Content Studio is where your messages get written. You describe what you need, the writer drafts it, you refine it by talking to it, and you save the result so journeys can use it.

Open Content Studio in the Orchestrate section.

The layout

Area	What it is
Sessions	Your past conversations, so you can pick one back up
Library	Everything you have saved: Materials and Artifacts
Chat	Where you talk to the writer
Preview	How the content will actually look

Materials are saved pieces of content, such as an email or an SMS. Artifacts are your images. Both can be pulled into a conversation, so you can say "write a follow-up to this one" or "write around this image".

Channels

Pick the channel first, because it decides what the writer produces.

Channel	What you get back
Email	Subject line, preview text, the email body, and a plain text version
SMS	The message, with its length and how many segments it will cost
Web	A page title, description, and content blocks such as hero, feature grid, testimonial, CTA banner, and rich text
Popup	Headline, body, button, position, and whether it collects an email address

Popups cannot be delivered yet

You can write popup content today, but the step that shows a popup on your storefront is not switched on, so a popup cannot reach shoppers yet. Writing it now just means it is ready when delivery arrives.

Watch the SMS segment count

Texts are charged per segment. A single curly quote, emoji, or accented character changes the encoding and roughly halves how much fits in a segment, so a message that looked like one segment can quietly become two. The studio shows the count before you save.

Writing

Describe what you want and the writer drafts it. The conversation continues, so you can ask for a shorter subject line, a warmer tone, or a version aimed at a particular kind of customer, and watch the draft change.

Two things make the first draft usually close:

It knows your business. The brand and product context captured during onboarding is behind every draft, which is why it sounds like you rather than like generic marketing copy.
It knows the channel. Ask for an email and you get a subject line, ask for a text and you do not.

You can attach a reference image to a message, and pull existing Materials or Artifacts into the chat as reference.

Personalization

Content can include placeholders such as {{first_name}}, which are filled in for each person when the message is sent. When you open Content Studio from a step in a journey, it already knows which details are available at that point, so it only suggests placeholders that will actually work there.

Images

Images come from your library rather than pasted links, and the writer can suggest alt text. Keeping the reference rather than a raw link is what lets the same content be reused in a journey and in your CMS without breaking.

Saving and reusing

Saving puts the content in your Library as a Material, named, tagged with its channel, and searchable. Anything you save can be:

Pulled back into a chat as reference
Selected inside a journey step
Published to your CMS, if you have one connected

Library items show whether they have been published, so you can tell at a glance what is live and what is still only in Xenia.

Using content in a journey

This is the payoff. In a journey's message step you get two actions:

Browse saved content lists everything in your Library for that channel. Choosing one fills the step in for you.
Draft in Content Studio opens the studio in a new tab, already set to the right channel and aware of the details available at that point in the journey. Your journey stays open behind it, and what you save shows up in the picker.

Choosing content copies it into the step

The step takes a copy at the moment you choose it. Editing the saved version later does not change journeys that already use it. Pick it again in the step to bring the new version through.

That is deliberate. A live journey should not change wording because someone edited something in the library.

Publishing to a CMS

Web content can be published straight to a connected CMS. You pick the connector, the content type, and the locale, and Xenia pushes it and remembers where it went.

Approval

Content that goes out through a journey is reviewed as part of that journey, copy included. See Approvals.