If you're thinking about holistically what your external communication strategy is, you lead with the tip of the spear as the website. What role does then own content play in the mix? I often think that both for owned and paid companies over index on conversion, immediate conversion. But if you're building a long term brand here and you're trying to build an enduring business, every piece of content you put out is a way of building connection and fostering trust with your audience. So it's really important to take a long view.