Creating Influencer-Targeted Content to Earn Links + Coverage – Whiteboard Friday

Posted by randfish

Most SEO campaigns need three kinds of links to be successful; targeting your content to influencers can get you 2/3 of the way there. In this Whiteboard Friday, Rand covers the tactics that will help your content get seen and shared by those with a wide and relevant audience.

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How to create influencer-targeted content - Whiteboard Friday

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about how to create content that is specifically influencer-targeted in order to earn the links and attention and amplification that you often need.

Most SEO campaigns need 3 types of links:

So it’s the case that most SEO campaigns, as they’re trying to earn the rankings that they’re seeking, are trying to do a few things. You’re trying to grow your overall Domain Authority. You’re trying to get some specific keyword terms and phrases ranking on your site for those terms and phrases.

So you need kind of three kinds of links. This is most campaigns.

1. Links from broad, high-Domain Authority sites that are pointing — you kind of don’t care — anywhere on your site, the home page, internal pages, to your blog, to your news section. It’s totally fine. So a common one that we use here would be like the New York Times. I want the New York Times to link to me so that I have the authority and influence of a link from that domain and, hopefully, lots of domains like them, very high-Domain Authority domains.

2. Links to specific high-value keyword-targeted pages, hopefully, hopefully with specific anchor text, and that’s going to help me boost those individual URLs’ rankings. So I want this page over here to link to me and say “hairdryers,” to my page that is keyword targeted for the word “hairdryers.” Fingers crossed.

3. Links to my domain from other sites, in my sector or niche, that provide some of that topical authority and influence to help tell Google and the other search engines that this is what my site is about, that I belong in this sphere of influence, that I’m semantically and topically related to words and phrases like this. So I want appliancegal.com to link to my site if I’m trying to rank in the world of hairdryers and other kinds of appliances.

So of these, for one and three, we won’t talk about two today, but for one and three, much of the time the people that you’re trying to target are what we call in the industry influencers, and these influencers are going to be lots of people. I’ve illustrated them all here — mostly looking sideways at each other, not exactly sure why that is — but bloggers, and journalists, and authors, and conference organizers, and content marketers, and event speakers, and researchers, and editors, and podcasters, and influencers of a wide, wide variety. We could fill up the whole board with the types of people who are in the influencer world or have that title specifically, but they tend to share a few things in common. They are trying to produce content of one kind or another. They’re not dissimilar from us. They’re trying to produce things on the web, and when they do, they need certain elements to help fill in the gap. When they’re looking for those gap-filling elements, that is your opportunity to earn these kinds of links.

Content tactics

So a few tactics for that. First off, one of the most powerful ones, and we’ve talked about this a little bit here on Whiteboard Friday, but probably not in depth, is…

A. Statistics and data. The reason that this is such a powerful tool is because when you create data, especially if it’s either uniquely gathered by you, unique because you have it, because you can collect it and no one else can, or unique because you’ve put it together from many disparate sources, you’re the editorial curator of that data and statistics, everyone like this needs those types of statistics and data to support or challenge their arguments or their assertions or their coverage of the industry, whatever it is.

  • Why this works: This works well because this fills that gap. This gives them the relevant stats that they’re looking for. Because numbers are easy to use and easy to cite, and you can say, “Feel free to link to this. You’re welcome to copy this graph. You’re welcome to embed this chart.” All those kinds of things. That can make it even easier, but much of the time, just by having these statistics, you can do it.
  • The key is that you have to be visible at the time that these people are looking for them, and that means usually ranking for very hard to discover, through at least normal keyword research, long-tail types of terms that use words like “stats,” “data,” “charts,” “graphs,” and kind of these question formats like when, how much, how many, number of, etc.

It’s tough because you will not see many of those in your keyword research, because there’s a relatively few number of these people searching in any given month for this type of gap-filling data, so you have to intuit often what you should title those things. Put yourself in these people’s shoes and start Googling around for “What would I need if I had to write some industry coverage around this?” Then you’ll come up with these types of things, and you can try modifying your keyword research queries or doing some Google Suggest stuff with these words and phrases.

B. Visual content. Visual content is exceptionally valuable in this case because, again, it fills a gap that many of these folks have. When you are a content marketer, or when you’re a speaker at an event, or when you’re an author or a blogger, you need visual content that will help catch the eye, that will break up the writing that you’ve done, and it’s often much easier to get someone else’s visual content and simply cite your source and link to it than it is to create visual content of your own. These people often don’t have the resources to create their own visual content.

  • Why this works: So, for everyone who’s doing posts, and articles, and slide decks, and even videos, they say, “Why not let someone else do the work,” and you can be that someone else and fill these gaps.
  • Key: To do this well, you’re going to want to appear in a bunch of visual content search mediums that these folks are going to use. Those are places like…
    • Google Images most obviously, but also
    • Pinterest
    • SlideShare, meaning take your visuals, put them up in some sort of slide format, give some context to them and upload them to SlideShare. The nice thing about SlideShare, SlideShare actually reproduces each individual slide as a visual, and then Google Images can search those, and so you’ll often see SlideShare’s results inside Google Images. So this can be a great end around for that.
    • Instagram search, many folks are using that especially if you’re doing photos. You can see I’ve illustrated my own hair drying technique right here. This is clearly Rand. Look at me. I’ve got more hair than I know what to do with.
    • Flickr, still being used by many searchers, particularly because it has a Creative Commons search license, and that should bring up using a Creative Commons commercial use license that requires attribution with a link is your best bet for all of these platforms. It will mean you can get on lots of other Creative Commons visual and photography search engines, which can expose you to more of these types of people as they’re doing their searches.

C. Contrarian/counter-opinions. The last one I’ll cover here is contrarian or counter-opinions to the prevailing wisdom. So you might have an opinion like, “In the next three years, hairdryers will be completely obsolete because of X.”

  • Why it works: This works well because modern journalism has this idea and modern content, in fact, has this idea that they are supposed to create conflict and that they should cover both sides of an issue. In many industry specific sorts of fields, it’s often the case that that is a gap that goes unfilled. By being that sort of challenger to conventional wisdom or conventional thinking, you can fill that gap.
  • The key here is you want to either rank in Google search engine for some of those mid or long tail research type queries. These can be competitive, and so this is challenging, but presenting contrarian opinions is often great link bait. This is kind of a good way to earn links of all kinds in here.
  • Second, I would also urge you to do a little bit of comment marketing and some social media platforms, because what you want to start is to build a brand where you are known for having this contrarian opinion on this conventional topic in your space so that people point all these influencers to you when they’re asked about it. You’re trying to build up this branding of, “Well, I don’t agree with the conventional wisdom around hairdryers.” Hairdryers might be a tough topic for that one, but certainly these other two can work real well.

So using these tactics, I hope that you can go reach out and fill some gaps for these influencers and, as a result, earning two of the three exact kind of links that you need in order to rank well in the search results.

And we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Creating Influencer-Targeted Content to Earn Links + Coverage – Whiteboard Friday

Posted by randfish

Most SEO campaigns need three kinds of links to be successful; targeting your content to influencers can get you 2/3 of the way there. In this Whiteboard Friday, Rand covers the tactics that will help your content get seen and shared by those with a wide and relevant audience.

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How to create influencer-targeted content - Whiteboard Friday

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about how to create content that is specifically influencer-targeted in order to earn the links and attention and amplification that you often need.

Most SEO campaigns need 3 types of links:

So it’s the case that most SEO campaigns, as they’re trying to earn the rankings that they’re seeking, are trying to do a few things. You’re trying to grow your overall Domain Authority. You’re trying to get some specific keyword terms and phrases ranking on your site for those terms and phrases.

So you need kind of three kinds of links. This is most campaigns.

1. Links from broad, high-Domain Authority sites that are pointing — you kind of don’t care — anywhere on your site, the home page, internal pages, to your blog, to your news section. It’s totally fine. So a common one that we use here would be like the New York Times. I want the New York Times to link to me so that I have the authority and influence of a link from that domain and, hopefully, lots of domains like them, very high-Domain Authority domains.

2. Links to specific high-value keyword-targeted pages, hopefully, hopefully with specific anchor text, and that’s going to help me boost those individual URLs’ rankings. So I want this page over here to link to me and say “hairdryers,” to my page that is keyword targeted for the word “hairdryers.” Fingers crossed.

3. Links to my domain from other sites, in my sector or niche, that provide some of that topical authority and influence to help tell Google and the other search engines that this is what my site is about, that I belong in this sphere of influence, that I’m semantically and topically related to words and phrases like this. So I want appliancegal.com to link to my site if I’m trying to rank in the world of hairdryers and other kinds of appliances.

So of these, for one and three, we won’t talk about two today, but for one and three, much of the time the people that you’re trying to target are what we call in the industry influencers, and these influencers are going to be lots of people. I’ve illustrated them all here — mostly looking sideways at each other, not exactly sure why that is — but bloggers, and journalists, and authors, and conference organizers, and content marketers, and event speakers, and researchers, and editors, and podcasters, and influencers of a wide, wide variety. We could fill up the whole board with the types of people who are in the influencer world or have that title specifically, but they tend to share a few things in common. They are trying to produce content of one kind or another. They’re not dissimilar from us. They’re trying to produce things on the web, and when they do, they need certain elements to help fill in the gap. When they’re looking for those gap-filling elements, that is your opportunity to earn these kinds of links.

Content tactics

So a few tactics for that. First off, one of the most powerful ones, and we’ve talked about this a little bit here on Whiteboard Friday, but probably not in depth, is…

A. Statistics and data. The reason that this is such a powerful tool is because when you create data, especially if it’s either uniquely gathered by you, unique because you have it, because you can collect it and no one else can, or unique because you’ve put it together from many disparate sources, you’re the editorial curator of that data and statistics, everyone like this needs those types of statistics and data to support or challenge their arguments or their assertions or their coverage of the industry, whatever it is.

  • Why this works: This works well because this fills that gap. This gives them the relevant stats that they’re looking for. Because numbers are easy to use and easy to cite, and you can say, “Feel free to link to this. You’re welcome to copy this graph. You’re welcome to embed this chart.” All those kinds of things. That can make it even easier, but much of the time, just by having these statistics, you can do it.
  • The key is that you have to be visible at the time that these people are looking for them, and that means usually ranking for very hard to discover, through at least normal keyword research, long-tail types of terms that use words like “stats,” “data,” “charts,” “graphs,” and kind of these question formats like when, how much, how many, number of, etc.

It’s tough because you will not see many of those in your keyword research, because there’s a relatively few number of these people searching in any given month for this type of gap-filling data, so you have to intuit often what you should title those things. Put yourself in these people’s shoes and start Googling around for “What would I need if I had to write some industry coverage around this?” Then you’ll come up with these types of things, and you can try modifying your keyword research queries or doing some Google Suggest stuff with these words and phrases.

B. Visual content. Visual content is exceptionally valuable in this case because, again, it fills a gap that many of these folks have. When you are a content marketer, or when you’re a speaker at an event, or when you’re an author or a blogger, you need visual content that will help catch the eye, that will break up the writing that you’ve done, and it’s often much easier to get someone else’s visual content and simply cite your source and link to it than it is to create visual content of your own. These people often don’t have the resources to create their own visual content.

  • Why this works: So, for everyone who’s doing posts, and articles, and slide decks, and even videos, they say, “Why not let someone else do the work,” and you can be that someone else and fill these gaps.
  • Key: To do this well, you’re going to want to appear in a bunch of visual content search mediums that these folks are going to use. Those are places like…
    • Google Images most obviously, but also
    • Pinterest
    • SlideShare, meaning take your visuals, put them up in some sort of slide format, give some context to them and upload them to SlideShare. The nice thing about SlideShare, SlideShare actually reproduces each individual slide as a visual, and then Google Images can search those, and so you’ll often see SlideShare’s results inside Google Images. So this can be a great end around for that.
    • Instagram search, many folks are using that especially if you’re doing photos. You can see I’ve illustrated my own hair drying technique right here. This is clearly Rand. Look at me. I’ve got more hair than I know what to do with.
    • Flickr, still being used by many searchers, particularly because it has a Creative Commons search license, and that should bring up using a Creative Commons commercial use license that requires attribution with a link is your best bet for all of these platforms. It will mean you can get on lots of other Creative Commons visual and photography search engines, which can expose you to more of these types of people as they’re doing their searches.

C. Contrarian/counter-opinions. The last one I’ll cover here is contrarian or counter-opinions to the prevailing wisdom. So you might have an opinion like, “In the next three years, hairdryers will be completely obsolete because of X.”

  • Why it works: This works well because modern journalism has this idea and modern content, in fact, has this idea that they are supposed to create conflict and that they should cover both sides of an issue. In many industry specific sorts of fields, it’s often the case that that is a gap that goes unfilled. By being that sort of challenger to conventional wisdom or conventional thinking, you can fill that gap.
  • The key here is you want to either rank in Google search engine for some of those mid or long tail research type queries. These can be competitive, and so this is challenging, but presenting contrarian opinions is often great link bait. This is kind of a good way to earn links of all kinds in here.
  • Second, I would also urge you to do a little bit of comment marketing and some social media platforms, because what you want to start is to build a brand where you are known for having this contrarian opinion on this conventional topic in your space so that people point all these influencers to you when they’re asked about it. You’re trying to build up this branding of, “Well, I don’t agree with the conventional wisdom around hairdryers.” Hairdryers might be a tough topic for that one, but certainly these other two can work real well.

So using these tactics, I hope that you can go reach out and fill some gaps for these influencers and, as a result, earning two of the three exact kind of links that you need in order to rank well in the search results.

And we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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https://t.co/TBCLCnFj1N lo que necesitas saber https://t.co/4AK7IniifK — Network Coaching (@thenetcoaching) June 22, 2017 from Twitter https://twitter.com/thenetcoaching June 23, 2017 at 02:14AM via IFTTT from Network Coaching http://networkcoaching.tumblr.com/post/162131178364 via IFTTT from Local SEO Guru http://localseoguru.tumblr.com/post/162131451143 via IFTTT
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Todo lo que necesitas saber

Desde Portbou hasta Tortosa. La costa catalana tiene una oferta gastronómica, de ocio y cultural sin igual. Puedes encontrar algunos de los mejores restaurantes del mundo, parques de atracciones y calas paradisiacas. riLlega el verano y con el calor las grandes ciudades se vacían y la gente se dirige a sus destinos vacacionales, que normalmente se centran en la playa. De los 7905 kilómetros de costa con los que cuenta España, casi 700 se concentran en Catalunya. La comunidad tiene una oferta para todos los gustos: desde calas paradisiacas en las que parece que estés en un lugar perdido del mundo a playas en los alrededores de una enorme metropoli como Barcelona, pasando por uno de los parques de atracciones más grandes de Europa. Costa Brava en Girona, la Costa de Barcelona o la Costa Daurada en Tarragona… Begur, Pals, Blanes, Arenys, Sitges, Salou… son algunos de los puntos más emblemáticos en los que puedes pasar unos días de relax, sol y mar. Principales localidades La Costa Brava La Costa Brava, en Girona, ofrece unos paisajes sin igual, con unas calas espectaculares y enormes acantilados. Además de preciosas localidades como Pals, que mantiene un espectacular casco antiguo, o pueblos con encanto pesquero como Llafranc. El lugar ideal para quien busque un lugar tranquilo para relajarse. La Costa de Barcelona, Garraf y Maresme Los alrededores de Barcelona -el Maresme o el Garraf- también cuenta con una buena cantidad de localidades “playeras” -incluyendo, obviamente, la capital catalana-. Gavà, Castelldefels, el Masnou o Sitges, ofrecen un marco perfecto para una escapada con la gran ventaja de contar con una gran ciudad bien comunicada con los trenes de cercanías y a unos pocos minutos en coche. La Costa Daurada Tarragona ofrece poblaciones con el encanto de Salou, Cambrils o Torredembarra, con grandes playas como la Playa Larga. Ofrece todo el potencial turístico de la Tarragona romana y de sus zonas rurales Oferta gastronómica La Costa Brava tiene una de las mejores ofertas gastronómicas que puedes encontrar. El Bulli lleva ya años cerrado, pero el Celler de Can Roca, en plena Girona, con tres estrellas Michelin, fue nombrado el mejor restaurante del mundo en 2015 y actualmente ocupa la tercera plaza. En él, se puede cenar un menú a partir de 180€, con el que puedes disfrutar del estilo libre del que presume el restaurante siempre ofreciendo ideas creativas a la vanguardia de la innovación gastronómica. Pero no es ni mucho menos el único restaurante recomendable de la zona. El Pedró de Pals, en plena zona medieval, también es de visita obligada. Si lo que quieres es relajarte comiendo con unas espectaculares vistas, no puedes perderte el restaurante del Hotel Aiguablava. ¿Y qué decir de la costa de Barcelona? La Ciudad Condal tiene una amplia oferta gastronómica conocida, pero sus alrededores tampoco se quedan cortos. Si has apostado por la zona del Maresme, no puedes perderte los míticos guisantes de Llavaneras, y ningún sitio mejor que el Restaurante Hispania, un clásico de la zona regentado desde los años 60 por Paquita y Lolita Rexach. En la zona del Garraf, no puedes perderte La Fragata, en Sitges. La Costa Dorada tiene también una gran variedad de lugares en los que deleitar tu paladar. De Cambrils no deberías marchar sin haber visitado Can Bosch, con una estrella Michelin, ni Casa Gallau. En Salou, Castillo de Javier es uno de los clásicos. Bruixar de Burriac, en Altafulla, es otro de los mejores restaurantes de la zona. Mar y montaña Sea cual sea tu elección, tendrás a tu disposición planes tanto de playa como de montaña. En la Costa Brava puedes encontrar pequeñas playas para quienes busquen tranquilidad, como Cala Garbet o Cala Montjoi. Si lo que quieres es pasear por la montaña, la zona de Begur o la de Ampuries incluyen algunas de las mejores rutas. En la zona del Maresme, la platja dels Anglesos de Caldes d’Estrach -conocida así por el gran número de turistas británicos que atraían sus termas a principios del Siglo XX- es un lugar de parada obligada, al igual que la playa de la Roca Grossa. En el Garraf, la playa de Sitges, bajo la parroquia de Sant Bartomeu i Santa Tecla, es seguramente la más conocida, pero tampoco podemos olvidar otras como la de Cubelles o la de Ribes Roges en Vilanova i la Geltrú. Los alrededores de Barcelona también ofrecen magníficos planes de montaña, como visitar el Montseny o Montserrat. Por su parte, la Costa Daurada ofrece desde pequeñas calas como la Cala de Ametlla de Mar o la de Sant Jordi a grandes playas como la Playa Larga de Tarragona, y otras con encanto especial como la de Altafulla, situado bajo un castillo medieval. Además las montañas de la Costa Daurada también son el escenario ideal para salidas de senderismo, barranquismo o a caballo. Oferta cultural El Museo Dali, en Figueres, es probablemente el gran referente cultural de la Costa Brava pero no es el único. En el Castillo de Perelada se celebra anualmente, entre los meses de julio y agosto, desde hace más de 30 años uno de los festivales musicales más importantes, que este año contará con la participación de artistas de la talla de Ainoa Arteta o Diego el Cigala. Si estás en la zona de Barcelona, la oferta cultural de la ciudad es inacabable, pero todavía lo es más si añadimos los alrededores. El Maresme fue uno de los centros textiles más importantes, y en el Museo de la Estampación de Premià de Mar lo podrás aprender todo sobre esta pieza clave de la historia de Catalunya. Tampoco puedes perderte el Parque Arqueológico de Gavà, una de las minas más antiguas de Europa. En la Costa Daurada, Roma es la gran protagonista del Museo Nacional Arqueològic de Tarragona. Pero tampoco podemos olvidar el Museo Pau Casals, situado en la casa de veraneo del músico, en su Vendrell natal. Otro de los grandes artistas catalanes, Antoni Gaudí, tiene también un museo en la ciudad que nació: el Centre Gaudí de Reus. Actividades familiares en la costa catalana Si llega el día en que los niños se aburren de la playa, en la Costa Brava dispones de planes veraniegos alternativos. Uno de los más atractivos es el Nautilus, un barco con fondo de cristal que te permitirá descubrir lo que se esconde en el lecho marino de la reserva natural de las Illas Medes. Si los pequeños tienen ganas de más movimiento, también los puedes llevar a uno de los parques acuáticos de la zona, como Aquadiver en Platja d’aro. En el Maresme, los niños podrán conocer a fondo como funciona una granja gracias a las actividades de Can Gel, donde verán como se cuida hasta 250 vacas frisonas. Otra gran opción es Marineland, donde podrán ver delfines, pingüinos, leones marinos y aves exóticas. Y en la Costa Daurada hay una opción que enamorará a cualquier niño que se acerque a la zona… Dragon Khan, Tutuki Splash… ¡Port Aventura! Uno de los mayores parques temáticos de Europa, que te hará viajar de China al Far West pasando por la Polinesia. No olvidemos, además, que recientemente ha abierto una nueva sección: Ferrari Land, dedicada al mítico fabricante de automóviles italiano. Principales características de las viviendas en venta de la costa catalana Si estás interesado en comprar una segunda vivienda en la costa catalana o bien buscas algo para invertir, esto es lo que debes saber de las viviendas disponibles en las distintas zonas. Costa Brava Precio promedio: 394.000€ Superficie media: 126 metros cuadrados Número de habitaciones medio: 3,1 Número de baños medio: 1,9 Porcentaje con terraza: 75% Porcentaje de viviendas amuebladas: 75% Porcentaje con piscina: 48% Porcentaje con ascensor: 30% Porcentaje con aire acondicionado: 23% Si quieres vivir cerca de las calas de la Costa Brava, entra aquí Costa del Maresme Precio promedio: 498.000€ Superficie media: 204 metros cuadrados Número de habitaciones medio: 3,8 Número de baños medio: 2,3 Porcentaje con terraza: 66% Porcentaje de viviendas amuebladas 66% Porcentaje con piscina: 38% Porcentaje con ascensor: 27% Porcentaje con aire acondicionado: 27% La Roca Grosa, la Platja dels Anglesos… no te pierdas nuestra oferta en el Maresme Costa de Barcelona Precio promedio: 537.000€ Superficie media: 94 metros cuadrados Número de habitaciones medio: 3 Número de baños medio: 1,6 Porcentaje con terraza: 47% Porcentaje de viviendas amuebladas: 47% Porcentaje con piscina: 7% Porcentaje con ascensor: 64% Porcentaje con aire acondicionado: 46% Si quieres vivir en la costa de la Ciudad Condal, esta es nuestra selección Costa del Garraf Precio promedio: 479.000€ Superficie media: 133 metros cuadrados Número de habitaciones medio: 3,5 Número de baños medio: 1,9 Porcentaje con terraza: 73% Porcentaje de viviendas amuebladas: 73% Porcentaje con piscina: 37% Porcentaje con ascensor: 33% Porcentaje con aire acondicionado: 44% Sitges, Cubelles, Sant Pere de Ribes… explora toda nuestra oferta en el Garraf Costa Dorada Precio promedio: 201.000€ Superficie media: 95 metros cuadrados Número de habitaciones medio: 2,9 Número de baños medio: 1,6 Porcentaje con terraza: 75% Porcentaje de viviendas amuebladas: 75% Porcentaje con piscina: 35% Porcentaje con ascensor: 42% Porcentaje con aire acondicionado: 37% Desde ruinas romanas a Port Aventura ¡Mira todas las opciones que te ofrecemos! //pagead2.googlesyndication.com/pagead/js/adsbygoogle.js (adsbygoogle = window.adsbygoogle || []).push(); Source link from Blog https://goagencies.com/todo-lo-que-necesitas-saber/ via Go Agencies from Network Coaching https://thenetworkcoaching.wordpress.com/2017/06/22/todo-lo-que-necesitas-saber/ via IFTTT from Local SEO Guru http://localseoguru.tumblr.com/post/162131031353 via IFTTT
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