Most content tools ask you to describe your brand every time you use them. Thea does not. The first thing Thea does is learn who you are — from your own website, your own words, your own products. Everything after that is faster because Thea already knows your context.

This guide walks through the full setup process: from signing up to publishing your first platform-ready concept. It takes most brands under five minutes.

Step 1: Sign up and enter your website URL

After you create your account, Thea immediately asks for one thing: your website URL. Paste it in and hit Enter. Thea's brand crawler goes to work — reading your homepage, about page, product listings, and any blog content it can find.

Within 60–90 seconds, Thea surfaces a brand summary for your review: your tone of voice, your core offering, your apparent audience, and a draft positioning statement. You can accept it as-is, edit individual fields, or add notes that the crawler could not infer — like your founding story, your city of operation, or a pricing position you want Thea to always reflect.

This crawl happens once at setup and can be refreshed any time your website changes. Every piece of content Thea generates going forward is grounded in this profile.

Step 2: Set up your content pillars

Content pillars are the recurring themes your brand talks about. They give your feed coherence and help audiences know what to expect from you. Most brands operate with three to five.

After the brand crawl, Thea suggests a starter set of pillars based on what it found on your website. A skincare brand might see suggestions like "Ingredient Education", "Skin Type Guides", "Behind the Formula", and "Customer Transformations". A B2B SaaS brand might see "Product Walkthroughs", "Industry Trends", "Customer Stories", and "Team Culture".

Accept the suggestions, rename them, swap them out, or start from scratch. You can add or remove pillars at any time. Each pillar gets its own description — a short paragraph that tells Thea what this pillar covers, what tone it should take, and what it should never do.

Step 3: Create your first concept

A concept is the seed of a piece of content. It is not a full post — it is the idea behind the post. "Why most sunscreens pill under makeup — and what to use instead" is a concept. "The three things your Bangalore commute is doing to your skin" is a concept.

To create a concept, go to the Concepts section and click New Concept. You can type your own idea, or ask Thea to generate ideas for a chosen pillar. Thea generates five concept options at a time, each with a working title, a one-line rationale, and a recommended format (carousel, reel, long-form post, etc.).

Select the concept you want to develop. Add any specific notes — a product to feature, a data point you want to include, a city you want to reference. Then move to generation.

Step 4: Generate content across formats

This is where Thea's core workflow becomes clear. Once you have an approved concept, you can generate any or all of the following from it in a single pass:

  • Instagram carousel (5 slides with headlines and body copy)
  • Instagram caption (hook, value, CTA structure)
  • Reel script (15–30 second voiceover format)
  • LinkedIn post (professional register, thought leadership framing)
  • Newsletter section (formatted for email with subject line and preview text)
  • Long-form article (800–1200 words, SEO and AEO ready)
  • Google and Meta ad copy (headline, description, CTA variants)

Each format is generated with format-specific logic. Thea knows that an Instagram caption needs a scroll-stopping hook in the first line. It knows that a LinkedIn post lands differently than a reel script. It knows that ad copy needs a hard CTA and a specific character count. You do not need to prompt for any of this — it is built into each format's generation logic.

Step 5: Review, refine, publish

Everything Thea generates goes into a draft state. You review it in the editor, make any changes, and approve it. The content is then ready to copy out, export, or — if you have connected a platform — publish directly.

Thea also tracks which concepts have been developed, which content is in draft, and which has been published. Over time, this gives you a clear view of your content pipeline — what is ready, what needs work, and what is coming next.

What Thea learns over time

As you approve and publish content, Thea gets better at predicting what you will like. It notices which angles you consistently edit, which CTAs you keep, and which formats you favour. This is not just personalisation for its own sake — it means the gap between raw generation and publishable output gets smaller with each piece you create.

Most brands find they are reviewing and publishing 3–4x faster within the first two weeks of use. The initial setup investment — the brand crawl, the pillar definitions, the first few rounds of generation — pays back quickly.

A note on brand integrity

Thea is not a generic content generator. Everything it produces is grounded in your brand profile. If your brand voice is dry and direct, Thea will not produce warm, effusive copy. If you have told Thea never to mention competitor pricing, it will not. If you have noted that your audience is price-sensitive, Thea will write to that reality.

The more specific you make your brand profile and pillar descriptions, the better the output. Garbage in, garbage out — but the inverse is also true. A well-defined brand profile produces content that feels written by someone who genuinely understands the business.