1. Mastering B2B Content Strategy with Philip Ruffini from Rupa Health 2. Philip Ruffini Unveils Secrets to Building a Million-Doctor Audience 3. The Inside Track on Rupa Health's Media Success with Philip Ruffini 4. YouTube Growth Hacks and Content ROI Insights with Philip Ruffini 5. Blending Medical Expertise and Media with Rupa Health's Philip Ruffini 6. From Short-form Hits to YouTube Strategy: Philip Ruffini’s Media Journey 7. Crafting Authentic Content for Long-term Growth with Philip Ruffini 8. Rupa Health's Content Mastery – Scaling an Audience with Philip Ruffini 9. The Power of Repurposing: Philip Ruffini's Approach to Multi-Platform Engagement 10. Navigating the B2B Content Landscape – Philip Ruffini's Expert Take

Philip Ruffini, e-commerce business, Microsoft, growth consulting, short-form media agency, Rupa Health, content strategy, B2B content landscape, YouTube strategy, content team management, standard operating procedures (SOPs), ROI of B2B media, social media strategy, Twitter for business, authentic content creation, YouTube integration, long-form content, brand trust, video production delegation, LinkedIn strategy, Instagram strategy, Facebook strategy, podcasting, newsletter sign-ups, email segmentation, content repurposing, overseas contractors, video production quality, paid media advertising, organic reach, TikTok content challenges, podcast ROI, content attribution, YouTube longevity, SEO for YouTube, medical professional content, educational videos, medical industry marketing, social media platforms, content distribution.

Philip Ruffini is a dynamic entrepreneur with a knack for identifying weaknesses in the digital marketplace and leveraging them into opportunities. His business acumen first came to light during his college years when he successfully ran an e-commerce business. Recognizing the potential for growth and profit, he strategically sold his venture to embark on a new challenge. Philip soon found himself at Microsoft as a product manager, where he was tasked with contributing to the development of an operating system and an App Store. Despite the prestige of working for a tech giant, Philip found the experience grueling and not in line with his passion. Nevertheless, his time at Microsoft was not in vain, as it significantly deepened his understanding of product management. Yearning to venture back into the realms of entrepreneurship, Philip left Microsoft to co-found a startup. The startup journey, known for its high risks and potential for failure, taught Philip indispensable lessons as his venture did not take off as hoped. However, undeterred by setbacks and armed with a wealth of knowledge, Philip pivoted into growth consulting. Spending a year and a half in the field, he honed his skills and gained a vital insight: many companies were faltering at creating impactful organic content. This revelation put Philip on a path of leveraging his learnings to help businesses thrive in the digital ecosystem.

Welcome back to "Uploading...," the podcast where we delve into the worlds of content creation and digital strategy. I'm your host, Ramon Berrios, joined by my co-host, Blaine, and today we're excited to have a very special guest, Philip Ruffini. Philip's extensive background spans from running an e-commerce business to working with powerhouses like Microsoft. These days, he's making waves as the head of media at Rupa Health, where he's pioneering innovative strategies to build an audience of a million doctors through a rich blend of engaging content, from a captivating magazine and newsletter to a dynamic podcast and social media presence. Is Twitter the platform to beat in 2024? Philip thinks so, and he's here to share why authenticity on this real-time news giant can propel your content to the forefront. We'll also dive into the intricate art of B2B content strategy, the ins and outs of YouTube growth, and how Philip's detailed SOPs drive his team's success from Manila to San Francisco. Ruffini's hands-on experience with both short and long-form content, coupled with his insights into measuring ROI without the traditional sponsorship model, make this an episode you don't want to miss. So tune in, as we explore the evolving landscape of content creation and distribution with a maestro of media, Philip Ruffini.

00:00 Left agency, joined Rupa Health media team.

04:38 Tested content strategy increased average YouTube views.

06:15 Outsourcing podcast editing and social media management.

10:16 Discussing challenges and outcomes of content creation.

13:19 Frustrated by video performance, testing new topics.

19:27 Create medical content for practitioners and consumers.

22:34 Content team small, works on repurposing efforts.

24:34 Video editor selects mismatched clips, needs guidance.

29:11 Uncertainty about paid media on social platforms.

32:10 Authenticity trumps all in content creation.

34:00 Creating viral work from home setup, Twitter.

1. How did Philip Ruffini transition his expertise from e-commerce to leading the media efforts at Rupa Health, and what were the biggest challenges he faced in this shift? 2. Can you explain how your content strategy developed to target a B2B audience, particularly aiming to build an audience of a million doctors? 3. How did Philip Ruffini and his team manage to overcome the initial hurdles of achieving growth on YouTube, especially in the early stages with low view counts? 4. Can you detail the processes and advantages of using a team based in the Philippines for content management and distribution? 5. How are the standard operating procedures (SOPs) tailored to ensure successful content management and distribution by your team? 6. Philip mentioned focusing on Twitter in 2024. What strategies do you believe companies should adopt to maximize their potential on this platform? 7. What metrics or indicators does Rupa Health use to measure the ROI of their media efforts, particularly with long-form content and the podcast, when direct monetization through sponsors isn't the primary goal? 8. Could you delve into how the integration of YouTube with the magazine website enhances reader engagement, and how you've been able to leverage this to grow your subscriber base? 9. How do you balance the creation of high-quality content with budget constraints, and what advice would you give to smaller operations trying to compete with larger companies? 10. What trends are you observing in the content marketing landscape, and how do you suggest content creators pivot their strategies to stay relevant and engage with their target audiences effectively?

**Introduction to the Podcast and Guest** - Host introduces "Uploading..." podcast, spotlighting content workspace and creator community. - Introduction of guest Philip Ruffini and his diverse background. **Philip Ruffini's Role at Rupa Health** - His current position as head of media at Rupa Health. - Overview of responsibilities managing the magazine, newsletter, podcast, and social media. - Goal to reach an audience of a million doctors. **Building a Content Strategy** - Philip's experience with YouTube strategy development at Rupa Health. - The process of team building with doctors for content creation. - Growth achievements in viewership on YouTube. - Integrating different content channels for efficiency. - The critical role of SOPs in content distribution. **Measuring ROI in B2B Media Operations** - Discussion on the complexities of ROI without sponsors. - Philip's view on the inefficiency of paid social media to build a following. - Focus on Twitter for its real-time news and authenticity. **Content Creation and Platform Engagement** - Authentic content creation and the value of original posts, especially on Twitter. - Hosts agree on the importance of innovative content creation. - The use of YouTube videos to complement magazine articles for improved engagement. - Long-form content's role in establishing trust and promoting enjoyment in creation. **Content Team Management and Strategy** - Delegating YouTube video production tasks. - Broader strategy including LinkedIn, Instagram, Facebook, and podcast. - Purposeful content gating to grow newsletter subscriptions. **Content Repurposing Across Platforms** - Discussing the steady growth mantra and repurposing strategy. - Utilizing a team in the Philippines for content management. - The step-by-step training approach for hiring overseas contractors. **Content Production Quality and Costs** - The prioritization of audio quality over visuals when creating social media content. - Use of paid media and its questionable impact on organic reach. - Challenges and rewards of content creation, with success stories as proof. **Podcast and Content ROI Attribution** - "Rupa Health" podcast's direct marketplace orders serving as ROI evidence. - Long-term consideration and content attribution in ROI analysis. **Content Focus and Value Evaluation** - Strategic transition from short-form to long-form content on platforms like YouTube. - Guest evaluates YouTube's value over short-form platforms in terms of longevity and reach. **YouTube Content Creation and SEO** - Approaches to content topic selection for YouTube, including testing and professional connections. - The interplay between SEO, search volume, and keyword competition.

Hey there, fellow entrepreneurs and content creators! I just wrapped up an insightful podcast episode with Philip Ruffini, head of media at Rupa Health. Philip shared his journey from running an e-commerce startup to spearheading a massive content strategy aimed at connecting with a million doctors. We dove deep into the art of content creation for the B2B space, the power of authenticity, and the pivotal role of Twitter in 2024's media landscape. With a robust strategy of repurposing content across multiple platforms and prioritizing long-form content to build trust, Philip's insights are a goldmine for anyone looking to create impactful, enduring content. If you want to build genuine engagement without blowing your budget, this episode is a must-listen. Tune in to catch all the gems from this content strategy masterclass! And remember, keep uploading, keep innovating.

1. Content strategy in B2B spaces 2. Growth through multi-platform content distribution 3. Importance of detailed SOPs in teams 4. Measuring ROI in B2B media operations 5. Twitter's potential for real-time engagement 6. Long-form content for brand trust 7. Repurposing content across diverse channels

E: Uploading... philip Podcast - Uploading In today's show, we're uploading a special treat for our creator audience. With the wisdom of Philip Ruffini, head of media at Rupa Health, we dive deep into the vast expanse of B2B content strategy and audience building. Philip brings to the mic his exceptional journey from e-commerce to the front lines of media management, revealing what it truly takes to capture the attention of a million doctors. Get ready to elevate your content game as you learn: - The pivotal role of standard operating procedures in managing cross-channel content distribution. - Why ‘buying’ followers with ad spend isn't the same as building a devoted audience. - The strategic insights behind focusing on Twitter for real-time engagement in 2024. - Harnessing long-form content to breed trust and maintain engagement in a digital world. - Repurposing content across platforms for efficient growth without sacrificing quality. Here's a fun fact to tease your curiosity: Philip's short-form content has racked up over 100 million views, yet he divulges why long-form platforms like YouTube might be the real game-changers for lasting impact. As our conversation uploads into your headphones, we're signing off with a big thank you to Philip for syncing his insights with our wavelengths. Don't let your playlist hit pause—head over now and hit play on this invaluable episode. Fuel your content creation engine with strategies that are time-tested and Philip-approved!

In this eye-opening episode, our guest, Philip Ruffini, pulls back the curtain on building an influential B2B media presence in the health industry, touching on strategy, team building, and the raw power of authenticity. Learn how Philip successfully harnessed the potential of long-form content and a multi-platform approach to target an audience of a million doctors with Rupa Health. Today, we'll cover - Philip Ruffini's journey from e-commerce to heading up media for Rupa Health - Crafting a sophisticated content strategy that speaks directly to B2B audiences - The pivotal role of YouTube in Philip's growth strategy and the value of authentic engagement - The significance of detailed SOPs in managing a global content team effectively - The long-term vision for content ROI, harnessing everything from podcasts to magazine articles for lasting impact

In today's conversation, we unpack Philip Ruffini's journey of scaling Rupa Health's content ecosystem, achieving impactful growth by implementing a robust content strategy and standard operating procedures. Dive into the intricacies of B2B media, the potency of repurposed content, and the foresight to leverage Twitter in 2024, all distilled into actionable insights for building an audience and measuring ROI without relying on sponsors.

Cover Slide: "10 Content Strategy Insights Every Creator Needs to Know" Slide 1: "Diverse Platforms" Maximize reach by distributing content across YouTube, LinkedIn, Instagram, and Facebook. Slide 2: "Content Authenticity" Stay true to your brand voice. Authentic content holds more value and engagement. Slide 3: "Standardize Processes" Implement detailed SOPs for consistency and efficiency in content management. Slide 4: "ROI Measurement" Track marketplace orders and plan for ad sponsorships to assess the podcast's ROI. Slide 5: "Twitter Focus" Utilize Twitter's real-time advantage for news and build an authentic following in 2024. Slide 6: "Repurpose Content" Leverage long-form content to engage audiences and repurpose across different channels. Slide 7: "Quality Over Quantity" High production value matters in audio; visuals need to be clear but not at the expense of content. Slide 8: "Overseas Delegation" Hire talent piece by piece and collaborate closely to evolve processes and content quality. Slide 9: "Judicious Advertising" Evaluate the impact of paid media on platforms like Facebook and Instagram carefully. Slide 10: "Long-Term Value" Invest in YouTube for durable content rather than ephemeral short-form platforms. CTA Slide: "Stay Ahead in Content" Follow "Philip_ruffini" on Twitter for real-time insights and authentic conversation. Join our community for more tips and strategies on Uploading... Podcast.

Idea #2: The Power of Detailed SOPs in Content Distribution Establish a consistent and efficient content distribution process by developing meticulous Standard Operating Procedures (SOPs) with actions like: 1. Enforcing Process Adherence: Philip Ruffini emphasizes the importance of SOPs within his team for managing the complex task of content distribution across various platforms, highlighting their role in ensuring consistent quality and brand messaging. 2. Facilitating Team Coordination: By having SOPs in place, Philip Ruffini's team, including the overseas group in the Philippines, can collaborate effectively without constant direct oversight, enabling a seamless workflow and uniform execution of tasks. 3. Scaling Operations: Detailed SOPs have allowed Ruffini to manage a content team efficiently and expand their content repurposing efforts. The success in achieving growth from low initial YouTube views to thousands underscores how well-implemented procedures can underpin scaling strategies in content distribution.

Cultivate Authentic Engagement Through Varied Content Platforms B2B content strategies should prioritize building genuine connections with target audiences across multiple platforms, focusing on authenticity and consistent human touchpoints rather than aggressive spending on advertisements. 1. By addressing the unique preferences and expectations of an audience, content creators, like Philip Ruffini, emphasize the significance of engaging users through an array of platforms with finely tuned, relatable content. This strategy not only fosters trust but also enables a diverse approach to audience building. 2. The episode with Philip Ruffini underlines the necessity for content creators to curate experiences through detailed SOPs and cross-channel content repurposing. A focus on quality and authenticity, particularly in platforms like Twitter for its immediacy and YouTube for its long-form potential, helps in establishing a lasting brand presence without the immediate pressure of direct monetization.

Maxims for Content Creators in the Evolving Digital Landscape: 1. Prioritize authenticity over promotion; build genuine connections rather than merely pushing content. 2. Value the importance of Standard Operating Procedures (SOPs) to maintain consistency and quality in content management and distribution. 3. Opt for platforms like Twitter in 2024, where real-time news and engagement can boost your content's visibility and impact. 4. Invest in creating long-form content to foster trust and deepen engagement with your audience. 5. Foster a collaborative working environment by delegating tasks and leveraging the strengths of your team. 6. Be strategic in your content repurposing; adapt and distribute content to different platforms while considering audience segmentation. 7. Approach overseas contracting incrementally, and focus on improving through clear communication and articulated processes. 8. Recognize the benefits of high production quality in audio content for social media videos over visual quality when necessary. 9. Maintain a healthy skepticism about paid media's impact on organic reach and resist relying solely on advertising for growth. 10. Commit to meticulous content strategy and patience, as content creation is hard and often has an uncertain ROI. 11. Implement purposeful tracking to attribute marketplace success to specific content efforts and justify continued investment. 12. Embrace the challenges of transferring to long-form platforms like YouTube for their enduring value, despite the initial increase in effort. 13. Balance SEO considerations with innovative topic selection to navigate competition and maintain discoverability in content. 14. Make what you enjoy and believe in the content you produce, as passion breeds the best work and resonates more deeply with your audience. Remember, success in the content creation space is often a result of thoughtful strategy, genuine engagement, and a relentless drive to innovate and improve.

Tweet 1: Philip Ruffini was at a crossroads. Left Microsoft, entered e-commerce, Poured wisdom into content strategy. Now he's a B2B media maestro. 🚀 Tweet 2: Meet Philip Ruffini (@Philip_ruffini), head of media at Rupa Health. Navigating YouTube labyrinth, mastering B2B landscapes. Transformed docu-dabbles into viral videos. Tweet 3: Philip's journey? A tapestry of trials. Low views, high hurdles, Yet, his strategy? Stellar. He built a digital empire with just a vision. Tweet 4: Start small, think big. He rallied doctors, crafted SOPs, Scaled thousands of views from scratch. Here's the clincher: Assembling an army in the Philippines. 💥 Tweet 5: His genius play? Authenticity on Twitter. No dollar-driven followers, Just raw, real engagement. Philip's mantra? Content with a heartbeat. Tweet 6: Capture, repurpose, distribute. Philip's content carousel spins wide. LinkedIn, Instagram, Facebook, scribed notes. All while podcasting the medical tide. Tweet 7: Gatekeeping content for gold—30,000 emails. Curating carefully, nurturing nooks of knowledge. Long-form love affair leads the charge: Depth over drama, meaning over metrics. Tweet 8: He faced the ad abyss on Facebook. Organic reach waned, yet Philip persisted. His focus? Quality, community, real connections. ROI revelations through marketplace reflections. Tweet 9: Forget fleeting TikToks, think timeless YouTube. A hundred million views says short-term fame. But lasting legacy lives in the long-form game. Philip's playbook? Create, captivate, celebrate. Tweet 10: SEO savvy meets medical mastery. Challenges, check. Content, king. Philip's path — from ideation to inspiration. 🌟 First tweets to a million doc dreams.

Struggling to measure your content's ROI? IMPACT 🔍 Learn to quantify your content efforts in just one read. Assured profitability insights ahead. Philip Ruffini turns content into measurable success, influencing over a million doctors. So, how do you track your content's true value? PRECISION: The 3-point tracking system. Let's dive into the blueprint... ~~ 1. MARKETPLACE METRICS Wondering if your content affects the bottom line? Look no further than marketplace orders. Track them back to the content's influence for clear ROI insights. Rupa Health's podcast became proof positive, where the content-led marketplace sales have begun to outpace production costs. By tying specific content to actual sales figures, you gauge the direct impact of your content strategy. 2. LONG-HAUL EFFECTIVENESS Short-term metrics can be misleading. Shift focus towards the long-term: How does your content contribute over time? Consider podcasting and YouTube's influence, which continue to reap benefits long after initial consumption. While platforms like TikTok offer instant gratification in views, YouTube's enduring nature provides ongoing visibility, helping to build a lasting relationship with your audience. 3. QUALITY OVER QUANTITY High production values and solid audio surpass the need for pristine visuals on social media. Ruffini emphasizes the significance of content quality, even over quantity, for maintaining organic reach. Despite the allure of high view counts on platforms like TikTok, investing in quality content on YouTube or a podcast can lead to enduring engagement and stronger connections with your audience. Ready to start quantifying your content's impact and optimizing its ROI? Tune into the latest episode of DTC Pod to gather more exclusive insights from industry leaders like Philip Ruffini on how to hone your content strategy for maximum profitability.

Philip Ruffini, Head of Media at Rupa Health - Mastering the Art of B2B Content: A Million-Dollar Doctor Audience Unlocked

Did you know repurposing content can boost your reach without extra filming? Philip Ruffini's team at Rupa Health mastered this by sharing one video across YouTube, Instagram, and their podcast, multiplying their audience with a single click. #ContentHacks #MaximizeReach #PhilipRuffiniTips

If you're looking to revolutionize your content strategy and build a meaningful online presence, consider these transformative mindset shifts highlighted in our latest episode with Philip Ruffini: 💭 Transition from quantity to quality in content production. It's tempting to chase viral trends, but Philip reminds us that long-term value is born from content that resonates deeply with your audience. Creating fewer, high-quality pieces can help cement your brand's authority and trustworthiness. 💭 Embrace a platform-specific approach for growth. As Philip pointed out, not all social media platforms are created equal. This year, consider shifting your focus to where your content can cut through the noise, like the real-time engagement on Twitter he advocates for. Understand the unique advantages of each platform and tailor your strategy accordingly. 💭 Reevaluate the ROI of paid media with skepticism. While paid social campaigns can inflate reach, Philip's experience suggests they might dilute organic engagement. Shift your evaluation metrics to consider long-term relationship building over immediate but shallow metrics like impressions or likes. For a deeper dive into these insights and more, tune in to the latest episode of 'Uploading...' where we unpack the intricacies of content strategy for the digital age with our guest, Philip Ruffini. Your next step in mastering innovative content strategies is just one listen away!

In just six months, Rupa Health’s content strategy reshaped their digital landscape, leveraging YouTube to build trust and engagement, and growing their newsletter from zero to over 30,000 doctors. From a standing start, we’ve initiated a genuine connection with our audience. But there’s a bigger ambition in sight. Here’s how we can enhance our solid foundation to an even stronger edifice, deeply rooting ourselves in the digital content space for healthcare professionals: BACKGROUND: Navigating the digital realm requires dexterity - the content we produce and disseminate isn’t merely about hits or clicks. It’s about building a community, a trusted destination for healthcare professionals seeking knowledge and connections. Old Content Strategy: - Limited to one platform - Low audience engagement - Generic content production - Slow audience growth New Content Strategy: - Cross-platform presence with tailored content - High engagement with quality, authentic storytelling - Content that resonates with the professional roles of the audience - Rapid growth through strategic, segmented communication At Rupa Health, we’ve witnessed firsthand the growing power of long-form content for engagement and brand trust. However, we want to streamline our approach, ensuring every effort contributes to this upward trajectory. HERE'S HOW WE MIGHT GET THERE: I propose these 6 strategies for Rupa Health to consider for exponential growth and impact: 1. Develop a podcast-to-social media framework that allows easy snippeting of our show's richest moments for shareable content, enhancing reach and listener engagement. 2. Invest in advanced analytics to closely track our content's performance across platforms, enabling data-driven decisions for future content strategy updates. 3. Create a dedicated community platform where health professionals can interact, discuss, and contribute, turning passive listeners into active participants. 4. Initiate a Rupa Health Ambassador program, leveraging influential medical professionals within our network to foster organic growth. 5. Augment our SEO efforts by focusing on less competitive yet highly relevant keywords for healthcare professionals, ensuring our content remains discoverable and authoritative. 6. Launch a feedback loop for each content piece that involves our audience’s insights, sharpening the relevance and value of our outputs based on user-driven data. At the heart of every adjustment is the upgrading of our onboarding process for offshore teams, lining clear, efficient SOPs which are the linchpin of our operation's smoothness. By expanding and refining our content strategy, we aim not just to inform but to forge a legion of informed, engaged and empowered healthcare professionals. P.S. What strategies do you believe could further catapult Rupa Health’s content creation process? Do you see value in these recommended shifts, or is there another avenue in the content realm we should explore for our next phase of growth?

Workbook Title: Uploading... Actionable Insights and Strategies from Philip Ruffini Introduction: This workbook accompanies the "Uploading..." podcast episode featuring Philip Ruffini. It is structured to help listeners internalize Philip's strategies and insights, apply his content creation and distribution principles to their own projects, and enhance their understanding of B2B content marketing. I. Meet Philip Ruffini - Write down your thoughts on Philip Ruffini’s multifaceted background. How might his diverse experiences contribute to his success in content creation and strategy? - Reflect on how your own experiences shape your approach to content creation. II. Building an Audience - In your own words, summarize Philip's goals for Rupa Health's content initiatives. - Identify your audience-building goals. What steps will you take to grow your audience? III. Content Strategy in B2B - Note key points from the discussion on B2B content strategy complexities. - Outline challenges you face in your content strategy and potential solutions. IV. YouTube Strategy and Growth - Describe the YouTube strategy Philip implemented at Rupa Health. - Reflect on your current video content strategy—what can you adopt or modify from Philip's approach? V. Standard Operating Procedures (SOPs) - List the benefits of SOPs for content management and distribution mentioned by Philip. - Draft an SOP template for one aspect of your content production workflow. VI. Measuring ROI without Sponsors - Write down Philip's view on social media spending and building a devoted following. - How do you currently measure ROI on your content efforts? Are there improvements to be made based on this discussion? VII. Platform Prioritization for 2024 - Discuss why Philip believes Twitter will be essential in 2024. - Analyze different social platforms with your own goals in mind. Which might be most advantageous for you in the coming year? VIII. Authenticity in Content - Reflect on the role authenticity plays in your content creation. - Create an action plan to increase authenticity and engagement on your preferable social media platform. IX. Multi-platform Repurposing Strategies - How does Rupa Health integrate YouTube content with their magazine? - List ways you can repurpose your existing content across different platforms while maintaining quality and relevance. X. Email Marketing and Segmentation - Summarize Rupa Health's approach to accumulating newsletter subscribers and segmenting them. - Create an email marketing plan aligned with your content strategy and audience segmentation. XI. Hiring Contractors and Teams Overseas - Outline Philip's recommendations for successfully hiring and working with overseas teams. - Develop a checklist for hiring and managing remote content teams. XII. Production Quality and Paid Media - Debate the pros and cons of focusing on audio versus visual quality in social media videos based on Philip's insights. - Evaluate if and how you should incorporate paid media into your content dissemination strategy. XIII. Tracking ROI and Long-term Content Effects - Document the ways "Rupa Health" podcast tracks positive ROI. - How will you assess the long-term ROI of your content efforts? XIV. Strategic Content Transitions - Review Philip's advice on transitioning focus from short-form to long-form content. - Brainstorm a transition plan for your content formats focusing on long-term value. XV. YouTube Content Creation & SEO - Examine Philip's approach to selecting topics for YouTube content. - Conduct keyword research for your next video project and determine potential SEO strategies. Conclusion: Summarize key takeaways from Philip Ruffini's insights and identify at least three action items you will implement in your content strategy as a result of listening to this episode.