Picking is manual
Choosing the next asset for each person does not scale past a handful of contacts, so most never get a tailored next step.
Wave · Next Up Content
The best next asset for every person.
Your content library is full. Wave answers the question your team asks one contact at a time: what should this person see next? It ranks the best next assets per person and shows why each one was chosen.
Quick answer
Next Up Content is a Wave feature that recommends the top next-best content assets for each person, shown on the contact page as ranked, explainable cards. It blends two sources: the person's buying-group theme and role, and their own engagement history. Each recommendation shows the format, a match score, and a plain-language reason it is next, and operators can thumbs-rate picks to tune the ranking.
Key capabilities
- Top next-best content ranked per person
- Blends buying-group theme and engagement history
- Match score and format on every pick
- Plain-language reason it is next
- Operator thumbs feedback tunes ranking
- First-party data, no shared model
- Shown on the contact page
Last updated July 2026
The problem
A full content library and no answer to what next.
Most teams have produced hundreds of assets. The question that actually drives a campaign, what should this specific person see next, still gets answered by hand, one contact at a time.
Generic lists ignore the person
One recommended-content block for everyone ignores what each person has read and where they are in the buying journey.
Black-box picks are not trusted
If a tool cannot say why it chose an asset, reps and marketers will not act on it.
How Wave does it
Blend the journey and the history, then explain it.
Wave produces a short, ranked list of the best next assets per person and shows its reasoning for each one.
- 01
Read the buying-group theme
For a seated person, Wave starts from the next theme their role needs and the assets that match it.
- 02
Add their engagement history
Wave fills the rest from what the person has actually consumed, finding assets similar to their past reads in the right format.
- 03
Rank and score
Wave orders the shortlist by a transparent blend of journey fit, format, and behavior, with a match score per pick.
- 04
Explain every pick
Each recommendation carries a plain-language reason it is next, and operators can thumbs-rate it to tune future ranking.
Where it fits
Powered by the rest of the Wave data layer.
Next Up Content draws on Content Intelligence for what each asset is about, Buying Groups for the journey, and Engagement Channel for the format each person prefers.
Buying group
Wave
Ranked content
Recommendations appear on the person page as ranked cards with the format, a deep link to the asset, the theme tags, a match score, and the reason it is next. People who should not be contacted are shown with a clear notice rather than silently dropped. Operator thumbs feedback is captured to improve the ranking over time.
Works alongside Content Intelligence, Buying Groups, Channel Affinity.
Why Wave is different
Recommendations you can actually defend.
The difference is not just that Wave ranks content. It is that every pick is explainable, journey-aware, and built from your own first-party data.
Most tools
Wave
One recommended-content block for everyone.
A ranked shortlist per person, from their own history and journey.
Picks arrive with no reason attached.
Every pick shows why it is next, in plain language.
Recommenders ignore the buying-committee stage.
Wave starts from the next theme each role needs.
Format is an afterthought.
Wave favors the format each person actually prefers.
FAQ
Questions buyers ask about Next Up Content.
What is Next Up Content?
It is a Wave feature that recommends the top next-best content assets for each person, shown on the contact page as ranked, explainable cards. It blends the person's buying-group theme with their own engagement history.
How does Wave choose the assets?
Wave starts from where each person sits in the journey, what their role still needs to see, and what they have actually engaged with, then picks the content that best moves them forward, in a format they respond to. Every pick comes with the reason it was chosen.
Does it explain its picks?
Yes. Every recommendation carries a plain-language reason it is next, plus the format and a match score, so reps and marketers can trust and act on it.
Which Wave products does it use?
It draws on Content Intelligence for what each asset is about, Buying Groups for where the person is in the journey, and Engagement Channel for the format they prefer.
Can my team influence the ranking?
Yes. Operators can thumbs-rate recommendations on the contact page, and that feedback is captured to tune future ranking within bounded limits.
What about contacts we should not message?
People who should not be contacted are shown with a clear notice rather than silently dropped, so your team stays aware and compliant.
Is it based on a shared model?
No. Recommendations are built from your own first-party content and engagement data, per organization. Your data does not train a shared model.
How do I see it?
Book a 20-minute walkthrough. We will show the ranked, explained recommendations Wave would produce for your contacts on your content.
See it on your data
See each person's next best read.
Book a 20-minute walkthrough. We will show the ranked, explained content recommendations Wave would produce for your contacts.
Request a demo Download the one-pager (PDF)