The Content Plan Screen Explained
Every number, column and field on the plan screen, what it is derived from, and how much weight to put on it.
This is a lookup reference for the screen you land on after a content plan finishes building, and the screen you return to with View Plan from Marketing → Content → Content Plans.
If you want the review workflow rather than the definitions, read Review and Approve a Content Plan instead.
Page header
| Element | What it shows |
|---|---|
| Heading | The plan's source — the offering's name for an offering plan, the audience segment's name for an audience plan. Reads Offering no longer available or Audience segment no longer available if the source has since been deleted. |
| Speaking to this audience through | Audience plans only. The offerings the content argues from. This is what distinguishes two plans built for the same audience segment. |
| Primary Objective | What the plan is trying to achieve. On an offering plan this comes from the offering's inferred objectives; on an audience plan it comes from the plan itself. |
| Secondary objective badge | A grey badge beside the Primary Objective heading, shown only when a secondary objective was inferred. |
| Reasoning | A paragraph under the objective explaining why those objectives were chosen. Shown only when present. |
Projection panel (left column)
| Metric | What it means | How it is derived |
|---|---|---|
| Organic Traffic | Estimated monthly visits for the whole plan if every topic in it were produced and published. The large orange figure, animated on load. | Each topic's own estimate, discounted by how competitive its primary keyword is, then totalled. Low-competition keywords keep most of their upside; high-competition keywords keep very little. This is why the figure normally sits well below Max. |
| Min | The floor of the raw keyword estimates. | The sum of every topic's minimum monthly estimate, undiscounted. |
| Max | The ceiling of the raw keyword estimates. | The sum of every topic's maximum monthly estimate, undiscounted. |
| Visitor to Leads Conversion Rate | The share of visitors you expect to become leads. Adjustable from 1% to 5%. | A slider you control. Defaults to 1.25%. Not saved — reload and it returns to the default. |
| Leads to Sales Conversion Rate | The share of leads you expect to become sales. Adjustable from 1% to 100%. | A slider you control. Defaults to 11%. Not saved. |
| Potential Leads | Leads the plan could produce per month. | Organic Traffic multiplied by the visitor-to-leads rate. Recalculates live as you drag the slider. |
| Potential Sales | Sales the plan could produce per month. | Potential Leads multiplied by the leads-to-sales rate. |
| Keyword Opportunity | How much keyword research Zyntro holds for this plan's offerings, as a count and a label. Not a projection. | The number of researched keywords stored against the offering — or, for an audience plan, across all the offerings it covers. A high count means there is material left for further plans. |
Keyword Opportunity labels
| Label | Keyword count | How to read it |
|---|---|---|
| Medium | Up to 300 | Enough to support this plan. Worth broadening the offering's description if you want more plans from it. |
| High | 301 – 500 | Comfortable headroom for additional plans against the same offering. |
| Very High | 501 – 1,000 | A well-researched offering. Most offerings that have been through a plan land here. |
| Extreme | More than 1,000 | A broad keyword surface. Expect plans against this offering to have plenty of distinct angles available. |
Warning: Every figure in the projection panel is an estimate built from third-party keyword volumes and two conversion rates you set yourself. Treat Organic Traffic as a ceiling for comparing plans against each other, not as a forecast. Potential Leads and Potential Sales are only as good as the rates you chose.
Funnel stage cards
| Card | Stage | What belongs there |
|---|---|---|
| Top/Entry | Top of funnel | Content for people discovering the problem. Search-led, educational, no expectation of a purchase decision. |
| Middle | Middle of funnel | Content for people evaluating approaches. Comparisons, methods, frameworks, objection handling. |
| Bottom | Bottom of funnel | Content for people close to deciding. Proof, specifics, pricing context, direct calls to action. |
Info: All three cards are clickable filters as well as counts. Click one to show only that stage, click it again to clear, or use the Clear filter button. Filtering clears the tick on any row it hides, so a selection can never carry a topic you could not see.
Action bar — with nothing selected
| Control | What it does |
|---|---|
| Rating control | Rates the plan as a whole — thumbs down, thumbs up or a heart. Feedback on the quality of Zyntro's planning, with no effect on what gets produced. |
| Approve every topic in this plan | Sets every topic in the plan to Approved and the plan to Approved. Asks you to confirm first, naming the number of topics. Ignores the funnel filter. |
| Reject every topic in this plan | Sets every topic to Rejected and the plan to Rejected. Asks you to confirm first. Ignores the funnel filter. |
| Acts on all N topics | A reminder of the reach of the two buttons beside it, not a control. |
| View the schedule for this plan | A calendar icon, shown only once some topic in the plan has a date. Opens the scheduler for the whole plan. |
| N of M items scheduled | Shown only for a plan with dates on it. How much of the plan is committed. |
Action bar — with topics selected
| Control | What it does |
|---|---|
| N selected | How many topics your ticks currently cover. Only rows visible under the active funnel filter can be counted. |
| Approve & schedule | Approves every selected topic, then opens the scheduler for exactly those topics. The intended path from a selection to a date. |
| Schedule only | Opens the scheduler for the selection without changing any status. Use it to lay out dates before committing to a decision. |
| Reject | Rejects every selected topic and clears the selection. The affected rows update in place. |
| Clear | Drops the selection and brings the plan-wide buttons back. |
Important: The two bars are never shown together. With nothing ticked you get the plan-wide buttons; the moment you tick a topic they are replaced by the selection buttons. That is deliberate — an Approve that acts on your selection and an Approve all that acts on forty topics should never sit side by side.
Topic table columns
| Column | What it shows |
|---|---|
| Tick box | Adds the topic to your selection, which the selection bar acts on. The header box selects every currently visible row and shows a partial state when only some are ticked. |
| Topic Title | The proposed title. Click it to open the full brief in the drawer. An amber Type badge underneath gives the content format. |
| Segment | The audience segment the topic is written for. Shows the segment's short tag where one is defined, otherwise its full label. |
| Funnel | Top, Mid or Bottom, colour-matched to the funnel cards above. |
| Search Intent | What someone searching this keyword is trying to do — informational, commercial, transactional or navigational. |
| Traffic | The minimum and maximum estimated monthly visits for this topic alone, in visits per month. |
| Actions | A green check to approve and a red cross to reject, until a decision is recorded. After that the column shows Approved or Rejected as text and the icons are gone. |
Topic drawer fields
Content Reasoning
paragraph
required
Zyntro's argument for why this topic belongs in the plan. The most useful field on the panel when you are deciding whether to approve — it connects the topic back to the audience segment and the objective.
Funnel badge
badge
required
Shown beside the reasoning heading as Top of Funnel, Mid of Funnel or Bottom of Funnel.
Content Type
text
optional
The format to produce — a blog article, a guide, a lead magnet, a comparison piece, and so on.
Default: Not specified
Search Intent
text
optional
What the searcher is trying to accomplish. Determines how directly the piece should sell.
Default: Not specified
Content Goal
text
optional
What this single piece is meant to achieve — the outcome it is accountable for, distinct from the plan's overall objective.
Default: Not specified
Content Angle
text
optional
The approach to take. Two topics on the same keyword can carry different angles for different segments.
Default: Not specified
Author Tone
text
optional
How the piece should sound, drawn from the target segment's preferred tone rather than from your brand voice alone.
Default: Not specified
Primary Keyword
text
optional
The single keyword the piece should rank for. This is the keyword whose competition determined the topic's share of the plan's traffic estimate.
Default: Not specified
LSI Keywords
list of chips
optional
Supporting keywords to work in naturally. Signals to search engines that the piece covers the subject rather than repeating one phrase.
Default: None specified
Monthly Traffic Estimate
number range
required
Minimum and maximum estimated monthly visits for this topic alone. These are the figures that roll up into the plan's Min and Max.
Primary CTA
text
optional
The main action the piece should ask for. Usually matched to the funnel stage — a Bottom-of-funnel topic asks for a meeting, a Top-of-funnel topic asks for a subscribe.
Default: Not specified
Secondary CTA
text
optional
The fallback action for readers not ready for the primary one.
Default: Not specified
Recommended Assets
list of chips
optional
Supporting elements the piece should include — a comparison table, a checklist, a diagram, a worked example.
Default: None specified
Approve / Reject buttons
control
required
Both are always available here, unlike in the table. The current decision is highlighted and its tooltip reads Currently Approved — Click to reaffirm, so the drawer is where you change a decision you have already recorded.
Rating control
control
optional
Rate the topic suggestion itself — thumbs down, thumbs up or a heart. This is feedback on the quality of Zyntro's suggestion, not an approval. It does not affect whether the topic is produced.
Tip: The drawer is a complete writing brief. If you are handing a topic to a writer rather than producing it in Zyntro, the Content Reasoning, Content Goal, Content Angle, Author Tone, Primary Keyword, LSI Keywords, both CTAs and Recommended Assets are everything they need.
Topic statuses
Draft
— The default. Zyntro proposed this topic and you have not recorded a decision on it.
Approved
— You approved it — from its row, from its drawer, with Approve & schedule on a selection, or with the plan-wide approve.
Rejected
— You rejected it. The topic stays in the plan and in the funnel counts as a record of the decision.
Scheduled
— The topic has been given a production date through the scheduler.
Produced
— The content has been generated.
Plan statuses
Draft
— The plan is under review. Either you have not recorded decisions yet, or the topics are a mix of approved, rejected and undecided.
Approved
— Every topic in the plan is approved. Reached either through the plan-wide approve or by approving the last outstanding topic individually.
Rejected
— Every topic in the plan is rejected.
Running
— A schedule has been saved for the plan, and the Item Count column on the plans list fills in. From here the plan's status stops tracking individual topic decisions, because the work is committed.
Important: The plan-wide approve and reject act on every topic in the plan, whatever the funnel filter is showing, and they overwrite decisions you have already recorded row by row. Both ask you to confirm and name the number of topics involved before they run.
