Strategy
The third setup step: approving what the blog is for, which is what produces your Content Directions.
The strategy is Blogged's reading of your product, written back to you for approval. Approving it is what produces Content Directions, and Directions are what everything downstream actually depends on.
What the strategy contains
- Product and category
What the product is and the category it competes in.
- Audience and jobs to be done
Who is being written for, and what they are trying to get done.
- Positioning and differentiators
How the product is placed against the alternatives.
- Brand voice
Traits and guidelines inferred from your own writing, which you can override.
- Content pillars
The themes the blog will keep returning to.
- Confidence scores
Per field, marked high, medium, or needs check. Anything marked needs check is a claim Blogged could not confirm from your evidence, and it is the part worth your attention.
The competitor rule
The strategy carries a policy for how generated content may mention competitors: never mention them, mention them, or compare against them directly. It is a founder level decision because it is visible in public writing and hard to walk back.
What completes the step
The strategy has to be approved and produce at least one Content Direction. An approved strategy with no Directions leaves the Project with nothing to write against, so the step waits for both.