We decide what to write by considering our high-level editorial policy, which includes targeting the right audience with the right content type and frequency. Our product and its problem-solving capabilities should be at the core of our content strategy. We aim to create evergreen content that addresses real problems rather than trying to attract traffic from current events or news. By viewing the world through the lens of our product, we deliver on our brand promise and provide value to readers regardless of their messaging product. To come up with article ideas, we use actionable tips such as recycling existing content, exposing data, sharing our work, moving the conversation forward, and reading widely from various sources including industry publications and non-tech topics like advertising.