96% Of B2B Marketers Suck At Content Marketing

If you read the headline and squirmed a little in your seat, chances are you’re part of the “content struggle contingent,” that group of would-be content marketing practitioners who knows they should be engaged in content marketing but remains stuck in neutral when it comes  to doing something that adds value to for their prospects and existing customers. You’re doing content for content’s sake.

The Right Kind of Content is Hard

confusedYet, if the latest research is any indication, you have plenty of company. A recent study conducted by Forrester Research in partnership with the Online Marketing Institute and the Business Marketing Association found that B2B content marketers are not only struggling mightily to produce content, but they are also woefully lacking in the ability to create content that resonates with their core audience as well.

Fully 87% of the 113 marketers polled for the study find producing content that engages buyers to be a major challenge. To those of us who have been engaged in the practice of content marketing for some time now, that figure is surprising, but not startling. But consider this: Of those same marketers, some 51% consider their content marketing efforts mature—that is, they see themselves as doing a solid job in relation to what their competitors are doing.

“While creating great content is something even the best marketers and agencies toil over, we feel that this disconnect reveals a more fundamental problem with content marketing today,” writes the researchers in “Compare Your B2B Content Marketing Maturity.”

The researchers use the word “disconnect,” but I think they are being too kind. I think it’s delusion. No matter how talented their staffs are, how can any company or agency expect to create meaningful, resonant content without first making a commitment to understanding their prospects, including the types of information they normally consume and engage with, in addition to identifying those places they frequent to find such information?

In some ways, as the research further reveals, content marketing is becoming a failed practice primarily owing to content marketers intransigence at being willing to discern what works, then refining those efforts as the move forward.

Content Marketers Have Plenty Of Work To Do

While the entire study is valuable, the area that drew my attention, and elicited the greatest amount of sadness, centered around how well content marketers thought they were doing in relation to how well they are actually doing.

image 4

Your eyes are not deceiving you. Only 4% of the respondents would be categorized as doing content marketing effectively.

Content executors. Take stock of current practices and see what’s working. With the longest road ahead of them, marketers in this first stage of maturity should audit online and offline content and ask sales and customers what they find useful and why. Review downloads, shares, and views—or get this data if you don’t have it—and correlate this with your qualitative feedback to assess weakness and gaps in your content.

Aspiring editors. The majority of B2B marketers surveyed are not as mature as they think. Most are in the early stages of assembling a content strategy and executing against it. While practices are often inconsistent or not fully embraced across the organization, these marketers are laying the foundation upon which to build an editorial point of view that gives buyers something that they find useful and valuable.

Proactive publishers. Almost two out of five B2B marketers we surveyed have graduated from aspirational to practical, having developed a consistent approach to content planning, production, and publication. They have clearly defined their best practices around creating content, the practices are well understood across the organization, and they follow them most of the time.

Content masters. At the far end of the spectrum, only 4% of those we surveyed are true masters of content marketing. They have formal editorial oversight and documented processes in place, incorporate customer issues and feedback into their content plans, invest in technology to help cross-functional teams leverage key themes, and can demonstrate the impact that the content creation activity has on their

It’s easy to dismiss these failing grades as the result of content marketing being so new. Maybe many of you are thinking, “What do you expect? To do content marketing right takes time, not just resources.”


I don’t buy it. Let’s call a spade a spade. Marketers jumped into content marketing well before they were ready and with flawed, incomplete plans, then when the results they desired weren’t fast in coming, many have looked to jump ship and call the effort a failure. Think that’s being harsh? Riddle me this: How many marketers do you know who began with a plan of attack that includes content strategy? Not content marketing strategy. Content strategy. <crickets> The answer is very, very few. As I have written before, content marketing, like so many other areas of life, is filled with folks/companies who want to do something often before they learn how to do it well.

Yes, content marketing takes time, but consistent success will only come about when we lead with the strategy, not implementation.

Content Marketers Must Rise Above The Noise

The sheer volume of content being produced daily makes it incredibly difficult for any one brand to get heard consistently. And the noise is approaching a cacophony daily, no matter the vertical your company serves. The way to get heard and define relevance for your brand is to do content marketing better and more consistently than the competition. That process begins, however, with marketers caring enough about their customers to produce the content the latter wants, needs and begins to actively seek.

Unfortunately, as this study elucidates, there are not many brands playing in this sandbox.

The researchers singled out three reasons content marketing isn’t producing the expected results.

Because marketers…

Focus on producing content simply to fill channels. Marketers’ content efforts center on outbound campaigns that tell buyers what they should buy. Sixty-two percent admit to producing content on a campaign-by-campaign basis, a practice that fails to address how buyers experience this content over time. And 47% said that they focus primarily on creating content for distribution channels like their company website, online advertising, email, and social media. Another 16% mainly develop sales materials and collateral, and 12% said that their content chiefly helps prospects understand and navigate their offerings. Altogether, this data shows an acute focus on acquisition that practically ignores the rest of the buyer’s journey.
Downplay the importance of content as marketing’s main job. At its core, marketing is about communication, and content is the principal way that marketers communicate to the market. However, a startling 72% of our respondents said that less than half of their marketing staff plays a primary role in content marketing today. When marketers don’t recognize that their charter is to produce content buyers want, then content marketing quickly degrades to talking about products, features, and what the company has to offer.
Struggle to link content activity to business value. While almost all marketers say that content marketing is important, an overwhelming 85% admit that it is only somewhat effective—or less so—at moving the needle on generating revenue, retaining customers, or winning customers’ long-term loyalty. In fact, when we asked survey respondents to look back at the past 12 months and rate the effectiveness of their content marketing efforts, only 14% gave their content practices high marks for delivering value back to the business.

As many of us have known for some time now, a huge part of the problem is mistaking activity for efficacy and engagement, as illustrated in the graph below:

Image 1

The Content Struggle Is Real

On the plane ride home from Mozcon, a sentence popped into my head that applies here: “The content struggle is real.” I coined the term after having numerous conversations with marketers during the event who talked of the difficulty in producing content that adds value to the bottom line. My words to those marketers was “You’re thinking of content all wrong.”

Content shouldn’t be created for your business to sell more products or services; content should be created to meet the needs of prospects and existing clients.

The more we think of serving and not selling, the better off we’ll be, and the sooner we’ll realize the true potential of content marketing.

This line of thinking is buttressed by the study’s findings:

To run campaigns that guide buyers through their purchase journey, marketing must produce more content to fuel lead-to-revenue systems and engage prospects in a valuable exchange of information. B2B marketers have more work to do to deliver this type of value consistently, because our survey shows that their content production should better:

Highlight how services help customers become successful. Prospective buyers want to know how your products or services will help them. Learning how you’ve helped other buyers just like them demonstrates this capability. Marketing execs need to refocus their team’s efforts in this direction. While 71% of respondents say that their content frequently features case studies or customer stories, only 3% admit that they’ve made this a primary focus of their efforts.
Include more forward-leaning insights that buyers can turn into action. New ideas and provocative points of view show buyers that you understand the market and how emerging trends affect their business. They also help create those high-level conversations that catch the eye of prospective C-suite clients. However, developing content focused on features and functions leaves little time to craft these forward-leaning insights. In our survey, only 12% of respondents make publishing research and perspectives the main focus of their content marketing, and no one said that they engage external experts to validate those ideas.
Build relationships beyond closing a deal. Great content expresses ideas, shares best practices, and delivers insight that builds long-term loyalty among highly fickle and empowered buyers. Facing tighter budgets and more demands on resources, marketers keep the focus on acquisition instead and let communications with their current customers languish. While more than three- quarters of respondents say that they frequently communicate to their customer base, only 5% make this a priority, proving that this trend is difficult to resist.

The message in all of this is not “content marketers suck” or “content marketers suck but don’t realize it.” Rather, the real message is “content marketers have a ways to go to be successful, but some of them are on the right path.”

This blog provides a snapshot of the study, which I suggest you read. There are several important areas I do not touch on here.

I’m eager to learn your thoughts about this research as well. I think it contains a number of important insights that the entire content marketing community can profit from. Keep your eyes on the AuthorityLabs website, for we’ll be providing a more nuanced, in-depth look at many of the aspects listed above in the coming weeks and months.

(A huge shout-out to NewsCred for bringing my attention to this story.)

Excel Tool to Automatically Format Your CSV Export

Have you exported a csv from AuthorityLabs and looked at it like, “What now?”. Don’t worry, every marketer has had this moment before.


That’s where we come in! Now all you have to do is copy and paste the data you want to format into the template and run the macro we developed.

What are Macros?

According to Microsoft, “a macro is a series of commands and functions, a pre-written formula that takes a value, performs an operation, and returns a value.”

Which basically means you are able to record actions in Excel that can be played back later to take care of repetitive tasks. In our tool, we use macros to take away some of the intimidation of formatting your cvs export.

There are a few prerequisites:

Show Developer Tab

  • Click the Microsoft Office Button , and then click Excel Options, PowerPoint Options, or Word Options.
  • Click Popular, and then select the Show Developer tab in the Ribbon check box.

Enable Macros in Excel

  • Click the Microsoft Office Button , and then click Excel Option.
  • Click Trust Center, click Trust Center Settings, and then click Macro Settings.

Download the example files.

Now what?

Watch this short tutorial where I run you through how to run the macro in Excel. Enjoy!


Here I will cover the step-by-step process with screencaps for you skimmers out there. Pro Tip: Select the “Enable Macros” prompt when you first open the file.

1. Select the Data

I held down ctrl+shift+down arrow and right arrow to select this data from my csv.

step 1

2. Paste the data into template

I recommend you also paste in your account, domain and start/end date data. (Which are cells A4-A11.)

step 2

3. Enable Developer Toolbar

File > Options > Customize Ribbon > Developer

step3 - developer

4. Navigate to the Macros

(Or just hit Alt + F8)

step 4

5. Run the macro

Make sure A1 is selected before running the macros. Then select the FormattingMacro and hit Run.

step 5

6. Finish!

You now have a fully formatted table and account data. Feel free to take it one step further and add in charts! Do you not know how? Well, funny you should bring that up. I have Excel 101 tutorial videos for you to watch!

step 6

Educational Presentations from #Mozcon You Don’t Want to Miss

Mozcon just ended and I found four truly outstanding, educational presentations that will help me with my daily work, so I thought I would share them with you. All four presentations can teach marketers a lot. I recommend taking the time to really dig through them and get some great ideas that can help you with your clients/work.

1. Mad Science Experiments in SEO & Social Media by @Randfish

This presentation has some really important information for anyone in the SEO/social realm. It should be reviewed and re-reviewed. The experiments will give you a lot of insights you need.

2. Digital Body Language by @iPullRank

What do you know about your digital fingerprint and how it is being used in marketing? Find out in this presentation and discover new ways to reach the customers you want and need.

3. You Are So Much More Than an SEO by @wilreynolds

Are you focused on the user or the SEO? What should you be focused on? Wil explains in this great presentation.

4. YouTube: The Most Important Search Engine You Haven’t Optimized For via @philnottingham

Want to be successful on YouTube and at video marketing? Check out these great tips by Phil Nottingham

Why Social Media Isn’t Working For Your Business, And How To Fix It

Recently, I had an interesting conversation with a new client who seemed convinced social media, specifically Facebook, was on the upswing as an effective channel for businesses to attract, market to and convert prospects.

We agreed to disagree.

“If you look at how social media is currently being used, even by marketers, I don’t think that reasoning is supported by facts,” I added. “Facebook, for example, is where everyone wants to go when they are in ‘friends-and-family-baby-pictures’ mode. It’s not the place people are going to when they desire to interact with brands. Even the marketers hawking their wares seem to realize this. I’m convinced social media isn’t driving sales. In fact, I think it was a bad idea for content marketers to even sell clients on the idea that social media moves the needle, especially given that, at best, it’s part of the overall ‘long game’ and is difficult to track conversions from.”

My words were born of a hunch, nuanced substantially over the last 10 to 12 months. For all the talk about social signals, real-time content marketing and the like, what many clients want to pay for are activities directly attributable to conversions.

In fact, many clients are beginning to hold a strong line: “I’m not convinced, if it doesn’t convert,” quipped one client.

It’s Social Media, Not Sell-To-Me Media

salesmenIf recent research is any indication, content marketers might have some explaining to do to many of their clients, especially those who were sold on the notion that social has a direct tie to sales. Data collected by Gallup’s new State of the American Consumer report, shows that “relatively few consumers consciously take into account what they learn from social media when making purchases.”

In fact, the majority of Americans say social media marketing has no effect at all on their purchasing decisions, which is a tough pill to swallow when you consider that U.S. companies spent a combined $5 billion on social media advertising in 2013.

“Although many companies run aggressive marketing campaigns on social media, 62% in the U.S. say Facebook and Twitter, among other sites, do not have any influence on their decisions to purchase products,” states the report.

Despite the millions of Americans using social media stalwarts Facebook, Google+, LinkedIn and Twitter, only 5% say social media has “a great deal of influence” on their purchasing decisions, while another 30% say the channels have “some influence.”

This study is based on the views of Americans only who were asked to self-report estimates of how much social media marketing campaigns affect their purchasing decisions. Though social media likely does have more influence than many of those polled consciously realize or admit, the data does highlight a startling disconnect between marketers’ perception and reality.

Some Surprising Figures:

  • 50% of the millennials say social media has at least some influence on their buying decisions. Yet they were also just as likely to say social media has no influence at all.
  • 75% of the folks born before 1946 say social media has no impact on whether they purchase a product or service.
  • 94% of social media users say the primary function of social media is to connect with family and friends.

The Reason Your Business Should Be Using Social Media

It’s easy to take in these details and think, “Boy, social media sure is a waste of resources.” Before you throw the baby out with the bath water, however, consider this: Might the real problem be how many content marketers and digital strategy firms came to view social as a crutch, seeing it as a novel strategy rather than just another channel of communication? (Watch brand strategist David Brier’s awesome video on the topic.)

This might have allowed us to oversell the channel even before we clearly understood its purpose.

Also, doesn’t the data indicate less of a problem with social than it does with those of us who pushed it onto clients?

Maybe the message, all along, should have been, “As an industry, we’re still sorting out the real, bottom-line impact of social media. However, we advise you to start using the platform, lest you get behind in the battle to grow your brand’s presence.”

In a recent Google Plus post, Avinash Kaushik weighed in on the Gallup report, adding what I think is the reasoned approach we should all be taking (and sharing with clients.)

“Between [Google Plus, Twitter and Facebook], I have half a million followers. From practice I have an understanding of the medium, and I believe it is of value. But not for pimping, and not for short-term impact of any kind. If your brand is inherently social, do social. If your marketing/relationship officer can give you a few years to see results, do social. Else, quit.”

As marketers, he said, we should “seek companies that will invest in social because the brand is social (or can evolve to be) and will measure your success over the long term.”

How Smart Brands Are Using Social Media

smart-strategyInstead of seeing the news as a deathblow to using social media as viable content marketing vehicle, it’s wise to look at the information as the opening of a door of opportunity.

No longer do we need to sell social media as a means of influencing search signals or driving leads. Even better, we no longer need to tremble in fear at the thought of a CMO asking “What’s the ROI on social?” or “How can we track leads from social?”

We can shoot straight and inform clients that the brand should be visible on social media to foster a connection with prospects and existing customers, in addition to growing the presence of the brand and using the channel as additional an arm of the company’s PR and customer service divisions.

Smart brands, especially several of the major airlines, have seen the light and are already using social in this manner.

Take American Airlines, for example. They’ve successfully weathered a bankruptcy, a corporate restructuring and a rebranding, but through it all have maintained one of the most active Twitter accounts of any major brand, smartly using social as an addendum to customer service–deftly handling complaints, solving commuters’ problem and growing a positive presence many thought impossible for an airline.

The secret? They recognized the potential for social media to grow brand awareness and support, then seized the opportunity to do social media better than their competitors. It’s working.

Hardly a day goes by that their Twitter feed isn’t littered with as many kudos as complaints. Even better, the brand isn’t afraid to show a little personality, either, sometimes playing along with a funny quip instead of ignoring it outright.

Making Social Media Work For Your Business

Even if you don’t have a multi-national brand, you can use the latest information to your business’s advantage. Here’s how to make social media work for your business:

  • Don’t Bite Off More Than You Can Chew: One of the worst mistakes you can make as a small or midsize business is trying to commit to every social media platform available to you. Your time is limited, so guard it wisely by selecting one or two social media platforms you’ve identified as having a sizable share of potential clients, then begin the process of interacting, engaging, answering questions and becoming a worthwhile community member. The goal is not to be heard; the goal is to be a valued resource to the community.
  • Develop A Time-Of-Engagement Rule And Stick To It: Nothing raises the ire of consumers like brands who pretend not to “hear” their complaints. The longer the time between their initial complaint and your response, the louder and more vociferous they become. Remember, the community is watching. Therefore, it’s imperative that you answer complaints in a timely manner. Work with your team to come up with a hard-and-fast rule for how soon complaints or comments are responded to.
  • Take Conversations Offline: When addressing complaints, the first rule is to be human, sensitive to the complaint no matter how frivolous it might seem at first. In the same breath, you must get them “off the air,” inviting them to contact you or someone at the company via email or private message (e.g., Twitter’s Direct Message, or DM). The longer the conversational is visible, the more likely it is to take a turn for the worst.
  • Focus on Audience Engagement Rather Than Audience Growth (at first): If nothing else, the Gallup research highlights the error of fixing the gaze of your business on faulty metrics like “Fans,” “Followers,” and “Likes.” Work organically through meaningful engagement and interaction. If there is a question you can answer, do so. If there are conversations you would benefit from being a part of, chime in. The more you emphasize meaningful engagement, the more you’ll be rewarded with worthwhile connections from your audience.
  • Be The Informational Resource Your Audience Needs (craves): There are no secrets to being a great marketer. But, if you’re looking to capitalize on a huge weakness in the content marketing space, seek to become the premier informational resource in your category via social media. When answering questions, provide more depth and relevance than the competition, and do so with frequency. And when you continue to see a question show up in social, create a content asset on your website that answers the question in “blow-them-away” fashion, then share it frequently across multiple channels and platforms. You’ll get noticed and, likely, rewarded with business down the road for your efforts.

The moral of the story is social media holds great potential for brands who choose to use it wisely and, most important, lose the sales-centered mindset. The door of opportunity is wide open for those who adopt this new line of thinking.

“Brands can win on social platforms if they understand why you are there,” writes Kaushik in a LinkedIn post. “If they provide you with entertainment, if they provide you with information you can share with your circles, and if they behave in an authentic manner they can earn a tiny smidgen of your love and attention (brand equity).”

I’d love to hear your thoughts. Did I totally miss it?

5 Hard Times Every Business Will Face on Social: What to Do

I have been managing social accounts for various businesses for about 5 years. I do really love social and it can be very rewarding, but there are times when things can get very difficult. I think any business that wants to have a strong social presence should have plans and strategies in place for dealing with the hard times that arise with social media management.

So, today I am going to explain why I think all businesses must have social plans and strategies in place and then I am going to go over some of the hard times I think every business will face.

First, Why Plans and Strategies are Important

1). Plans and strategies ensure that the person managing social represents the company in the appropriate manner. You need to make sure that whatever is said on social is a good representation of your company’s core values. With plans in place you can ensure that the same values your employees show to customers is also shown to those contacting you on social media networks.

2). Often there is a team of people running social media for a business to ensure someone is always available to people reaching out. With plans and strategies in place you can ensure that the same style of voice and the same level of customer service is available no matter who is managing social at any given time.

3). Backup is helpful! Fatigue, sometimes after 4-5 hours on social you start to just get emotionally tired, especially on rough days. There are times when written out plans and strategies are just a lifesaver. For me personally they are something I can fall back on when I am drained.

One Critical Recommendation For Everyone

I am about to go over the 5 hard times and give you some suggestions, but I have one serious recommendation that will apply to all situations and that is to be honest. Please keep in mind that when businesses lie and people find out about it the business always takes a hit.

When people lie on social and get caught it is actually quite sad to see the melee that is almost always an unmanageable situation to handle. Just tell the truth.


Website is Down

At some point, for every business, their website will go down. This can happen for a variety of reasons, such as hosting issues, mistakes made, bill didn’t get paid, etc. So basically, just know that at some point it is going to happen.

For smaller businesses this might not cause social media managers too much stress, but for larger businesses the social media blowback can be massive and exhausting. Website users are often not happy when they can’t get access to what they want. This is where plans and strategies can be really helpful.

  • What will you say?
  • Who handles site issues – who does social contact to find out when the site will be back up?
  • What resources are available for the community team to answer questions when the site isn’t available?

Tell the Truth? The website is down and people don’t always need to know why, but if it isn’t your fault there is nothing wrong with explaining the situation.

Employee Offended a Customer

Sometimes employees offend a client or customer. Sometimes it is the employee’s fault and sometimes the client/customer is too sensitive or looking for a problem (bosses, always keep this in mind).

All that matters is that you represent your brand well in this situation. People are watching and people write articles or create news stories about interactions they see on social. It is really important to be understanding and come up with a solution for the person that is upset.

Try to get them offline!

You don’t want to air your dirty laundry, right? So try to steer these folks towards, direct messages, messaging, an email or a phone call. Your interaction should be positive and empathetic, but you never know how people will react! The best thing is to make sure everyone does not see the bulk of a negative conversation. This doesn’t always work, so be as kind as possible and let others see you provide a solution.

Product or Service Failure

Product and service issues are a given. Sometimes it is user error and sometimes a product or service fails. Here are some suggestions:

Create a spreadsheet of all complaints/issues – If there is a fix for any of the issues write it down so everyone on the social team can quickly help people reaching out. This helps your support teams as well because social can answer questions and reduce the number of people being sent to support.

Be prepared for common user error issues and everyday questions – Keep in mind that people don’t know what we know. They may be using your product or service and truly have no clue how to troubleshoot. You have to be ready to help with user error and answer the same questions every day; this is part of the job. Keeping a list of common issues and solutions is good as well.

Be honest – If you don’t know why something is happening, just say you don’t know and they need to contact support. If a product or service has common problems discuss with management what is appropriate and not appropriate to say (legal is an issue). Sometimes the best thing you can say is, “We see this issue often and want to help you with this problem.”

Anger and Trolls

irritatedANGER! There are some folks that are just angry all the time and nothing you say is really going to make anything better. Then there are those that will let their anger go if they see you have made an effort to win them over. When it comes to angry people you have a 50/50 shot at making it better.

The best thing you can do is keep in mind that people are watching you and you need to look like you are really trying to the masses, as well as the person reaching out. If you see, after repeated attempts to help, that the angry person isn’t going to let it go just step back for a while and see if they will stop. Remember, you can always try to steer it offline.

TROLLS! Then there are those that love to troll social media accounts. They are there just to create problems and argue and they are very good at it! If you can avoid it don’t engage because it just fuels the fire. What I find often is that they will go away quickly if you just don’t engage. Sometimes you have to step in, but just know that you won’t win an argument with one because they aren’t there to find a solution, they are there to cause a problem.

Negative Discussions About Your Brand

When I am managing social accounts I always follow discussions, which means I don’t just look at mentions…I follow links and discussions that don’t mention our handle on Twitter or are not on our Facebook/Google+ page. If I feel like something is completely inaccurate I can say something from the brand and I can also reach out under my personal account and be a little stronger in my defense.

By following links in social discussions and using tools such as Fresh Web Explorer I can keep an eye on conversations about the brands I represent on websites. Often I take these to community teams and/or managers and we determine what step we will take. Sometimes we say nothing and sometimes someone within the company will reach out and say something via comments. This has been very successful.

Pro Tip: To be really good at social media management you have to follow the breadcrumbs. Watch conversations everywhere, keep lists of issues and find ways that your brand can be better. No one is perfect and everyone can improve in areas. Sometimes the best information I see on how we can improve is from discussions on social (where we are not tagged or mentioned) and in comments on websites.

Social Media Management

It isn’t easy, but it can be done right. Just have some plans and strategies in place and make sure everyone on your team has the same values and vision in place. This is a great start.

AuthorityLabs: An Accurate and Reliable Alternative to WebMeUp

If you’re a former WebMeUp user looking for a place to move your SEO campaign tracking, AuthorityLabs has you covered. Our industry leading rank tracking software is trusted by SEOs and marketing teams worldwide. With unmatched data quality and coverage as well as top-notch support, we’re confident that you will find a new home with us.

AuthorityLabs interface

Key features of AuthorityLabs include:

  • Daily ranking data
  • Track local rankings at the city or zip code level
  • Competitor tracking
  • Every Google, Yahoo!, and Bing country & language specific engine supported
  • Scheduled Reporting
  • Rank tracking API
  • Group, tag, and sync related groups of keywords for better organization
  • Unlimited users for no additional cost
  • 100% white label available

We know that it can be difficult changing SEO tool providers and we want to make the transition as smooth as possible for everyone coming over from WebMeUp. You can sign up for a free 30 day trial, no credit card needed. If there’s anything we can do to help, just let us know.