Innholdsplan

Innholdsplan, or content plan, is a document or system used in content marketing to organize the creation and publishing of content over a defined period. The term is Norwegian and is commonly used in Scandinavian contexts to refer to an editorial calendar or content calendar. The plan translates a broader content strategy into concrete tasks, schedules and responsibilities, outlining goals, target audiences, themes, content formats, channels, and publishing timelines.

Typical components include publishing cadence, topics or themes, content formats (blog posts, videos, case studies, newsletters), distribution channels (website, blog, social media, email), ownership (authors and editors), status (idea, in progress, review, published) and performance metrics (traffic, engagement, conversions). The innholdsplan is often maintained in a collaborative tool such as a spreadsheet or calendar, and may be integrated with project management software.

Process and planning cycles: teams conduct research and ideation, map topics to the calendar, produce and review content, schedule publishing, and promote the material. After publication, performance is measured to inform future planning. Plans are typically rolled out on annual or quarterly cycles and should accommodate campaigns, seasonal content, and evolving audience needs. SEO considerations and keyword themes are often incorporated to boost discoverability.

Benefits include improved consistency and pacing, better alignment with business goals, more efficient resource management, and clearer accountability. It also serves as a communication tool for stakeholders and a reference document for new team members. Effective use requires clear governance, defined approval processes, regular updates, and flexibility to adjust as circumstances change.

Relation to strategy: the innholdsplan is part of a larger content strategy and is coordinated with related plans such as SEO, social media, and public relations to ensure a cohesive narrative across channels—and to support measurable outcomes.