How To Conduct A Thorough Competitive Content Analysis

How To Conduct A Thorough Competitive Content Analysis

Staying ahead in content marketing requires not just keeping pace with your competitors but thoroughly understanding their content strategy. This involves dissecting their successes and shortcomings.

However, merely mimicking their strategies won’t suffice. You have to refine your approach.

To truly excel, one must blend traditional analysis techniques with inventive methods. This fusion ensures a comprehensive understanding of the competitive field while uncovering untapped opportunities.

It’s not enough to replicate; the goal is to innovate, drawing on both conventional wisdom and unique insights to craft a content strategy that stands out in a crowded market.

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Why is competitive content analysis so important for brands?

Competitive content analysis stands as a crucial pillar for brands aiming to secure a dominant position in the digital marketplace. By systematically evaluating the content strategies of competitors, brands gain invaluable insights into what resonates with their target audience, identifying both successful tactics and areas lacking engagement.

This analysis not only highlights the strengths and weaknesses within your own content strategy but also uncovers gaps in the market that can be exploited for competitive advantage. Furthermore, it enables brands to anticipate shifts in consumer preferences and industry trends, ensuring their content remains relevant and impactful.

In essence, competitive content analysis empowers brands to craft strategies that are not only responsive to the current market landscape but also innovative, positioning them to lead rather than follow.

This proactive approach to content strategy enhances brand visibility, fosters audience engagement, and ultimately drives growth, making competitive content analysis an indispensable tool in the arsenal of any brand looking to thrive in the digital age.

Proven and unusual ideas for analyzing competitive content

In competitive content analysis, blending proven methodologies with unconventional strategies is not just beneficial; it’s essential for cutting through the digital clutter and uncovering actionable insights that set a brand apart.

My “Unusual By Strategy” forte mandates a mix of traditional and innovative approaches to dissect and understand competitors’ content landscapes. This includes leveraging established SEO tools for keyword and backlink analysis, while also embracing creative tactics like social listening for real-time consumer sentiment, or employing AI to predict future content trends.

Moreover, diving into less conventional sources, such as patent filings or academic publications related to your industry, can reveal forward-thinking ideas and emerging technologies.

This dual-path approach ensures a comprehensive understanding of both the current competitive content environment and the potential shifts on the horizon, empowering brands to not only adapt but also to innovate, driving forward with content strategies that are as effective as they are unique.

8 substantial steps to conduct competitive content analysis

Leveraging my 40+ years’ experience as a Brand Content Strategist with a penchant for the unusual, I have crafted 8 ideas that intertwine time-tested approaches with innovative twists for conducting a thorough competitive content analysis. These ideas not only draw upon proven methods such as detailed competitor website reviews and SEO performance tracking but also incorporate unique strategies like analyzing competitors’ patent filings and academic contributions.

This blend ensures a deep understanding of both traditional and emerging competitive landscapes, allowing brands to identify overlooked opportunities and adopt cutting-edge techniques. The result is a robust content strategy that leverages both conventional wisdom and unconventional insights to achieve superior market positioning.

How To Conduct A Thorough Competitive Content Analysis (Infographic)

1. Start with identifying your competitors

Identifying your competitors is the foundational step in a comprehensive competitive content analysis, enabling a brand to benchmark its content marketing strategy effectively.

For instance, imagine a burgeoning eco-friendly packaging company aiming to carve out its niche. By pinpointing both direct competitors in the sustainable packaging industry and indirect competitors offering traditional packaging solutions with a green twist, the company can then scrutinize the content landscape to discover what topics resonate with their audience, the type of content driving engagement (be it blogs, whitepapers, or videos), and the SEO strategies propelling visibility.

This initial competitor identification not only highlights the content themes and strategies that are already successful but also reveals gaps and opportunities where the company can innovate.

Whether it’s leveraging untapped keywords or addressing unmet customer needs with original content, understanding who your competitors are sets the stage for a content marketing strategy that not only competes but leads, ensuring that every piece of content produced is strategic, targeted, and impactful.


  • Utilize industry reports and publications: Tap into industry reports and trade publications to compile a list of competitors. These resources offer valuable insights into market leaders, emerging players, and the overall competitive landscape, providing a solid starting point for identifying who you’re up against in the content marketing game.
  • Leverage social media listening: Employ social media listening tools to monitor conversations, hashtags, and mentions related to your industry. This approach helps identify competitors by revealing which brands are actively engaging with your target audience and generating buzz on platforms like Twitter, LinkedIn, and Instagram.
  • Analyze market share data: Consult market share reports and financial data to pinpoint major and minor competitors. Understanding the market share distribution gives a clear picture of who holds the lion’s share of consumer attention and where there might be room for content differentiation and innovation.
  • Attend industry events and webinars: Participate in industry events, conferences, and webinars to keep tabs on companies that frequently present or sponsor these gatherings. Such events are prime spots for identifying competitors, understanding their market positioning, and gauging their influence.
  • Conduct keyword research: Use SEO tools to perform keyword research related to your products, services, and industry topics. Identifying which competitors rank for your target keywords offers insights into who you are competing against in the digital content space, guiding your content strategy development.
Unusual Idea


Consider the idea of “Reverse Engineering Audience Interests.” This unusual enhancement involves identifying your competitors not by direct market presence but by analyzing the interests and engagement patterns of your target audience. Utilize social listening tools and data analytics platforms to track where your audience spends their time online, what content they engage with, and the discussions they participate in.

Apply this to the eco-friendly packaging company: by reverse engineering the audience’s interests in sustainability forums, eco-conscious blogs, and green technology discussions, the company can discover indirect competitors and niche influencers overshadowed by larger brands, thereby revealing untapped content opportunities and potential collaborative ventures. This approach shifts the focus from competitor-centric to audience-centric, uncovering competitive insights through the lens of audience behavior and preferences.

2. Examine competitors' website structure

Diving deep into the examination of competitors’ website structure offers unparalleled insights into how they prioritize content and cater to their audience’s needs. This step is crucial for understanding the user journey within a competitor’s digital domain, from the first point of entry to the final conversion.

Consider an up-and-coming online education platform that aims to stand out in a crowded market. By meticulously analyzing the website structures of established players, the platform can identify patterns in navigation design, content categorization, and call-to-action placement.

This analysis reveals not only the types of content (courses, blog posts, webinars) that are given prominence but also how these are strategically positioned to guide visitors toward enrollment.

Such insights enable the platform to architect its website in a way that enhances user experience, optimizes content discovery, and streamlines the path to conversion, thereby directly impacting its content marketing effectiveness and user engagement metrics.


  • Map out navigation paths: Analyze the navigation menus and site structure to understand how competitors organize and prioritize their content. Look for patterns in menu items, dropdown options, and the user journey to conversion pages, aiming to uncover the most streamlined paths that guide users through their site.
  • Assess content hierarchy: Examine the layout of key pages to determine the hierarchy of information presented. Identify which types of content (e.g., product pages, blog posts, testimonials) are given top billing and how they are used to engage visitors, aiming to discern a strategic placement that maximizes user engagement and retention.
  • Review site functionality and usability: Evaluate the overall user experience by considering site speed, mobile responsiveness, and interactive elements. This analysis will highlight best practices in creating a user-friendly environment that encourages longer visit durations and higher interaction rates.
  • Analyze call-to-action placement: Focus on the placement, design, and messaging of calls-to-action (CTAs) across the site. Understanding how competitors effectively prompt user action can inspire improvements in your own CTA strategy to increase conversion rates.
  • Investigate site architecture tools: Utilize tools like Screaming Frog or SEMrush to dissect the technical structure of competitor websites, including URL structure, internal linking strategy, and the use of sitemaps. This technical overview can offer insights into SEO optimization and site scalability, informing your own site development efforts.
Unusual Idea


Consider the idea of “Behavioral Flow Mapping.” This unusual enhancement goes beyond traditional site structure analysis by integrating user behavior data to visualize how visitors actually navigate through a competitor’s website. Using tools like the Google Analytics Behavior Flow feature, you can track the paths users take, from entry to exit, and the content that engages them the most.

Applying this to our online education platform, Behavioral Flow Mapping could reveal not just how competitors have structured their sites but how users interact with that structure. For instance, if the flow shows a high drop-off rate from the course catalog to individual course pages, it might indicate a need for clearer course descriptions or more engaging previews. This insight allows the platform to refine its own site structure, ensuring it not only attracts but also retains user interest more effectively than its competitors.

3. Make an inventory of competitors' content

Creating an inventory of competitors’ content is a critical step for brands to understand the breadth and depth of content being offered in their industry. This comprehensive cataloging involves listing all types of content, from blog posts and whitepapers to videos and infographics, along with their themes, target audiences, and publication frequency.

For example, a company specializing in sustainable living products might analyze competitors’ content to uncover how often they discuss topics like zero-waste lifestyles, eco-friendly technology, or sustainable fashion.

This inventory not only highlights the types of content that engage their shared audience but also identifies areas that may be oversaturated or underexplored. By systematically categorizing this information, the company can spot trends, gaps, and opportunities to position its content in unique ways that resonate with its audience.

This process ensures that the brand’s content strategy is data-driven, targeted, and differentiated, directly contributing to its visibility and authority in the sustainable living space.


  • Catalog content types: Document the variety of content formats used by competitors, such as blog articles, ebooks, podcasts, videos, and webinars. This step helps in understanding the diversity of the content landscape and the formats that potentially engage the target audience most effectively.
  • Track publication frequency: Record how often competitors publish new content across different platforms, including their website and social media channels. A consistent publication schedule is key to gauging the volume of content your audience is exposed to and identifying any patterns in competitors’ content strategies.
  • Note content themes and topics: Identify and list the main themes and topics covered by your competitors’ content. This will reveal what subjects are considered valuable and engaging in your industry, helping to pinpoint areas of interest for your target audience.
  • Assess content distribution channels: Identify the channels through which competitors distribute their content, including social media, email newsletters, and third-party platforms. Understanding the distribution strategy offers insights into how competitors reach their audience and the effectiveness of different channels.
  • Monitor content updates and refreshes: Keep an eye on how frequently competitors update or refresh their existing content. This can indicate their commitment to keeping content relevant and SEO-friendly, offering clues about the importance of content maintenance in staying competitive.
Unusual Idea


Consider the idea of “Cross-Platform Engagement Synthesis.” This unusual enhancement to making an inventory of competitors’ content involves not just cataloging the types and frequencies of content across traditional platforms, but also synthesizing this information with engagement data from less conventional sources like forums, Q&A sites, and niche social media platforms.

By applying this approach to the sustainable living products company, for instance, the firm could extend its inventory to include discussions on platforms like Reddit or specialized eco-conscious forums. This would allow the company to see not just what content competitors are producing, but how audiences across different platforms are interacting with it—highlighting unique opportunities for engagement and content differentiation that might be overlooked when focusing solely on mainstream channels. This synthesis offers a more holistic view of competitors’ content reach and audience resonance, providing a strategic edge in content planning.

4. Evaluate competitors' content quality

Evaluating competitors’ content quality is an essential process that goes beyond mere observation, requiring a deep dive into the substance, presentation, and user engagement of their content. This evaluation encompasses checking for accuracy, relevance, comprehensiveness, and the value it provides to the audience.

For example, a tech startup specializing in AI-powered applications would scrutinize competitors’ blog posts, tutorials, and case studies for not just the depth of information about AI technologies but also for the clarity of explanations, the inclusion of real-world applications, and the presence of user-friendly guides or walkthroughs.

This critical assessment helps identify not only what topics are being covered but how well they’re being addressed, revealing potential areas where the startup could differentiate its content by offering more detailed insights, clearer instructions, or more compelling case studies.

Ultimately, this evaluation informs a content strategy aimed at providing superior value, positioning the brand as a thought leader in the AI space.


  • Assess readability and accessibility: Evaluate the text for clarity, simplicity, and accessibility, ensuring content is easily digestible for the intended audience. This involves checking for a clear hierarchy of information, use of subheadings, and language that matches the audience’s level of understanding.
  • Analyze depth and relevance of content: Look into how thoroughly topics are covered and whether the content addresses the needs and questions of the target audience. This includes reviewing the comprehensiveness of articles, the inclusion of relevant data, and the presence of actionable insights.
  • Evaluate visual and multimedia elements: Examine the use of images, videos, infographics, and other multimedia elements for their quality, relevance, and effectiveness in complementing and enhancing the textual content. High-quality visuals should not only be appealing but also informative and aligned with the content’s message.
  • Check for up-to-date information: Verify that the content reflects the latest trends, data, and research in the industry. This means assessing the frequency of updates to existing content and the inclusion of current statistics and studies.
  • Measure engagement and interaction: Observe the level of user engagement with the content, including comments, shares, and likes. This can give insights into how the audience perceives the quality and value of the content, indicating areas where it resonates well or falls short.
Unusual Idea


Consider the idea of “Emotional Resonance Scoring.” This unusual enhancement to evaluating competitors’ content quality involves analyzing the emotional impact of content on the audience. By employing sentiment analysis tools and psychological frameworks, brands can assess not just the informational quality of content but also its ability to evoke specific emotions such as trust, excitement, or curiosity.

Applying this to the tech startup specializing in AI-powered applications, the company could examine competitors’ content for emotional triggers that successfully engage readers, such as inspiring stories of AI transforming businesses or alleviating daily challenges. This deeper level of analysis allows the startup to craft content that not only informs but also emotionally resonates with its audience, creating a more profound connection and distinguishing its brand in the crowded AI space.

5. Check competitors' performance metrics

Checking competitors’ performance metrics is a vital step for understanding the effectiveness of their content strategies, providing a quantifiable measure of engagement, reach, and conversion. This involves analyzing data such as website traffic, bounce rates, engagement rates on social media, and conversion metrics to gauge how well competitors’ content resonates with the target audience.

For instance, a boutique fashion retailer looking to elevate its online presence might study the performance metrics of leading fashion blogs and e-commerce sites.

By examining which articles have the highest engagement rates, which social media posts receive the most shares, and what types of email marketing campaigns drive the most website traffic, the retailer can identify successful content formats and themes.

Armed with this information, the retailer can then tailor its content strategy to incorporate these high-performing elements, ensuring its content not only attracts but also captivates and converts its audience, ultimately boosting its competitive edge in the fashion industry.


  • Analyze website traffic and sources: Investigate competitors’ overall website traffic volume and the main sources of this traffic. This helps in understanding where their audience comes from, whether it’s organic search, social media, referrals, or direct visits, providing insights into effective channels.
  • Evaluate social media engagement: Look at the engagement levels on competitors’ social media posts, including likes, shares, comments, and the growth rate of their followers. This metric offers a clear picture of how well their content connects with the audience on social platforms.
  • Monitor bounce rates and session duration: Assess competitors’ website analytics for bounce rates and average session duration on key pages. Lower bounce rates and longer session durations indicate content that effectively retains visitors’ interest and encourages deeper website exploration.
  • Check conversion rates: Examine the conversion rates of competitors’ key landing pages and calls to action. This metric is crucial for understanding how effectively their content persuades visitors to take desired actions, such as making a purchase or signing up for a newsletter.
  • Review content shareability: Measure how frequently competitors’ content is shared across various platforms. High shareability suggests content that resonates well with the audience, indicating topics or formats that might be worth exploring in your own content strategy.
Unusual Idea


Consider the idea of “Predictive Engagement Analysis.” This unusual enhancement to checking competitors’ performance metrics involves leveraging advanced analytics and AI to forecast future content engagement trends based on historical data. By analyzing patterns in competitors’ content performance over time, including fluctuations in engagement and traffic, this method predicts which topics, formats, and publication times might gain traction in the coming months.

Applying this to the boutique fashion retailer example, the retailer could use predictive analysis to anticipate the rise in popularity of certain fashion trends or content types, allowing it to preemptively adjust its content calendar. This forward-looking approach not only helps in staying a step ahead of current trends but also in strategically planning content that aligns with predicted future interests of the target audience, ensuring the retailer remains at the forefront of the digital fashion conversation.

6. Analyze competitors' SEO strategies

Analyzing competitors’ SEO strategies is crucial for understanding how they maximize visibility and attract their target audience online. This detailed examination involves evaluating the keywords they target, the structure of their website, the quality and quantity of their backlinks, and their content’s optimization for search engines.

For instance, a new organic skincare brand could analyze leading competitors in the natural beauty sector to discover which terms and phrases they rank for, such as “organic skincare solutions” or “eco-friendly beauty products.”

By understanding these SEO tactics, the brand can identify areas where competitors might be overlooking key niche terms or where there’s an opportunity to create more comprehensive content around specific themes.

This insight allows the brand to refine its own SEO strategy, targeting underserved keywords and optimizing its content to outperform competitors in search rankings, thus enhancing its online presence and drawing more traffic to its site.


  • Identify targeted keywords: Research and document the specific keywords and phrases competitors target in their content, titles, and meta descriptions. This reveals the terms they aim to rank for, providing insights into their content strategy and audience focus.
  • Examine backlink profiles: Use SEO tools to analyze the quantity and quality of backlinks leading to competitors’ websites. High-quality backlinks from authoritative sites indicate strong SEO efforts and contribute significantly to search engine rankings.
  • Assess on-page SEO tactics: Review the use of keywords in competitors’ content, including headings, subheadings, and alt texts for images. Effective on-page SEO optimization is crucial for improving visibility and search engine rankings.
  • Analyze site speed and mobile optimization: Evaluate competitors’ website loading times and mobile responsiveness. Sites that load quickly and are optimized for mobile devices tend to rank higher in search engine results pages.
  • Study their local SEO efforts: If applicable, examine how competitors optimize their content and listings for local search results, including the use of local keywords, Google My Business listings, and location-based content. This is especially relevant for businesses targeting a specific geographic area.
Unusual Idea


Consider the idea of “Semantic Saturation Analysis.” This unusual enhancement to analyzing competitors’ SEO strategies focuses on evaluating not just the keywords but the overall topical authority that competitors establish through their content. By employing tools that assess topic coverage depth and breadth, brands can uncover how competitors create content clusters around specific themes to dominate search engine results pages.

Applying this to the organic skincare brand example, the brand could delve into the semantic core of competitors’ content, identifying not just the keywords but also the related topics and subtopics extensively covered. This analysis reveals opportunities to build comprehensive content that addresses not only direct queries but also related areas, enhancing the brand’s visibility as a topical authority in the organic skincare niche. This strategy goes beyond traditional keyword targeting, aiming to provide holistic content that meets the audience’s needs and search engines’ evolving algorithms.

7. Identify content gaps and opportunities

Identifying content gaps and opportunities is a strategic process that involves analyzing the existing market content landscape to pinpoint areas, where competitors are not fully meeting audience, needs or interests. This method allows brands to find unique angles and untapped topics that can differentiate their content and attract more engagement.

For example, a company specializing in sustainable home goods may notice that while competitors focus heavily on the environmental benefits of their products, there is less content addressing practical aspects like durability, cost-effectiveness, and user testimonials.

By recognizing this gap, the company can produce content that not only highlights the eco-friendly attributes of its products but also addresses these underrepresented topics, providing a more comprehensive resource for consumers.

This approach not only fills a void in the market content but also positions the brand as a thought leader that understands and addresses the multifaceted interests of its target audience, thereby enhancing its competitive edge.


  • Conduct keyword gap analysis: Utilize SEO tools to compare your keyword rankings with those of your competitors. Identify high-value keywords that competitors rank for but your site does not, highlighting potential areas for content development.
  • Analyze topic trends: Keep track of emerging trends within your industry by using tools like Google Trends. Compare these trends against the content themes covered by competitors to identify any trending topics they may have overlooked.
  • Map customer journey gaps: Examine the customer journey and identify stages where competitors’ content is lacking. Look for opportunities to create content that addresses specific questions or concerns not covered by competitors at each stage of the journey.
  • Leverage social listening for unmet needs: Use social listening platforms to monitor conversations about your industry, brand, and competitors. Look for recurring questions or complaints that competitors’ content does not address, indicating areas for opportunity.
  • Benchmark against industry standards: Compare competitors’ content against industry benchmarks and best practices. Identify areas where their content falls short in terms of depth, breadth, or quality, suggesting opportunities for your content to excel.
Unusual Idea


Consider the idea of “Emotion-Driven Opportunity Mapping.” This unusual enhancement involves analyzing competitors’ content to identify not just topical gaps but also emotional and psychological needs that are not being fully addressed. By employing sentiment analysis and psychological profiling techniques, brands can uncover deeper layers of audience needs—such as the desire for security, belonging, or achievement—that competitors’ content might neglect.

Applying this to the sustainable home goods company, for instance, it could reveal that while competitors extensively cover the environmental impact of their products, there is a gap in addressing how these products contribute to a sense of personal well-being and home comfort. By filling this emotional gap with content that resonates on a more personal level, the company can connect with its audience in a more meaningful way, fostering loyalty and differentiating its brand in a crowded market.

8. Review competitors' audience feedback

Reviewing competitors’ audience feedback is a critical step that provides direct insights into what consumers appreciate and what they feel is lacking. This process involves scrutinizing comments on blog posts, social media interactions, and reviews on third-party sites to gauge audience sentiment towards competitors’ content.

For example, a company offering online coding courses might analyze feedback on a competitor’s tutorial series. If the feedback consistently points to a lack of beginner-level explanations or requests for more interactive learning tools, this identifies a clear opportunity.

The company can then tailor its content strategy to fill these gaps, perhaps by creating more foundational tutorials or incorporating interactive coding exercises.

By directly addressing the needs and preferences expressed by the audience, the company positions itself as a responsive and attentive option in the market, likely attracting those seeking a more engaging and supportive learning environment. This approach not only enhances content relevance but also boosts consumer satisfaction and loyalty.


  • Monitor social media comments: Regularly review comments and discussions on competitors’ social media profiles to understand what their audience likes and dislikes about their content. This can reveal valuable insights into audience preferences and pain points.
  • Analyze blog post comments: Dive into the comments section of competitors’ blog posts to gather feedback on specific topics, the depth of information provided, and the overall user engagement with the content. This feedback can highlight areas for improvement or differentiation in your content strategy.
  • Survey third-party review sites: Check review sites and forums where users might discuss competitors’ products, services, or content. These platforms often contain candid feedback and suggestions that can inform your content adjustments and innovations.
  • Assess feedback on multimedia content: Look at audience reactions to competitors’ videos, webinars, and podcasts on platforms like YouTube or Spotify. Understanding what makes multimedia content resonate or fall flat with viewers can guide the development of your own engaging multimedia strategy.
  • Gather insights from Q&A platforms: Investigate questions and answers related to competitors on platforms like Quora and Reddit. The issues and gaps highlighted by the audience here can direct you to create content that addresses these unanswered or insufficiently covered topics.
Unusual Idea


Consider the idea of “Sentiment Journey Mapping.” This unusual enhancement takes reviewing competitors’ audience feedback beyond simple analysis, by tracking the emotional journey of the audience over time. This approach involves categorizing feedback into emotional stages—such as frustration, satisfaction, and anticipation—using sentiment analysis tools across various platforms where feedback is given.

For the online coding courses company, this could mean analyzing the sentiment in comments on a competitor’s tutorials over several months to identify patterns in emotional response to content updates, teaching methods, or platform changes. By understanding these emotional trends, the company can strategically design content and course structures that directly address and improve upon the emotional pain points and peaks identified in competitors’ offerings, thereby offering a more emotionally resonant and satisfying learning experience.

In summary

  1. Comprehensive competitive analysis is key: A thorough competitive content analysis involves more than just reviewing the topics covered by competitors. It requires a deep dive into the structure, quality, and performance of their content, along with SEO strategies and audience feedback. This holistic approach uncovers not just what competitors are doing, but how effectively they’re doing it and how audiences are responding.

  2. Blending traditional and innovative methods enhances strategy: Incorporating unusual enhancements such as “Emotion-Driven Opportunity Mapping” or “Sentiment Journey Mapping” alongside traditional analysis techniques can reveal deeper insights into both competitor strategies and audience needs. This blend of methods allows for a more nuanced understanding of the competitive landscape and the identification of unique content opportunities.

  3. Identifying gaps and opportunities drives competitive advantage: Carefully analyzing competitors’ content to identify gaps and opportunities is crucial for developing a content strategy that truly stands out. Whether it’s filling unmet audience needs, exploiting overlooked topics, or addressing areas of weak competitor performance, these insights enable brands to craft content that differentiates them in the market and resonates more deeply with their target audience.

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Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

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