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Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

As an inbound marketing tactic, content marketing is a budget-friendly method which will bring immense benefits for your business both in the short term and long run. It’s a strategy which is particularly effective for educating and nurturing existing as well as potential customers, targeting ToFu, MoFu and BoFu stages of customers. This is why content marketing is one of the core digital marketing strategies for bringing in traffic and encouraging conversions for any brand.

But what exactly is content marketing? And what does a content marketer do in order to reap these benefits?

Read on to find more about the job of Social Media and Content Executive Emily Ng, and discover what goes on behind the scene in an agency’s day of work.

Meet Emily- Social Media and Content Executive at 2Stallions!

Fresh out of university in 2019, Emily joined 2Stallions for her first full-time job as a Social Media and Content Executive. Since then, she has been with our agency for 1.5 years, specialising in copywriting and content creation for clients.

She discovered her passion for copywriting when she started an internship as a copywriter at a local start-up and has never looked back since. Over the years, she has written a variety of social media posts for different categories, from homeware, a fitness gym for little kids to insurance and healthcare.

A complete homebody, you will find her at home during the weekends picking up new skills such as video editing or baking. Currently, she is working on mastering a new language!

What goes on in the day to day job as a Social Media and Content Executive?

Well, as my job title suggests, I create content on a daily basis! The content I create ranges from blog articles, newsletters, copywriting (social media posts and ads), scripts for animated videos to infographics.

Emily worked with the creative team on this fabulous video for our client – Attonics Systems

However, other than creating the content, there’s actually a lot of preparation work to be done. This includes content research, planning, conceptualising content and social media calendar (up to months in advance), and keyword research. It’s also essential that I keep myself updated about the industry’s latest trends by reading up various marketing magazines and data reports such as Think with Google.

These are the foundational work needed to be done, to ensure I’m aware of the current trends to produce content that is engaging, interesting and relevant for our clients’ targeted audience.

As a content creator, I also get to work with other teams in the agency. Two teams that I work closely with include the SEO and Creative team. The SEO team ensures that my content has higher visibility in Google’s search engine. I also work with the Creative team to discuss and align the art direction for a particular project.

Another important aspect of my work includes conducting weekly brainstorming or meetings to refresh the existing content plan. All of these are essential to help our content remain timely and updated.

These weekly meetings also help us to review and incorporate clients’ feedback into our work. Our agency believes in putting the needs of our clients first. Therefore, I always ensure transparent communication and regular updates with the clients about our work.

Why do you think content marketing is important and relevant for businesses these days?

In my opinion, content marketing is extremely relevant these days.

Think about all the times we want to make a purchase or find a restaurant “near me” whenever I’m on the go. What is the first step we’ll do before making a decision?

We’ll almost subconsciously whip out our devices to do a quick search on the product or place that we are interested in. We’ll look up reviews, listicles and take a deeper dive into a particular company’s website. As a habitual instinct, conducting research is the first step we make before any purchase decision these days.

We’re so reliant on search engines that brands need to produce content around what people are searching for, such that you can increase awareness and generate leads for your product or service.

Was it difficult for you to work in a field that was outside of your degree specialization? Any advice for fresh graduates who’re open to exploring different career paths just like you did?

After my short stint in a copywriting internship, I knew marketing was a field I was passionate about. However, finding a full-time job in the marketing industry was a little challenging as my degree was not in communications or marketing.

Fortunately, I took on several internships and part-time jobs during my university days in copywriting. This proved to be beneficial as the internships helped me gained the experience that most marketing employers are looking for.

For those who are open to exploring different career paths, I definitely recommend going for internships to obtain the experience first. Make sure you do your research and find a company in the industry you’re interested in. Before choosing a company, it’s important to understand the company’s culture and work environment. The ideal internship should provide you with ample learning opportunities and good mentoring. Otherwise, it would be a wasted internship as you’ll obtain little value that could benefit your career pathway.

Other than internships, do also consider self-learning and upskilling. There are also many learning tools out there such as Google Skillshop or Udemy that can help you gain relevant and important skills. At the same time, you will also learn and understand the industry better.

You must equip yourself with the knowledge and skills as this will give you an edge during your interview process. Most importantly, don’t feel disheartened when you get rejected by a company. Take it as a learning process and never give up! (I also faced several rejections myself!)

As a writer and content creator, were there times when you experience content fatigue or faced writer’ block? What do you do to help yourself get out of the rut?

Definitely. During such times, I would remind myself to take a short break, walk around a little and try to stop thinking about that particular project. Alternatively, I would also browse through social media to take my mind off the project. Doing so helps me to refresh my mind which is great when you’re feeling overwhelmed or uninspired.

During the Circuit breaker period (working from home), I’ve also come to learn that taking timely breaks is extremely important. If you overwork by forcing yourself to produce content for… let’s say 5 hours straight, you are not going to produce quality work that you or your clients want. In fact, if you take small breaks in between the day to recharge yourself, you can produce better work as your mind is in an optimal state to think creatively and write effectively.

Is it true that an agency life is work without play?

Sometimes when you are handling multiple projects, it can get pretty time-consuming. However, agency life is really not work without play. At 2Stallions, we encourage everyone to work hard and play hard! We have a relatively young team, so it can be pretty fun in the office at times!

Our agency also emphasises on the well-being of its employees. That is why we have regular video calls to catch up with one another, to ensure everyone is coping well with the current situation. I’m grateful for my supportive colleagues who’re always ready to help whenever I’m feeling overwhelmed at work. When things get tough, I know that I will always have my team to fall back on.

Wrapping Up

Contrary to common belief, the job of a Content Creator goes beyond writing articles. Content marketing has moved past blogs and now encompasses so much more. With this article, we hope that you have a better understanding of what it’s like to work as a content creator . Feel free to connect with Emily if you’re curious to learn more the work we do!

Drop by our blog if you’d like to learn more about content marketing and content strategy. Don’t forget to subscribe to our newsletter to stay updated about all things digital.

In the first part of our content marketing series, we discussed the what and how of content marketing. In this article, we’ll bring you through 5 easy steps to build a personalised content marketing strategy that works for your brand.  

By now, you already know that content marketing is essential to take your business to new heights. 

This method of attracting and nurturing leads has been proven to be one of the most cost-effective and efficient ways of establishing brand awareness, build trust with your target audience and even acquiring new customers.

When planned and executed strategically, content marketing can boost web traffic to your business site, increase social following and establish yourself as an industry leader.

An effective content marketing plan is strategic in both its production and delivery. Without a well-developed execution plan, your content would lose all its meaning. 

The difference between content marketing and having a content strategy

Content marketingContent marketing strategy
Content marketing is all about using relevant and valuable content to attract and retain visitors, eventually turning them into paying customers.Content marketing strategy is an overview plan you have for every piece of content related to your business. In other words,  it is the blueprint that maps out the production and delivery of content for your brand.

If you’re unsure of how you can start your content marketing strategy, look no further. In this guide, we will walk you through 5 simple steps that will help you develop a content marketing strategy that’ll drive results and grow your business.

5 Essential Steps to Help you Develop an Effective Content Marketing Strategy:

Step 1. Set Your Goals Strategically

Step 2. Understand Your Audience

Step 3. Streamline Content Process

Step 4. Distribute Content Effectively

Step 5. Optimize Content for SEO

1.     Set Your Goals Strategically

“Setting goals is the first step in turning the invisible to the visible.” This inspirational quote from Tony Robbins, an American author and public speaker is what you need to remember when you kick-start your content plan.

To know what content pieces work for your brand, you need to first map out an overview of your strategy (setting clear and defined objectives), establish ROI targets and outline a clear direction for your business’ growth.

Here are some goals to help you get started:

  • Increase website traffic
  • Attract new prospects
  • Convert leads to customers
  • Gain influence and authority
  • Increase visibility in search engines

These are measurable and quantifiable goals which will help you measure the effectiveness of your content strategy in the long run.

Using tools such as Google Analytics will help you measure key metrics such as web traffic and top viewed pages. With these data, you’ll know what content works and what doesn’t. This will help you make informed revisions to improve your strategy progressively.

2.   Understand Your Audience

After setting your goals, the next crucial step would be to identify and understand your target audience.

This is important because a customer’s purchase decision is highly dependent on whether they find your content valuable and helpful. Therefore, content marketers have to keep in mind their target audience in order to create content that sells. Otherwise, you might fail at creating content that your customers care about.

If your content resonates well with your customers or you helped them understand what to buy, they’re likely to purchase from you.

Using data to segment your target audience

One way to can create the right content that reaches your customers is by collecting demographic data. Web analytics and social media sites are a reliable source of audience data. They often provide customer insights such as audience demographics, interests, education, income, and so on.

Here’s an example of how you can use Google Analytics to collect audience data to plan topics and create content that suits their interests.

To obtain these sets of data, go to Audience » Interests » Overview. In that page, you will see the market segments of your site visitors. Under overview, take note of the affinity categories (that are grouped by interest) with a greater reach (higher percentage). These are topic categories that most of your audience are interested in and topics that you should be creating.

Google Analytics can help you identify your audiences’ interests

Social networks also offer similar data. For example, you can get demographic information on your Facebook fans via Facebook Page Insights.

Facebook insights allows you to understand the
demographic of your audience such as age and gender

From these data, you can move on to categorise your audience into broader categories and create customer personas. Customer personas are extremely useful to help you identify the needs and wants of your customer. Knowing who your customer is will also will help you craft the right message that speaks to them directly, thus humanizing your marketing communication.

3.     Streamline Content Process

Once you’re done with the first two steps, you may begin planning your content production. This is where you will streamline your content marketing efforts to produce fast and efficient content.

Start your plan by defining the buyer’s journey. In most cases, you can base your strategy around these funnels: top of the funnel, middle of the funnel, and bottom of the funnel.

The first one is the awareness stage, where people seek answers to their questions through research. The middle funnel is known as the evaluation stage, where people conduct extensive research on whether your product or service is a perfect fit for them. Lastly, the bottom funnel or purchase stage is where people figure out what it would take to become your customer.

You should take these funnels into account when creating content. There should be content pieces (i.e. product guides, blogs, social posts, research studies, etc.) specifically designed for each stage of the funnel.

Next, you must plan an editorial calendar. Brainstorm content topics with your team and assign writing and editorial tasks to your key team members.

It’s ideal to keep all your content ideas in a spreadsheet. However, spreadsheets have their downside. They lack automation and commenting functionality. If you want to see everything in place and avoid missing deadlines, you can opt for content calendar tools such as Google Calendar, Kanban Flow, Trello, Contently, and more.

4.     Distribute Content Effectively

Content marketing isn’t only about developing high-quality content for your target audience. It also deals with the process of promoting and distributing your content through different channels.

If you fail to distribute your content effectively, it would be impossible to reach the widest audience possible. You’re also likely to fail your ROI targets such as driving traffic to your website, attracting new prospects and customers, gain authority, and more.

2 Common ways to distribute content.

1. Building an email list.

It’s important to have a mailing list because reaching out to people via email is 40 times more effective at acquiring new customers than Facebook or Twitter.

But how do you build an email list? Here are a few tips on how to encourage visitors to subscribe to your email list:

  • Include CTA buttons on every landing page on your website
  • Add pop-up images or slider on all your landing pages
  • Send out pop-up surveys while visitors are browsing
  • Add email captures at the end of your blog posts
  • Re-engage contacts inactive subscribers

To learn more about creating a mailing list for your business, click here.

Once you created your email list, you may proceed with content distribution. You can create a paid subscription model for premium content, send weekly newsletters and exclusive content (i.e. How-to videos, invitation, etc.), offer exclusive coupons or discounts, and more.

This will help you engage and connect with potential and existing customers at a lower cost (compared to paid ads to boost sales). Due to its greater outreach, conversion rates are also likely to improve.

2. Social media is another powerful platform for distributing content.

Globally, around 3.8 billion people use social networks including Instagram, Twitter, Pinterest, Facebook, and LinkedIn. This means you should establish your presence on at least some of these channels in order to attract a greater pool of customers.

Here are some tips to curate content for your social media accounts:

  • Repurpose and curate your own content
  • Be consistent with your updates
  • Share your blog articles and other content on social media
  • Post engaging visual content such as videos, infographics, slide presentations, and more
  • Create content based on the latest trends or news and share it across your social networks (increasing “shareability”)
  • Create dynamic content or dynamic paid social media ads

5.     Optimise Content for SEO

Content marketing and search engine optimization (SEO) are intertwined. The two might be different in concept but they are an essential combination for content marketing to generate results.

While the former focuses on creating and distributing content for a targeted audience, the latter helps to make your content visible in search engines. This combination is also known as SEO optimised content which will result in 2 main benefits for your business.

First, it will help your site rank higher on Google.

Quality content is what engages your target audience. As more readers pick up your content and shares it with their network, it creates greater engagement and traffic to your site.

With more engagement and clicks on your content, Google recognises your site to be relevant and valuable to users. That is because Google thinks online users are searching and liking your content, therefore prioritizing your page over others. Consequently, Google rewards your page with a higher position in their search results page (SERP).

After building a strong web presence with a higher site ranking, you will start to attract more targeted traffic and increase your customer base.

Over time, your brand can establish a strong brand presence online and become a reputable source of information when users search for content you posted about.

Secondly, SEO-optimised content like landing pages can prompt higher conversions.

SEO optimization is important to decrease loading speed of a page in order to provide a pleasant user experience for your audience.

When your webpages load fast, are easy to navigate, and optimized for desktop and mobile, site visitors may stay for a while and continue browsing for a longer time. In this case, you have a better chance of holding their attention and turning them into paying customers.

Optimizing content for SEO requires both the technical and content writing skills to ensure you enhance the effectiveness of your content for the search engines.

Search engine optimization typically involves the following procedures:

  • Perform keyword research
  • Write content based on keywords
  • Optimize content for main keywords
  • Build backlinks
  • Update links and keywords
  • Analyse rankings and traffic

To bring in more traffic to your website and achieve better results, hire a competent SEO specialist or SEO agency. SEO experts can help you to facilitate web results and monitor your campaigns.

The Takeaway

It will require some time before your content marketing strategy takes effect.

Nevertheless, you should still make your content marketing strategy the heart of your marketing initiatives. It’s crucial for building your brand identity and winning the confidence of your target audience.

Whether you’re new to building a content marketing strategy or you’ve been using the same approach for a while, it’s important to constantly revise your strategy to ensure it stays up-to-date, innovative, and engaging for your customers.

Make use of our 5 steps guide we’ve provided, and you’ll be able to develop a strategic approach to drive online visibility and growth for your business.

If you’d prefer an agency to help you manage your company’s content marketing, feel free to contact us.

If there’s one overused cliché in content marketing, it would be “Content is King.” As cliché as it sounds, this phrase speaks the truth because any kind of content (i.e. blog posts, infographics, videos, etc.) can help brands in endless ways.

Words and visuals, in particular, are powerful communication tools. They help to establish your brand identity, build a connection with your audiences, boost awareness of your brand, and generate qualified leads among other benefits.

This is why every company should make content an essential part of its marketing arsenal. Businesses should utilise content marketing to improve awareness, leads, and sales.

If your organisation hasn’t developed a solid content marketing strategy yet, now is the time to jump on the bandwagon.

Keep reading to learn more about content marketing and how to make high-quality content pieces that work for your business.

What Exactly Is Content Marketing

In its simplest definition, content marketing is all about using relevant and valuable content to attract and retain visitors, eventually turning them into paying customers.

It aims to capture the interest of audiences and solve their pain points by creating content that serves these goals.

This blog you’re reading right now is a form of content marketing. That online survey you answered, the email you opened and social media posts you liked is also another form of content marketing.

Other types of content marketing include:

  • case studies
  • infographics
  • webinars
  • podcasts
  • videos

Why Content Marketing Works

Content marketing works wonders because of 3 major reasons: it delivers value to audiences, builds trust over time, and attracts the right target audience for your brand.

Think of blog articles as an example. These content pieces are written for a certain group of audiences to address specific needs, pain points, and desires.

When the readers’ problems are addressed and solved through your articles, your blog site establishes an authority. Readers will keep coming back for more, thus allowing your brand to engage better leads and customers.

Still not convinced that content marketing works? Take a look at these content marketing statistics:

Content Marketing Examples to Inspire Your Next Campaign

You now know what content marketing is all about. You are aware on how it can help your marketing efforts. Let’s take a look at some successful examples that can inspire you into action!

Coca-Cola’s “Share a Coke” campaign

Coca-Cola company personalised its cans with 250 of the most common names and people around the world went crazy in search of a can bearing their name. The campaign was a major success because it appealed to human emotions, inspiring shared moments of happiness among friends and family.

In Australia alone, the soft drink manufacturer sold more than 250 million (that is 10 times of its population size!) bottles and cans within 3 months.

Coca-cola grew sales with share a coke campaign

Superdrug challenges beauty standards with the campaign: “Perceptions of Perfection Across Borders”

Superdrug Online Doctor is a website offering prescription and medical consultation services. The brand asked designers from 18 countries to retouch a woman’s photo according to their country’s beauty standard. The project aimed to better understand potentially, the unrealistic standards of beauty and to see how pressures on women’s bodies vary around the world.

The project turned out to be a success because of the body positivity message it left: there’s no such thing as the perfect body.  

These pictures quickly made headlines when they were first published and sparked lots of conversations online which boosted the brand awareness of Superdrug.

BuzzFeeds Tasty facebook page – Building a juggernaut with short video content

BuzzFeed’s instructional cooking arm, Tasty, is one of the biggest publishing brands on Facebook and it’s also the juggernaut behind the success of Buzzfeed’s video marketing.

Tasty successfully captured people’s interests by publishing recipes and other food-related content consistently. The brand also began the unique 60-second video format, making it popular on Facebook feeds.

In September 2016, Tasty’s main Facebook page was the third-biggest video account on Facebook with nearly 1.7 billion video views. Today, Tasty has grown into a multi-stream revenue model with over a 100 million followers, receiving an average of 300,000 views for each of its new video.

How to Create Content That Works for Your Brand

Remember, content is an essential piece of information. All the information presented in it can help you succeed at persuading and entertaining your readers. With that in mind, it is important to create a content marketing strategy that focuses on producing quality content.

There are 4 qualities to a great piece of content:

1. It Should Be ReadABLE

First things first, your content should be readable. It should be easy on the eyes.This means it should meet the following readability factors: font size, text and background colour, white space, and more.

You can’t expect your target audience to stay on your website if your content is written in tiny fonts. Troublesome colour combinations can also result in headaches, which can tune your readers out in the first few minutes of their site visit.

Also, white space should be your friend. Make sure the column width, vertical spaces between lines, and space around the images aren’t too tight for easier reading.

For content to be readable, it should also be easy to understand. Audience’s attention span keeps shortening over the years. That’s why you should convey your message simply to avoid alienating readers in the first few minutes or seconds.

Secondly, follow the KISS principle. Keep it short and simple. Steer clear of complex words and jargons to get your message across. It’s also ideal to reduce the length of your sentences.

While there’s no definitive rule on the ideal length of a paragraph, a great way to paragraph would be around ideas. Split your paragraphs into sections to make chunks of information easy to read.

2. It Should Be ShareABLE

The best content gets more eyeballs not only because it’s readable but also because it’s shareable. Oftentimes, content shareability depends on one significant factor: the topic itself.

If you want to get your content shared, come up with content ideas that resonate well with varied audience types. You can begin your topic research by looking into the following: emotions, trend, and identity.

Creating content that elicits emotions such as excitement, joy and awe can your make brand or campaign viral. Strike these positive chords to connect with your audiences emotionally and eventually attract more likes, clicks, or shares.

Finding trending topics and building upon them is another sure-fire way to make content shareable. Provide your target audience with content that speaks to their interests and this may help inspire discussion and connection among like-minded individuals.

Let’s say you’re targeting people who love to travel. This type of audience has various interests—destination, experience, food, and so on. You may write a blog article that features a list of vacation spots and activities in a specific location.

People are also more likely to share content on their social media profiles if they can relate to and see themselves in it. Try to understand what your target audience believes in and create a piece of content that affirms their points of view.

3. It Should Be ActionABLE

For a content marketing campaign to be effective, the content should not only spread information to a specific audience, but it should also prompt action and explain to the reader how they can achieve a certain objective. This is known as actionable content.

When creating actionable content, you must understand your prospect’s dilemmas or problems. You need to recognise these problems and provide answers, solutions or helpful advice.

So how do you actually create this kind of content?

First, you should focus on the ‘how-to’ element of your content. Instead of only presenting a list of ideas, explain how to execute them or guide readers on how to choose the right one.

Next, use visuals (i.e. images and videos) to explain your thoughts and ideas. The human brain is hardwired for visual content. Adding visual elements to your content will help your audiences process the information easily.

Also, actionable tips that are backed by real-life examples can convince your readers to take action. Include examples and statistics within sections of your posts to make your content trustworthy.

Lastly, use clear calls-to-action (CTAs). Keep them short and sweet but make sure you get the message across whilst evoking a sense of urgency.

4. It Should Be MemorABLE

Great content leaves your audience in awe. It lets readers hang on to your words or message not just for a moment, but for a long time.

Tapping into a single emotion such as happiness, sadness, anger or fear is one way to make content stick with your target audience. In a study conducted by Psychology Today, it was found that people respond to the emotional part of the ads than the text itself.

That is why tear-jerking and humorous campaigns tend to leave an impact on audiences. The strong emotions they convey help to engage, influence, and inspire people, making the campaign viral and memorable.

Apart from using emotional triggers, there’s another method to leave your audience awestruck- a cliff-hanger.

There are a few steps to create cliff-hanger content. First, begin with writing strong and magnetic headlines. Your headline should give readers a glimpse of your content’s purpose. Next, craft a promising introduction. Tell readers why they should care about your post and promise them a solution to their problems.

Then, leave them with a question that will make them reflect on how they can implement the knowledge you provided. The question should leave them wanting for more and clicking your call-to-action (CTA) button.

Back to You

Behind every successful brand, there are high-value content pieces designed to promote its business.

If you want to stand out or at least keep up with your competition, then develop content that’s readABLE, shareABLE, actionABLE, and memorABLE.

Fun fact: Those four words all end in ABLE. That means you have a bigger chance to achieve your goals if you’re able to create content that meets the above qualities.

Here at 2Stallions, we recognise the value of content marketing and uphold the above practices. If you need assistance with developing content that engages and sells, we would be happy to help. Learn more about our content marketing services here.

Back to School!

Daniel was invited to give a guest lecture to a group of communications students at Singapore Management University (SMU) on content marketing. During the lecture, Daniel shared his expertise on the importance of communications and brand storytelling.

Additionally, he shared the trends shaping the marketing industry and gave tips on what makes a compelling story in the eyes of clients and businesses.

He also highlighted that content marketing is an essential part of any marketing strategy. It is an affordable way to maximize their online visibility, create authority and build trust between a business and its customers.

The difference between advertising and content marketing

How content marketing works to create impact for businesses

Daniel went on to add that marketers have to understand consumers and craft content that engages their audience. Quality content helps a brand to introduce its products and services as a solution, to steer customers into the sales funnel.

When a brand successfully creates content that engages and value adds to their audience, the brand will encourage conversions. That is because the brand’s content over-delivered by providing useful information to educate their leads. This will help them stay informed to make a purchase decision better.

Furthermore, the benefit of creating content online is that a marketer can plan their content with keyword research and search engine optimization (SEO). Marketers can also measure the results of his or her content’s reach. From brainstorming and researching to knowing who has read your content, everything can be measured online. As such, content marketing is a necessary and critical strategy for any brand to connect with its audience and increase conversions.

If you would like to learn more about content marketing, click here.

Daniel sharing what makes os considered successful content marketing, and gave tips for content strategies that actually create impact for businesses.
Daniel and his engaged class of communications students at SMU

Bridging the gap between knowledge learned in the classroom and the real world

After sharing the blueprint for a successful content strategy, Daniel led a Q&A session with the students. Mark Chong, Associate Professor of Corporate Communication (Practice) teaching the class, went on to emphasize the value of what Daniel had shared with the class. He stated that the insights given by Daniel during the class will help to bridge the gap between the knowledge learned in the class and the workings of the real world.

We are glad to have helped the students learn some tips and tricks of effective content marketing. At 2Stallions, one of our core values is to learn continuously and we are heartened to see this spirit in a class of young aspiring students as well.

Kudos to the participative students that contributed to an interactive discussion during the lecture!

Daniel answers questions about content marketing.
Daniel ends the lecture with a Q&A session and calls for interns

The lecture ended off with a call for interns with 2Stallions Digital Marketing Agency.

If you’re currently an undergraduate and looking for an internship opportunity this summer, you may write in to our HR team here with your resume and internship availability period. 

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