A post is a single piece of content that can be sent as:
Email
SMS
A shareable web link on your own domain
You create the content once and choose how to deliver it.
Posts vs traditional campaigns
Traditional campaigns are usually:
Email-only, or with SMS bolted on as an afterthought
One-time sends
Disconnected from other channels
Posts are:
Channel-agnostic
Reusable in structure
Designed for email, SMS, and web distribution
This makes posts better suited for ongoing customer communication rather than isolated sends.
Posts in flows
Posts are also used inside flows, but they are created directly in the flow builder.
Each step in a flow contains its own post, with its own content and recipient filter. Posts created in flows are not shared or referenced elsewhere - they live inside the flow step.
The idea behind the name
The term post reflects a more modern way of thinking about customer communication:
Content first
Channels second
Once you start thinking in posts instead of campaigns, flows and one-off sends follow the same logic and feel consistent across Spoks.