A method, of managing storage of content of a system (400) in storage units (430) including run units which do not allow spin-down functionality and spin-down units which allow spin-down functionality, comprises: establishing a storage tiering rule (702) which sets a policy indicating what content is eligible to be stored on a run unit and what content is eligible to be stored on a spin-down unit, the storage tiering rule being applicable to at least a group of the contents in the content system to determine stored content eligibility thereof for storage in the storage units and migration between the storage units; and identifying candidates of contents to migrate between the storage units (706), based on the storage tiering rule, state of the content system, and the stored content eligibility of the at least a group of the contents.