Update and Varbinary(Max)

I want to set the value of sequence from row 1 to row 2.

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If I run:

Update [dbo].[TS_TaskSequence]  set [Sequence] = 'the value of sequence'  Where [TS_ID] = '16777234' 

I get:

Implicit conversion from data type varchar to varbinary(max) is not allowed. Use the CONVERT function to run this query.

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How do I convert it correctly?