# Strategies, keywords and pillars

> A strategy holds a brief, pillars, keywords and a calendar. Run one per audience or campaign, and see where the strategist's keyword data comes from.

Source: https://wavefront.adwave.com/help/strategy-and-planning/strategies-keywords-and-pillars (updated 2026-10-14)

A strategy is one content plan: a brief, pillars, keywords and a calendar of dated posts. Every workspace has a main strategy, and you can add more for other audiences, products or campaigns.

## What a strategy contains

| Part | What it is |
| --- | --- |
| Brief | What the site is, who it's for, its goals and positioning, and what to avoid |
| Pillars | The main themes the content returns to. Keywords and posts belong to a pillar |
| Keywords | Search phrases to target, grouped by pillar |
| Calendar | Dated posts, each with a format, a keyword and an angle |
| Voice | How the writing should sound |
| Editorial mix | How autopilot rotates formats, pillars and subjects when it fills the calendar. See [editorial mix](/help/strategy-and-planning/editorial-mix) |

When you save a strategy, these become workspace documents that every draft reads. See [documents and house rules](/help/strategy-and-planning/documents-and-house-rules).

## Where keywords come from

The strategist researches what ranks for your topics and what people ask. When volume data is available, the **Keywords** section shows each phrase's monthly searches and a difficulty from 0 to 100, and names the source. When it isn't, the section says the keywords come "from what ranks and what people ask; no volume data".

With Search Console or Bing Webmaster Tools connected, the strategist also plans from the searches your site already appears for. It also gets a short summary of your site's authority metrics, so the plan fits how strong the site is. See [connect Search Console and Analytics](/help/search-data/connect-search-console-and-analytics).

To change keywords, ask the strategist ("review our keywords and suggest gaps"), or remove one directly with its remove button. Save the plan afterwards.

## Run more than one strategy

Use separate strategies when the audiences or goals differ, for example a product launch next to your everyday blog.

1. On **Strategy**, open the strategy menu (it shows the current strategy's name).
2. Choose **New strategy…**.
3. Give it a **Name** and a **Goal**, for example "Get found by people comparing e-bike conversion kits before our March launch."
4. The new strategy starts from the main strategy's brief and voice. The strategist proposes a plan for it, keeping clear of keywords the other strategies already target.

Each strategy has its own calendar, its own **Draft posts** button and its own color on the merged calendar. The Overview and autopilot cover every active strategy.

## Pause or archive a strategy

Open the strategy menu and choose **Rename, pause or archive…** to change its **Status**:

- **Active**: autopilot drafts its posts as they come due.
- **Paused**: autopilot skips it. You can still draft its posts by hand.
- **Archived**: it leaves the calendar. Its documents stay. **Show archived** in the strategy menu lists archived strategies with **Unarchive** to bring one back.

The main strategy can't be archived.

## Refresh pages you already have

A calendar post can refresh an existing page on your site instead of creating a new one. The refresh keeps the page's URL. If Wavefront published that page, the post is drafted as a revision of it, so publishing updates the same page. Ask the strategist for a refresh, or use **Ask the strategist** next to an opportunity on the **Performance** page.

## Who can change a strategy

- Owners and editors talk to the strategist, edit and save plans, and create strategies.
- Viewers can read every strategy.
- Agents connected over MCP and API keys with the right scope can create strategies and edit plans. Posts they add are recorded as theirs, and autopilot never auto-approves their drafts.

---

Wavefront by Adwave. https://wavefront.adwave.com/