Want to make money? Drive pipeline? Impress your boss? Make money appear from your pretty words? <\/p>\n\n\n\n
Then lass uns das machen, Leute.<\/p>\n\n\n\n
What is B2B Content Marketing? <\/h2>\n\n\n\n
B2B content marketing<\/a> is the process of using content to feed buyer needs at every stage of the sales cycle. <\/p>\n\n\n\n The ultimate goal of any type of content marketing is to drive ROI for the business. In the B2B marketing case, this is usually to drive pipeline (leads, qualified leads, sales demos, meetings). <\/p>\n\n\n\n Usually, though, it\u2019s hard to drive BOFU conversions<\/a> (at least solely), so smart programs are designed to create content for every step of the buyer\u2019s journey. And the buyer\u2019s journey<\/a> can be modeled in different ways (which we\u2019ll cover below). <\/p>\n\n\n\n Basically, you\u2019re creating content assets, whether they\u2019re blog posts, YouTube videos, Tweets, LinkedIn posts, or podcasts, to try to drive business growth<\/a>. <\/p>\n\n\n\n Measuring business growth doesn\u2019t always need to be in terms of simply leads. For example, some programs are designed to generate goodwill, trust and authority (for example, our program at Omniscient generates a few leads per month, but it\u2019s mostly designed to establish authority). <\/p>\n\n\n\n We gauge the success of our content marketing program largely qualitatively (during sales calls<\/a>, we ask how they found us, and it\u2019s usually through the podcast), but also with leading indicators like search rankings and podcast growth. <\/p>\n\n\n\n B2B content marketing done right<\/a> answers prospect\u2019s questions, positions your brand as an industry leader, and captures leads from the top of the funnel to the bottom. <\/p>\n\n\n\n It can also be used to assist sales teams (this is called sales enablement or sales acceleration), improve retention (this is called customer marketing), or form partnerships (this is called co-marketing). <\/p>\n\n\n\n Essentially, B2B content marketing is a huge basket of different strategies and tactics, so what it looks like from one company to the next could be totally different. <\/p>\n\n\n\n Most people tend to think of B2B content marketing as dry and boring. But that\u2019s bullshit. <\/p>\n\n\n\n You\u2019re not, after all, selling to a business. You\u2019re selling to a human that works at that business. <\/p>\n\n\n\n While B2C brands evoke more levity (think: Magic Spoon cereal compared to something like DAM software), B2B brands have perhaps even more potential to succeed with content marketing. <\/p>\n\n\n\n Why? <\/p>\n\n\n\n Buyers have less of an emotional pull (though not zero emotional pull) to the products they\u2019re researching, which means they need to be drip-fed solid information that alleviates fears, tackles objections and reduces friction in the buying process. <\/p>\n\n\n\n Basically, the biggest driver of B2B purchases (in my opinion) is fear. And second would be greed. B2B buyers want to make more money for their company or to reduce the risk of a bad purchase decision. There\u2019s literally no better way to assuage doubts and to increase motivation than content marketing. <\/p>\n\n\n\n Without content marketing, leads might not know that they need your product<\/a> or what it can do for them. Content lets you map this out for them and make sure they\u2019re getting the information they need at the exact time they need it. <\/p>\n\n\n\n It works at all layers of the funnel: <\/p>\n\n\n\n Aside from the fact there\u2019s usually less emotion involved in B2B purchases, content marketing in the B2B arena comes with its share of challenges and differences compared to B2C: <\/p>\n\n\n\n I\u2019ll add one more challenge: in most industries, B2B content marketing is much more mature. Thus, there\u2019s way more competition. It\u2019s relatively easy to make headway in most B2C spaces, because most brands are simply compelled to pour money into Facebook ads<\/a> and get direct-response conversions. <\/p>\n\n\n\n B2C content marketing is pretty straightforward. Content is geared directly to the end buyer who is the ultimate decision-maker. Brands simply need to keep their attention long enough to convert. <\/p>\n\n\n\n Conversely, B2B is slightly more complex. Impulse buys are rarely a thing, especially when your product incurs a four, five, or even six-figure investment. On top of this, the decision-maker tends to lean on other team members to research their options before a final decision is made. <\/p>\n\n\n\n Caveat: tons of B2B brands are selling in a bottoms-up fashion nowadays, better known as product-led growth. You don\u2019t need to sell to the VP of ops if you\u2019re Loom; you just need to sell to an individual contributor and spread it through the company. <\/p>\n\n\n\n Likewise, Evernote makes most of their money from B2B deals, but tons of individuals use it as a simple note taking app. <\/p>\n\n\n\n So like I said above, there\u2019s actually not as big of a difference between B2C and B2B content marketing as you might think. <\/p>\n\n\n\n Price point<\/a> and competition<\/a> matters much more. Whether you sell to consumers or business, you\u2019ll still need to figure out a way to win at SEO (if that\u2019s your distribution channel of choice), convert customers, and do so economically<\/a>. <\/p>\n\n\n\n Flying by the seat of your pants is never a good strategy (unless you\u2019re Stephen King<\/a>) <\/p>\n\n\n\n In fact, it\u2019s the complete opposite of having a strategy. Luckily, if you carry out all the necessary steps and are consistent in your efforts, creating a successful B2B content marketing strategy<\/a> doesn\u2019t have to be too complicated. <\/p>\n\n\n\n A winning strategy, in my view, has nothing to do with how many webinars or infographics you put out. Rather, it\u2019s a concrete answer to the following questions:<\/p>\n\n\n\n If you can answer those questions, you\u2019ll be ahead of 95% of B2B marketers<\/a> in general. <\/p>\n\n\n\n When we get more into the nitty gritty, your content plan should consider:<\/p>\n\n\n\n Customer research is one of those obvious things that no one really does right. Buyer personas are mostly a waste of time, at least done the way they usually are. <\/p>\n\n\n\n Instead of creating some imaginary person like Marketing Mary, it\u2019s best to learn this stuff:<\/p>\n\n\n\n I\u2019ve created robust user personas in the past, but that\u2019s something to do after you\u2019ve got some traction and have tested some hypotheses. It\u2019s usually better to do some lightweight research, create some assumptions to be tested, and get some actual live feedback.<\/p>\n\n\n\n You\u2019ll learn as you go, as well. Customer personas shouldn\u2019t be static. If you\u2019re not learning more about your buyers every day, you\u2019re doing something wrong. <\/p>\n\n\n\n A lot of basic understanding can honestly be done through SEO research – what keywords people are searching for (and what your competitors rank for) is literally telling you what people want (including the search intent<\/a>). <\/p>\n\n\n\n There are many other ways to learn about your customers depending what tools you have available to you. <\/p>\n\n\n\n The biggest mistake B2B brands can make is assuming they know who their buyers are and what they want. Instead of taking a shot in the dark, consider using: <\/p>\n\n\n\n Use Google Analytics to get the basics on your customers. <\/p>\n\n\n\n All of this should be done in the pursuit of creating useful content – stuff that actually solves pain points. Research for the sake of research is often a form of procrastination. <\/p>\n\n\n\n Just like in the B2C world, B2B buyers go through a buying journey<\/a>. <\/p>\n\n\n\n Also, while the journey is pretty linear for B2C consumers, it can be more of a meandering path for B2B buyers<\/a>. Mainly because there are often multiple people involved in the process, multiple options to weigh up, and a budget to adhere to. <\/p>\n\n\n\n Think about what your customers need at each stage: <\/p>\n\n\n\n Now you know who your customers are and what they need at each stage of the buying process, it\u2019s time to come up with content ideas. <\/p>\n\n\n\n As well as using the information garnered from your customer research, you can tap into tools and carry out extensive first-hand research to dig into what buyers might need from you. <\/p>\n\n\n\n Here are some key ways you can do that: <\/p>\n\n\n\n AnswerThePublic suggests tons of topic ideas based on real-life consumer questions. <\/p>\n\n\n\n Also, tie in your content marketing with existing marketing campaigns. Content done in isolation is leaving a lot on the table. In my ideal world, all of this is integrated. <\/p>\n\n\n\n For example, we do a lot of webinars called Office Hours. We try to plan podcasts that have similar themes to be published in the weeks before these. We also create content for social media platforms (Twitter & LinkedIn primarily) that drive interest and desire for the topics at hand. <\/p>\n\n\n\n All of these efforts and media channels have synergistic effects. <\/p>\n\n\n\n Creating content is the fun part, as this is where all the research comes together. <\/p>\n\n\n\n There are two practical things to consider at this stage: the format of your content and where the content will fit in the sales cycle.<\/p>\n\n\n\n \u201cQuality content\u201d is meaningless and table stakes. Content should be created with a singular purpose in mind and should serve that purpose to the best of its ability. Sometimes that purpose is to drive conversions, educate buyers, drive search traffic, drive backlinks, or even just help out current customers. Make sure you know that purpose. <\/p>\n\n\n\n The most successful types of content for B2B brands are: <\/p>\n\n\n\n Blog posts:<\/strong> research shows that prioritizing business blogging can lead to 13x more positive ROI<\/a>. Blog posts<\/a> can be guides, how-tos, tutorials, and educational pieces that leads can find through search engines and on social media. Generally speaking, long-form content does best for B2B in my experience. <\/p>\n\n\n\n Example: Intercom creates timely, informative blog posts. <\/p>\n\n\n\n Whitepapers and ebooks:<\/strong> show off your expertise and industry knowledge with longer, downloadable content like whitepapers and ebooks <\/p>\n\n\n\n Example: HotJar has a range of ebooks and downloadable guides for prospects to browse through. <\/p>\n\n\n\n Research posts:<\/strong> carrying out first-hand research and writing it up can generate high-quality backlinks and boost your industry authority.<\/p>\n\n\n\n Example: HubSpot is renowned for its first-hand reports. <\/p>\n\n\n\n Videos:<\/strong> more consumers than ever are seeking out visual forms of content like video. You can use an online video editor<\/a> to create tutorials, interviews, and product demos. You can also enhance your engagement further with text to speech software by incorporating voiceovers<\/a> into videos.<\/p>\n\n\n\n Example: Oberlo has dedicated a corner of their website to video content<\/a>. <\/p>\n\n\n\n Podcasts:<\/strong> as one of the fastest-growing content types, podcasts let you build relationships with potential buyers and establish your position in the market.<\/p>\n\n\n\n Example: Buffer has two podcasts that target two different segments of its audience. <\/p>\n\n\n\n Case studies:<\/strong> show potential customers what your product can do with case studies and customer stories.<\/p>\n\n\n\n Example: Wistia has an entire section of their site dedicated to customer success stories. <\/p>\n\n\n\n Templates and checklists:<\/strong> give readers practical content in the form of templates and checklists they can customize for their own use<\/p>\n\n\n\n Example: Orbit Media Studios publishes a selection of checklists. <\/p>\n\n\n\n Newsletters:<\/strong> There\u2019s a commonly cited statistic that email generates $38 for every $1 spent<\/a> (a whopping 3800% ROI). This is most likely bullshit, but email is still one of the top channels. Honestly, I really only care about email marketing and SEO as owned channels for content marketing. Social shares are great to get initial traction, but you should always try to get emails and focus on lead generation<\/a>. You can also make your newsletter fun and not just a sales pitch.\u00a0<\/p>\n\n\n\n Example: Asana\u2019s weekly newsletters share tips, blog posts, and a customer spotlight. <\/p>\n\n\n\n It\u2019s important to determine which content formats will best suit the needs of your prospects. For example, busy managers might not have the time to sift through a 200-page ebook, but they might relish a series of short three-minute videos. <\/p>\n\n\n\n Free marketing tools<\/strong>: I consider this a form of content marketing, but others call it \u201cengineering as marketing.\u201d But think about Bankrate\u2019s calculators<\/a> and HubSpot\u2019s website grader.<\/a> Amazing backlink magnets as well as lead generation tools. <\/p>\n\n\n\n Think about how these different types of content fit into the content marketing funnel<\/a> as well: <\/p>\n\n\n\n Once you\u2019ve decided what content formats you\u2019ll create and what topics you\u2019ll dig into, it\u2019s time to lay it all out in a content calendar<\/a>. <\/p>\n\n\n\n This will give you a bird\u2019s eye view of what content you\u2019re creating, your posting schedule<\/a>, where each piece fits into the marketing funnel, and what help you need to create each piece. <\/p>\n\n\n\n When creating your content calendar, it helps to include information like: <\/p>\n\n\n\n At this point, you\u2019ll also need to consider what help you\u2019ll need when creating content. Do you have enough people internally to create the kind of output you want, or will you have to bring in external freelancers and contractors? <\/p>\n\n\n\n Content marketing teams are usually some variation of this: <\/p>\n\n\n\n Make sure you have the required resources to make your B2B content strategy<\/a> a success.<\/p>\n\n\n\n Once you start publishing content, it\u2019s all about distribution \u2013 a.k.a. getting your content in front of the right people. <\/p>\n\n\n\n Content should ideally be created with the distribution channels in mind. For example, relevant content for search engines might not do as well as a viral piece on Twitter. Sometimes content is specifically ordained to be sharable. Sometimes not. <\/p>\n\n\n\n Distribution is both a long term compounding effort (in the case of SEO and email signups), and sometimes short term and focused on initial traction (social media marketing, influencer marketing, paid ads, etc.)<\/p>\n\n\n\n The goal is to build more and more on your distribution channels over time, thus creating a moat. <\/p>\n\n\n\n It\u2019s hard to compete in SEO against HubSpot. If you have an email list of 100,000 people, it\u2019s easier and easier to get attention on your content, offers, and products every subsequent time you launch or publish.<\/p>\n\n\n\n Focus on the long game. <\/p>\n\n\n\n Many marketers are resigned to the fact that, because you can\u2019t measure every aspect of content marketing success, it\u2019s not worth measuring at all. <\/p>\n\n\n\n Again, I call BS. <\/p>\n\n\n\n You\u2019ll never measure every aspect of your paid ads success either, but I bet your boss wants to know if the $100k you spend on Facebook ads<\/a> is driving any revenue. <\/p>\n\n\n\n So I say: measure content marketing success. Map your content marketing KPIs.<\/a> Create lagging and leading indicators based on your goals.<\/p>\n\n\n\n Obviously this stuff is hard to do, and it\u2019ll never be perfect (no, there are no marketing tools or attribution models that can do it perfectly). <\/p>\n\n\n\n How do you tell if a buyer finally decided to invest because of your latest case study or because of your sales reps?<\/em><\/p>\n\n\n\n It doesn\u2019t make it easy when a lot of content marketing activities revolve around raising brand awareness and becoming a thought leader. <\/p>\n\n\n\n That being said, here are some metrics you might want to track: <\/p>\n\n\n\n Ignore vanity metrics like overall traffic, social shares, \u201cengagement\u201d (when ill-defined), and the number of articles you\u2019re publishing. Better to have a low amount of traffic and high conversions than vice versa. This means you\u2019re creating the right content for your audience, not just content for content\u2019s sake (which is a big old waste of money). <\/p>\n\n\n\n A really cool thing to do is connect your CRM<\/a> to your Google Analytics, or blend the data in a tool like Data Studio, to map content marketing activities from your blog post to your landing page to your lead forms to your sales pipeline and beyond. <\/p>\n\n\n\n This level of granularity unlocks the potential for optimization at whichever step in the process is underperforming. <\/p>\n\n\n\n An entire library segmented into different content types means LeadPages<\/a> has a variety of content available for people at different stages of the sales cycle. <\/p>\n\n\n\n Canva<\/a> is renowned for its incredibly extensive collection of templates that businesses can use. On top of that, it has a number of tutorials, courses, and blog posts to help tackle the various pain points its buyers might have. <\/p>\n\n\n\n Single Grain<\/a> knows that its audience is all about marketing. To target prospects at different stages of the sales cycle, they have a range of content options including marketing training, two different podcasts, a blog, and a bootcamp. <\/p>\n\n\n\n This guide is a good start. It\u2019s obviously not everything you need to know. <\/p>\n\n\n\n So where should you continue your education?<\/p>\n\n\n\n In my opinion, you should opt for action instead of endless education. At least after you\u2019ve got good foundational knowledge. Marketers can spend hours a day reading blog posts, thinking it\u2019s productive. It is\u2026but only to a certain extent. <\/p>\n\n\n\n So fire up Clearscope or Surfer, build a content brief, write a piece of content, and promote it. What happens? What can you learn and improve on? <\/p>\n\n\n\n That\u2019s the best way to learn in my opinion. Not reading endless Content Marketing Institute articles written by thought leaders who haven\u2019t run a content program in years. <\/p>\n\n\n\n But if you insist, here are some great resources:<\/p>\n\n\n\n Content marketing is a powerful tool in the B2B world \u2013 and it can still be just as exciting as its B2C alternatives. Not only does it help you generate traffic and leads, but it establishes your brand as an authority and gently guides prospects through the sales cycle. <\/p>\n\n\n\n Start by learning who your customers are and what they want. Use this information to create different types of content to help tackle their biggest pain points and answer their most pressing questions. Most importantly, make sure your strategy is consistent and that you continue to measure your results. <\/p>\n\n\n\nWhy Content Marketing Matters for B2B Brands<\/h2>\n\n\n\n
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What Are the Differences Between B2C and B2B Content Marketing? <\/h2>\n\n\n\n
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![\"\"](\"https:\/\/lh4.googleusercontent.com\/ldewSg4waImRJXroUX1ObyKfk3Hcxh4DMS-dShPvBLvpGUB4OwECMrqicoZxnc8TUKCANmsSDmsWPDV_D_AUBoZSiqckHNS268N8szDM8e1PZakRX3q6clA2HpcAQeZQidCqEs42Hkk0MaA3BaKZdUc\")
How to Create a B2B Content Marketing Strategy<\/h2>\n\n\n\n
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1. Customer Research <\/h3>\n\n\n\n
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How to Learn More About Your Customers<\/h3>\n\n\n\n
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![\"GA](\"https:\/\/lh6.googleusercontent.com\/pChtGm687FZuhFS0zrF5C3ICOmNEJGCWX-VwjTPZpAQZcKioB4kJkdok4T0K1pF95Nk0Mt-NW1Phzk05KFlnlj5UwdBPV92avp42FpIrzkhnPbJ5_AEWxFWz0sq6-SVQVaBwbXg3iK1KipiQu9mevqA\")
2. Map the Buyer Journey <\/h3>\n\n\n\n
![\"sales](\"https:\/\/lh4.googleusercontent.com\/old6Nk-Xib1phURTptVhHS8aImie4Lg85JMXqRiIcIQK8_o-PfAkhxrcVdQMLdMxa3Nhtilvps7eG2nEnFaeQIwpW8fDDByOtULNw162Nf2p8ajFUWc86Y_LLoTXa3cMD1EC3oDjdAzb-15pfTit-G0\")
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3. Topic Ideation<\/h3>\n\n\n\n
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![\"answer](\"https:\/\/lh3.googleusercontent.com\/Fujw6aYf437jNRQ56nW95WUvm_ir_rpOwgC2zQ3J0htZqNZk2ahJOAAtNKrDTct6LHcad63H7OqmwJOLxmuZeBvKol87ieVqDxL8amRyViSL533NdkUzjv0vuR6yqrnYEsqScnZTRsS5wzFRJ8wwGqQ\")
4. Content Creation <\/h3>\n\n\n\n
![\"intercom](\"https:\/\/lh4.googleusercontent.com\/2IGq-bo3TkiF5dyJmcDWLTSmcG0XQUmhcTHPKzZlL44fSRlIbKLPy4fwSle8Cbm21tIevOdX8r6rxl2UInTxGbtZhCXADei_RWhovjpql6tisWUyxygc_yC8JjMR5JxWp6n8Wy6YMATZtnt1ZUT4Yao\")
![\"Hotjar](\"https:\/\/lh6.googleusercontent.com\/NO7D-jZUDkSbhQlGqO_9uRf9_ocuJ1760zDtuv3aAHpuVoPIV7FYHNW4bg3MZIM973zB0AF9bGZKmSiXPWSG2enG1gFndu7UZL-bMuMz14C3GWhXUbA00CDzwC693feGf2qe-doQOfW7x8e1S12tT4w\")
![\"hubspot](\"https:\/\/lh5.googleusercontent.com\/Q7F91o6SQZGuRqybXy9Ber1RMmbyR2WU86IkEPi2MuY4aTCXdsy1xP46OVbP3xdXJnzcaD_7pLk_GCQZskHn9IAzKaOByw9MLwxYiMYbXvQEI_zfRlwCesROrQ7Iwlf1Z4tDlgrgkn3J8fHhJnO1qaY\")
![\"oberlo](\"https:\/\/lh6.googleusercontent.com\/t0jdpAYt1erQxOLAA2qGWUZ7bvjAvSpESj6FVCZ-c82oQ9NsJX4JyG-nl-CCzqCNItS59vjJyttgd-kVvS57UGnbrW9D0fSp1gGFoDens9qOSB-JET5c-MUQnx6tj99L-slrFJghGFZKjGHOUwS1VoY\")
![\"buffer](\"https:\/\/lh5.googleusercontent.com\/IPuUTbsjogaxlx8C0r7RmMbvoT53XQ4-mdDqgsm4IXFuiit-vvzNNmJuKZKw_VC9C__0pUAY_6ih3wmBPcxYfBIlxVRSJQMg5xVjUZyd-CbhGhvb9FvIkfCdAwEu6WiVbL6urCizKJQ1WUSmvTXCQSw\")
![\"wistia](\"https:\/\/lh5.googleusercontent.com\/UE_0pd6KEVIMRafpdf9AdjEghxyVQGnLcyrv22DDs60E3Zem3dBsr0K7rN3jcFGW1ojz5dSzT5uFWSQGmp3shT0JcnvoovFUtuqCChc2HlvRvhxUuUvsQvYfqDDqbYNMV07cb7FV8nlYnEz1fGS8EfM\")
![\"orbit](\"https:\/\/lh6.googleusercontent.com\/EXsE9_qn-lqZD69jAn0369XeHpGPLN1c0IpSsfIDKC7-1lgYBsA-x7_N1U50t1U5bAS7_30RYgSF3vPeXNCCz9WbYpBtHdm2rKK4UN6snUqy8UxB6YWEyYpMsEpV5M6aoT5Zvp5sorL9aMlXLu5flVE\")
![\"asana](\"https:\/\/lh4.googleusercontent.com\/BXeWZ--roDH6eQpOl0nkpTyXuYz-iG8jhjUrPde-ROQ2PlDIXt9C2p_wKn9t1gGzk6Nu_bU46WpflOjZY12TVxtqNK20v0hpklC77EO9AlnocSgek5L4MKKOORnHN6bRgF7FcF2CLZDLBPCxzbFFY2g\")
![\"\"](\"https:\/\/lh6.googleusercontent.com\/W_IribEy1r2l0VxaX0LbzOb_Nhb3xIt4QDqpEaqXY0HgAVqG_928VfyT3CevN093F_ir3EjFQhfEbAfD9YuA3qJR3_K_Nr007KFOrW_F1gIue7c6u54OjJnvViJsdVqaVRDP2dwOlP7ye3DRUL5jInI\")
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5. Scheduling and Distributing Content <\/h3>\n\n\n\n
6. Measuring Success<\/h3>\n\n\n\n
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Brands Doing B2B Content Marketing Right <\/h2>\n\n\n\n
1. LeadPages<\/h3>\n\n\n\n
![\"leadpages](\"https:\/\/lh5.googleusercontent.com\/7R8zpldkyzDW9p-alQM8IF9l5taKvWfxB4iKElMCF_FmNSogwZdepnnPo8h39CClunyTJBK8NstXVbyiINLt9B43av1fUqZFvgszc-ieKeRboMhDomofvzARil93fxn-FIfTxaMlkcilsF7YxNBCBlg\")
2. Canva<\/h3>\n\n\n\n
![\"canva](\"https:\/\/lh5.googleusercontent.com\/ivZIdXb4qVJDkh6Bc25wiYLOQx3h4Ax-xf69f669YDaSoiZFe_8bW8fnZye8VSa1OR6wHmOA9YI2PxTXpMb2yYvDlq1xLk8rtClAUuFWzpo-EhoO2QSx0uUDXA7odS713OBv_0_q8yMI2LJBK0y7frc\")
3. Single Grain <\/h3>\n\n\n\n
![\"single](\"https:\/\/lh5.googleusercontent.com\/mLcbBs1jhdTlziYjdV-OubB4q1Pkm6IkJkdIRg135LnubuAOSthSYyCjhuUWDhSjEEuCOpTbIqivrmf37IE_zAt8oGwX-82_6CwS3loshzcIwBTfCfhlIueMxNhy-RT-CicyZqeQ-slBcEYBldV4XgE\")
Where to Learn More About B2B Content Marketing?<\/h2>\n\n\n\n
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Get Your B2B Content Marketing Efforts Off the Ground <\/h2>\n\n\n\n
![\"Content](\"https:\/\/beomniscient.com\/wp-content\/uploads\/Content-Strategy-framework-1024x535.png\")
<\/a><\/figure>\n\n\n\n