Content Marketing or Content Strategy? Do we need both?

Content Marketing or Content Strategy? 

A solid content strategy serves as the foundation of every effective marketing strategy. The main query, though, is what a content strategy actually entails. Similar to content marketing, is it? Do we really require it? You may find the solutions to all of these questions in this post. Go ahead and start learning. If you want to learn Content Marketing and Digital Marketing Course then I recommended The School Rific is the best Digital Marketing Course in Nashik

Introduce to content strategy and content marketing

·         Content Strategy: - The area of marketing known as content strategy is primarily concerned with organizing, producing, distributing, and analyzing content. To make sure that your website contains well-structured, high-quality material, you must have a content plan. A component of content marketing is content strategy.

·         Content Marketing: - The marketing strategy of "content marketing" focuses on how to get your material in front of your target audience. It incorporates strategies and tactics to get your content in front of your target audience, turn them into leads, and turn those leads into paying customers.

Creating Content Strategy

You must have a content strategy before you can begin your content marketing efforts. Let's learn about the procedures for creating a content plan.

1.       Purpose of your content

You should have a good understanding of who you are writing for and what you hope to accomplish before you start writing any material. Some things to pay attention to at the beginning are:

·         Enhanced Brand Visibility

·         Gain more inbound leads

·         Developing the Influence in the Specific Industry

·         Increasing the Brand's Sales

However, you must keep in mind that content comes in a variety of kinds as you attempt to meet the aforementioned goals. A piece of content that generates inbound leads might not be effective in raising brand awareness.

2.       Client Understanding

The first step to developing a successful content strategy is to understand your audience. You must be aware of the type of content that will benefit the viewers and provide them with the pertinent data they require. If you bear this in mind while you develop your brand strategy, you will be able to establish yourself as a trustworthy source of information for your audience and win their trust.

3.       Frequency

Knowing your audience is the first step in creating an effective content strategy. You need to be aware of the kind of content that will help the viewers and give them the essential information they need. This can help you establish yourself as a reliable information source for your audience and gain their trust if you keep it in mind when you create your brand strategy.

4.       Creating, Managing and Maintaining Content

One soul is unable to complete all the tasks. Therefore, give it a try if you believe that you are organised enough to handle all the tasks and finish them. However, if you believe that getting some assistance would benefit you and help you achieve better results, you should appoint competent people to handle the creation and management of the content. Not only will this simplify your life, but it will ultimately aid in the expansion of your business.

5.       Style Guide

A style guide is a crucial component in keeping the material on your website consistent. To ensure that all of the information on your website looks professional when you are using content from outside sources, you must adhere to a set colour scheme, font, and style.

Content Marketing Strategy

After establishing your content strategy, you may now consider developing a content marketing strategy, which will serve as the foundation for your inbound marketing strategies. A marketing strategy will give you a plan for utilising the material you produced to draw prospects and turn them into clients.

1.       You’re Marketing Goals

Your marketing strategy is heavily influenced by your marketing objectives. Write down the objectives you want to concentrate on before you begin strategizing.

2.       Needs of Buyer

A buyer experiences the journey of product awareness, solution information, and product need. You should take care of the demands of the consumer at every stage if you want to ensure that you convert your initial phase leads into customers who stick with you through the final phase.

3.       Content Type

Words alone do not make up content. It also contains additional components like audio, pictures, writings, etc. Varied material genres have different effects on the audience. A decent mixture of different types of content will do wonders for your ability to generate leads for potential clients.

4.       Distribution strategy

A piece of content that is both high quality and influential but is not shared has no value. Wherever the audience is most in need of your material, you need to be there.

5.       Editorial Calendar

By developing an editorial schedule that gives you an overview of the content's goal, scheduling, type, etc., you can streamline the marketing process as you move forward. We may argue that content strategy serves as the foundation for content marketing based on the newly discovered facts presented above. Content marketing is impossible without a plan. Therefore, it's crucial to include both of them in your marketing and promotion strategy in order to satisfy the needs of your audience.

The Best Niches for affiliate marketing in 2023 with Real-Life Examples

Looking for the top markets for affiliate marketing?

Affiliate marketing is the finest strategy for making money from a blog or website. if you want to learn Affiliate Marketing and Digital Marketing course then I recommended the school rific is the best digital marketing institute in Nashik. 

Why? There are several benefits to affiliate marketing, such as;

Even as you sleep, you have the ability to make thousands of dollars. This is especially true if you can advertise highly sought-after goods. It might be a fantastic approach to develop your internet brand. Your affiliate marketing efforts have the potential to reach a wide audience because there are so many individuals looking for things online.

Finally, affiliate marketing enables you to work remotely or from any location.

However, the most crucial factor in the success of affiliate marketing is your NICHE.

A niche is, to put it simply, a certain subject you'll write about on your site.

In this article, we'll go over the top affiliate marketing specialties for 2023, including those with little competition.

Best Affiliate Marketing Niches for 2023

1.Weight loss

The weight loss theme is a great choice if you're seeking for evergreen niches for affiliate marketing.

Why? Diet and exercise are issues that affect people all around the world.

Did you know that 39% of adults worldwide are overweight and 13% of adults worldwide are obese?

The weight loss industry is worth $1 billion. It is anticipated to increase annually at a pace of 10.3%.

Benefits of the weight loss market

ü  While educating others about weight loss, you learn a LOT about maintaining your physical fitness.

ü  There are several weight loss products available for promotion and profit.

ü  It's a market niche that will always exist.

ü  You can juggle your career with your interest.

ü  The cost of setting up your weight loss blog, including a domain name and web hosting, is about $100 per year.

ü  Broad flexibility you can work on your blog whenever you want.

2.Crypto

The cryptocurrency market as a whole is amusing. While making many more people lose money by providing 1000% NEGATIVE returns, it made common folks wealthy. In 2021, the market for cryptocurrencies was estimated to be worth $1.69 billion, and by 2030, it is expected to be worth over $5 billion. According to many financial analysts, cryptocurrencies are the form of money of the future. The cryptocurrency niche is a great alternative if you want to appeal to millennials.

 Advantages of the cryptocurrency market

ü  Since most of the globe is becoming interested in trading in cryptocurrencies, the crypto niche may be a great one. So now is a great time to enter the market and produce a tonne of informative content in order to establish your site as an authority.

ü  Large earning potential because the majority of cryptocurrency affiliate programmes pay out significant rewards for each enrolment.

ü  Compared to the majority of the niches listed on this page, it offers you high CPC/CPM.

3.Pets

One of the strongest niches for affiliate marketers is the pet industry.

Numerous people, including millions of dog and cat owners, adore their animals. Each year, pet owners spend billions of dollars on their pets' care. The pet niche is the most profitable because of this.

From 2022 to 2030, the pet industry is projected to expand at a 5.1% CAGR.

When you blog about pets, you can talk about things like health, training, and pet care.

The majority of pet blog writers include images and personal accounts of their animals, which makes their websites wonderful resources for finding inspiration.

Advantages of the pet market:

ü  Since pet blogging is so inexpensive, you can get started doing it in as little as $100 each year.

ü  As an affiliate, you may locate and market a variety of pet goods while making money.

ü  You can be in charge while assisting other animal enthusiasts in caring for their pets.

4.Al Marketing

AI marketing is all about using AI (Artificial Intelligence) tools to create content, images, videos, market, etc. more quickly.

Benefits of the AI Marketing niche:

ü  The development of new AI tools has greatly increased the field's growth.

ü  The majority of AI technologies have excellent affiliate commissions.

ü  Since the majority of AI technologies offer free trials or substantial discounts, persuading customers to test them out is simple.

5.VPN

Looking for the best niches for affiliate marketing? Try the VPN niche since this is a multi-billion dollar market. By 2027, the VPN market will have grown by 15.3% globally and will be worth 87.1 billion dollars.

Positives of the VPN market

ü  By promoting VPN services, you are actually assisting consumers in securing their electronic devices, including desktop computers, laptops, and smartphones.

ü  There are several VPN choices to promote, and you can join the majority of them for free.

ü  The majority of VPN providers reward their affiliates with unique offers and discounts (which ultimately helps you with more sales).

 

Top essential On-Page SEO Techniques For 2023

 Top On-Page SEO Techniques 

Google bases its ranking of your website on three primary factors: technical SEO, on-page SEO, and off-page SEO. One of those is on-page SEO, which enables Google to comprehend each individual piece of material on your website. The top 20 on-page optimization strategies that boost traffic and ranking will be covered in this blog.

The most challenging aspect of SEO to master is its dynamism. Google's algorithm is changed 1000 times a year. This implies that during the year, there is at least one new update provided every day. Even SEO experts who devote their careers to determining rank criteria are baffled by this. It's impossible to recall all that happened. That is not a pleasant way to pass the time. If you stay on top of some of the most significant trends and SEO strategies for 2023, you'll be one step ahead of the competition. 75% of people, as far as we know, never look past the first page of search results. Therefore, it's crucial to figure out how to keep yourself on the first page of search engine results pages and prevent these algorithm adjustments. We've developed a list of the top 10 SEO strategies for 2023 to save you time from having to frequently check Google's update page. If you want more knowledge about On-page SEO when you want to do digital marketing course then I tell you that the school rific is one of the best digital marketing courses in Nashik

Let's examine what SEO is and how it impacts the online environment.

How does On-Page SEO Work?

In order to improve their ranking, website pages must be optimised for Google and other search engines. Off-page SEO concentrates on link building, whereas on-page SEO boosts a website's page-level components. Every website needs on-page SEO to be successful. Without the aid of search engine traffic, is it not difficult to enhance conversion rates or revenues? For the purpose of boosting website traffic, sales, and profits, everyone is concentrating their efforts on Google.

Achieving the Top Google Rankings in 2023 with the Best On-Page SEO Techniques

There are just too many On-page SEO strategies to pick from in 2023, and many of them won't be effective, if you search the web for them.

Therefore, I'll go through some of the best on-page SEO tactics in today's post that will still be effective in 2023 when it comes to Google's current algorithms. Google believes that the Meta Keyword tag is not relevant to your website's rankings. You can therefore simply disregard it. You must therefore make sure that the techniques you use on your website are in line with Google's most recent algorithm updates. Additional tags include Meta tags, header tags, picture tags, bold, italic, underlined, and list-style tags.

Recognize your site’s core web vitals

You might not be familiar with the term "core web vitals," a recent SEO idea. You'll need to comprehend the meaning of these terms and the metrics associated with them by 2023. Soon, Google will launch Page Experience, a new algorithm that uses basic web essential scores to rank pages. What then are the internet's most important characteristics? They are a group of metrics that assess speed, responsiveness, and visual stability, according to Google. In this essay, we'll delve a little more into what crucial online vitals entail. But first, a reminder.

Largest Contentful Paint (LCP) The most extensive content Page speed is determined by paint (LCP). The time it takes for a website's core content to load is expressed in milliseconds. The best LCP is 2.0 seconds or less.

The First Input Delay (FID) is a metric that assesses how responsive a page is. The time it takes for a page to become interactive is during this period. It is best to have FIDs of under 100 Ms.

CLS (Cumulative Layout Shift) is a measure of visual stability. The amount of unexpected visual page content layout movement is this. CLS ought to be lower than or equivalent to.

Passage ranking optimization on google

In October 2020, Google introduced Passage ranking, which enables particular sections of web pages to be ranked alongside the entire page. What relevance does anything have to this? This means that even if a page's subject matter differs from that of the SERP, Google may still use that page's information. Let's say you produced a blog post on social media marketing that covered a range of subjects, including tools, strategy, metrics, and networks. Even if you haven't optimised your page, it might still rank for the keyword social media marketing tools. Since it has determined that a sizable amount of your material pertains to social media marketing techniques, Google is indexing it.

Pay attention to the featured snippets.

If you haven't already, featured snippets should be a part of your on-page SEO plan for 2023. The coveted featured snippets, or position zero, are displayed in a rectangular box at the very top of the SERP page

Become familiar with the EAT Principles  

Despite Google's constantly evolving algorithm, you may manage long-term On-page SEO success by adhering to the EAT principle. So, what exactly is EAT? The initials EAT stand for expertise, authority, and dependability. It essentially serves as a gauge for assessing your company's online reputation. Google rates new websites lower than reputable, long-standing, and brand-authenticated websites.

How does online marketing operate? Here's how it functions.

online marketing operate

Digital marketing is one of the buzzwords in marketing that is used most frequently.

Digital marketing is gaining popularity as a means of online business growth, and experts are praising it for this reason.

In general, there is a rise in demand for digital marketing credentials, and colleges tout their brand-new digital marketing programmes as the newest and greatest.

With the help of this introduction, you will discover what digital marketing is and how it functions from a business that has been engaged in it for more than ten years.

We'll look at the various digital marketing platforms as well as the many kinds of digital marketing and give instances of how they might be combined.

Our finest digital marketing training in Nashik aims to give you the information and tools you need to advance your abilities in digital marketing.

This article is for you if you're new to digital marketing and are looking for a clear, concise definition.

Digital marketing definition

What is digital marketing?

Using the Internet to advertise and sell goods and services is known as digital marketing. Search engines, social media platforms, and email are just a few of the internet marketing channels that are utilised to connect with your target audience.

Using digital marketing, you may increase brand recognition and locate potential customers.

Website marketing, search engine optimization (SEO), content marketing, PPC advertising, social media marketing, email marketing, video marketing, and affiliate marketing are all parts of a digital marketing plan.

How Digital Marketing Work

The first step is to specify your best digital marketing course in Nashik results you intend to attain. Raising brand exposure, boosting sales, and growing your community are a few typical examples.

The next step is to choose the marketing channels that will help you achieve your objectives. Running paid advertising on Google and Facebook, for instance, is a fantastic place to start if you want to boost sales.

Make a plan that details the amount of money you'll spend, your target market, performance measures, and other details that will help you control the process to make it simpler to manage.

The core of a digital marketing campaign is this. If this is still unclear, don't worry—there is a more thorough example of how to build a successful digital marketing campaign at the end of this essay.

Before beginning your first digital marketing campaign, you need be knowledgeable about the various marketing channels and how they work.

Why Are Service Apartments Useful For Short-Term Stays?

Service Apartments

Do you plan to go to Nashik? If you answered yes, you must be wondering where to stay in Nashik. Where should I go in Nashik? Etc. Right… Below, you'll find a comprehensive list of Nashik's top hotels, tourist attractions, wineries, restaurants, and religious sites.

Nashik is referred to as India's Wine Capital! The Nashik Wine Fest attracts visitors from all around the world. Nashik is well known for its grapes, religious sites, and its location in the Brahmagiri region of nature. Service quality comes first at Aashiyana. Once a visitor, always a visitor.

Let’s get a deep dive in Nashik’s specialties:

Nashik is distributed in five specialties-

1. Vineyards

2. Religious Places

3. Nature

4. Food

5. Stay in Nashik

1. Vineyards-

One of India's top contributors to grape exports is Nashik. Vineyards: Because India is the world's greatest grower of grapes, industrialists determined that Nashik was the best place for making wine. Vineyards producers may be found all across the Nashik District.

 

- Sula Vineyards

- York Vineyards

- Soma Vineyards

- Zampa Grover

- Vinsura winery

 

2. Religious Peace:

Nashik is well known for hosting the Kumbh Mela, which takes place once every 12 years. Being a popular destination for Hindu pilgrims, Nashik. Nashik Trimbakeshwar & Shirdi Sai Baba Temple is a favourite destination for visitors from all over India.

Nashik's Most Visited Temples & Religious Sites: Shirdi

- Trimbakeshwar Shiva Temple

- Kalaram Temple

- Saptashrungi Gadh

- Sita Gumpha

- Muktidham Temple

- Someshwar Temple

- Navshya Ganapati Temple

- Kapaleshwar Temple

 3. Touch of Nature:

People from Mumbai and Pune mainly prefer to visit Nashik during rainy seasons to spend the weekend pleasantly and in the Breezee of nature. Nashik is the city that is surrounded by the nature of Brahmagiri and Trimbak road is the centre of attraction.

Here is a list of the best places in Nashik and Jawahar to experience nature.

 

- Dugarwadi

- Trimbakeshwar

- Ghoti

- Igatpuri

- Kasara

- Vani

4. Food should not miss when in Nashik are:

Every hotel in Nashik serves missal, but if you want to experience the authentic Nashik missal, you must go to one of the places on the list I have provided below.

Misal: If you want Misal, there will be a long line in Nashik. Get it, then make a decision. Popular misal locations include Sadhana Chulivarchi, Mamacha Wada, Tushar, and Bhamare.

Finally, but not least-

5. Stay in Nashik-

Finding lodging that is affordable, secure, and conveniently located in the city has been quite difficult...

The best place to stay in Nashik is a service apartment, which offers accommodations in a furnished space with all the amenities of a hotel while still being affordable for families and business travellers. Nashik has a great chain of hotel sectors, with hotels up to four stars and resorts with all the amenities readily available, but these establishments are not exactly budget-friendly.

Why service apartment beneficial for temporary stays-

- Serviced Apartments are Pocket Friendly

- All the home alike amenities

- Furnished Properties

- Safe Locality

- Suitable for business travelers

The city's most desirable neighbourhood, College Road, is where Ashiyana is situated. Everything else, including restaurants, vineyards, famous sites, and transportation, is close by.

Facilities You Get At Aashiyana:

Air conditioning, a shared lounge, a terrace, and free WiFi.

-Car and bicycle rental service

Hot water kettle, air conditioner, instant tea and coffee privilege, 29" LED TV with HD Channels, etc. are all included in the properties.

The Aashiyana team is deeply concerned about visitor safety, and to keep things clean and secure, all safety measures—such as sanitization, social distancing, temperature measurement, etc.—are incorporated at the hotel.

Staying at Aashiyana in Nashik is the best option for both short and long stays because it provides unequalled alternatives. Imagine staying at our very own Serviced Apartments in Nashik, the greatest service apartment in Nashik, and experiencing the luxury of a star-rated hotel while paying prices that are impossible to imagine.

We are aware of your worries during this pandemic, and in order to better serve you, we have implemented an online booking system at Aashiyana. You may also visit us on Booking.com.

You will undoubtedly appreciate your time in Nashik; have pleasure in your travels and be careful.

 

Why Search Intent Must Be the Foundation of Your SEO Strategy

Search intent SEO 

Every company in the digital age makes a concerted effort to wow its target market and outperform rivals. As a result, businesses spend money on SEO strategies that increase visitors. However, this may not always result in relevant, ready-to-convert traffic. This is due to the fact that most businesses ignore the core of client queries, or their search intent. Making their advertising content entirely about themselves is one of the worst marketing errors that companies do. Who cares if you advertise your business with fantastic buzzwords? Definitely not your client. Change your attention to the purpose of your customers' online questions. What sort of response do they anticipate? What are the aches and pains? These are some of the issues that firms should cover in their content. Businesses may foster a customer-focused culture and increase customer satisfaction by focusing SEO efforts on search intent. In this article, we'll talk about how a strong SEO strategy relies heavily on search intent. Additionally, you'll discover practical advice that might assist you in utilizing search intent to rank for your desired term. If you want more and more knowledge about SEO and learn to digital marketing course then I recommended the school rific is the  best digital marketing institute in Nashik

What Makes Search Intent Important for SEO?

An internet inquiry is made with search intent in mind. On the basis of the search phrases people enter into Google, it informs advertisers like you what users are looking for online and why. With the help of this data, you can produce content that precisely responds to user inquiries, increasing website traffic and decreasing bounce rates. There are four categories of search intent: informational, navigational, commercial, and transactional, to refresh your memory on SEO.

Let's use the informational term "how to use project management software" as an illustration. You can check how interested people are in learning more about this subject by using SEMrush's Keyword Magic Tool. Informational enquiries are a clear opportunity to increase brand recognition even though they don't necessarily indicate that a user is ready to make a purchase. Therefore, how precisely does search intent fit into your SEO campaign? The four ways user intent influences your search optimization strategy are listed below.

Completes the Missing Pieces in Your Keyword Targeting

You may find and manage keyword discrepancies between you and the competition by segmenting your target keywords depending on purpose. For example, mapping search intent to keywords enables you to identify high-potential terms that you aren't currently focusing on. By doing this, you may expand your SEO strategy and find new keyword chances to increase traffic. Consider that you offer small businesses a customer relationship management tool. To target customers in the awareness stage, you might begin with a broad term like "CRM platform" before switching to a long-tail phrase like "what is a CRM platform." For your decision-stage content, you'll finish your keyword strategy by include "best CRM for small business." The articles that include this keyword give user’s thorough information about CRM platforms to assist them make purchasing decisions.

Obtains Quality and Relevant Leads

An in-depth examination of search intent can help SEOs draw in traffic that is eager to convert. You may target customers who are more likely to make a purchase decision by making search intent the cornerstone of your SEO and content strategy. This will improve your conversion rate. Customers frequently visit websites to learn more about the products they're interested in. Knowing the purpose of their search enables you to give them information that will persuade them to make the buy. As a result, your company doesn't waste time or resources on SEO techniques that won't significantly increase sales. Utilizing search intent, you may design a strategic approach to audience targeting that will immediately increase your revenue.

Reaches customers at all stages of the funnel

Think about Google acknowledges that consumers no longer make decisions regarding purchases in a straight line across the marketing funnel. They switch between different devices to receive quick answers to their questions about purchasing as they move back and forth along the consumer journey. This means that prospects can join the funnel at any point, not just at the top. As a result, your SEO approach needs to be adaptable enough to take into account brand exposure from people at any step of the decision-making process (awareness, contemplation, or decision). Here comes the role of search intent. You may produce and engage leads at various phases of the sales funnel by mapping search intent at different purchasing stages and using it into your content marketing plan. By doing this, you can maximise your conversions by ensuring that no single prospect slips through the holes of your sales funnel.

Positions You as an Authority in the Domain

We've all learnt that the most important factor in determining a site's authority is its backlinks from reputable publications. While it is accurate, it is crucial to create a plan that signals to Google, "Hey! I have a tonne of stuff that discusses this subject and the motivation behind the searches. Your brand authority may increase if you keep search intent at the forefront of your marketing plan. Your audience will respect your domain knowledge and return to you for information in that area.

How to use google search console

Google search console

 

Google's collection of tools, data, and diagnostics is known as Google Search Console, formerly known as Webmaster Tool. Making your website healthy and Google-friendly is the fundamental tenet of Google Search Console. You may get all of Google's information about search engine optimization for your website from this location.

Any website can utilize Google Search Console because it is free. You must also realize that if you simply install it, neither the organic traffic nor the SEO of your website will be improved. As a result, you must comprehend the functionalities of Google Search Console in order to use it effectively. If you want to deeply learn the google search console or digital marketing then I recommended the school rific as the best digital marketing institute in Nashik

Up until the first week of September, the Google Search Console was in beta. Now, it has officially been taken out of beta. This new Google Search Console provides you with the following, per a Google blog post:

More data:

·         Use the Index Coverage report to get a precise picture of the material on your website.

·         Check out the Performance report for your Search Analytics data going back 16 months.

·         Use the Links report to view details on links leading to and from your website.

Use the URL Inspection Tool to directly retrieve crawling, indexing, and serving details for any URL from the Google index.

Better alerting and new “fixed it” flows:

·         Receive alerts automatically and view a list of the pages that are affected by problems with indexing, mobile usability, recipes, or job postings.
·         Reports now display the HTML code that Google believes needs to be fixed.
·         Rapid information sharing will help your organization's relevant personnel implement the fix.
·         When a problem has been resolved, let Google know. Google will examine your site, check to see if the problem has been resolved, and provide a thorough report of its findings.

Simplified sitemaps and account settings management:

·         Sitemaps are a great way to inform Google about the structure of your website.

·         Send each URL separately for indexing.

·         You can invite and manage people as well as add new sites to your account.

How to use the new google search console

Optimize your site’s technical SEO

There are always some more issues that SEO specialists must deal with, therefore it requires constant attention. Therefore, read this carefully if you are unsure of how Search Console can be of assistance to you.

Make use of the new “index coverage” report

Not to be concerned. You can see which website pages are included in Google's index by looking at the Index Coverage report. The report will list every technical problem that exists on your page and is preventing it from being indexed. A few months ago, Google introduced its URL inspection tool, which allows users to view the page's live version. If you want to debug or fix problems on your page, this tool is quite helpful. You can ask Google to index your website once more if the problem is resolved on the live version of the page.

Drive organic traffic

For marketers, getting organic traffic is a serious challenge. Fortunately, Google Search Console has the ideal solution. You receive a Performance report from Search Console that details the overall performance of your website. The report includes information about your typical ranking position, click-through rate, and click-through rate.

Security alerts become a priority

Since the digital world is expanding quickly and cyber risks are rising, hackers are free to act however they like. In light of this situation, Google Search Console will present the most important notifications pertaining to your website right up front. In essence, any security issues will be visible right away on the new Google Search Console's overview page. By doing this, you'll be able to figure out what's wrong with your website and how to solve it.