Glossary

Pillar — the theme your ideas hang off: a heading plus its source material.

Idea — one angle drawn from a source. Each idea carries one post per channel you selected.

Channel version — the copy of an idea written for a specific platform (the Instagram version, the LinkedIn version, and so on).

Post type — the rhetorical move a post makes (Teach, Contrarian, Story, Proof…), not its format. Editable per brand and injected into generation.

Echo Score — a 0-100 read on how strong an idea is (hook, specificity, brand fit, takeaway), with a one-line reason. Calibrates over time as your posts publish.

Brand fit — whether an incoming signal is worth this brand posting about (distinct from the Echo Score, which judges a post idea).

Signal / Arrival — a Signal is something you saved to post about; an Arrival is something a feed delivered to you.

Voice markers — your signature turns of phrase and moves; part of Brand & Voice, applied to everything generated.

AI-tell filter — strips machine-sounding words from generated copy.

Asset Library — a brand’s one home for images (upload, pull from a URL, connect TPC folders). See the Asset Library guide.

Visual Voice — the shared look read from your library images, used to steer generated imagery.

Branded image card — an image EchoRelay composes from your headline, logo and colours, with legible measured text, at each platform’s native size.

Partner — the publishing service you connect (Metricool or Post Bridge). EchoRelay hands finished posts to it; it posts to the networks.