How Squawk works: the key pieces
The key pieces of Squawk, and how they fit together. Read this once and the rest of the product makes sense.
Squawk has a handful of moving parts. Once you see how they connect, every screen in the app makes sense. Here they are, in plain terms.
The pieces
Workspace. Your organization's space in Squawk. Everything below lives inside it. If your team shares one, you share the library and the calendar.
Publishing profile. A connected account that posts get published to: your LinkedIn, your X, a company page. You connect it once. A profile is the where.
Expert, or voice. A profile of how one person sounds: their tone, topics, real writing samples, and the phrases they never use. Drafts get written in a voice. An expert is the who.
Companies and products. Voices are not only for people. A company and a product each carry their own voice profile too, so you can post as the brand or about a specific product, not just as individuals. Experts, companies, and products are the things a campaign anchors to, and the voice a post is written in.
Content source. A connection you point at where your material already lives: your website, a YouTube channel, a Drive folder, a blog feed, and a few others. Connect it once and Squawk checks it on a schedule and pulls new material in, so you stop re-uploading the same blog post or transcript by hand. See Connecting your content sources. A content source is how material gets in.
Content library. Your raw material: articles, blog posts, PDFs, decks, transcripts. It gets filled by the sources you connect and by anything you upload directly, plus assets you make in Asset Studio. Squawk drafts from this, so posts come from your real ideas. The library is the what it is about.
Campaign. An optional way to group posts by topic into a planned run over time, with a goal and a cadence. Campaigns are not required: you can draft a single post straight from a library item whenever you want. A campaign is the plan, for when you want one.
Marketing plan. A newer, optional layer that sits above your campaigns: the phases you are moving through, the audiences you are supposed to be reaching, and whether your campaigns actually cover them. It does not replace campaigns, and you can run Squawk entirely through campaigns without ever opening it. See Your marketing plan. A plan is the strategy, for when you want one written down and tracked.
Post. The thing that actually publishes. Every post moves through states: draft, approved, scheduled, published. A post is the unit of work.
There is one more you will meet soon:
Asset. A visual (a graphic, a carousel, a short video) made in Asset Studio. Assets both feed the library and attach to individual posts. They are optional, but they make posts stand out.
How they fit together
Material gets into your library two ways: you upload it, or a content source pulls it in on a schedule. From there, there are two paths from library to a published post:
- Straight to a post. Pick a library item, draft a post from it in your voice, review, schedule. No campaign needed.
- Grouped into a campaign. When you want a topical run of posts over time, a campaign drafts a batch from your library on a cadence.
Either way, posts publish through a publishing profile and land on your calendar. A marketing plan, if you keep one, sits above all of this: it does not draft or schedule anything itself, it just tells you whether the campaigns you are running add up to the strategy you meant to run. A blank-prompt AI writer has none of this memory. Squawk keeps your voice and your material on hand, so every draft starts close instead of starting over.
You do not need all of it on day one
To send your first post you really only need three of these: a connected publishing profile, one voice, and a few approved items in your library. From there you can draft a post directly, or spin up a campaign when you want a steady run. Connecting a content source and building out a marketing plan are both things to grow into once the basics are working, not things you need on day one.
When you are ready to set it up, start with Getting started.