Prerequisites
- How Content Plans Work — What a content plan contains and how the two tracks differ
Create a Content Plan for an Offering
Pick one offering. Zyntro finds every audience segment it genuinely fits and researches a set of content topics for each of them.
Before You Begin
- You understand what a content plan contains and what the two tracks are for
- At least one offering with a status of Active under Brand → Offerings. Archived and Draft offerings cannot be planned for.
- That offering's Offering-Audience Fit Analysis is complete — check the Data Health column on the Offerings list.
- At least one approved audience segment scores 80 or higher against that offering. Segments below 80 are not planned for.
An offering plan answers one question: what content should exist to sell this particular thing, to everyone it suits?
You choose the offering and nothing else. Zyntro decides which audience segments to plan for by reading the offering's fit analysis, and it plans separately for each of them — so the same offering gets a different angle, tone and call to action for every audience it fits.
This is the track to use when you have an offering you want to build visibility around. If you would rather aim at one audience and use several offerings as your proof, use the audience track instead.
Steps
Open Content Plans
In the left navigation, go to Marketing → Content → Content Plans.
If you already have plans, they are listed with four columns: Connected Offering (what the plan was built from), Objective (what it is trying to achieve), Item Count and Current Status. Each row has a View Plan button.
If this is your first plan you will see a No Content Plans Found panel instead, with a Create Content Plan button that takes you to the same place as the next step.
Start an offering plan
Click + Plan for an Offering in the button row at the top of the page.
The screen that opens is titled New Content Plan for your brand, and it has one required choice on it.
Choose the offering
Open the Please select an offering dropdown.
Only offerings marked Active appear here. Archived offerings are excluded deliberately — planning content for something you have retired is almost never what you meant. Draft offerings are excluded too, because a Draft offering has not been through its fit analysis yet and the build would fail at the first step.
Some offerings may appear greyed out. That means the offering already has its own offering plan. Zyntro allows one offering plan per offering, so if you want to plan for it again you need to work with the existing plan rather than start a second one.
Start the build
Click Create New Content Plan.
Zyntro opens a progress screen headed Preparing to build a content plan for your brand, with a progress bar and a running description of the step it is on.
There is nothing for you to do from here. Leave the tab open and do not reload the page — reloading abandons the run and you will have to start again from the offering picker.
Watch the five research steps
The build moves through five named steps. Each one tells you roughly how long it takes so you can judge whether it is working or stuck.
Gathering Content Intelligence — up to four minutes. Zyntro studies your brand, the offering, and every audience segment that scores 80 or higher against it, and proposes candidate content themes for each.
Expanding Content Intelligence — up to two minutes. Those themes are expanded into keyword territory, factoring in search trends in your industry.
Discovering Keyword Opportunities — around 30 seconds. Zyntro connects to search engines for the volume, cost and competitiveness of each candidate keyword.
Discovering Core Objectives We Need To Meet — up to a minute. Zyntro works out the primary and secondary objectives this offering needs to achieve, and the reasoning behind them. This is what fills the Objective column on the plans list.
Building Content Plan Topics & Core Ideas — up to three minutes. Everything above becomes the plan itself: topic titles, formats, keywords, funnel stages, tones, angles and calls to action.
Review the finished plan
When the last step completes, Zyntro takes you straight to the plan.
The plan opens with the offering's name as its heading, its primary objective, a breakdown of topics by funnel stage, estimated organic traffic, and the full topic list. Its status is Draft — nothing has been written, scheduled or published.
From here you review the topics, approve the ones you want, and schedule them. Both of those are covered separately.
Result
You now have a Draft content plan built from one offering, containing researched topics for every audience segment that offering fits. Each topic carries a target keyword with real search volume, a funnel stage, a search intent, an author tone, a content angle and two calls to action.
The keyword research and objectives Zyntro produced are stored against the offering itself, not just this plan. Any future plan that uses this offering — including an audience plan — will reuse them and build faster as a result.
Nothing is published and nothing has been charged. Content is only produced, and only charged for, when you approve topics and schedule them.
Tip: If the offering you want is greyed out and you no longer need its existing plan, open that plan and work from there — its topics can be approved or rejected individually, so you do not have to accept the whole thing to use part of it.
