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A content strategy defines what you’ll create and why. It’s built from content pillars — the recurring themes you want to be known for — each mapped to a stage of the buyer’s journey.

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Creating a Strategy

  1. Select your company from the sidebar
  2. Go to Content Engine → Content Strategy
  3. Click New Strategy — or Generate with AI to draft pillars from your business and ICP
  4. Define content pillars for each stage of your funnel
  5. Save

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The Funnel Stages

Content is mapped to three stages, and the AI adjusts its messaging depending on which one a piece targets. A healthy strategy covers all three. Most teams over-produce BOFU content — which only speaks to people already close to buying — and under-produce the TOFU content that brings new readers in.

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Managing Strategies

The list shows each strategy’s Name, its Content Pillars, its Funnel Coverage, and when it was created and updated. Funnel coverage is the quick check: it tells you whether you’ve actually planned for all three stages or just one. Click a strategy to open it, or use its menu to Edit or Delete.

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Using a Strategy

When you create a piece of content, you can set which funnel stage it’s for, and the AI adjusts the messaging accordingly. You can also filter your content list by funnel stage to see where the gaps are. Campaigns can be linked to a strategy so everything a campaign generates stays on-theme.

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Tips

  1. Three to five pillars is plenty. More than that and you’re not focused, you’re just listing topics.
  2. Pillars should be durable. A pillar you can write about for a year is a pillar; a pillar you exhaust in three posts is a topic.
  3. Check coverage, not volume. Twelve BOFU posts and no TOFU means nobody new is finding you.
  4. Let Opportunities inform it. Real search demand is better evidence than intuition about what to cover.

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Next Steps