# Creating Content Frase gives you multiple ways to create high-performing content — whether you prefer deep research and planning or fast, AI-assisted drafting. No matter which path you choose, Frase connects: * Research * Brief/outline creation * Article drafting * Optimization * Publishing All in one streamlined workflow. {% hint style="info" %} **Looking to optimize existing content?** Use Frase to import live or draft content, and discover data-driven [Content Opportunities](https://docs.frase.io/using-frase/content-opportunities) from a variety of data-driven sources. {% endhint %} ## Two Ways to Start There are two primary starting points in Frase: 1. **Start with Research** 2. **Start with New Content Creation** Both lead to the same outcome: a structured brief and a fully optimized article (if needed). The difference is how hands-on you want to be. ### Path 1: Research → Brief → Article (Plan-First) Best for strategic, structured content planning. Start in the **Research** tab, where you can: * Research a topic * Explore sub-topics and content clusters * Find content gaps This allows you to deeply understand what’s ranking, what’s missing, and where opportunities exist. From there, you can: * Create a structured brief * Customize the outline * Generate the full article when ready {% hint style="success" %} This approach works well when you’re thinking strategically, building multiple pieces at once, or prefer more control of content structure and direction. {% endhint %} ### Path 2: New Content → Automated Research (Fast & Guided) Best for speed and AI-assisted workflows. Instead of starting with research, click **Create New Article**. Frase will: * Research the topic in the background * Analyze the SERP * Decode search intent * Research keywords * Identify audience questions * Surface content opportunities * Show keyword performance insights You’ll see this research as it happens, and it will automatically inform your brief and outline. {% hint style="success" %} Both approaches use the same underlying tools. The difference is simply *when* decisions are made. {% endhint %} ## How Writing New Content Works Every article in Frase is grounded in a brief—whether you build it deliberately or let Frase generate it for you. The brief: * Shapes the outline and structure * Sets the direction for keywords and topics * Acts as the handoff between research and writing Once that foundation is in place, Frase turns it into a complete article that you can edit, refine, and optimize. You can also write the article yourself if you prefer. ### Available Content Types Frase supports multiple content types. Your selection mainly determines the structure Frase builds for you.
Blog posts **Best for:** tutorials, guides, industry insights\ **Typical length:** 1,500–3,000 words
Guides **Best for:** in-depth, educational content\ **Format:** step-by-step structure\ **Typical length:** 2,000–5,000 words
Pillar pages **Best for:** comprehensive topic overviews, long-term organic growth\ **Typical length:** 2,000–5,000+ words
Product announcements **Best for:** feature launches, product updates, news, release notes\ **Typical length:** 600–1,200 words
Service pages **Best for:** offerings & benefits, driving conversions, supporting sales \ **Typical length:** 800–2,000 words
### 1. Create the Brief To start, you’ll: 1. Enter your target query or topic 2. Adjust *Smart Context* settings 3. Apply ***Brand Voice, Reference Docs,*** and other [***Content Governance***](https://docs.frase.io/content/brand-hub) (via the brain icon) 4. Choose language, target market, and word count 5. Add optional inputs like: * Source preferences * Unique angles * Key differentiators Smart Context adapts based on your content type and experience level. ### 2. Customize Outline & Choose Writing Mode Frase supports three writing modes: | Writing Mode | What It Does | Best For | | ---------------------- | --------------------------------------------------- | ----------------------- | | **AI Writes All** | Frase generates the full article | Speed and scale | | **You Write All** | Only the outline is generated; you write everything | Full creative control | | **Section-by-Section** | You choose which sections AI writes | Collaborative workflows |
When revising your outline, you can: * Rearrange headers (H1, H2, H3, H4) * Research additional auto-suggested headers * Expand sections with additional key points * Configure advanced settings like persona, target audience, and topic guardrails ### Which Path Should You Choose? Use this table to decide where to start: | If You Want To… | Start Here | Why | | ---------------------------------------- | ------------------------------- | --------------------------------- | | Build a long-term content strategy | Research Tab | Deep insights before drafting | | Create a pillar page or large initiative | Research Tab | Full structural control | | Quickly generate a blog post | New Article | AI handles research automatically | | Optimize existing content | Import URL / Doc | Data-driven improvement | | Follow an existing brief | Import Brief | Maintain structure consistency | | Write everything yourself | Any Path + “You Write All” Mode | Full editorial ownership | | Scale content production | New Article + AI Writes All | Fastest end-to-end flow | There’s no wrong choice — just different levels of automation and control. ## Importing or Optimizing Existing Content Frase also supports existing content workflows. You can: #### Optimize Existing Content Import content from: * A live URL * Google Docs * Notion * Copy and paste Frase analyzes it and builds optimization recommendations. #### Import an Existing Brief Upload or extract structure from: * PDF * Google Docs * URL Frase pulls the outline and generates content from that structure. ## Editing, Optimizing, and Publishing Content {% hint style="info" %} If you're writing your own article without AI, we recommend using the *Writing Guide* panel in the Editor to ensure your content is optimized and comprehensive. {% endhint %} After an article is drafted or imported, Frase helps you turn it into a finished asset. {% stepper %} {% step %} #### Edit and refine * Make direct edits anywhere in the document * Use **AI Rewrite** to adjust tone, clarity, or phrasing (for example, “make this more conversational”) {% endstep %} {% step %} #### Optimize for SEO and GEO * Apply [**AI Improvement** ](https://docs.frase.io/using-frase/understand-content-scores)suggestions * Compare your content against competitors * Strengthen coverage, structure, and clarity where it matters most {% endstep %} {% step %} #### Publish Publish directly to platforms like: * [WordPress](https://docs.frase.io/integrations/cms-publishing/wordpress) * [Webflow](https://docs.frase.io/integrations/cms-publishing/webflow) * [Sanity](https://docs.frase.io/integrations/cms-publishing/sanity) * [Frase CMS](https://docs.frase.io/integrations/cms-publishing/frase-cms) {% endstep %} {% step %} #### Repurpose Repurpose your article into: * Twitter / X threads * LinkedIn carousel posts * Instagram carousel posts {% endstep %} {% endstepper %} {% hint style="success" %} **Want to control your content's branding, style, formatting, and more?** Click the brain icon during content setup to apply Content Governance from your [Brand Hub](https://docs.frase.io/content/brand-hub) to every draft—automatically. {% endhint %}