Best Practices for Content Marketing: Building Your Personal Brand

Best practices for content marketing for personal branding sets the stage for this enthralling narrative, offering readers a glimpse into a story that is rich in detail and brimming with originality from the outset. In today’s digital landscape, building a strong personal brand is crucial for success, and content marketing is a powerful tool for achieving this goal.

Whether you’re an entrepreneur, a professional, or simply someone who wants to share their expertise with the world, mastering the art of content marketing can unlock a world of opportunities.

This guide will delve into the key strategies and tactics for leveraging content marketing to build a compelling personal brand. We’ll explore everything from defining your brand identity to creating engaging content, building an online presence, and engaging with your audience.

By following these best practices, you can establish yourself as a thought leader in your field, attract new opportunities, and ultimately achieve your personal and professional goals.

Table of Contents

Define Your Personal Brand

Your personal brand is more than just your name or profession; it’s the unique combination of your skills, experiences, and values that sets you apart. It’s how you present yourself to the world and what people think of you when they hear your name.A strong personal brand helps you stand out in a crowded marketplace, attract opportunities, and build meaningful connections.

Core Values, Skills, and Experiences

Your core values are the principles that guide your actions and decisions. They are the non-negotiable beliefs that define your character and influence your behavior. Skills are the abilities you have acquired through education, training, and experience. They are the tools you use to achieve your goals.

Experiences are the events and situations you have encountered in your life. They shape your perspective and provide you with valuable lessons. When defining your personal brand, it’s essential to identify your core values, skills, and experiences. These elements are the foundation upon which your brand is built.

Identify Your Target Audience

To effectively communicate your personal brand, you need to understand your target audience. This involves identifying the people who are most likely to be interested in your work, your message, and your values. Consider their needs, interests, and aspirations.

Understanding your target audience will help you tailor your content and messaging to resonate with them.

Unique Selling Proposition

Your unique selling proposition (USP) is what makes you different from everyone else. It’s your competitive advantage, the reason why people should choose you over others. Your USP should be concise, memorable, and clearly communicated. It’s the elevator pitch for your personal brand.For example, a freelance writer’s USP could be “I specialize in writing engaging content that drives conversions.”

Choose the Right Content Platforms

Once you’ve defined your personal brand, the next crucial step is to select the right content platforms to reach your target audience. Each platform caters to a different audience and offers unique features and functionalities. Understanding these nuances is essential to creating a successful content strategy.

Strengths and Weaknesses of Popular Platforms

Here’s a breakdown of the most popular platforms for personal branding, their strengths, and weaknesses:

LinkedIn: A professional networking platform, LinkedIn is ideal for building credibility and showcasing expertise.
- Strengths:
  - Professional audience
  - Opportunity to connect with industry leaders
  - Showcase skills and experience
  - Share industry insights and thought leadership
- Weaknesses:
  - Can be overly formal and professional
  - Limited reach for casual content
Twitter: A microblogging platform known for its short-form content and real-time updates.
- Strengths:
  - Real-time updates and news
  - Engaging discussions and trending topics
  - Large and diverse audience
  - Building relationships with influencers
- Weaknesses:
  - Content lifespan is short
  - Limited space for in-depth content
Instagram: A visual platform focused on sharing photos and videos.
- Strengths:
  - Highly visual and engaging
  - Strong community building potential
  - Reach a younger audience
- Weaknesses:
  - Less focus on professional content
  - Can be difficult to stand out in a crowded space
YouTube: A video-sharing platform for long-form content, tutorials, and entertainment.
- Strengths:
  - In-depth content and tutorials
  - High engagement rates
  - Build a loyal audience
- Weaknesses:
  - Requires significant time and effort to create quality content
  - Can be difficult to gain traction
Blog: A platform for long-form articles, blog posts, and thought leadership pieces.
- Strengths:
  - Demonstrate expertise and thought leadership
  - Build authority in your field
  - friendly for organic reach
- Weaknesses:
  - Requires consistent content creation
  - Can be time-consuming to build an audience

Create High-Quality Content

Your personal brand is built on the content you create and share. It’s not just about quantity; it’s about quality, value, and consistency. High-quality content helps you establish credibility, attract your target audience, and build meaningful relationships.

Content Formats for Personal Branding

Different content formats serve different purposes and appeal to different audiences. Choosing the right format for your personal brand depends on your strengths, your target audience’s preferences, and your overall branding goals.

Blog Posts: Share your expertise, insights, and opinions on topics relevant to your industry or niche. Blog posts can be used to educate, entertain, or inspire your audience. For example, a marketing consultant could write blog posts about the latest marketing trends or share tips on building a successful brand.
Articles: Published on platforms like Medium or LinkedIn, articles allow you to delve deeper into specific topics and showcase your knowledge. Articles can be more research-oriented and provide in-depth analysis. For instance, a software engineer could write an article about the benefits of using a specific programming language.

Building a strong personal brand through content marketing requires consistent effort and strategic planning. One effective approach is to leverage podcasts, which can reach a wide audience and establish you as an expert in your field. To measure your podcast’s success, consider tracking key performance indicators (KPIs) such as download numbers, listener engagement, and social media shares.

You can find a comprehensive guide on Content marketing KPIs for podcasts , which will help you analyze your podcast’s performance and make data-driven decisions to improve your content strategy. By focusing on these KPIs, you can refine your podcast content and enhance your personal brand’s visibility and influence.
Videos: Videos are a powerful way to connect with your audience on a personal level. They can be used to share tutorials, behind-the-scenes glimpses, or simply to provide updates on your work. For example, a fitness instructor could create videos demonstrating exercise routines, while a musician could share live performances or music videos.

Building a strong personal brand through content marketing requires a strategic approach. One key aspect is regularly evaluating the effectiveness of your existing content. By conducting a content audit, you can identify areas for improvement and ensure your content aligns with your brand values.

Using content audit to improve brand reputation can help you refine your content strategy and ultimately boost your personal brand’s visibility and credibility.
Infographics: Visually appealing infographics can effectively present complex information in an easily digestible format. They are particularly useful for sharing data, statistics, or processes. For example, a financial advisor could create an infographic explaining the basics of investing.
Podcasts: Podcasts offer a more intimate and conversational format for sharing your thoughts and ideas. They can be used to interview guests, discuss current events, or simply to share your personal experiences. For example, a writer could host a podcast discussing the creative process, while a business owner could interview other entrepreneurs.

Best practices for content marketing for personal branding often revolve around providing value to your audience. One crucial aspect is understanding how to nurture relationships with your target audience, which can be achieved through consistent engagement and interaction. To learn more about this, check out How to nurture relationships with your target audience , a comprehensive guide on building meaningful connections with your audience.

By consistently providing valuable content and fostering genuine interactions, you can establish a strong personal brand that resonates with your target audience.

Optimize Content for Search Engines ()

Making your content easily discoverable by your target audience is crucial for personal branding. Search engine optimization () plays a key role in this process. Here are some tips for optimizing your content:

Use Relevant s: Research and incorporate relevant s into your content, especially in your titles, headings, and descriptions. This helps search engines understand what your content is about and match it with relevant search queries.
Create High-Quality Content: Search engines prioritize high-quality, informative, and engaging content. Focus on providing value to your audience rather than simply trying to stuff s into your content.
Optimize Images: Use descriptive file names and alt text for your images. This helps search engines understand what your images are about and improves accessibility for users with visual impairments.
Build Backlinks: Backlinks from other reputable websites can significantly boost your . Promote your content on social media, engage with other content creators, and reach out to relevant websites to request backlinks.

Build a Strong Online Presence

A strong online presence is crucial for establishing and promoting your personal brand. It provides a platform to showcase your skills, expertise, and personality, attracting potential clients, collaborators, and employers.

Building a strong personal brand through content marketing requires a keen understanding of what resonates with your audience. To gain this insight, you can leverage powerful analytics tools that provide valuable data about your content’s performance. Best free content analytics tools for bloggers offer a fantastic starting point for understanding your audience’s preferences and tailoring your content to their interests, ultimately strengthening your personal brand and driving engagement.

Creating a Professional Website or Portfolio

Having a professional website or portfolio is essential for presenting your work and credentials in a cohesive and accessible manner.

Showcase Your Best Work:A website allows you to curate and display your most impressive projects, writing samples, or creative outputs, demonstrating your abilities and expertise. For example, a designer might showcase their portfolio of website designs, a writer might display their published articles, and a photographer might present their best images.
Establish Credibility:A professional website provides a platform for showcasing your qualifications, certifications, and experience, adding credibility to your personal brand. For instance, a consultant might include their professional credentials, certifications, and testimonials on their website, enhancing their credibility in the eyes of potential clients.
Provide Contact Information:A website serves as a central hub for providing contact information, allowing potential clients or employers to easily reach you. Including clear contact information like your email address, phone number, and social media links enables easy communication and connection.

Optimizing Social Media Profiles for Personal Branding

Social media platforms offer a powerful tool for personal branding, enabling you to connect with a wider audience and engage with your target demographic.

Choose the Right Platforms:Select social media platforms that align with your personal brand and target audience. For example, a graphic designer might focus on platforms like Instagram or Behance to showcase their visual work, while a writer might prefer platforms like Twitter or LinkedIn for sharing articles and engaging in discussions.
Create a Consistent Brand Identity:Maintain a consistent brand identity across all your social media profiles, including your profile picture, banner image, and content style. For example, use a professional headshot as your profile picture and a visually appealing banner that reflects your brand.
Engage with Your Audience:Actively engage with your followers by responding to comments, asking questions, and participating in relevant discussions. This interaction helps build relationships and fosters a sense of community around your brand.

Networking and Building Relationships Online

Networking online is an effective way to connect with professionals in your field, expand your reach, and gain valuable insights.

Join Relevant Online Communities:Participate in online communities, forums, and groups related to your industry or interests. This provides opportunities to connect with like-minded individuals, share your knowledge, and learn from others.
Attend Virtual Events and Webinars:Attend virtual events, webinars, and online conferences to network with professionals, gain insights from industry experts, and learn about emerging trends.
Reach Out to Influencers:Identify influencers in your field and engage with their content. Consider reaching out to them directly to build connections and potentially collaborate on projects.

Engage with Your Audience

Building a strong personal brand involves fostering genuine connections with your audience. It goes beyond simply sharing your content; it’s about actively engaging with them, creating a sense of community, and building trust.

Responding to comments, messages, and questions is a crucial aspect of this engagement. It demonstrates that you value your audience’s input and are actively listening to their feedback. This interaction also helps build a rapport with your audience, making them feel heard and valued.

Responding to Comments and Messages

Promptly responding to comments and messages is essential for showing your audience that you are present and engaged. It shows that you value their feedback and are willing to interact with them.

Acknowledge all comments and messages.Even if you can’t respond in detail, a simple “Thank you for your comment!” or “I appreciate your message!” goes a long way.
Provide thoughtful and informative responses.If someone asks a question, take the time to provide a comprehensive and helpful answer.
Engage in conversations.Don’t just answer questions; ask follow-up questions to keep the conversation going. This shows that you’re genuinely interested in what your audience has to say.

Fostering Meaningful Interactions

Beyond responding to comments, you can foster meaningful interactions with your audience by:

Asking questions.Encourage your audience to share their thoughts and opinions by asking open-ended questions related to your content. This can spark interesting discussions and help you understand your audience better.
Running polls and surveys.This is a great way to gather feedback and get insights into your audience’s preferences. It also makes them feel like they are part of the conversation and their opinions matter.
Hosting Q&A sessions.This provides an opportunity for your audience to ask you anything they want, and it can help you build trust and transparency.
Sharing personal stories and experiences.This helps your audience connect with you on a deeper level and see you as a real person.

Participating in Online Communities, Best practices for content marketing for personal branding

Participating in online communities related to your niche can be a powerful way to connect with your target audience. This includes:

Joining relevant forums and groups.Engage in discussions, share your insights, and offer helpful advice.
Commenting on blog posts and articles.This is a great way to start conversations and connect with other thought leaders in your field.
Participating in online events and webinars.This is a great way to learn from others and network with potential collaborators.

Promote Your Content

Creating high-quality content is just the first step in your personal branding journey. To ensure your content reaches the right audience and makes a real impact, you need to effectively promote it. This involves strategically sharing your content across various platforms and channels to maximize visibility and engagement.

Social Media Promotion

Social media platforms are powerful tools for content promotion, allowing you to connect with a vast audience and build relationships.

Share your content regularlyon your social media profiles, ensuring it aligns with your brand persona and resonates with your target audience.
Use relevant hashtagsto increase discoverability and reach a wider audience. Research popular and niche hashtags related to your content and target audience.
Engage with your followersby responding to comments, answering questions, and participating in conversations. This fosters a sense of community and strengthens your online presence.
Run social media adsto reach a broader audience and target specific demographics. Utilize platforms like Facebook, Instagram, and Twitter to promote your content to a larger group of potential followers.
Collaborate with other influencersin your industry. Partnering with other content creators can expose your content to their audience, expanding your reach and credibility.

Email Marketing

Email marketing is a direct and effective way to connect with your audience and promote your content.

Build an email listby offering valuable content, such as free ebooks, webinars, or exclusive discounts, in exchange for email addresses. This allows you to nurture relationships with your subscribers and build a loyal following.
Segment your email listbased on interests and demographics to personalize your content and deliver relevant information. This ensures your emails are more engaging and impactful.
Use compelling subject linesthat entice recipients to open your emails. Craft subject lines that highlight the value proposition of your content and pique their interest.
Include calls to actionwithin your emails to encourage readers to visit your website, download resources, or engage further with your content. Clear and concise calls to action drive conversions and encourage audience participation.

Measure and Analyze Your Results

The success of your personal branding efforts hinges on your ability to measure and analyze your progress. By tracking key metrics and understanding the data, you can refine your strategy, optimize your content, and maximize your impact.

Best practices for content marketing for personal branding often involve sharing valuable insights and building a strong online presence. This can be achieved through engaging blog posts, informative videos, or thought-provoking social media updates. For SaaS companies, content marketing plays a crucial role in establishing thought leadership, and a great resource for learning about this is Content marketing for SaaS thought leadership.

By implementing similar strategies, individuals can leverage content marketing to build a reputation as a trusted expert in their field, ultimately boosting their personal brand.

Identifying Key Metrics

It’s crucial to identify metrics that align with your personal branding goals. These metrics provide valuable insights into the effectiveness of your efforts and help you understand what resonates with your audience.

Website Traffic:Track website visits, page views, bounce rate, and time spent on your website. This data helps assess the reach of your content and the engagement of your audience.
Social Media Engagement:Monitor metrics like likes, shares, comments, retweets, and mentions. These metrics indicate the level of interaction and interest your content generates on social media platforms.
Brand Mentions:Track how often your name or brand is mentioned across various platforms, including social media, news articles, and blogs. This data reflects the overall visibility and impact of your personal brand.
Email List Growth:If you have an email list, monitor the number of subscribers you gain over time. This metric indicates the effectiveness of your content in attracting and engaging potential customers or clients.
Lead Generation:If you’re using your personal brand for business purposes, track the number of leads generated through your website or social media. This metric measures the success of your content in driving conversions.

Analyzing Your Data

Once you’ve gathered data on your key metrics, it’s essential to analyze it to understand the trends and patterns. This analysis helps you identify areas for improvement and refine your strategy.

Identify Trends:Look for patterns in your data, such as spikes in traffic or engagement on specific days or after publishing certain types of content. This helps you understand what works best for your audience.
Compare Performance:Compare the performance of different content formats, platforms, and campaigns to determine which strategies are most effective. This allows you to focus your efforts on the most successful channels.
Analyze Audience Behavior:Understand how your audience interacts with your content, including their interests, demographics, and preferred platforms. This information helps you tailor your content to better resonate with your target audience.

Adapting Your Content Strategy

The insights gleaned from your data analysis should inform your content strategy. Use these insights to make adjustments and optimize your content for maximum impact.

Refine Your Content:Based on your data, refine the types of content you create, the topics you cover, and the platforms you use. For example, if you find that your audience engages more with video content, consider creating more videos.
Optimize Your Timing:Use your data to determine the best times to post your content. For instance, if you see a spike in traffic during specific hours, schedule your posts accordingly.
Experiment with New Strategies:Continuously experiment with new content formats, platforms, and strategies to discover what works best for your audience. This iterative approach allows you to stay ahead of the curve and maximize your results.

Be Consistent and Authentic

Consistency and authenticity are the cornerstones of a successful personal brand. Just like a brand builds trust through repeated exposure and consistent messaging, your personal brand thrives on regular content creation and engagement with your audience. This builds trust and recognition, establishing you as a reliable source of information and a thought leader in your field.

The Importance of Consistent Content Creation

Regular content creation is crucial for building a strong personal brand. It demonstrates your commitment to your audience and keeps your brand top-of-mind. Consistency fosters a sense of anticipation and expectation, encouraging your audience to return for more.

Increased Visibility:Consistent content creation increases your online presence, making you more visible to potential clients, employers, and collaborators.
Enhanced Credibility:Regularly sharing valuable content establishes you as an expert in your field, building credibility and trust among your audience.
Stronger Relationships:Consistent engagement with your audience through comments, replies, and direct messages helps build relationships and foster a sense of community.

Maintaining Authenticity

Authenticity is essential for a successful personal brand. It means being genuine and true to yourself, allowing your personality and values to shine through in your content. This creates a genuine connection with your audience, fostering trust and loyalty.

Share Your Story:Don’t be afraid to share your personal experiences, challenges, and successes. This helps connect with your audience on a deeper level and build a more relatable brand.
Be Vulnerable:Show your human side and acknowledge your imperfections. This makes you more relatable and helps build trust with your audience.
Stay True to Your Values:Your content should reflect your values and beliefs. This ensures your brand remains consistent and authentic, resonating with the right audience.

Long-Term Benefits of Building a Strong Personal Brand

Building a strong personal brand through content marketing has long-term benefits that extend beyond immediate results.

Increased Career Opportunities:A strong personal brand can open doors to new career opportunities, attracting potential employers and collaborators.
Enhanced Income Potential:As your personal brand grows, so does your earning potential. You can leverage your brand to attract clients, speak at events, and generate revenue through various channels.
Stronger Influence:A well-established personal brand allows you to influence your industry and shape conversations, making your voice heard and respected.

Leverage Storytelling

Storytelling is a powerful tool for connecting with your audience and making your personal brand more memorable. When you tell stories, you create an emotional connection with your audience, making them more likely to engage with your content and remember your brand.

Using Personal Anecdotes and Experiences

Personal anecdotes and experiences can be a great way to connect with your audience on a personal level. When you share your own stories, you show your audience that you are a real person with real experiences. This can help build trust and rapport with your audience.

For example, if you are a marketing consultant, you could share a story about a time when you helped a client overcome a challenging marketing problem. This would show your audience that you have the experience and expertise to help them achieve their marketing goals.

Establishing a strong personal brand in the digital age often involves strategic content marketing. By sharing valuable insights and showcasing your expertise, you can attract a loyal audience. This approach aligns well with current trends in the SaaS industry, where content marketing plays a crucial role in driving engagement and conversions.

For instance, you can learn about Content marketing for SaaS industry trends to understand how to effectively leverage content to generate leads and build trust. By applying these strategies to your personal brand, you can position yourself as a thought leader and ultimately achieve your career goals.

Crafting Compelling Narratives

When crafting compelling narratives, you should consider the following tips:

Start with a hook: The first few sentences of your story should grab the reader’s attention and make them want to keep reading. You can use a surprising fact, a thought-provoking question, or a personal anecdote to hook your audience.
Develop your characters: Make your characters relatable and engaging. Give them distinct personalities and motivations.
Create a clear conflict: A compelling story needs to have a conflict that the characters must overcome. The conflict can be internal, such as a character struggling with a personal challenge, or external, such as a character facing an obstacle in their environment.
Build suspense: Keep your audience guessing by building suspense. Use cliffhangers and other techniques to keep your readers engaged.
Provide a resolution: At the end of your story, provide a resolution to the conflict. This will give your audience a sense of closure and leave them with a lasting impression.

Collaborate and Network: Best Practices For Content Marketing For Personal Branding

In the realm of personal branding, collaboration and networking are not mere optional strategies; they are essential catalysts for amplifying your reach, building credibility, and fostering growth. By engaging with other professionals and influencers, you can tap into their audiences, gain valuable insights, and create synergistic opportunities that propel your personal brand forward.

Building Relationships and Cross-Promoting Content

Cultivating meaningful connections with other professionals and influencers is paramount to successful collaboration. Building relationships goes beyond transactional exchanges; it’s about establishing genuine connections based on shared interests, mutual respect, and a willingness to support each other’s endeavors.

Identify Potential Collaborators:Begin by identifying professionals and influencers whose work aligns with your brand values and target audience. Explore individuals who have a similar niche, complementary skills, or a shared passion for a specific topic.
Engage Authentically:Engage with potential collaborators on social media platforms, comment on their content, and participate in relevant online discussions. Show genuine interest in their work and demonstrate the value you can bring to a collaboration.
Offer Value:Collaborations thrive on mutual benefit. Identify how you can add value to a potential collaborator’s audience. This could involve offering your expertise, resources, or unique perspectives that would enhance their content or initiatives.
Cross-Promote Content:Once you’ve established a collaborative relationship, explore cross-promotion opportunities. This could involve sharing each other’s content on social media, featuring each other’s work on your respective websites, or co-creating joint projects that leverage both of your audiences.

Leveraging Guest Posting and Joint Ventures

Guest posting and joint ventures are powerful strategies for expanding your reach, building credibility, and tapping into new audiences.

Guest Posting:Contributing guest posts to reputable websites and blogs within your niche is a highly effective way to reach a wider audience and establish yourself as an authority in your field. Reach out to editors or bloggers whose content resonates with your target audience and propose a guest post that aligns with their editorial guidelines.
Joint Ventures:Partnering with other professionals or influencers to create joint ventures can lead to synergistic results. This could involve co-hosting webinars, creating collaborative courses, developing joint products or services, or launching a joint marketing campaign.

Stay Updated and Adapt

The landscape of content marketing and social media is constantly evolving. New platforms emerge, algorithms change, and consumer behavior shifts. To remain effective, it’s crucial to stay informed about these developments and adapt your strategies accordingly.

Staying current with trends in content marketing and social media is vital for several reasons. Firstly, it helps you identify new opportunities to reach your target audience. Emerging platforms often attract specific demographics, providing you with new avenues to connect with potential followers.

Secondly, understanding algorithm updates allows you to optimize your content for better visibility and engagement. Platforms like YouTube, Instagram, and TikTok regularly adjust their algorithms, and staying informed ensures your content reaches the right people. Lastly, keeping abreast of evolving consumer preferences enables you to create content that resonates with your audience.

Adapting Your Strategy

To adapt your strategy effectively, consider the following tips:

Experiment with new platforms:Don’t be afraid to try out new platforms that align with your target audience and content format. Explore emerging platforms like Clubhouse, Twitch, or Pinterest to see if they offer opportunities for growth.
Monitor algorithm changes:Regularly check for updates to platform algorithms and adjust your content accordingly. Analyze data and insights to understand how changes impact your content performance and make necessary modifications.
Embrace new technologies:Explore tools and technologies that can enhance your content creation and distribution. Consider using AI-powered writing assistants, video editing software, or social media scheduling tools.
Stay informed about content trends:Keep an eye on emerging content formats, popular topics, and trending hashtags. This will help you create content that aligns with current interests and resonates with your audience.

Continuous Learning and Improvement

Personal branding is an ongoing process that requires continuous learning and improvement. Staying updated on industry trends, attending workshops, and engaging in online communities are essential for your personal brand’s growth.

Follow industry leaders:Stay connected with influencers, experts, and thought leaders in your field. Follow their blogs, podcasts, and social media channels to learn from their insights and strategies.
Attend workshops and conferences:Participate in industry events and workshops to gain knowledge and network with other professionals. These events offer valuable insights into emerging trends and best practices.
Join online communities:Engage in online forums, groups, and communities related to content marketing, personal branding, and your specific niche. Share your knowledge, learn from others, and stay updated on industry discussions.

Wrap-Up

By embracing the principles Artikeld in this guide, you can harness the power of content marketing to build a thriving personal brand that resonates with your target audience. Remember, consistency, authenticity, and a genuine passion for sharing your knowledge are essential ingredients for success.

So, start creating, connect with your audience, and watch your personal brand flourish in the digital realm.

Essential FAQs

What are some common mistakes to avoid when building a personal brand through content marketing?

Common mistakes include neglecting to define your target audience, creating inconsistent content, failing to engage with your audience, and neglecting to promote your content.

How can I measure the success of my personal branding efforts?

Track metrics like website traffic, social media engagement, brand mentions, and email subscriptions to gauge the effectiveness of your personal branding strategy.

How can I stay updated on the latest trends in content marketing and personal branding?

Follow industry influencers, attend webinars and conferences, and subscribe to relevant blogs and newsletters to stay informed about the latest trends and best practices.