01
Your idea
A release, product update, or story worth sharing.
Help & Concepts
How Postward Works
See how one idea becomes organized, reviewable content—and where your AI agent, creative tools, and Postward each fit.
The Big Picture
You Bring the Idea. Your Agent Creates. Postward Keeps It Publishable.
Postward is the operational layer between a creative request and published content: campaign context in, reviewed versions out.
The Workflow
From Idea to Published Content
7 visible steps. No black box between generation and publishing.
- 02
Campaign & source
One container with a canonical, versioned Markdown source of truth.
- 03
Agent via MCP/API
Your agent reads the brief through MCP — or your app calls the REST API.
- 04
Tools
Provider APIs with your key, Postward's worker tools, or your local Creative MCP.
- 05
Run
A new immutable revision: content, assets, and metadata — earlier work is never overwritten.
- 06
Review & approval
Compare versions, comment, and approve at each required level — the submitter cannot approve their own package.
- 07
Publish
Schedule for each connected destination — only approved content can go out.
Describe the Result
Your agent turns the outcome you want into provider-specific prompts and tool calls.
Choose Your Tools
Hosted provider APIs with your own key, Postward's worker tools, or the local Creative MCP on your machine — the workflow is not locked to one model.
Keep Human Control
Generated work stays reviewable and versioned, and approval gates publication — the person who submitted a package cannot approve it.
A Crucial Distinction
MCP Is the Bridge, Not the AI Model
Your chosen AI agent reasons about the campaign. MCP gives that agent structured access to Postward and its workflow. Providers and worker tools perform specialized creative work when the agent calls them.
See Who Does WhatWhere Do You Fit?
Three Ways In
The same workflow, entered from where you work.
For developers
Wire your agent or application into the same workflow through MCP and a versioned REST API — campaigns, runs, review and publication are all addressable.
For creators
Bring an idea, connect your destinations, and let your agent draft — everything lands in review before anything goes out.
For agencies
Keep every brand in its own workspace with its own connections and approval levels — clients see reviewed work, never half-finished runs.
Learn the Language
Core Concepts
The building blocks you will see throughout Postward.
01
The container
Campaign
One publishing idea, organized with its goal, source, assets, destinations, and every generated run.
02
The source of truth
Source Markdown
Canonical, versioned Markdown shown read-only in the Studio. Editing means a new revision — history is never rewritten.
03
The attempts
Runs
Each run is a new immutable revision: reviewable content, assets, and metadata alongside every earlier attempt.
04
The media library
Assets
Images, videos, audio, and supporting files supplied by you or produced during a run.
05
Where content goes
Destinations
Connected platform accounts that receive approved content. A platform is one connection; its formats — Instagram Feed, Reels, Stories — belong to that connection.
06
The gate
Review & approval
Decisions are per run, destination, and level — your own pending decisions, no due dates, no assignees. Whoever submitted a package cannot approve it.
07
The way out
Publishing
Approval gates publication: approved content is scheduled or published per destination, and every attempt — success or failure — is recorded.
See One Campaign Come to Life
Follow a concrete example from release brief to ready-to-review content.