Prerequisites
- How Content Plans Work — What a content plan contains and how the two tracks differ
Create a Content Plan for an Audience Segment
Pick the audience you want to speak to, then choose the offerings the content should speak from. Zyntro ranks your offerings by how well each one fits that audience before you choose.
Before You Begin
- You understand the difference between the offering track and the audience track
- At least one audience segment with a status of Approved under Brand → Brand Intelligence → Audiences
- At least one offering marked Active under Brand → Offerings
- Those offerings have completed their Offering-Audience Fit Analysis, which is what produces the fit scores this screen ranks by
An audience plan answers a different question from an offering plan: what content should exist to win over these particular people?
You choose one audience segment, then a small set of offerings the content should argue from. Zyntro builds the plan around that audience's pain points, decision drivers and preferred tone, and uses your offerings as the evidence. Every topic is aimed at the same people; what varies is which offering it uses to make its case.
Two things about this screen are worth knowing before you start. Fit scores rank your offerings, they do not filter them — a low score is information, not a block. And the number of offerings you select is capped, because each one Zyntro has not analysed before adds real research time to the build.
Steps
Open Content Plans
In the left navigation, go to Marketing → Content → Content Plans, then click + Plan for an Audience.
You can also get here from the offering screen — it carries a Plan for an Audience Instead button, and a card explaining when each track is the right one.
Choose the audience
Under 1. Which audience?, open the dropdown.
Only segments with a status of Approved appear here, listed alphabetically. If a segment already has audience plans, its name is followed by a count — for example Sphere-Driven Realtors — 2 existing plans.
That count is information, not a restriction. Unlike the offering track, an audience segment is never blocked from having another plan, because the same audience approached through a different set of offerings is a genuinely different plan.
Review the fit-ranked offerings
As soon as you pick a segment, the right-hand panel fills with your Active offerings under the heading 2. Which offerings should the content speak from?, best fit first. A line above the grid tells you how many there are — for example 41 offerings, best fit first.
Each card shows the offering's name, its Fit score for this segment, and a short extract of Zyntro's reasoning for that score. The score's colour is a quick read on strength: green from 90 up, blue from 75, grey below that.
Fit is a ranking, not a gate. In practice most offerings score above 80 against most segments, so a fit threshold would exclude almost nothing — the score is there so you can see why an offering is being offered near the top of the list, and make an informed choice rather than a blind one.
Adjust the selection
Zyntro pre-selects the three best-fitting offerings for you, because that is the recommended shape for a plan and it makes the common path a single click.
Change it with the toggle on each card. The Selected offerings panel on the left lists what you have chosen with each one's fit score, and the badge above it counts your selection — grey at zero, green at three or fewer, amber above three.
You can select up to five offerings. Once you reach five, the remaining toggles dim and stop responding, so the limit is visible before you run into it rather than announced after.
Each additional offering lengthens the build, but only if Zyntro has not analysed it before. An offering that has already been through any content plan carries its keyword research and objectives already, and is reused rather than researched again.
Start the build
Click Create Audience Content Plan. The button stays disabled until at least one offering is selected.
Zyntro opens a progress screen headed Building a content plan for your chosen segment. As with the offering track, leave the tab open and do not reload the page.
Watch the five research steps
Understanding This Audience — up to four minutes. Zyntro studies the segment's pain points, decision drivers, use cases and preferred tone, alongside the offerings you selected. It also reads the curated resources attached to that segment, your published artefacts, and up to twelve of your live website pages — so the topics it proposes account for what you have already published.
Expanding Content Intelligence — up to two minutes. The themes are expanded into keyword territory, factoring in search trends in your industry.
Discovering Keyword Opportunities — up to a minute. Zyntro researches volume, cost and competitiveness for each offering's keywords, one offering at a time.
Discovering Core Objectives We Need To Meet — this is the step that varies most. Zyntro works out what each selected offering needs to achieve with this audience. Offerings it has analysed before are reused, so this step gets faster the more planning you have done.
Building Content Plan Topics & Core Ideas — up to three minutes. Everything becomes the plan: 8 to 10 topics per selected offering, each attributed to the one offering it argues from, each covering a funnel stage, with keywords, tones, angles and calls to action.
Review the finished plan
Zyntro takes you to the plan when the last step completes.
An audience plan is headed by the segment's name rather than an offering, and carries a line underneath reading Speaking to this audience through: followed by the offerings you selected. That line matters — it is what distinguishes two plans built for the same audience.
The status is Draft. Nothing has been written, scheduled or published.
Result
You now have a Draft content plan aimed at one audience segment, containing 8 to 10 researched topics for each offering you selected. Every topic is written for that one audience, and each is attributed to the single offering it argues from — so you can review the plan offering by offering as well as end to end.
Any offering that needed first-time research now carries its keyword research and objectives permanently. The next plan that uses it, on either track, will reuse them.
The segment remains available for further plans. A different set of offerings against the same audience is a different plan, and Zyntro will show you the count of existing plans next time you open the picker.
Tip: Three offerings is the recommended selection for a reason: it gives the plan enough variety to sequence without stretching a single audience's attention across too many arguments. Use four or five when the offerings genuinely complement each other in one buying decision.
Info: The list of offerings shown on this screen is filtered to Active ones. An audience plan that already includes an offering will still render correctly if you archive that offering later — archiving only affects what you can select for new plans.
