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Ann Handley

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Content Marketing Grows Up: My 2016 Prediction

Content Marketing wakes up one morning in a place it doesn’t recognize, and tries to piece together what happened last night… and all the previous nights, too.

(Because, if it’s being honest, last night wasn’t an occasional bender—it had become a lifestyle.)

It takes a hard look at itself and wonders with a measure of regret: “How did I end up here?”

Everyone said Content Marketing had such potential.

Everyone said it was the hope for the future that would save marketing from itself.

Everyone said Content was the very thing that would align storytellers, artists, writers, technologists, and analysts.

Everyone said they’d all work together to create marketing that doesn’t feel like marketing.

The Content Marketing champions toiling and sweating in marketing departments worldwide stuck out their necks for Content Marketing, too. They believed in it, and they convinced their bosses and clients to believe, too.

Everyone said they’d create marketing that people actually wanted.

So what happened to all that? The promise? The hope? The plan?

In the harsh morning light of 2016, Content Marketing realized that somewhere along the way… it got lost. It got distracted.

Content Marketing admitted to itself that it had been impulsive and immature and short-sighted and (sometimes) lazy.

Content spent its parents’ money on crazy experimental things that may or may not have been good choices. It prized quantity over quality. It boasted too much about itself, instead of considering what its audience needed. It couldn’t exactly explain what its Snapchat strategy was doing for its B2B brand. It didn’t say No.

Content was letting people down. But, more important, it wasn’t fulfilling its true promise and real potential.

And right then and there—still lying in a strange bed, full of regret for the advertising it tried to pass off as “storytelling,” for the content farms, and especially for the 3 AM taco —Content Marketing grows up.

Just like that, Content exits its exuberant college years.

Maturity comes when you stop making excuses and starting making changes, Content Marketing thinks (and also makes a mental note to re-Pin that on its “Content Inspiration” Pinterest board).

Content Marketing decides to be a little more strategic and real: That means getting the necessary planning, processes, frameworks, creativity, and metrics in place to legitimize itself.

It’s time for Content to be taken seriously. We’ve got this.

Grown-up doesn’t mean boring and staid, though. Quite the opposite, because Content Marketing still has the heart of a storyteller, the soul of an artist, and the playful spark of spontaneity.

“You don’t stop laughing when you grow old, you grow old when you stop laughing,” as George Bernard Shaw said. (Or was that Ann Landers? Content Marketing’s brain is still a little fuzzy from the… was it tequila?)

So the stories that 2016’s Content Marketing tells are certainly more strategic. Its processes and metrics are locked in.

But so is creativity and craft. In 2016, Content Marketing tells bigger stories with a braver focus and a bolder voice.

“Onward,” Content Marketing thinks, as it leaves the place it doesn’t recognize, closing the door behind it extra firmly, to underscore the metaphor.

It steps out to the street, ready to take on 2016.

But first: PANCAKES! Because no one can work on an empty stomach. Not even Content.


Everybody Writes

Read more about telling bigger, bolder stories and non-boring marketing writing in the Wall Street Journal bestseller, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content.

Pick up a copy or 2 (or 20) at Amazon or the book peddler of your choice.

Filed Under: Annarchy, Content, Writing Tagged With: 2016 content marketing trends, bigger braver bolder, Content, content marketing, marketing trends, storytelling, telling a bigger story

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Previous Post: « 5 Keys to Developing a Strong Tone of Voice in Your Content Marketing
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Reader Interactions

Comments

  1. Dee says

    December 10, 2015 at 3:40 pm

    BRILLIANT!

    Reply
  2. Sarah says

    December 10, 2015 at 3:47 pm

    This is gold! “Maturity comes when you stop making excuses and starting making changes” I’m reassured that all is not lost in the content marketing hype.

    Reply
  3. Simon James says

    December 10, 2015 at 4:28 pm

    Love it! Great writing. Ties in perfectly with my (Brian Dean inspired) epiphany that I should be writing a few pieces of epic content rather than loads of instantly forgettable blah.

    Reply
    • Ann Handley says

      December 11, 2015 at 11:02 am

      +100 — we don’t need more content. We need better content. Thanks for swinging by, Simon.

      Reply
      • MaryBeth Matzek says

        January 4, 2016 at 11:16 am

        Quality over quantity is what will save content marketing.
        As a writer, I’ll admit I bought into the CM hype and that it would be an “easy” way to use my journalism chops to earn money. After lots of hard work and effort, I discovered it wasn’t an “easy” way to earn money. We’ll see what 2016 brings regarding content marketing, but until then I’m staying busy with my editorial clients.

        Reply
  4. Barry Feldman says

    December 10, 2015 at 4:33 pm

    Stunning.

    Reply
  5. Charles Nelson says

    December 10, 2015 at 4:34 pm

    LOVE IT! But maybe part of growing up is realising that it’s very difficult, if not impossible, too write great content about something unless you have deep experience in that something. “Content” has two dimensions – style & knowledge. Take away either, and it’s not much use.

    Reply
    • Ann Handley says

      December 11, 2015 at 11:04 am

      Thanks, Charles. Although I’d also say that it is possible… if you rely on subject-matter experts to be a kind of beacon of light.

      I worked for years as a journalist in the financial services industry, and the one thing I did well was knowing the right questions to ask of people who had that knowledge!

      Reply
  6. Marcia Riefer Johnston says

    December 10, 2015 at 4:49 pm

    “Closing the door behind it extra firmly, to underscore the metaphor.” Loverly.

    Reply
    • Marcia Riefer Johnston says

      December 10, 2015 at 4:49 pm

      Oh, and double loverly on the pancakes.

      Reply
      • Ann Handley says

        December 11, 2015 at 11:05 am

        The key to great work is pancakes. IMHO.

        Reply
  7. Doug Kessler says

    December 10, 2015 at 5:02 pm

    Nailed it.

    Reply
  8. Ardath Albee says

    December 10, 2015 at 5:12 pm

    Big, Brave and BOLD

    Reply
  9. Stan Dubin says

    December 10, 2015 at 5:24 pm

    Incisive. Not necessarily for the ordinary small to medium business owner who is trying to do content marketing on her own, as I think a good bit of this will sail over her head. But those of us for whom content marketing borders on religious, right on the money!

    The picture at the beginning was well worth the price of admission!

    Reply
    • Ann Handley says

      December 11, 2015 at 11:06 am

      LOL thanks, Stan. 🙂

      Reply
  10. Allison DeFord says

    December 10, 2015 at 5:41 pm

    Content for President! (and it never actually inhaled)
    Ann, you never cease to surprise, delight and inspire me…along with the occasional ass-kicking! xo

    Reply
  11. Leena says

    December 11, 2015 at 5:00 am

    Grown-up doesn’t mean boring and staid, though. Quite the opposite, because Content Marketing still has the heart of a storyteller, the soul of an artist, and the playful spark of spontaneity.
    — Aptly described.

    Reply
    • Ann Handley says

      December 11, 2015 at 11:06 am

      Thank you, Leena. I appreciate you stopping by.

      Reply
  12. Yvonne Beale says

    December 11, 2015 at 6:19 am

    A super read ! As a start-up business owner essentially playing every role in the office, including posting on-line, it is very positive to read Ann’s words. For me quality just has to play over quantity as quantity simply isn’t on the books….. and now I know I’ve been doing it right ! To learn more about customers & how to deliver the stories they want in the most appealing manner will nurture my business. Grateful.
    Yvonne

    Reply
  13. David B. Thomas says

    December 11, 2015 at 10:41 am

    You had me at pancakes.

    Reply
    • Ann Handley says

      December 11, 2015 at 11:07 am

      You will always be Daddy Pancakes to me.

      Reply
  14. Brian Hansford says

    December 11, 2015 at 11:44 am

    We’re seeing a content hangover, almost with a movement into a trough of disillusionment. There ave been so many blogs waving the ridiculous flag stating “content is king” without a focus on the best content to produce for the intended audience.

    Growing up is a natural stage for us to move into, for sure. What i’m excited about is how this is a forcing function to help us be smarter in planning and execution.

    -BH

    Reply
  15. Steve Peck says

    December 11, 2015 at 1:48 pm

    So when I left college I was certain I had it all figured out. Confident that I’d arrived and had all the answers. 15 years later, realize that couldn’t have been further from the truth, and I’m still (and likely always will be) relatively ignorant when it comes to all wisdom life has to offer.

    So while I agree Content Marketing is well positioned to live a more responsible, less selfish and more impactful 2016, I have little doubt it will also periodically relapse into the borderline reckless college years described in the post above.

    Especially as Content Marketing makes further inroads into the main stream, who likely hold less respect for the for the power of thoughtful, selfless and “ridiculously good content” as you’ve described it on many occasions.

    As always, appreciate the humanizing visuals behind this post and will keep them in the front of my mind as I invest in the maturity of my own writing in 2016.

    Reply
    • aure says

      December 28, 2015 at 2:25 pm

      Need to invest in it as well. I so much great content all around and want to give back by creating it myself.

      Reply
  16. Jayne Bodell says

    December 11, 2015 at 2:06 pm

    Thank goodness someone is promoting quality content. I often struggle with myself: do I post something on my blog to post something, or wait to post something worth saying.

    Reply
  17. Dean Shaw says

    December 11, 2015 at 4:39 pm

    My prediction for 2016 is that Content Marketing will move back in with its parents and swear it will find work and finally get its act together. Instead, it will slide back into its old bad habits and blame “The Man” for its woes. It will continue to experiment with the latest shiney objects swearing it brings enlightenment but not be able to quantify it to anyone. It’s parents will patiently go along with content marketing’s act hoping that this will finally be the year it leaves the nest. Content Marketing will wallow in its mediocrity happy that as long as it’s folks won’t hold it accountable, it may as well stick to the status quo. Content marketing will also purchase a guitar and hang out with its buddies Social Media Advertising and Email Marketing and form a band called Bad Conversion but never play anywhere but the garage.

    Reply
  18. Karl Sakas says

    December 11, 2015 at 8:06 pm

    “It prized quantity over quality.”

    Indeed… the world doesn’t need another “Top 10 Pinterest tips.”

    Reply
    • Ann Handley says

      December 11, 2015 at 8:44 pm

      EXACTLY.

      Reply
  19. Tal Shmueli says

    December 12, 2015 at 6:16 am

    Great read! Fun and accurate.

    Reply
  20. Tony B says

    December 14, 2015 at 5:31 am

    Quality post – and I’m a waffle geezer, but…

    Quality oh yes plz – no more “I bet I can guess what’s on this post – almost word for word” before I click through.

    The art of storytelling and honesty brings a genuine uniqueness that’s so needed in content for 2016 and far far beyond.
    PS: I never did like that top 10/20/50 post approach – no matter what “everyone” else says!

    From Tony ‘content virgin’ B.

    Reply
  21. Ajay Prasad says

    December 15, 2015 at 12:53 am

    Loved the lines, Ann

    “Content Marketing wakes up one morning in a place it doesn’t recognize, and tries to piece together what happened last night… and all the previous nights, too.”

    Storytelling at its best.

    One question though, Ann. I can see the “twitter count” up there. Am I hallucinating or the ShareThis has integrated the functionality after Twitter announced not to show the count?

    Reply
  22. Niklas Myhr says

    December 15, 2015 at 3:43 am

    Thank you Ann, great post! I think that you are right in that the exponential growth in volume will necessitate higher quality content for success to be achieved. What strikes me, though, is that a few years ago, the pendulum was swinging the other way, away from difficult to achieve and slow to produce “epic content” toward more regularly published and at least “useful” content a la Jay Baer’s Youtility concept. The question now is how far back the pendulum will swing, perhaps it’ll find an equilibrium at an “Epic Content Light” level 🙂

    Reply
  23. Mike Myers says

    December 15, 2015 at 11:24 am

    Funny, I had this exact same feeling (and wrote about it, although not nearly as well) right after CMWorld in September. I also have the same exact feelings about pancakes. Great piece, thanks for the rewarding and entertaining read.

    Reply
  24. S Murthy says

    December 29, 2015 at 12:06 pm

    Awesome read.. But would still want to know more on role of content marketing in B2B space..

    Reply
  25. Stelio says

    January 5, 2016 at 11:51 pm

    Hi Ann,

    Great post. I just bought your book as my Christmas gift and i already feel better prepared for 2016. However, i bought another book that says you should be postings at least 3 pieces a day (your own or curated material) to get the necessary results, which is not aligned to what you are saying in this post. Do you have minimum per day sort of strategy?

    Reply
  26. Mildred Center says

    January 14, 2016 at 5:01 pm

    If one is tired of hearing about Content Marketing once they read Ann’s beautifully written post they will be inspired to take it on in 2016–Bigger, Bolder, Braver.
    Thanks,
    Ann

    Reply
  27. Kaspar says

    January 19, 2016 at 6:56 pm

    Excellent article – thank you for sharing.

    Reply
  28. Hansofetch says

    January 21, 2016 at 1:39 am

    Awesome post! Keep sharing

    hansoftech.com

    Reply
  29. Claire Miller says

    January 26, 2016 at 8:52 am

    I love the way that you phrase this article so that it’s relatable (plot twist, I’m in college) and your point is easily reached. As a third year marketing undergrad student, I am still getting my feet wet, and this article helps explain why fully planning a strategy before executing it is crucial to delivering your message successfully. I will definitely continue to read your blog! Thanks, Ann.

    Reply
  30. Meghan Gilmartin says

    January 26, 2016 at 9:24 am

    I think content marketing had the same problem we are now seeing with social media. Everyone wants to get on the bandwagon as soon as possible so they just spew information out there without a great plan. I think when businesses get too excited about a new feature or product, they dive right in instead of thinking of a great marketing plan that will have great results.

    Reply
  31. Brittany Arnold says

    January 26, 2016 at 10:53 am

    I really didn’t have much of an idea as to what content marketing was until I looked it up in the dictionary, but almost immediately upon looking it up I found that my thoughts and ideas about the content marketing that I had been exposed to directly matched up with this post. It seems as though if done correctly then it could be a powerful way in which to engage users, however, the current system in which content marketing is being used is failing miserably. I look forward to following this marketing strategy in the future and seeing the change it has made though!

    Reply
  32. Joseph Brown says

    January 26, 2016 at 2:17 pm

    I fully agree with your opinion on the matter of content marketing and its links to storytelling and the heart of an artist. This is how I have felt about content marketing and content creation. The two brands that i feel have done a beautiful job with content marketing over the past 5 years have been Go
    Pro and Converse. GoPro has leveraged users content to make beautiful “Year in Review” videos. Converse has used content and media from its “RubberTracks” recording studio to tell the story of its brand on multiple platforms.

    Reply
  33. Erica says

    January 26, 2016 at 2:37 pm

    In order for consumers to pay attention to content, we need to get rid of the white noise. If we bombard our audience with irrelevance and mundane content our audience will subconsciously filter through our important content and it will be looked over. Great story!

    Reply
  34. Md. Nazrul Islam says

    January 28, 2016 at 8:30 am

    Awesome one!
    Great work Ann

    Reply
  35. Hannah Aldredge says

    February 2, 2016 at 12:54 pm

    As a 3rd year digital marketing student at UGA, reading this insight is getting me closer to the dream job interviews out there, helping me be more confident in my understanding of industry insights, and helping me to become grounded as I begin career. Thank you for this incredible content (on content, subsequently)! You are appreciated by all of us ‘little people,’ also commonly known as hungry, eager students who are excessively excited about marketing strategy and the bold future it has in our society.

    THANKS!

    Reply
  36. Olwen says

    February 16, 2016 at 10:49 pm

    Love it! As always, highly entertaining and informative wrapped into one well-written package. Developing content is so important, and I love that you make it so much more accessible. Thanks for writing, and thanks for sharing.

    Reply
  37. theNeedle says

    March 10, 2016 at 10:05 am

    Ann, are you sure this post is about content marketing and not about me 😉 (and… did you talk to my mom recently???).

    Great stuff, WHERE/when ARE THE NEW POSTS?

    Reply
  38. Anna says

    March 17, 2016 at 3:35 am

    Love this entertaining and witty content about content, Ann. +100 for the storytelling! There is a growing number of content curating tools and I have been reading a lot of the same content that are presented slightly different by many sites. Sometimes, it can be pressuring to just keep on publishing. This year, Im definitely going for quality over quantity.

    Reply
  39. shamsheer says

    April 12, 2016 at 7:08 am

    While we will see shining examples of content marketing magic in action, the sheer majority of brands will continue to crash and burn with their content creation and distribution efforts. Simply put, most brands resist telling a truly differentiated story; and even those that do aren’t consistent or patient enough to build loyal audiences over time.

    Reply
  40. Rasel Uddin says

    May 9, 2016 at 4:08 am

    Super-Duper post! I love it really!! . Thanks For Sharing This Useful Information .Would come back to visit soon, again Thanks.

    Reply
  41. Puja Roy says

    May 10, 2016 at 11:45 am

    Thanks for this incredible post! Content marketing has always been great source to get new leads and relevant back links to money site which helps to rank higher in search engines. So I love it..

    Reply
  42. Vicky says

    May 18, 2016 at 11:57 am

    Content marketing is useful to get attention of audience. Visual content is very important! This article is very useful. I saved it into my bookmarks. Thanks For Sharing This Useful Information .Would come back to visit soon, again Thanks.

    Reply
  43. Tauseef says

    June 2, 2016 at 2:22 am

    Thanks for sharing such a informative blog . Its very informative and descriptive . Got many new ideas.

    Reply
  44. Moneera says

    June 3, 2016 at 3:43 am

    Awesome post about content marketing. i like it and will share it with my friends also. thanks for the great post.

    Reply
  45. Medical Billing Company says

    June 13, 2016 at 6:10 am

    Quite a useful post! I fully agree with your opinion on the matter of content marketing.

    Reply
  46. Harshini says

    June 20, 2016 at 3:35 am

    Really an awesome post. I wondered by reading this blog post. Thanks a lot for posting this unique post which you have shared with us. Keep on posting like this exclusive post with us.

    Reply
  47. arka says

    September 13, 2016 at 12:45 am

    I believe that the promise and scope is still there. Just more people who love to this work and do this with honesty need to come in this field.

    Reply
  48. Content says

    September 30, 2016 at 6:06 am

    Fantastic post Ann. Absolutely relevant with today’s scenario where people are writing content for their own narrow interests or just for the sake of writing. There are very few people who write from the core. This has lead us to a situation where there are loads of content but quality of those? nahhhh..

    Reply
  49. Suresh Kumar says

    February 23, 2017 at 3:23 pm

    Thanks for sharing this with us it is a worth read.

    Reply
  50. Web Design Company says

    July 7, 2017 at 11:54 am

    Really Informative, thanks for sharing. Still its working

    Reply
  51. Swati Singh says

    July 30, 2018 at 10:24 am

    Content is the real key for getting site’s real SEO results. Thanks for the share.

    Reply
  52. Outsourcing Training says

    July 24, 2019 at 1:02 pm

    vary good post.

    Reply
  53. Mehmet Ortaç says

    July 26, 2019 at 6:17 pm

    I search your book everywhere in Turkey. Someone has translated of Turkish. But they salt too many. I can not find.

    Reply
    • Ann Handley says

      August 6, 2019 at 5:10 pm

      Hi — It’s published by MediaCat there. Maybe reach out directly to them?

      Reply
  54. Vipin Kumar says

    January 23, 2020 at 1:08 pm

    Thank you for this weblog. That all I can say. You most undoubtedly have created this blog into something that’s eye opening and essential. You clearly know so considerably about the subject, you’ve covered so a lot of bases. Great stuff from this part of the internet. Once again, thank you for this weblog.

    Reply
  55. Melissa says

    March 23, 2020 at 5:50 am

    Really good resources for content marketing. I am new in digital marketing and content marketing tips are valuable and help me to learn the content marketing.

    Reply
  56. Gyaan Hindi Me says

    August 16, 2021 at 2:30 am

    We really appreciate your blog post. There are actually a multitude of techniques. We can put it to really good use by using no effort on time and financial resources. Thank you so much!

    Reply

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    […] “We don’t need more content. We need better content.” – Ann Handley […]

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  28. Aligning SSLIM and FAST Content Marketing Methodologies to Buyer Journeys | GrowTraffic.co.uk says:
    February 17, 2016 at 6:21 pm

    […] Anne Handley says, Content Marketing is growing up, and although we shouldn’t stop telling stories, it’s […]

    Reply
  29. Please, for the Love of God, Read This Post (Or How to Fight Content Fatigue) | Gary Gross says:
    March 15, 2016 at 9:01 am

    […] “We don’t need more content. We need better content.” – Ann Handley […]

    Reply
  30. 'Evolution of Content Marketing Strategies in 2016’ – 25 Marketing Experts Share Their Opinions - The Bloggist says:
    March 18, 2016 at 6:24 am

    […] Handley- annhandley.com (Excerpt Link –   https://www.annhandley.com/2015/12/10/content-marketing-grows-up-my-2016-prediction/ […]

    Reply
  31. Content Curation Grows Up: What You Need To Know - Heidi Cohen says:
    March 29, 2016 at 6:01 am

    […] Hat tip to Ann Handley for introducing the idea of content marketing as a […]

    Reply
  32. 40 Inbound Marketing Blog Posts for 2016 - Blair Pettrey - Inbound Marketing Maryland - Inbound Marketing South Carolina - Inbound Marketing Waynesboro - Inbound Marketing Staunton - Inbound Marketing Stuarts Draft - Inbound Marketing Frederick - Inbound says:
    March 29, 2016 at 7:50 pm

    […] Content Marketing Grows Up: My 2016 Prediction, Ann Handley […]

    Reply
  33. The 20 Most Genius Content Marketing Examples of 2015 – Earth Affairs Blog says:
    April 1, 2016 at 5:16 am

    […] efforts in 2016. Content expert and author Ann Handley predicts that content marketing will truly “grow up” in 2016, as content strategists tell “bigger stories with a braver focus and a bolder […]

    Reply
  34. Please, for the Love of God, Read This Post (Or How to Fight Content Fatigue) | Tj's Affiliate Marketing Tips says:
    April 12, 2016 at 12:05 am

    […] “We don’t need more content. We need better content.” – Ann Handley […]

    Reply
  35. Please, for the Love of God, Read This Post (Or How to Fight Content Fatigue) | Creating and Marketing says:
    April 16, 2016 at 1:02 am

    […] “We don’t need more content. We need better content.” – Ann Handley […]

    Reply
  36. How to Be a Better Writer: Tips from Ann Handley - RepCap says:
    June 24, 2016 at 1:46 pm

    […] I wrote here, I think content marketing will grow up. It might not happen in 2016 as I predicted. It might take […]

    Reply
  37. Please, for the love of God, read this post (or how to fight content fatigue) | Dhana says:
    July 11, 2016 at 8:37 pm

    […] “We don’t need more content. We need better content.” – Ann Handley […]

    Reply
  38. The Year Content Marketing Grows Up? We’ll See (Short) – Writer Town says:
    September 18, 2016 at 2:59 pm

    […] also cites Ann Handley’s recent prediction that 2016 will be the year “content marketing grows up.” That would be nice, but the […]

    Reply
  39. How to Be a Better Writer: Tips from Ann Handley - Rep Cap says:
    December 14, 2016 at 8:21 am

    […] I wrote here, I think content marketing will grow up. It might not happen in 2016 as I predicted. It might take […]

    Reply
  40. 2017: The Year to Challenge Our Content Marketing Assumptions says:
    January 2, 2017 at 11:35 am

    […] This is part 1 of my 2017 take on the State of Content Marketing and content marketing trends. My 2016 take is here. […]

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  41. The Seductive Biz Blog and How to Create It - Write Mix for Business says:
    June 15, 2017 at 9:46 pm

    […] that bigger, bolder, and braver attitude has been with Ann since well before 2016. The goal, though, is always the same—do your […]

    Reply
  42. Contentmarketing: waardevolle marketingstrategie of hippe trend? says:
    July 17, 2017 at 3:35 pm

    […] ik in december 2015 een blogpost over contentmarketing van schrijfster Ann Handley. Daarin deed ze een voorspelling over content marketing. Volgens haar werd 2016 het jaar waarin contentmarketing volwassen zou worden. Ik heb de link naar […]

    Reply

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