> ## Documentation Index
> Fetch the complete documentation index at: https://docs.parallellabs.app/llms.txt
> Use this file to discover all available pages before exploring further.

# Content Strategy

> Decide what topics you'll own, and map them across the stages of your funnel.

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.

## 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](/engage/content-engine/icp)
4. Define content pillars for each stage of your funnel
5. Save

## The Funnel Stages

Content is mapped to three stages, and the AI adjusts its messaging depending on which one a piece targets.

| Stage                                      | Reader's mindset            | Content that fits                                             |
| ------------------------------------------ | --------------------------- | ------------------------------------------------------------- |
| **TOFU** — Top of Funnel, Awareness        | "I have a problem"          | Educational content, industry trends, general problem-solving |
| **MOFU** — Middle of Funnel, Consideration | "What are my options?"      | How-to guides, comparisons, case studies                      |
| **BOFU** — Bottom of Funnel, Decision      | "Is this the right choice?" | Product demos, testimonials, pricing and ROI content          |

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.

## 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**.

## Using a Strategy

When you create a piece of [content](/engage/content-engine/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](/engage/content-engine/content-campaigns) can be linked to a strategy so everything a campaign generates stays on-theme.

## 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](/engage/content-engine/seo-opportunities) inform it.** Real search demand is better evidence than intuition about what to cover.

## Next Steps

* [Define your Ideal Customer Profile](/engage/content-engine/icp)
* [Establish a Brand Voice](/engage/content-engine/brand-voice)
* [Find topics worth writing about](/engage/content-engine/seo-opportunities)