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Navigating CMS architectures across content, frontend and backend



Navigating CMS architectures across content, frontend and backend

In the world of building applications using Content Management Systems (CMS), three essential ingredients play a key role:

  1. Content – This is the stuff editors add and tweak – think text, images, videos, and more. 
  2. Frontend – This is how content appears on various channels, managed by frontend developers using frameworks like React or Vue.  
  3. Backend – This is the custom functionality that goes with the experience, handling things like orders, form submissions, and database updates, managed by backend developers. 

The three components in a Coupled CMS

In a traditional coupled CMS architecture, these components are usually bundled together. The content is tightly coupled with the presentation layer, making it difficult to deliver the same content to other channels.

For marketers, this approach is attractive for websites because the frontend is “coupled” to the content, making the editing of web pages simple and fast. However, as soon as the need to serve the same content in other channels arises, they hit a brick wall. The content they’ve been editing all along is peppered with HTML tags behind the scenes, which is hard to remove when displayed on mobile applications.

The three components in a Decoupled CMS

It’s important to note that there are a few degrees to decoupling: one that decouples between the components of one software, and another that decouples between different systems altogether.


Hybrid CMS as a Decoupled CMS

Let’s first talk about the first type of decoupling, which is common in Hybrid CMSs. While content is decoupled from the frontend, they still live in the same place. This is enabled by software architectures, such as MVC (Model-View-Controller), that support the decoupling of components within one application.  

Image showing a hybrid or Decoupled CMS architecture

Figure 1: Even though Hybrid CMS bundles content, frontend, and backend together, they are loosely bundled, enabled by patterns like MVC, to enable content to be reused by other frontends and microservices 

In the architecture diagram above, while all the components live in the CMS, the integration is loose, making the frontend optional and the content available on its own for rendering in multiple modes: web (default), mobile, and kiosk apps. The decoupling happens at a software level, not at a solution level, which we will dig into next. 

What are the benefits of a decoupled, hybrid CMS? 

  1. Simplicity of management – While this point of view doesn’t apply to everyone, which we will dive into later, the reality is that some enterprises whose main business is not technology or digital, tend to prefer a one-throat-to-choke approach when it comes to digital. They prefer to retain lean teams who can manage digital and engage the least number of vendors that have the biggest coverage: software, infrastructure, and 24/7 managed service with a guarantee on SLAs. They want peace of mind without the complexity of managing it themselves.
  2. Cost-efficiency – Because of the one-throat-to-choke approach, organizations often benefit from a reduced total cost of ownership. Engaging multiple vendors not only creates complexity in the day-to-day management of the entire stack, but also often results in a higher total cost of ownership, which covers licensing costs from multiple vendors, the cost to integrate these solutions, and the added cost to learn multiple vendor stacks. 
  3. User-friendliness to marketers – a hybrid CMS comes with a frontend, but in the form of components that enable marketers to compose experiences, with drag-and-drop capability. This is important to highlight because this sometimes gets crippled or taken away from marketers in headless CMS builds, but we will discuss alternatives and solutions to this below.  

Who and which use cases suit a decoupled, hybrid CMS approach? 

Smaller digital teams, adept at interdependent work, benefit from the one-stop approach. It’s also ideal for simpler projects, such as marketing and brochure-ware applications, whose primary responsibility is to deliver content to consumers across multiple channels. If this is your use case, then be careful not to over-engineer your tech stack as the benefits may not justify the added complexity. Instead, focus on how you can enable your marketers to move faster, fulfill high volumes of content, and deliver personalised messaging to end users.

What are the drawbacks of a decoupled, hybrid CMS architecture?

A one-stop shop approach isn’t something that attracts enterprises who have bigger teams, and skilled resources who want better control of their tech stack. Here are the downsides: 

  1. Technology limitations on both frontend and backend – Despite the decoupling we spoke about, at the end of the day, the frontend and backend still must be deployed with the CMS, creating limits within the two components: 
  2. Backend – your developers will have to use the backend programming language your CMS is built on, such as Java or .NET. The programming language and the right resources become a big consideration if you’re going for a hybrid CMS architecture. 
  3. Frontend – While you may have flexibility over the choice of frontend framework, there will be some limitations around client-side rendering, and static-site generation, that the CMS may not be able to offer so it’s best to check where these boundaries are with your CMS vendor. 
  4. CMS Upgrades can become difficult, lengthy, and costly – because the frontend and backend still live with the CMS, developers may build code that has tight dependencies on the version of the CMS. Developers must ensure they follow CMS development best practices to avoid lengthy and costly work to perform upgrades. 

As you will see, these are engineering problems that can create ripple effects in the organization. Is there a better solution? 

Decouple the three components using a headless and microservices architecture.

As we now understand from above, not all decoupled CMSs are headless. However, all headless CMS follows a decoupled approach; decoupling at a higher level (between software systems), as opposed to an in-software architecture level.

To solve the problems with a Hybrid CMS architecture, developers started to de-scope the CMS’ responsibility, ultimately removing the frontend and backend completely from the CMS. This decreases the responsibility of the CMS vendor while giving developers full flexibility on the frontend and backend, as these two components are now managed externally.  


headless CMS architecture

What are the benefits of a headless CMS approach?

  1. Ultimate flexibility for developers – when the frontend and backend components are extracted out of the CMS, the sky essentially becomes the limit. Developers have full freedom of choice when it comes to frontend frameworks, backend programming language, devOps, and hosting client-side applications.
  2. Shorter ramp-up time for new developers – because the main pattern of integration is through standardized APIs, the barrier to entry is lower, and therefore new developers onboarded into the team have a shorter ramp-up time.
  3. Engineering can go to market faster – with a complete separation of frontend and backend from the CMS, frontend developers can work independently of backend developers, which creates ripple effects in engineering. The team can go to market faster, upgrades become faster, and developers are less dependent on the CMS vendor.

Who and which use cases suit a headless CMS approach?

Larger engineering teams who prefer better control and management of their tech stack would prefer this approach. Applications that require complex frontend functionality or two-way interactivity, such as eCommerce or transaction-heavy applications, will benefit from this approach. The added complexity of managing multiple components is justified by the extra control and flexibility that engineers get from a headless and microservices architecture. 

What are the drawbacks of a headless CMS approach? 

  1. Increased complexity and responsibility for engineering – because the frontend and backend no longer live in the CMS, engineering teams now need to provision and manage new infrastructure to host these components, create integrations and manage DevOps to tie these components, and ensure SLAs are still in place, including the additional vendors in the mix. For simpler use cases discussed above, an over-engineered tech stack may actually slow you down. However, if your use case calls for significant development work and you have the right engineering resources, then the increased complexity for better control is justified. 
  2. Higher total cost of ownership (TCO) – due to the additional components that need to be licensed from other vendors, such as additional hosting license, and SLA, as well as the cost to integrate these, the total cost of ownership is expected to increase. However, the added TCO can be offset if this generates efficiencies within the engineering department. 
  3. WYSIWYG experience of marketers can be crippled – while headless CMS vendors enable editors to manage content, by its design, pure headless CMS vendors don’t solve for the capability to assemble the experience. Developers will need to build this capability in or integrate with other software vendors to bring back WYSIWYG capabilities to ensure the marketing experience is not impacted. 

As with everything technology-related, there is no one-size-fits-all model. Selecting the right CMS architecture depends on the project complexity, team size, and skillsets, and the desired equilibrium between simplicity, cost, and control. The decision ultimately needs to consider multiple stakeholders: engineering for the build, marketing for the content authoring experience, and the business for a total cost of ownership.

Optimizely CMS supports both decoupling methods: hybrid or pure headless. In my next article, I will write about the newly launched Optimizely Graph offering that enhances our API offering to create efficiencies in software development, so watch this space.  

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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform





By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.


But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source:

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies



Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.


AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.


SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.


Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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How To Adapt Your SEO and Content Strategies for SGE and AI Experiences



How to Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search.

As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Since 2023, Google has been prolific in its AI experimentation, changing the way content is represented in search results. Its content-led SGE recently moved out of its testing lab to show up in a small percentage of results in Google’s main search interface.

Brands that produce content experiences that align with new search behaviors and focus on conversion stand a better chance to survive the search change.


Google adds generative AI, first-person reviews, and anti-spam actions

Your news feed says all. Search and generative AI investments are everywhere. And it’s not just Google — new entrants, such as Perplexity AI and, are on the search scene. Meanwhile, OpenAI is working on a search engine powered by Microsoft’s Bing.

Still, Google owns the biggest market share in search, so let’s focus on the ways AI is affecting Google SEO.

Reddit and new content sources

Google added new content sources to its traditional results and Search Generative Experience.

In traditional search results, adding more content sources helps fine-tune its AI technologies. The recent content licensing deal with Reddit is a prime example. You can already see its content appearing more often in traditional search results.

This screenshot shows the search engine results for “Is Volvo a good car?” A discussion from the Volvo subreddit appears as the third result on the page (or fourth if you count the people-also-ask module.)

Click to enlarge


SGE appearance

The image below shows the SGE for the Volvo query. The first paragraphs are an AI-generated summary drawing on ratings from RepairPal (after an alert explaining the experimental nature of the generative AI content.)

Below the SGE summary, a search box prompts the visitor to ask a follow-up question. After that element, the Reddit discussion on Volvo reliability appears.

The image shows the SGE for the Volvo query.

Click to enlarge

Showing Reddit content in SERPs lets Google show more first-person reviews and opinions (the experience element of Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) for search ratings.

But how will Google distinguish between subjective, objective, and informative opinions? With Reddit content, which can include positive and negative opinions readily on display, brands will need to follow relevant discussions on Reddit.

Google goes after spam sites

You may have read about Google’s latest update, which aims to avoid sites with low-quality (often AI-generated) content and give helpful content more prominence in SERPs.

This hammers home the message to avoid relying on generative AI alone for content creation. Content needs a human touch to earn the experience, expertise, authoritativeness, and trustworthiness that Google and, more importantly, searchers want to see.


Expect more penalties from Google for content that’s just churned out from AI prompts.

SGE’s impact on brands

SGE is the rollout that will impact every industry and content marketer.

My company, BrightEdge, built a tool to detect how and where search engines experiment with AI and new content formats. The chart below shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Health care will see the biggest impact, with 76% of its searches affected by SGE. Finance will be the least affected, with only 17% of queries impacted by SGE. Here’s how SGE will affect other industries:

  • E-commerce (49%)
  • B2B technology (48%)
  • Insurance (45%)
  • Education (44%)
  • Restaurants (36%)
  • Entertainment (36%)
  • Travel (30%)
The chart shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Click to enlarge

Once SGE rolls out completely, it will likely impact over $40 billion per year in ad revenue on Google for marketers per BrightEdge estimates.

How to prepare for SGE and changing search behavior

Google has always shown relevant sources and articles so searchers can make informed decisions. With the generative AI changes, Google’s engine now asserts an opinion. This represents a fundamental shift in how a search engine responds to queries.


Imagine you search the web to learn more about a BMW model you’re interested in. Previously, a Google search would display results with links such as BMW’s official site, Top Gear, Consumer Reports, and Carfax. The searcher then could choose the resources to explore and form an opinion about the vehicle.

In the generative AI world, Google’s primary result might not be a direct link to BMW’s website. Instead, it could be AI-generated content that provides an evaluative perspective. The AI content might include important factors to consider when looking at a BMW, such as the potential for high maintenance expenses or issues with parts availability due to supply chain challenges. This AI-curated summary will be presented before the searcher can see the resources with links for further exploration.

This shift may lead to reduced but higher-quality traffic. Brands are likely to experience better conversion rates. The reason? Consumers are more likely to act because they’ve been influenced by prior engagements and information provided by Google.

Still, you’ll need to adapt to the new search environment. Here are some tips on how to prepare.

Focus on the search basics

Solidify your foundation of SEO and website fundamentals. The essential elements will gain more significance as time progresses.

Make sure your website is optimized for user-friendliness and complies with Google’s guidelines regarding Core Web Vitals, Helpful Content, and EEAT (experience, expertise, authoritativeness, trustworthiness).


You may also want to review these tips for optimizing content for SGE.

Deepen your understanding of new search behaviors

Use data to grasp user and conversational intent, especially since these factors influence the AI-generated search results. Identifying high-value searches is essential.

Make sure that your content responds to the specific query and addresses its broader context to attract results for long-tail keyword searches.

Content generated by AI draws from reliable and credible sources. Ensure your brand’s content is considered an authoritative source.

The growing prominence of trusted sources and an increase in consumer reviews signal a pivotal change: Brands are likely to have less control over the customer journey.

Align content with other marketing disciplines

Search engine results now encompass an array of media types and formats, including social media, reviews, and news sources. So, teams in marketing, content creation, digital strategies, brand management, design, social media, and public relations must align closely.


Strategies for an AI-first future

According to BrightEdge research, 98% of enterprise organizations say they’ll prioritize SEO in 2024. And 94% of organizations are looking to integrate SEO into all marketing (omnichannel) strategies.

Strategies for adapting your content approach to new search experiences will vary by industry.  Here are a few examples.

E-commerce: Google commonly presents content for e-commerce queries via product viewers. SGE replaces these with better, more visual, and informational (combined) content.

Google has experimented with several formats, including a general shopping result that details what a searcher would expect to see in a universal listing. However, as SGE results have evolved, so have the ways a user can view products.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

These tips will help you prepare for the various viewer modules (see viewer examples).

  • Optimize for trend relevance: Aligning category pages with current trends can increase your chance of being included in SGE dynamic displays.
  • Incorporate product reviews: Showing product reviews on your site boosts credibility.
  • Present clear pricing Information: Use schema markup to highlight pricing details.

Travel, restaurants, and local: Places have long been a key module for Google. Now, we’re seeing the places module showing up in about 45% of SGE queries. So, make sure to include location-based keywords.

You might also try these optimization suggestions:  

  • Monitor and respond to reviews.
  • Tailor your local listings for location-specific queries.
  • Keep an eye on how and where SGE displays local modules. SGE displays local results even in queries without location-specific terms.

Entertainment: SGE entertainment results are primarily informational. But more reviews (and warnings for age-appropriate content) are appearing in both traditional search and SGE.

Get ready to shift your SEO thinking

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share.

Be aware, ready, and prepared to optimize for multiple AI search experiences.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute


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