Here’s a reality check: 67% of content creators spend 3-6 hours on a single blog post, yet most content fails to rank or even engage readers. That’s 18 hours a week producing content that might as well be invisible.

You’re facing an impossible equation. Your boss wants more content. Google demands comprehensive coverage. Your audience expects instant value. And you’re supposed to maintain brand voice while satisfying algorithms, all without burning out. Content creation has become a race you can’t win with old methods.

The stakes couldn’t be higher in 2025. AI tools promise speed but deliver generic sludge that damages your credibility. Search algorithms now prioritize deep topic coverage over keyword tricks. Your readers can spot formulaic content within seconds and bounce immediately. One bad post can tank your domain authority for months.

This guide reveals the exact frameworks professional content creators use to produce 2,000+ word articles in half the time, content that actually ranks on page one, answers real questions, and builds genuine authority. You’ll discover systematic workflows, optimization shortcuts, and quality checks that eliminate guesswork and multiply your output.

These aren’t theoretical concepts. They’re battle-tested strategies combining proven SEO practices with 2026’s latest algorithm updates, backed by data from top-ranking content analysis and real-world implementation results.

Understanding Modern Content Creation

Content creation isn’t just “writing blog posts” anymore.

It’s the strategic process of planning, creating, and editing web content specifically designed for digital marketing purposes. You’re not filling pages, you’re building topical authority that search engines can measure and reward.

The game has fundamentally shifted. Google’s algorithms now evaluate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) across your entire content ecosystem. Single-page keyword targeting died years ago. Today’s winners build comprehensive topic clusters where pillar content connects to supporting articles through strategic internal linking.

Here’s what that means practically: Instead of creating one article about “email marketing,” you’d create a comprehensive pillar piece covering email marketing strategy, then support it with cluster content about subject lines, automation workflows, segmentation tactics, and analytics. Each piece strengthens the others.

Modern content must satisfy three demanding masters simultaneously:

• Search algorithms that evaluate semantic relevance and topic depth
• Human readers who expect immediate value and scannable formatting
• Business goals that require measurable conversions and ROI

Topic clusters now outrank isolated pages by 40-60% in competitive searches. Why? Because comprehensive coverage signals authority. When you answer the main question plus related sub-questions, Google recognizes you as a subject matter expert worth promoting.

Consider this: 40-60% of Google queries now trigger “People Also Ask” boxes. That’s not coincidence—it’s Google showing you exactly what comprehensive coverage looks like. Smart creators mine these questions to build cluster content that dominates entire topic areas.

The E-E-A-T Framework in Practice

You can’t fake expertise anymore. Google’s algorithms detect shallow content through user behavior signals, bounce rates, time on page, return visits. Here’s how to demonstrate real authority:

• Share specific experiences and case studies from actual work
• Cite credible sources and recent data (2024-2025 publications)
• Maintain consistent quality across all content
• Update existing content regularly to keep information current
• Show deep subject knowledge through nuanced perspectives

The shift from keyword density to comprehensive coverage changes everything about how you plan and create content.

The Content Creation Pain Points Killing Your Productivity

Let’s talk about what’s actually slowing you down.

73% of content teams say creating high-quality content faster, without sacrificing editorial integrity, remains their primary struggle. You probably feel this every week. The pressure to produce more conflicts directly with the need to maintain standards.

Blank page paralysis hits hardest. You sit down to write and waste 30-60 minutes trying to figure out where to start. Without clear frameworks, every piece feels like reinventing the wheel. You make the same structural decisions over and over instead of following proven templates.

Here are the productivity killers destroying your output:

1. Planning without frameworks: Spending 45 minutes deciding article structure every single time
2. Research rabbit holes: Getting lost in competitor analysis without clear stopping points
3. Perfectionism loops: Editing while writing instead of separating creation and revision
4. Context switching: Jumping between multiple pieces instead of batching similar work
5. AI dependency: Relying on generic AI output that requires 80% rewriting anyway
6. Performance guessing: Creating content without data on what actually works
7. Refresh confusion: Not knowing when to update old content versus creating new pieces

The ROI prediction problem compounds everything. Without data-driven prioritization, you waste effort on low-impact topics while missing opportunities in high-value areas. You’re creating content based on gut feelings rather than strategic analysis.

Content performance naturally decays. What ranked #3 last year might be #15 today.

Regular content audits can boost traffic by 30% within 30 days, but only if you know what to look for and how to prioritize fixes. Most creators never audit their content until traffic has already tanked.

The AI authenticity trap deserves special attention. Tools like ChatGPT accelerate planning and ideation, but their output lacks the nuance, personality, and expertise that build reader trust. Generic AI content damages your credibility while providing zero competitive advantage since everyone has access to the same tools.

You need systematic workflows that eliminate repetitive decisions and multiply your efficiency without sacrificing quality.

Building Your High-Speed Content Creation System

Speed comes from systems, not shortcuts.

Batch content creation reduces context-switching overhead and increases efficiency by 40-60%. Instead of planning, writing, and editing one article at a time, you complete similar tasks together. Plan five outlines in one session. Write three first drafts back-to-back. Edit everything in a dedicated block.

The Content Planning Hierarchy

Strategic content planning follows a clear hierarchy that prevents ad-hoc scrambling:

Annual Strategy → Define core topics, target keywords, and business objectives for the year

Quarterly Themes → Break annual goals into 90-day focus areas aligned with business priorities

Monthly Calendars → Schedule specific topics, assign deadlines, and map promotional plans

Weekly Production → Execute creation tasks using time blocks and batch workflows

This hierarchy eliminates the “what should I write about” question that wastes hours every week. You always know what’s next because you planned it when you had strategic thinking time, not when you’re rushing to meet deadlines.

Time-Blocking for Content Phases

Time-blocking specific content phases prevents the “quick 15-minute post” that actually consumes 60 minutes. Here’s the reality: interruptions destroy deep work. Every notification, every “quick question,” every context switch costs you 20+ minutes of recovery time.

Block your calendar like this:

1. Research blocks (30-45 minutes): Keywords, competitor analysis, data gathering
2. Planning blocks (60-90 minutes): Multiple outlines in one focused session
3. Writing blocks (90-120 minutes): First drafts without editing or perfectionism
4. Editing blocks (45-60 minutes): Polish, optimize, and finalize multiple pieces
5. Optimization blocks (30 minutes): SEO checks, formatting, meta descriptions

Notice these aren’t individual article blocks, they’re phase-specific blocks where you complete similar work across multiple pieces.

Strategic Content Repurposing

One pillar article becomes 5-7 supporting assets across formats. This multiplies your output without starting from scratch every time:

• Convert main points into social media posts (5-10 pieces)
• Extract data and create infographics (1-2 visuals)
• Record video/podcast discussing key insights (1 long-form piece)
• Develop email newsletter content (2-3 issues)
• Create presentation slides for webinars (1 deck)

Template systems for common content types eliminate repetitive decisions. Build templates for how-to guides, listicles, comparison posts, and case studies. Include section headers, word count targets, and optimization checklists. You’ll save 30-60 minutes per piece by not rebuilding structure every time.

The Strategic Research Phase (Done in 30 Minutes)

Effective content starts before you write a single word.

Keyword research identifies your primary keyword, secondary keywords, and long-tail variations before you create your outline. This isn’t optional, but it’s the foundation that determines whether anyone will ever find your content.

The 30-Minute Research Process

Use this exact sequence to complete research efficiently:

Minutes 1-10: Primary Keyword Research

• Enter your topic into SEMrush, Ahrefs, or Google Keyword Planner
• Find keywords with 300-1,000 monthly searches (sweet spot for ranking)
• Check difficulty scores (aim for 30-50 range for realistic competition)
• Select ONE primary keyword to target throughout the article

Minutes 11-20: Secondary Keywords & Long-Tail Phrases

• Identify 7-10 related terms people use when searching your topic
• Mine “People Also Ask” boxes for question-based long-tail phrases
• Note semantic keywords (related concepts, not just synonyms)
• Document 5+ specific long-tail variations for featured snippet targeting

Minutes 21-30: Competitor Gap Analysis

• Open top 3-5 ranking articles for your primary keyword
• Identify what they cover (create quick bullet list)
• Note what they miss (your differentiation opportunities)
• Screenshot or save data, examples, or frameworks worth studying

This research phase costs 30 minutes but saves hours during writing. You’ll know exactly what to cover, how to differentiate your content, and which keywords to integrate naturally.

Understanding Search Intent

Search intent determines what type of content you should create:

Mismatching intent kills your content’s effectiveness. A how-to guide won’t satisfy transactional intent. A product page won’t help someone seeking educational content.

40-60% of searches include “People Also Ask” boxes. These questions represent real user curiosity, answer them in your content and you’ll dramatically increase featured snippet opportunities. Better yet, answering PAA questions improves your chances by 46-91% for certain question types.

Professional content creators complete this entire research phase in 30 minutes because they use systematic checklists instead of wandering aimlessly through data.

Creating Your Content Outline (The 15-Minute Framework)

Outlines are your content roadmap.

They organize ideas logically, ensure comprehensive coverage, and reduce writing time by 40-50%. Writers who outline produce better-structured content in less time because they separate planning from creation.

Here’s your 15-minute outline framework:

Essential Outline Components

Introduction (100-150 words)

• Hook that grabs attention immediately
• Problem statement readers can recognize
• Stakes that create urgency
• Promise of specific outcomes
• Brief credibility signal

Body Structure (6-12 H2 sections)

• Each H2 targets one subtopic or answers one question
• Include specific examples, data points, and evidence requirements
• Note which sections target featured snippet opportunities
• Specify formatting needs (lists, tables, comparisons)
• Assign approximate word counts (300-400 per section)

Conclusion (150-200 words)

• Key takeaways as bullet points
• Numbered action steps
• Motivational close
• Engagement call-to-action

The Difference Between Vague and Specific Outlines

Vague outline: “Discuss content creation tools. Add examples.”

Specific outline: “Compare 3 AI writing tools (ChatGPT, Claude, Jasper) in table format showing features, pricing, best use cases. Include specific example of using ChatGPT for outline generation with actual prompt text.”

See the difference? Specific outlines eliminate decision fatigue during writing. You already know what content you’re creating and how you’ll present it.

Mark sections with featured snippet potential. If you’re answering a clear question, note whether it should be formatted as a list, table, or definition paragraph. This strategic thinking during outlining prevents restructuring during editing.

Professional content strategists never write without detailed outlines. It’s the single habit that separates fast, efficient creators from those who struggle with every piece.

Writing for Humans First, Algorithms Second

Modern SEO rewards content that reads naturally and serves readers comprehensively.

Keyword stuffing is dead. Google’s algorithms penalize forced, unnatural keyword placement while rewarding content that truly helps users. Your writing must flow smoothly while incorporating optimization elements invisibly.

Target readability scores between grade 8-10 level. This isn’t “dumbing down” your content, it’s maximizing comprehension for your audience. Even highly educated readers prefer clear, direct writing over unnecessarily complex language.

The Natural Keyword Integration Formula

Your primary keyword must appear in these specific locations:

• Title/H1: Naturally integrated, not forced at the beginning
• First 100 words: In context that makes semantic sense
• At least one H2 heading: Where it fits the topic naturally
• Conclusion: Reinforcing the main topic
• Throughout body: 3-5 total mentions without repetition in single paragraphs

Secondary keywords (7-10 related terms) distribute naturally across body sections based on semantic relevance. You’re not counting keyword density, you’re covering the topic comprehensively using natural language.

Keywords should appear because you’re explaining the topic thoroughly, not because you’re gaming an algorithm.

Voice and tone consistency maintains brand identity while incorporating necessary technical terminology. Don’t suddenly switch from conversational to academic mid-article. Choose your tone and maintain it consistently.

Comprehensive topic coverage demonstrates authority. Answer the main question, then address related sub-questions readers might have. Anticipate follow-up queries and answer them preemptively. This depth signals expertise to both readers and search algorithms.

Google’s algorithms prioritize user experience signals over pure keyword metrics. They track:

• Bounce rate: Do people immediately leave?
• Time on page: Do they actually read your content?
• Return visits: Do they come back for more?
• Click-through rate: Do they choose your result in search?

These behavioral signals reveal content quality more accurately than any keyword count ever could.

Content Structure That Keeps Readers Engaged

Structure determines whether anyone reads past your introduction.

Short paragraphs (2-3 sentences), clear headings, and visual hierarchy prevent reader overwhelm. Online reading is fundamentally different from print: people scan, jump around, and leave instantly if content looks dense or difficult.

The Visual Hierarchy System

H2 headings mark major sections (keep them under 6 words)

• Present clear topics readers can navigate to
• Include keywords where natural, never force them
• Promise specific value or answer specific questions

H3 subheadings break up long H2 sections

• Add these every 300-400 words to maintain scannability
• Use them to segment complex topics into digestible pieces
• Make each one descriptive and benefit-focused

Never skip heading levels. Don’t jump from H2 to H4, search engines use heading hierarchy to understand content structure.

Formatting Elements That Improve Comprehension

Break up text strategically with these elements:

• Bullet points for benefits, features, tips, or examples
• Numbered lists for processes, steps, rankings, or sequences
• Data tables for comparisons, specifications, or results
• Bold text for key concepts (use sparingly, 10-15 times max)
• Block quotes for important takeaways or warnings

Front-load answers using inverted pyramid structure. Give the solution first, then elaborate with details, examples, and context. This matches how people read online, they want answers immediately, not buried in the third paragraph.

Include TL;DR (too long, didn’t read) summaries for list posts and comprehensive guides. Set expectations upfront about what readers will learn and how long it’ll take.

The Featured Snippet Formatting Strategy

Structured content with clear sections improves time on page and reduces bounce rate. But it also increases featured snippet opportunities by 40%+ when you format correctly:

1. Answer the question immediately in 40-60 words
2. Use the question as your H2 or H3 heading
3. Format the answer as a paragraph, list, or table based on query type
4. Elaborate below the direct answer with supporting details

This structure serves human readers perfectly while optimizing for featured snippets simultaneously.

SEO Optimization Without Overthinking

On-page SEO isn’t complicated when you follow proven placement patterns.

Your primary keyword belongs in five specific locations: title tag, H1, first 100 words, at least one H2 heading, and conclusion. That’s it. Don’t obsess over density percentages or force unnatural repetition.

The Complete Keyword Placement Checklist

Primary Keyword:

• ✓ Title tag (meta title, under 60 characters)
• ✓ H1 heading (can match title or be slight variation)
• ✓ First 100 words of introduction
• ✓ One H2 section heading where topically relevant
• ✓ Conclusion paragraph
• Total appearances: 3-5 throughout entire article

Secondary Keywords (7-10 terms):

• Integrate naturally in body sections
• Use in H2/H3 headings where they fit semantically
• Don’t force, include when explaining related concepts
• Focus on semantic relevance over exact-match repetition

Long-Tail Keywords (5+ specific phrases):

• Target question-based queries in H2/H3 headings
• Answer these questions directly in following paragraphs
• Format for featured snippet optimization
• Often contain 4-8 words and reflect natural speech

Meta Data Optimization

Meta Title: Under 60 characters, includes primary keyword, promises clear value

• Example: “Content Creation Made Fast: 2025 Web Writing Guide”

Meta Description: 150-155 characters, primary keyword, compelling CTA

• Example: “Master content creation for web in 2025. Learn proven strategies SEO professionals use to create high-quality, fast-ranking content efficiently. Start now.”

These meta elements don’t directly impact rankings but dramatically affect click-through rates from search results.

Strategic Internal Linking

Link to 5-7 related topic pages within your content to:

• Distribute SEO value across your site
• Improve user navigation and engagement
• Build topic clusters that signal authority
• Increase pages per session and time on site

Choose anchor text that describes the linked page clearly. Don’t use generic “click here” or “read more”, use descriptive phrases like “our complete guide to keyword research” or “step-by-step content audit process.”

Proper keyword placement without stuffing improves rankings while maintaining readability. Long-tail keywords with 300-1,000 monthly searches offer the best balance of traffic potential and realistic competition.

Leveraging AI Tools Strategically (Not Replacing Expertise)

AI accelerates planning and ideation, it doesn’t replace strategic thinking.

Use ChatGPT, Claude, and similar tools for outline generation, headline variations, and keyword research assistance. Don’t use them for start-to-finish content creation. The output lacks the depth, personality, and expertise that builds reader trust.

The 70/30 Rule for AI Integration

Humans provide (70%):

• Strategic thinking and topic selection
• Subject matter expertise and nuanced insights
• Brand voice and personality
• Quality control and editing
• Audience understanding and empathy

AI handles (30%):

• Initial outline structures from prompts
• Headline and subheading variations
• Keyword research aggregation
• Content gap identification
• First draft expansion of specific sections

AI tools save 30-60 minutes per piece when used correctly. Give precise prompts with business context, target audience details, and tone requirements. Generic prompts produce generic results.

Effective AI Prompting Formula

Poor prompt: “Write a blog post about content creation.”

Effective prompt: “Create a detailed outline for a 2,000-word blog post about speeding up content creation workflows. Target audience: SEO professionals with 2-5 years experience who struggle with productivity. Tone: professional but conversational. Include specific time-saving frameworks, tool recommendations, and common mistakes to avoid. Structure should progress from mindset/planning to execution to measurement.”

See the difference? Effective prompts provide context, specify audience, define tone, and set clear structural expectations.

AI Limitations You Must Understand

AI produces formulaic tone and shallow emotional resonance. It can’t draw from personal experience, share unique insights, or understand your specific audience nuances. The output requires rigorous human editing to:

• Inject brand personality and voice
• Add specific examples and case studies
• Verify accuracy and update outdated information
• Remove AI-typical phrases and awkward transitions
• Ensure claims are properly sourced and credible

Think of AI as a research assistant and first-draft accelerator, not as a replacement for your expertise and judgment.

Common Content Creation Mistakes to Avoid

Even experienced creators make these costly errors.

Ignoring target audience needs produces content that fails to engage or convert. You can’t write effectively for everyone. You need specific audience understanding. What keeps them awake at night? What questions do they ask repeatedly? What outcomes do they desperately want?

Weak headlines cause 80% of readers to scroll past your content entirely. Your headline must promise clear value using power words, specific numbers, or compelling questions. Under 60 characters. Zero generic fluff.

Bad headline examples:

• “Content Creation Tips” (generic, no value promise)
• “Everything You Need to Know About Writing” (vague, overwhelming)

Strong headline examples:

• “Create 2,000-Word Articles in 3 Hours (Proven System)”
• “7 Content Mistakes Destroying Your SEO Rankings”

Neglecting proper structure overwhelms readers and increases bounce rate. Dense paragraphs, missing subheadings, and walls of text scream “this is too hard to read.” Even valuable information gets ignored when presentation is poor.

The 10 Fatal Content Creation Mistakes

1. Skipping keyword research before writing (guessing what people search for)
2. Writing without outlines (wasting time deciding structure while drafting)
3. Editing while writing (perfectionism that kills momentum)
4. Ignoring readability scores (using unnecessarily complex language)
5. Forgetting mobile optimization (most readers are on phones)
6. Missing clear CTAs (readers don’t know what to do next)
7. Publishing inconsistently (random posting without strategic calendar)
8. Never updating content (letting high-performers decay without refreshes)
9. Copying competitor structure exactly (providing zero unique value)
10. Relying entirely on AI (producing generic content indistinguishable from competition)

Following trends exclusively without evergreen content reduces long-term value. Trendy topics spike traffic temporarily but don’t build sustainable authority. Balance timely content with evergreen resources that drive traffic for years.

The Content Editing and Optimization Phase

First drafts are never final, they’re raw material.

Ruthless editing eliminates fluff, corrects errors, and refines tone and structure. Great content comes from great editing, not just great writing. Professional creators spend 30-40% of total content time in the editing phase.

The Seven-Pass Editing System

Complete these editing passes in order:

1. Content Pass: Does it deliver on promises? Any gaps or weak sections?
2. Structure Pass: Clear hierarchy? Smooth transitions? Proper heading levels?
3. Clarity Pass: Remove jargon, simplify complex sentences, improve flow
4. SEO Pass: Keyword placement, meta data, internal links, alt text
5. Readability Pass: Check grade level, sentence variety, paragraph length
6. Formatting Pass: Lists, bold, tables, visual hierarchy, mobile view
7. Final Proofread: Grammar, spelling, punctuation, broken links

Each pass focuses on one specific element. Don’t try to fix everything simultaneously, you’ll miss errors and waste time.

The Pre-Publish Content Checklist

Before hitting publish, verify every item:

Content Quality

• ✓ Delivers on every introduction promise
• ✓ Provides unique value not found in competitor content
• ✓ Includes specific examples, data, or case studies
• ✓ Actionable takeaways in every major section
• ✓ Zero jargon without clear explanations

SEO Optimization

• ✓ Primary keyword in title, H1, first 100 words, one H2, conclusion
• ✓ Secondary keywords integrated naturally throughout
• ✓ Meta title under 60 characters with primary keyword
• ✓ Meta description 150-155 characters with CTA
• ✓ 5-7 internal links to related content
• ✓ Image alt text includes relevant keywords

Formatting & Readability

• ✓ Readability score grade 8-10 level
• ✓ Minimum 5 bullet lists throughout
• ✓ At least 2 numbered lists for steps/processes
• ✓ One data table for comparisons
• ✓ Short paragraphs (3-5 sentences max)
• ✓ Clear H2/H3 structure every 300-400 words

Mobile Optimization

• ✓ Responsive design that adapts to screen size
• ✓ Fast-loading images (compressed, properly sized)
• ✓ Short paragraphs and sentences for mobile reading
• ✓ Tap-friendly buttons and links
• ✓ No horizontal scrolling required

Add visual elements strategically, such as relevant images, data tables, comparison charts, to break up text and improve comprehension. But don’t add visuals just for decoration. Every element must serve a purpose.

Include clear calls-to-action that guide readers toward next steps without disrupting reading flow. Place CTAs naturally at section ends or after delivering significant value.

Measuring Content Performance and Iteration

Publishing isn’t the end, it’s the beginning of optimization.

Track these key metrics to understand content performance:

• Organic traffic: Visitors from search engines (primary success indicator)
• Time on page: Are people actually reading or bouncing immediately?
• Bounce rate: Percentage leaving without interaction (under 70% is good)
• Conversion rate: Completing desired actions (signups, downloads, purchases)
• Keyword rankings: Position changes for target keywords over time

Use Google Analytics and Search Console to identify high-performing content and optimization opportunities. Don’t rely on gut feelings, let data guide your decisions.

Essential Content Metrics Dashboard

Regular content audits reveal refresh opportunities before traffic drops. Conduct quarterly audits examining:

• Articles declining in traffic or rankings
• Content with outdated information or examples
• High-traffic pages with low conversion rates
• Topics with new competitor content
• Seasonal content approaching relevance windows

The 5 Signs Your Content Needs Refreshing

1. Traffic declined 20%+ over 3 months without seasonal explanation
2. Published 12+ months ago and contains dated statistics or examples
3. Ranking positions dropped 5+ spots for target keywords
4. New competitor content outranks you on your primary keywords
5. High bounce rate (80%+) despite strong traffic indicates quality issues

Content refreshes can increase traffic by 30% within 30 days. Update statistics, add new sections covering recent developments, improve formatting, expand thin sections, and optimize for featured snippets.

Learning from analytics helps gauge what resonates with your specific audience. Don’t just copy what works for others, test headlines, formats, and topics with your readers. A/B test different approaches and double down on what drives results.

Content performance naturally decays over time. What ranked #3 last year might be #15 today if you haven’t maintained it. Build regular refreshes into your content calendar, as they’re more efficient than creating entirely new pieces.

Key Takeaways

• Systematic workflows multiply efficiency: Batch creation, detailed outlines, and strategic templates reduce production time by 40-60% without sacrificing quality
• Quality serves humans first: Comprehensive topic coverage, natural keyword integration, and E-E-A-T principles outperform keyword stuffing every time
• AI accelerates planning, not thinking: Use ChatGPT and Claude for ideation and research, but human expertise, editing, and brand voice remain irreplaceable
• Regular optimization maintains rankings: Audit quarterly and refresh high-traffic pages every 6-12 months to prevent performance decay
• Strategic structure wins: Front-load answers, optimize for featured snippets, and format for mobile-first readers who scan before committing

Your Next Steps

Ready to transform your content creation process? Start with these three actions:

1. Block 4 hours this week for content batching, plan five outlines using the 15-minute framework from this guide
2. Build your 30-minute research template with keyword tools, PAA questions, and a competitor analysis checklist saved as a reusable document
3. Create three content type templates (how-to, listicle, comparison) with built-in H2 structure, word count targets, and optimization checkpoints

The difference between content creators who struggle and those who scale isn’t talent, it’s having proven systems that eliminate guesswork and multiply efficiency. You now have the exact frameworks professional creators use to produce high-quality, fast-ranking content in half the time.