Aidan Coughlan – The Listicle Builder

It was essential that we found the right formula
We used them so often that I spent a lot time thinking about ways to improve them.
To ensure we met the target, I created a set of guidelines and rules for our content team.
Simpler ones include ‘Style headers with H3’ or ‘Put hyperlinks on a newline under the paragraph text’.
And more tricky ones, like ‘Make sure the headings relate back to the headline’ and ‘Always surprise the reader – they haven’t come here to be told what they already know’.
Over time, I realized something.

The less time my team spent focusing on the ‘simple’ elements – like styling and formatting and consistency – the more they were able to focus on the more advanced ones.
Our content production was not only faster but also more efficient.
The end product was however superior and offered greater value to our audience.
(Incidentally – This was one reason why the publication grew from 60k monthly pageviews in my first 18 months to 6.5m monthly pageviews.
Then, I created my agency.
And we were tasked with producing huge volumes of content for big brands – at competitive rates.
We were asked once to turn around 50 just as we were getting off our feet.-60 articles were delivered in 48 hours.
The The margin for error was small. We needed to ensure that everything was in order with so many people.
One that would ensure consistency – and would allow us to focus on creating excellent content, rather than squabbling over which heading style to use.
This was when I developed this tool. Since then, I have been improving it.

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