Social media
Content plan
A content plan is a schedule of what a brand publishes, where and when, usually a month ahead. It lists topics, formats, dates and an owner, so content is not made at the last minute.
What it means in practice
A plan should be a stock of material, not a binding script. With twenty topics ready you can slot in something topical without throwing the rest away. With no stock, every surprise means nothing gets published that week.
Where planning fails: the schedule gets made but nobody is named as responsible for producing it. A plan without a person against every line is a wish list.