us. Otherwise we stay towards trends and innovation in the field. #ContentWritingChat
— bmpromotional (@bmpromotional) December 5, 2017
Stay focused on the events that are impacting your customers. Those are the most important ones to discuss.
A5: Keep your content schedule flexible. Have a hard-working team that loves what they do. With proper motivation, you can still cover sensitive and relevant topics without becoming a flop. #ContentWritingChat
— Narmadhaa (@s_narmadhaa) December 5, 2017
Don’t be afraid to keep your content schedule flexible. You can always move things around if an important topic comes up.
A5. The @patagonia ad mentioned earlier is a good example of this. It’s based on a current event, it’s a strong statement, and it represents a key part of the company’s identity & audience. #ContentWritingChat
— Ken Hart (@KenHartWriter) December 5, 2017
Even the very morning of the chat, Patagonia took a stance on a sensitive topic.
A5. Slightly off topic, but during major events be careful what nonprofits you align with. Not all are as helpful as they claim #ContentWritingChat
— Megan McCarthy (@ImMeganMcCarthy) December 5, 2017
Megan shared some other great advice to consider. Be careful about which organizations you align yourself with. Not all nonprofits are truly being helpful in times of need.
Q6: What channels are best for these kinds of conversations?
When it comes to sensitivity in content creation, are there specific channels that are ideal for discussing such topics? It really all depends on you and your audience, but here are some suggestions from the chat:
A6) Conversations are the key word of this question. You need to find a medium where you can have conversations with the community. The last thing you want to do is ignore your detractors. #ContentWritingChat pic.twitter.com/X45YSJq4un
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
Jeff said to find a medium where you can have conversations with your community. You don’t want to ignore anyone.
A6: Pick the channel where your audience is. If the sensitive topic is important to them, they will be willing to participate in the conversation. If they aren’t willing to participate, then the topic probably shouldn’t be shared. #ContentWritingChat
— Netvantage Marketing (@netvantage) December 5, 2017
As Lexie said, your best bet is to pick the channel your audience is already on.
A6: The best channels are where you already engage in conversations with your audience. They know your voice already and will support/engage/listen when you speak about a sensitive topic important to your brand. #ContentWritingChat
— ?Northwest Writer (@tashastukes) December 5, 2017
If you have somewhere that you’re already engaging with your audience, that’s a great place to start.
A6: Any channel with an open-minded audience and an ability to leave thoughtful feedback. #contentwritingchat
— Zachary Fenell (@zacharyfenell) December 5, 2017
Any channel with an open-minded audience and the ability to share feedback is great.
A6: Social media is a great place to start #contentwritingchat
— Russlyn Gesell (@RusslynGsl) December 5, 2017
Social media will always be a go-to for important conversations.
A6 If you are going to go down this road IMO @twitter is the place to have it. #contentwritingchat https://t.co/q9QKVDeV8n
— Jade Alberts Consult (@Jade_A_Consult) December 5, 2017
Jade said Twitter is one place you can start the conversation.
A6 Interested to hear what others would say, but I always think a blog / article is the best form. You can put time/thought into it pre-publishing. Livestreaming would be harder, since it’s realtime. #ContentWritingChat
— Julia McCoy | ?? My new book is LIVE! (@JuliaEMcCoy) December 5, 2017
For Julia, she prefers blog format because you can put time and thought into it before it goes live.
A6: Official blog or website. If you’re going to make a strong statement, don’t use a flimsy stage to make it on. Go strong or go home. #ContentWritingChat pic.twitter.com/LOFD3FeWmS
— Javier Sanabria (@SanabriaJav) December 5, 2017
Javier feels the same way. He acknowledges the power a blog post or your website can really have.
A6. The more private, the better. Public conversation may invite trolls and no one wants that. #contentwritingchat
— Gene Petrov // Leadership & Management Consulting (@GenePetrovLMC) December 5, 2017
On the flip side, Gene recommends keeping the conversation private if you want to avoid dealing with internet trolls.
A6: No matter what channels you have the conversations on, you should be willing to have them in public. Don’t tackle a sensitive subject if you’re not willing to deal with potential backlash. #ContentWritingChat
— Mallie Rust (@malliefe2o3) December 5, 2017
If you aren’t willing to have these conversations on public forums, don’t do it. You have to be prepared for any potential backlash that may come your way.
Q7: What happens if you receive push back from others on your stance?
When speaking up about sensitive topics, you’re most likely going to receive some sort of push back from those who disagree with you. How do you handle it? Check out this great advice:
A7) Address it. Even if you disagree, it’s important to listen to other voices. Just keep in mind, there is a different between dissenting opinions and harmful opinions. You can usually identify those spouting harmful ones pretty easily. #ContentWritingChat pic.twitter.com/PNi1na8BzK
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
If you receive push back, address it. Even if you disagree with someone, it’s still worthwhile to hear their opinions.
A7) Echoing what @renoe said. Address it & acknowledge it. Ignoring it may spark more push back and backlash from the masses if you choose to “toot your own horn” while not responding to the others.#ContentWritingChat pic.twitter.com/IHBJwQESvO
— Jason Schemmel – Podcaster. Speaker. #GSDChat (@JasonSchemmel) December 5, 2017
As Jason said, ignoring it may cause more problems in the long run.
A7: Acknowledge their views, state that yours is because a,b,c, keep it civil.#ContentWritingChat https://t.co/S8AR7tuhWu
— ThinkSEM (@ThinkSEM) December 5, 2017
Acknowledge the views that others have, back up your own opinions, and keep it civil. There’s no reason to engage in a nasty argument.
A7 You can’t take anything personally and you must respect other peoples opinion. If you can’t do this, you shouldn’t be hosting a chat #contentwritingchat https://t.co/6j2SdtdUEM
— Jade Alberts Consult (@Jade_A_Consult) December 5, 2017
Don’t take anything too personally and make sure you respect the opinions of others.
A7. I just move on because they are not my audience anyway #contentwritingchat
— Cheval John (@chevd80) December 5, 2017
For Cheval, he doesn’t let push back get to him. He just moves on, recognizing that those who disagree might not necessarily be his people.
A7: Keep your cool and don’t take it personally. Own what you wrote but be open to ideas that challenge yours in a respectful way. Ignore the trolls. #ContentWritingChat pic.twitter.com/4r0LicniTx
— Mallie Rust (@malliefe2o3) December 5, 2017
Always keep your cool!
A7: Stay on message. Stick to the bigger picture. Don’t let people drag you into the weeds. #ContentWritingChat
— Javier Sanabria (@SanabriaJav) December 5, 2017
Stay on message and stick to the bigger picture at hand.
A7: I would stand by my stance. Push back sucks, but I think that not sticking up for something I am really passionate about would suck more. #ContentWritingChat
— Amanda Cross (@amandacrossblog) December 5, 2017
Amanda says she would stand by her stance, despite push back she might receive. She wants to stick up for the things she’s passionate about.
A7: Listen. Be open to criticism. You may learn something. #ContentWritingChat pic.twitter.com/8jFbzrHHVX
— Ashley Cardwell (@TheAshleyDale) December 5, 2017
Listen to others and be open to their criticism. It can often be a learning experience.
Q8: Tag some brands that have impressed you with their voice and willingness to cover sensitive topics.
Which brands can we learn from when it comes to sensitivity in content creation? These are some examples worth checking out:
A8) I LOVEd what @JELLO did when Gay Marriage was legalized. It was one of those rare opportunities where you could just get out of the way and let your product tell the story. #ContentWritingChat #LoveIsLove pic.twitter.com/8gpj0GTMr9
— Jeff Reno(e) ??? (@Renoe) December 5, 2017
Jeff was a big fan of what JELLO did during the legalization of gay marriage.
A8. I would say @Wendys have been very excellent with dealing with some sensitive topics #contentwritingchat
— Cheval John (@chevd80) December 5, 2017
Cheval mentioned that Wendy’s has done a great job at handling sensitive topics through their social media presence.
A8: @buffer! Their honest approach to cultural, workplace, diversity, and other online marketing topics has always impressed me. #ContentWritingChat
— Anne Mercer (@Anne_E_Mercer) December 5, 2017
As for Anne, she’s a big fan of Buffer and their honest approach to a variety of important topics.
A8 The correct answer is not @pepsi. #ContentWritingChat
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) December 5, 2017
One brand you might not want to look to is Pepsi after sparking controversy themselves.
A8. Honestly, I’m disappointed by some waffling I’ve seen from brands who dared to take a strong stance and couldn’t handle the heat. #ContentWritingChat
— Megan McCarthy (@ImMeganMcCarthy) December 5, 2017
If you’re going to take a strong stance on a sensitive topic, make sure you can handle the heat.
Join us for the next #ContentWritingChat! It takes place on Twitter every Tuesday from 10-11 AM Central Time. Just be sure to follow @ExpWriters and @writingchat!
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