Create and assign angles

Add an angle for a persona and pillar, keep it active or retire it, and pick it on a social post.

An angle is the bet a post makes, tied to one persona and one pillar. Open Strategy in the sidebar, select the Messaging tab, and select Angles in the list of sections to manage them.

Angles is a grid in a card. Each row is a persona and each column is a pillar, so every angle sits where its persona and pillar meet. Inactive personas, pillars, and angles are marked Inactive.

Before you start

Every angle needs a persona and a pillar. Set those up first under Personas and Pillars on the same page. Until you have at least one of each, Angles asks you to add them first. The angle form only offers the ones that already exist.

Create an angle

Select the + in the cell where the persona and pillar meet. The form opens with both picked. Or select Add angle in the card's header and pick them yourself.
Enter a Name. The Slug fills in from the name. Edit the slug if you want a different one. After that, changing the name no longer changes it.
Check the Persona and Pillar.
Leave Active checked to offer the angle on posts right away, or clear it to save the angle without offering it yet.
Select Save angle.

The page shows "Angle saved." The angle shows in the cell for its persona and pillar.

Edit an angle

Select the angle in the grid.
Change the Name, Persona, Pillar, or Active setting.
Select Save angle.

You can't change the slug. The form explains why: "Set when the angle was created. Changing it later would split this angle across two values, so it cannot be edited." To use a different slug, create a new angle.

Deactivate or reactivate an angle

Select the angle in the grid, clear Active, and select Save angle. The angle stays in its cell, marked Inactive. An inactive angle drops out of the Pillar and angle list in the post editor, so other posts can't pick it. A post that already uses the angle keeps it.

To offer the angle on posts again, check Active and save.

Delete an angle

Select the angle in the grid, then Delete at the bottom of the Edit angle panel.
Confirm with Delete. The dialog warns "This cannot be undone. If posts still use it, you can deactivate it instead."

If posts or ideas still use the angle, the delete fails with a message that starts "Can't delete this angle because posts or ideas still use it." and asks you to deactivate it instead.

When the delete succeeds, the page shows "Angle deleted."

Assign an angle to a post

Angles go on social posts only. An angle is tested through the tracking links in a post, and website posts (blog, FAQ and competitor pages) are found through search and AI answers instead, so they take a pillar and no angle. A post's angle can change while the post is a draft or after a reviewer requests changes.

Open the post from Posts.
In the Pillar and angle field, pick an angle under its pillar, or Pillar only to clear the angle and keep a pillar. The list shows active angles, plus the post's current angle if it has since been deactivated. Picking an angle also sets the post's pillar and persona to the angle's.
Select Save draft to keep working, or Submit for review to send the post to a reviewer.

For what happens after you submit, see Review and approval.