What is a campaign?

A campaign is the way you tell Structura “keep writing posts about X, in Y voice, on this schedule.” Set one up, and Structura produces posts for you week after week without further input.

Every post Structura publishes is attached to a campaign. If you just want a single post right now, you can still use Generate Post without setting a campaign up — but the moment you want recurring output on a plan, you want a campaign.

What a campaign contains

When you create one, you configure:

• A name and an objective. “Plant-based recipes for busy parents,” for example. The objective is the one-sentence answer to “why does this campaign exist?”
• A writing approach. Structura has four: Traffic Magnet, Quick Wins, Conversion, and Authority. The mode nudges Structura’s research toward a specific goal — high-volume topics, low-competition keywords, purchase-driving topics, or broad topical coverage.
• Target keywords. Structura proposes these from your strategy, and you can override them. See Target keywords — what and how.
• Authority sources. Reputable sites and pages Structura will cite when it writes. See Authority links — why posts cite them.
• A persona. The tone-of-voice the posts are written in (see What is a persona?).
• A schedule. Daily, weekly, or whatever cadence you pick.
• AI settings. Which provider writes and generates images, plus per-campaign tweaks like emoji use, long-dash handling, and featured image generation. See AI settings.

Most of these are drafted for you on campaign creation from what Structura knows about your site, so you rarely start from a blank slate.

What a campaign does

Once launched, a campaign enters Structura’s scheduler. At each scheduled slot:

1. Structura picks a topic that fits your target keywords and hasn’t been covered yet.
2. It researches the topic against current search results and the authority sources you specified.
3. It writes a draft using your persona as the voice.
4. It generates a featured image (if image generation is enabled).
5. It either publishes the post directly or saves it as a draft for review, depending on your settings.
6. If you have channels connected, it fans the post out — a LinkedIn post, a Slack ping, an IndexNow notification, etc.

Every one of those steps is visible in the campaign’s most recent run — open it from the campaign’s detail page for a step-by-step timeline.

Campaigns vs. one-off posts

Use Generate Post when you want a single post right now on a topic you have in mind — a reaction to news, an announcement, a product launch. It runs once and stops.

Use a campaign when you want ongoing production against a plan. Campaigns keep running until you pause or delete them.

Most sites end up with 1–3 campaigns (one per content theme) and use Generate Post occasionally for one-offs.

Campaign statuses

A campaign is always in one of three states:

• Active — on schedule, producing posts.
• Paused — the campaign still exists and keeps its config, but no new posts will run until you resume it.
• Completed — the campaign hit its configured end condition (an end date or a total post quota) and stopped.

You can switch between Active and Paused at any time from the campaign’s detail screen. See Pause or delete a campaign.

Next step

Ready to create one? See Create a campaign — full walkthrough. If you want to read up on the SEO decisions Structura makes, start with How Structura approaches SEO.