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Choose any day in the week and there’s one item that’s on every marketer’s to-do list: creating new content.
Marketers would create content only when it was appropriate for their own company’s needs. like,
If they had a brand new product to market. Inbound marketing requires the consumer to abandon this
approach.
Marketers must now keep up with the stream of fresh content from blog posts to social
media updates for ebooks, videos webinars, ebooks, and videos. This content is helpful to them in various ways they can use it to:
Improves their search engine ranking improves their search engine rankings, increases visitors to their sites, and assists in nurturing
Leads that are already in place. However, it shouldn’t be simply any content. It needs to be original, unique content.
Continuously coming up with fresh content can become exhausting. When inspiration dries up,
You could fall into two equally risky traps. If you stop writing new videos, blog posts,
ebooks, or other content pieces are removed, you block the major source of leads and traffic. Also, if
You panic and begin pushing out content that’s not a choice for your customers, you could be you attracting
visitors who aren’t the right ones and putting off good prospects. How do you remain competitive United States Email database email database?
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To deal with the pressures of creating content Marketers have been instructed to keep on creating content
and, again, and yet again “think as a publisher.” This is a great suggestion but what exactly does mean by that
mean? What do you imagine yourself as an editor?
This book is your guide to creating an editorial plan to attract more business.
In the following pages, we’ll look at the four steps needed to create an idea flow for content
which will determine your success in marketing through inbound: understanding your target audience, doing a
Content audit linking content audits to buying cycles and developing the editorial calendar.
We’ll also go over ten essential strategies for coming up with content ideas which will aid
you can attract more customers and turn them to leads for your business Buy United States Email database database online.
Do you want to make sure you don’t be short of ideas for content ever again? Let’s get started!
What do you think?
Imagine yourself as you are
“
publisher?
“
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CHAPTER 1
Be aware of what
audience
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As publishers, inbound marketers should have a complete image of their
The audience you are targeting is essential to produce content that is appropriate to the intended audience in order to create content that is optimal for. Who are they?
Your ideal clients and prospects? What are their top fears,
What are your needs and desires? How can you meet them? via search engines,
blogs or social media What kinds of material do these like? They
Questions can help you build buyer personas.
Personas are fictional
Your representations of
the ideal customer that are built on
actual data about the customer
Demographics and online
behavior, and
The shrewdest speculation on
their personal stories,
motives, and worries.
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Begin to develop personas by analyzing your current customer base to find the
The most popular customers for your products and services. You could have a number of different
different types of buyers, so be sure to give each buyer a complete description of the buyer, with the name, job title, or
roles, industries or company details, and information about demographics.
For instance, a local bank’s most important customers might
are small-business owners as well as mothers running the
Bank accounts for families of four. In this instance the bank’s
Marketing professionals might refer to them as “business business owner Bob”
and “Mary Mary, the busy mom,” and extrapolate details about their
The typical size of their businesses or household
Income, the geographical region they’re located in and so on.
Based on those profiles you can draw out the problems of each person, their needs, and the challenges of each person
by asking yourself several important questions:
What are the most pressing issues they’re trying to resolve?
What is it that they require most?
What kind of information are they usually seeking?
What are the trends that affect their businesses or
What is your personal story of success?
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Analyzing the steps that prospective customers follow on their journey towards becoming a customer
is a fantastic way to learn about the challenges and needs of your prospective client
audience. If you’re using an online marketing platform such as HubSpot it is possible to determine the demographics of your
Search terms brought visitors to your site, but how long they stayed on your site, and how
website, what pieces of content they’ve seen as well as the forms they’ve filled in.
These lead insights will assist you in making better choices when it comes to identifying
the characteristics of your ideal customer and methods to attract new customers.
In the instance of our hypothetical bank “Business-owner Bob” may typically be
looking for merchant services that will accept electronic payments as well as
for securing lines of credit. When he is on the site he reads up on the benefits of electronic
Payments can help improve cash flow. In addition, it is possible to study how credit lines could help to fund
ongoing activities. Based on that activity, his persona pains/needs/challenges
It could include:
In managing cash flow and getting cost savings
In a way, the effects of
For example:
Analyze
the route of
Customers
Target brand new
possibilities to be more
Accurately
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Then, create an online profile for each individual’s usual online behaviour. You’re familiar with who
They are, and what they require you can now think about the ways that they study a
the possibility of purchasing from your website or other sites. Here are some suggestions for potential purchase on your site or elsewhere.
You should inquire:
.What do they do on the internet? Do they blog? Are they involved on
Facebook, Twitter or other social networks? What is the type of search you can do?
They use what terms? Do they subscribe to newsletters via email?
What type types of content do these people like to consume on the internet?
Educational articles? News articles? Interactive tools such as calculators
or worksheets? Do students watch video or play podcasts?
The products they invest the most time studying?
What are the best ways to use these products?
The product of this process will be a precise account of your personal characteristics’
demographics behaviors, needs, and demographics. The more information you include into your character
development, the simpler the process will become to develop content that is appropriate for each goals
customers and also to know how to market that content and to know where to promote that.
Create Buyer Profiles

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CHAPTER 2
behavior that is
content audit
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Also, you can audit your existing content.
assists you in identifying holes you could fill with
“
Fill with new content pieces.”
You’ve now created buyer personas, and created more thorough understanding
of your target audience of your audience, don’t be rushed into creating new content to appeal to them. Instead, you should take inventory of
the previous work you have done by conducting an official content audit.
Content audits can be a fantastic way to assess how you’re covering topics which are
essential to your viewers to know if you’re keeping an appropriate mixture of information
types. Reviewing your content can reveal holes you could fill with
new content pieces, or find excellent pieces of content that could be used to create
Other formats can be used to reach more people.
blog posts
The reports
case studies
Videos
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For an audit, review and collect all the documents you’ve written during the last year.
and plus – everything from blog podcasts and posts to webinars, ebooks, and videos.
Create a spreadsheet to list the items listed by name and then classify them in accordance with:
After that, examine you spreadsheet and look for trends: Do you focusing on non-text information, for example
as videos or webinars? Do you have certain subjects that you write about often
or not at all? Did you create a ton of content to one or a particular persona?
not paying attention to other subjects? What subjects produce the best results for certain kinds of content
(i.e. is certain topics better for webinars than ebooks?)
Conducting an audit of your content and analysing your findings will allow you to make an inventory of
objectives and guidelines for the future production of content, for example expanding video production,
creating content to suit certain individuals, or making the possible topics to cover in the future.
Future events or eBooks.
The type of content subject matter the topic is
date of its creation
Buyer persona
leads/customers
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CHAPTER 3
Content of maps
to the purchase
cycle

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Content plays an important function in all stages of the process of inbound marketing beginning with
creating awareness of your business and converting leads to customers.
However, the kinds of content that you can employ to accomplish each of these goals is usually
Different from each other and therefore you have to make sure you’re making
content to meet the needs of every stage of the buying process.
Consider first your buyer personas as well as the outcomes of your previous marketing initiatives
to determine the most important phases that prospects go through prior to becoming a customer.
Here are the four phases of a typical buying process:
1
2
3
4
Awareness
The customer becomes familiar with your brand name or is aware that they need your product or service.
to purchase your product or service.
Research/Education
The person who is contacted identifies the issue and studies possible solutions
including your product or service.
Comparison/Validation
The prospective buyer looks at the options, and then begins to narrow the vendors’ list.
Purchase
The buyer decides who to purchase.
Identify the Buying Cycle of your business
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Then, you must determine the types of channels and content that will work best for each stage.
of the buying process. Naturally, you potential customers could be engaging with certain ways to be part
throughout the buying procedure, like taking a look at blog posts or keeping track of
your company’s image your brand. But, studies on marketing have revealed that certain
The types of content played crucial roles in specific phases of the decision-making process. Here’s a suggestion for mapping the buying stage to type of content.
Awareness
Research
Comparison
Purchase
BUYING CAR
blog posts,
social media news
Ebooks, webinars,
Industry reports
case studies,
demos, customer
testimonials
analyst writes,
specific product information
Map Your Content
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CHAPTER 4
Make your own
editorial
Calendar
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After you’ve completed the first
three steps to develop the foundation for a stable
Ideas for content flow, you must
Have a pretty good idea of who
that you’re looking for and what type of
the content you’ll most likely require
to come up with ideas to boost sales and make people happy
customers. The last step is to
Make an editorial calendar with
The document outlines when and how to post
this is the content.
An editorial calendar acts as an itinerary for creating content that will show you the kind of content to create.
of content to produce of content to create, what topics to cover of the content, what personas to focus on of content, and when to
Create content to support your marketing inbound strategy.
\
The editorial calendar functions akin to an “
Content creation roadmap.”
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Create your own Google calendar or spreadsheet to document the editorial plan. You
You should prepare at minimum three months ahead however, it’s better to be able to
create a strategy that will last for six months, or even a whole year.
Review your marketing goals to determine your strategy. Examine the way you will implement your plan.
the amount of traffic and leads and the number of customers you are trying to reach
Produce each month. Review your previous marketing efforts to figure out what you
How many pieces of content you will typically require to reach your goals.
Add the dates to your calendar by completing particular publishing requirements, for example
Maintaining blogs and social networks regularly, posting new content or podcasts on a regular basis.
each week, writing an ebook, or hosting a monthly webinar or so. For
Each day, write down the date, the subject each day, your piece’s title and the target persona. The
Our goal is to provide an appealing mixture of topics, content types and personas that make
sure you’re covering all your segments.
Be aware of the SEO keywords and the stage of the buying process as well as the call-to action, or
Other inbound marketing objectives that every piece of content has to be able to address.
Create Your Editorial Calendar
2
3
4
1
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Keep track of important dates or events that can be good hooks for
particular topics or types particular types of. For instance, retailers might emphasize certain types of topics or categories of content.
important holidays such as Halloween, Christmas as well as Mother’s Day and plan
content that is in line with the theme of the season. B2B marketers can take note of
important trade shows for the industry that they’re planning to attend and also schedule blog posts
updates, recaps or even videos that were created during the event.
Seek out opportunities to reuse the content. For instance the publication of
A new research paper or whitepaper could produce many weeks’ worth of
of blog posts which provide details or tiny bits of information of the
full report.
Create tabs that are separate for each type of content you create for example, blog posts.
posts, webinars, ebooks, videos, etc. This way, you’ll be able to ensure that you’re
publishing enough of every kind of material, as well as distributing the information
appropriately among your target people and stages of the buying process.
5
6
7
Reduce time and complete your analysis of content and publishing from one location.
Find out how HubSpot’s integrated software for marketing can benefit you.
You can identify the best promotions and offers. You can identify the right channels and offers for promotion.
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When you’re done with this process, you’ll see that you’ve used up the vast majority of your
calendar that includes specific strategies for each content. You will no longer be commuting to work in
in the morning, wondering what you’re going post to ensure you’re keeping your
inbound marketing goals!
If there are some holes, that’s fine. You’ll want to be able to maximize your capital
about the latest news or hot topics in the time of the year. For
those days where you don’t come up with the idea for you to start a new blog
Posting, calling your calendar can provide you with an excellent visual reminder of
the topics you’ve covered before and what you’re going to cover next
Week or the next month, you should at the very least narrow the options.
Once you’ve completed all four stages of creating your content
approach, let’s take a look at some suggestions for filling your calendar.
content that will entice people to take a look at your content, share it with and act!
When should you call your calendar
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CHAPTER 5
10 Tips for
In the process of creating
killer
Content
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You are still required to attend
Up with useful, relevant,

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fun content.”
A calendar of editorials takes the majority of the guesswork out of publishing every week.
But you have to create useful, relevant, and enjoyable content. When you
You may be aware of the topics you should discuss, or the customer segment to focus on, you don’t know what you need to cover.
You must determine exactly what you will do with every blog article or webinar, ebook, and so on.
Other content that you design.
Very few of us are imaginative enough to have an amazing idea in the bag to be spun into
excellent quality content. The top publishers are aware of this, and that’s why they make use of a series of stories
Tools, tricks for development and templates that can help the creators create new content every week
and week in and week out. Here are 10 tips to keep your backlog full of amazing and engaging content
Ideas to ensure you’re never short of ideas.
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Tip #1
You have to stay up with the latest trends and news related to your industry in order creating
pertinent, current information that is timely and relevant. It’s simple to follow the countless news and other commentary sources:
.Subscribe to RSS feeds of bloggers covering your industry, or
communicate with your intended public.
.Subscribe to emails from niche magazines that address
your field and your vendors , and possibly even your competition.
Create Google Alerts for non-branded keywords relevant to your
the industry, your products and the pain points of your customer.
If you check these feeds each day, you’ll discover a wealth of ideas for content. You can write a blog
blog that responds to the headline of a major news story or explains why a particular event is important to you.
audience. For example, a tour agent might make use of news stories about the economic crisis in Europe as an
An opportunity to write about what is the Euro crisis means for travelers. It is possible to observe a trend
You are burning the media and blogs in your field and then decide to host a webinar on the
topic.
‘
Follow Industry News
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Social media provides you with a the latest information in real-time.
the people who are talking to you about. If you listen
Be careful, and you’ll discover many hooks to use for the novice.
content. Not just that, but content produced
From social conversations, it is clear the kind of
Information that is easily shared through social
media.
If, for instance, you notice that many people are asking similar questions about an item or
service you offer the service, you may make content that provides information about the services you offer.
questions. A lot of people visit Twitter as well as Facebook to get suggestions on
making the decision to choose new vendors or service providers or new vendors. Why not write an ebook to offer
ideas, which you could use the next time you meet someone who is needing a

recommendation?
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To be effective in monitoring social media interactions You’ll require
certain marketing tools that help you sort through the conversations and determine the ones you want to hear.
You are the most likely to be attracted to. This can be done by using tools like Hootsuite and TweetDeck and if
You want to track the number of leads and customers you are able to measure using HubSpot’s social media tool is the best choice.
Tip #2
Monitor Social Conversations
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If you’re reading this article it is likely that you are the person who is responsible for creating the majority of your business’s
Inbound marketing content is a good option, but this doesn’t need to be the case. There are a variety of ways to use
Voices from within your company. Customer service, technical personnel, individuals C-level
Product managers, executives and others within your company have their own perspective on the most important issues
aspects of aspects of your aspects of your. Your coworkers should be able to contribute to:
Inviting them to write periodic blog posts that are relevant to their jobs.
Interviewing them and sharing short videos that showcase their knowledge.
inviting them to deliver brief presentations or respond to questions during webinars.
It is also possible to look outside of your company to help you create
content. New marketplaces for content online are popping up to allow for the exchange of
marketers, with a plethora of freelance editors and writers who will be taking
for blog posts, ebooks as well as other writing assignments to you. You can provide
the subject, your preferred tone and style, as well as the audience you want to reach,
You generally don’t need to pay unless you purchase the completed item.
HubSpot customers can find other writers by via Zerys or the
WriterAccess and WriterAccess both are can be found in HubSpot Marketplace. HubSpot Marketplace.
Tip #3
Find a Team of Content Creators
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Regular blogging is an essential element of marketing through inbound So make sure you’ve got plenty ideas
Keep a backup plan for updating your blog at least once a day. Keep a log of topics you’d like to discuss.
Style banks can be a fantastic option to aid your writing process. Style banks are generally
include writing templates and design ideas that create new and exciting writing.
Ideas for your blog’s style include:
Bulleted lists
Book, film and product reviews
Photos and captions
Videos
How-to guides
Interviews
This style database is a fantastic source for occasional bloggers and ebook authors who
They may not know where they should start once they’ve been given the task of writing a piece of content. The backlog of your content
It can also assist your frequent contributors overcome sometimes-occurring bouts of writer’s block. This can help writers who are more regular contributors get over occasional bouts of writers.
Tip #4
Keep A Content Backlog &
Style Bank
N
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Nearly every piece of content that you create can be reused, adapted or modified, and then republished
in a different format. Try to find various ways to make it easier to distribute and package the same item
information in different formats.
Here are some suggestions:
Mix the text on an old whitepaper and new
videos to make an ebook with ebook. (multimedia) ebook.
Make video clips into blogs posts, and ebooks. Every time
Video can be the foundation of a blog video that will be the basis of a new blog
which also includes a hyperlink to the video, as well as
examples and learnings.

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Make use of the questions and comments from the webinar to create a brand new ebook. Following the webinar
Once the time has passed is over, you can gather the most interesting or frequently asked questions from
your audience by providing them with responses from your team to your team’s answers to that is directly
addresses your prospects’ pain points.
You can share all corporate presentations in a variety of formats. Upload the slides to SlideShare,
Upload an audio clip of the speech to YouTube and make blog posts that
explore specific topics that were discussed during the presentation.
Tip #5
Repurpose Content
P
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V
Making video content doesn’t need to be a lengthy production. It’s simple to make new videos
If you carry around an iPhone or other pocket-sized device in your pocket.
Here are some easy video ideas for you:
If you come across a question on Twitter that is asked by someone
From your company will be able to respond to your company’s questions, or from your company can answer,
Respond and tweet an image of the response and tweet a link to the.
Always carry a camera for trade shows and other
industry events and film short clips, like
interviews with industry experts who are compelling or
audience surveys. An easy concept, like surveying the audience.
Ten people discuss the most amazing thing they have seen or
The information you learned at a trade show can be edited to make the perfect
video blog post.
Tip #6
Make sure you have a video camera everywhere
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Round-upsand reviews, as well as look-backs are traditional methods magazines use to fill
Their pages are particularly popular towards the end of the year or in the summer dreary days.
Locate a place in your own editorial calendar for articles for example:
A collection of your top popular blog posts
to receive an “best-of” ebook every December.
A selection of the top items of the year to the retail
niche.
An “summer reading” listing of top business
books written for a B2B market.
They are very easy to create and are likely to be a hit with a wider population. Do your best to
Make some imaginative and fun lists you can create to allow you to stand out all the others.
of the marketing campaigns that took place during an extremely busy sales time.
Tip #7
Write annual as well as “Best-Of” Features
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Bloggers, customers, and prospects and journalists covering your business
I love new information. Find ways to analyze your sales data from the past
information about your audience or an innovative new study on your
niche.
For instance the online luggage store Suitcase.com produced the Consumer Luggage Report by
conducting surveys with its customers regarding their preferences for luggage. “People immediately responded to us
and shared with us what they’re seeking,” and told us what they are looking for,” said John Ebb, the company’s CEO. It’s a busy time for the Suitcase.
The blog on com’s website jumped five times in the days following the report’s release according to an MarketingSherpa
Case study.
SurveyMonkey and SurveyGizmo allow you to conduct online surveys with your target audience. However,
If you’re not looking to conduct an online survey, you may study sales data for interesting patterns about your
marketplace, like your most popular products, or the geographical distribution of your customers
customers’ buying preferences (time of the day, days of week customer shopping habits (time of day, day of week, etc. ) or a breakdown of demographics of
Your customers.

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Conduct Original Research
Suitcase.com is an HubSpot customer, which makes it simple for
Company to design web pages that promote and create content, and monitor the outcomes
all in one location. Learn more on HubSpot’s application. P
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It’s not a requirement that that you are only able to write about your field. In fact, looking beyond
Your niche is in finding your own and making relationships between seemingly incompatible items is frequently the goal.
Inspiration for fun, stimulating content that will open your eyes.
Researchers in the field of social media Dan Zarrella calls this concept “combined relevance” and suggests
It can be used to create content that is seen and becomes it as a way to create content that is noticed and goes. In the end, it’s your customers will be your
Potential customers have a variety of different interests. Therefore, when you present something that has two of
If you can express your interests in an unexpected manner, you have an excellent chance of getting to know the people
those who are interested in these two people who are concerned about both of those.
Keep an eye out for examples of relevance that are combined
Wherever you wherever you. An awful experience on an airline
Following a flight cancellation, the incident can spark a blog article on the
the importance of customer service. A popular movie might
Inspire you to compare characters with the products you
businesses sell. If you are the coach of your team is your favorite football team is a coach,
If you make a poor choice think about how you would react in this scenario might play out.
is applicable to management of business.
It is a never-ending list of possibilities when you are used to looking around the globe as fuel for your marketing
content.
Tip #9
Be aware of your industry and The Audience
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There is no need to be everything tied to a major news item, or a the latest trend is hot
Trends, trends or most recent news trend, or the latest buzz. Sometimes, it can be quite overwhelming.
It seems like you’re not able to find anything exciting or novel that you can write about.
In these days it’s beneficial to switch to your content that is always relevant.
Evergreen content covers subjects that are constantly interesting for your
the audience, regardless of economic conditions,
Other external factors. Some examples of perennial subjects include:
Ideas to save time or even money
Health and fitness tips for personal use
How-to articles that address the most common issues for your readers
Inspirational articles
Evergreen topics can aid in filling the gaps on your calendar, they are extremely valuable source of information.
A great resource for inbound marketing. Due to their perpetual nature this kind of content will continue to be an
to get people to visit your website for months, or even years for as long as there’s a market that exists
Looking for the same kind of tips you’re giving out.
TIP #10
Keep a list of evergreen Content
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Conclusion
And Other
Resources
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You should now be ready to begin putting together your plan and churning out some great content.
Remember the most important things we have covered:
Use demographic and behavioral information about your prospective customers to
create buyer personas that are that are based on their preferences and needs. then you can target them.
Your content should be accordingly.
Before you begin to create new content, you should conduct an audit of the content you have already created.
Content to determine the subjects and personalities you should be focusing on and establish
Set up guidelines for the creation of new guidelines for the creation of new.
Create a map of your content with the buying cycles of your customers to make sure that your content is
You’re creating content that is best for your audience based on what
the stage they are currently in.

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Make an editorial calendar to make a detailed schedule to create
and publishing and publishing.
Find innovative ways to create innovative topics for content that are pertinent,
It is useful and enjoyable for your readers. Also, maintain a list of these ideas.
There’s always a supply at hand whenever you’re ready to write new content.
Content alone isn’t enough to make inbound marketing successful. The
The content you create must be part of the overall plan of SEO and social media
engagement leads, lead nurturing, measuring and optimization. However, it is not the same without
A clearly defined content strategy with a clear timeline for editorial work, a well-designed
Backlog of topics You’ll be writing content with ease and stay on top of your
method to become a more efficient marketer
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It’s not a requirement that that you have to write only about your subject. In fact, looking beyond
Your niche is in finding your own and making connection between unrelated objects is usually the case.
Inspiration for fun, stimulating content that will open your eyes.
Researchers in the field of social media Dan Zarrella calls this concept “combined relevance” and suggests
It is a method to produce content that is seen and becomes the rounds and becomes viral. In the end, it’s your customers as well as
Prospects have many different interests. Therefore, when you present something that has two of
These interests are expressed in a fascinating manner, you have the chance of engaging with people
those who care about both of these issues.
Keep an eye out for examples of combining relevance
Wherever you wherever you. Unfortunate experience with an airline
Following a flight cancellation, the incident can spark a blog article on the
the importance of customer care. A popular movie might
encourage you to compare characters with products you
businesses sell. If you are the coach of your team is your favorite football team is a coach,
Makes a bad decision think about how you would react in this scenario might play out.
is applicable to management of business.
There are no limits to what you can do when you begin to look around the globe as fuel for your marketing
content.
Keep track of important dates or other events that can be good hooks for
particular topics or types particular types of. For instance, retailers might emphasize certain types of topics or categories of content.
major holidays like Halloween, Christmas major holidays like Christmas, Halloween, or Mother’s Day and plan
content that is in line with the theme of the season. B2B marketers can take note of
important trade shows for the industry that they’re planning to attend and also schedule blog posts
updates, recaps or videos produced at the event.
Seek out opportunities to reuse Content. For instance the publication of
A new research or whitepaper could result in some weeks’ worth of
of blog posts which provide details or tiny bits of information of the
full report.
Make tabs separate for each type of content that you post like a blog
posts, webinars, ebooks, videos, etc. So, you can be sure that you’re
publishing enough of every kind of information, then disseminating the information
specifically among your persons and stages of your purchasing cycle.
GUIDE to KILLER Marketing CONTENT
Create your own Google calendar or spreadsheet to keep track of the editorial plan. You
You should prepare at minimum three months in advance It’s better to be able to
Create a plan to plan the next 6 months, or even a whole year.

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Reverse your goals in marketing to help guide your strategy. Consider the ways you can improve your plan.
the amount of traffic and leads and the number of customers you are seeking to
Produce each month. Review your previous marketing efforts to figure out what you
How many pieces of content you will typically require to reach the goals you want to achieve.
Add the dates to your calendar by completing certain publishing assignments, for example
Maintaining blogs and social networks regularly, and posting new content or podcasts every day
every week, releasing an ebook, hosting a monthly webinar for example. For
Each day, write down the date, the topic each day, what the article’s name is and the persona you are targeting. The
Our goal is to provide an appropriate mixture of topics, content types and personas that make
sure you’re covering all your segments.
Pay attention to the SEO keywords and the phase of the buying cycle as well as the call-to action, or
Other goals of marketing inbound that every piece of content has to take into consideration.
Configure Your Editorial Calendar