Blog planner
Plan articles on a calendar, rate ideas, and keep your topic list in shape.
The Blog planner is where you decide what to write, when it goes out and which topics you want to be known for. It sits between your Moves and the content pipeline: you pick ideas from your topics, put them on a calendar at a weekly target, and send them into Content as briefs when it's time.
Open it from the sidebar: Blog planner. It has three tabs, and every view works on the website you have selected.
| Tab | What it's for |
|---|---|
| Topic strategy | Your topic clusters, their coverage and ratings, suggested topics, and the ideas waiting in each topic. |
| Editorial calendar | Every planned, in-progress and published article by date, with a weekly count against your target. |
| Ideas backlog | Articles you've decided to write but haven't briefed yet, split into Unscheduled and Scheduled. |
The overview and your publishing target
The top of every tab shows where the month stands:
- Published in (month): articles published this month against the month's target, with a progress bar and how many more you need.
- Planned this month and how many are scheduled ahead.
- Clusters covered: how many of your topics have content in progress or live.
- Next up: the next dated article, its status, and a link to open it.
Set your cadence
The target control in the header (for example 2 posts / week) sets how many articles you aim to publish each week. You can pick 1 to 7, 10 or 14 posts a week; new workspaces start at 2. The cadence drives three things:
- The monthly target, which is your weekly cadence spread across the days in the month.
- The weekly count on the calendar (for example 1/2), shown green when a week meets the target and amber when a future week is empty.
- Auto-scheduling: when you plan ideas with the calendar option on, they are spread over upcoming weekdays at this rate.
Topic strategy
Topics are the subjects you want to own. Each topic cluster gets one hub page and spoke articles that link back to it. They are the same clusters you see under KeywordsClusters: add, edit or hide a topic in either place and both update. For how clusters are built from keyword research, see Topics and clusters.
Your topics
Each topic card shows:
- The name, its pillar keyword and search intent.
- Volume (monthly searches across its keywords), Avg KD and your Best pos.
- A coverage bar: published, in progress, planned and gaps (keywords with no article where you don't already rank on page one).
- The hub page and its status, or “No hub page yet”, plus the first few spoke articles.
- How many ideas are waiting, and a Plan articles button.
Click a topic to open its panel with three tabs: Ideas, Articles (hub first, each with its date or “Unscheduled”) and Keywords (volume, intent, your position, and whether an article already covers it).
Add, edit, hide or delete a topic
- Add topic: give it a name, an optional hub keyword, search intent, why it matters, and keywords (one per line or comma separated). Keywords you add are marked as targeted, up to your plan's targeted-keyword limit, and LogNorm fetches real search volume and difficulty for any that don't have it yet.
- Edit topic from the card menu. Your edits are kept: keyword research never replaces a topic you edited.
- Hide, not relevant moves the topic to the collapsed hidden list at the bottom, where you can restore it.
- Delete topic removes the grouping only. Its keywords stay in Search and its articles stay in Content; content, AI prompts and moves filed under it lose the topic. Hide it instead if you might want it back.
Suggest more topics
- Open the dialog
On Blog plannerTopic strategy, click Suggest more topics.
- Choose how many and an optional focus
Pick 3, 6 or 10 topics. The focus is free text, for example “topics for operations leads choosing project tools”.
- Review the suggestions
LogNorm proposes topics from your product, buyers and competitors, then fetches real search volume for each. They appear under Suggested topics. Click Keep or Not relevant on each, or select several and use the bulk buttons.
Only topics you keep get article ideas. Keywords that come with an AI-suggested topic arrive as suggestions for you to decide on in Keywords, not as targeted keywords.
Topic ratings
When ratings are available, each active and suggested topic carries LogNorm's call: Prioritise, Keep going or Deprioritise (on suggested topics it reads as a recommendation to prioritise, keep or skip), with a confidence level. Three bars show the reasoning:
| Dimension | What it asks | Weight |
|---|---|---|
| Business fit | How closely the topic ties to what you sell and who you sell to. | 45% |
| Commercial value | Whether the people searching are buyers researching solutions like yours. | 35% |
| Our coverage | How much you already have on it. Less coverage means more room, which counts toward the score. | 20% (as room left) |
Hover the chip for the full breakdown and the topic score out of 100. Ratings are cached for a week and refresh when a topic's content changes.
Planning ideas
Ideas come from five places, each marked with a source badge in the list:
| Badge | Where it comes from |
|---|---|
| Move (or AI visibility gap) | Open blog-post and AI-visibility moves that don't have an article yet. |
| Cluster plan | New hub and spoke articles proposed by the topic's plan in Keywords, with their angle. Hub articles also show a Hub badge. |
| Keyword gap | Keywords in the topic with no article where you don't rank on page one. |
| Search Console | Queries with impressions but an average position below page one and no article (needs Search Console). These appear under Ideas outside your clusters when they don't match a topic. |
| Suggested | Fresh angles from Suggest ideas in a topic's Ideas tab: up to 8 per click, each with its own keyword that no article or open move already targets. |
- Open a topic's ideas
Click Plan articles on a topic card. For ideas that don't belong to a topic, use the Ideas outside your clusters list further down the page.
- Select and edit
Tick the ideas you want. You can rewrite a working title in place before you plan it.
- Choose whether to schedule
Leave Put on the calendar at N/week on to spread them across upcoming weekdays at your cadence, starting tomorrow and filling around what's already booked. Turn it off to add them to the backlog without dates.
- Plan
Click Plan N articles (up to 40 at a time). Each one becomes an idea in the planner and a move in your backlog.
Every planned idea is tied to a move. If it came from a move, that move is used; if an open move already targets the same keyword, it's reused rather than duplicated; otherwise the planner creates a new one. An idea whose keyword already has an article is skipped, and the confirmation tells you how many were already planned.
You can also add your own from Ideas backlog with New article idea: a working title, a target keyword (the query the article should win), a topic (or Match automatically) and an optional angle.
Idea ratings and “Best next idea”
When ratings are available, every idea shows a score out of 100. Hover it to see how LogNorm got there, the funnel stage (awareness, consideration or decision) and how confident it is. A dashed amber badge means LogNorm isn't sure, so the call is yours.
| Dimension | Weight |
|---|---|
| Business fit | 30% |
| Winnability | 25% |
| Buyer intent | 20% |
| Originality | 15% |
| AI answer potential | 10% |
Lists are sorted best rated first. In an idea list, the highest-rated idea that doesn't repeat an existing article is marked Best next idea. When you plan a rated idea, its rating also sets the new move's impact and confidence, so it ranks sensibly against your other moves.
Overlap flags
LogNorm checks each idea against the articles you've already written or planned. If it confidently answers the same question for the same reader, the idea gets an Overlaps “title” chip, its rating is halved, it sorts to the bottom, and AI suggestions that overlap are shown but not preselected. A weaker match shows as “May overlap” in the rating tooltip only.
The editorial calendar
Blog plannerEditorial calendar shows every article with a date: scheduled ideas (dashed), work in progress, and published pieces on their publish date. Switch between Month and Agenda; on the current month, Agenda shows the next 8 weeks. On small screens you always get the agenda.
- Drag and drop an article onto another day to reschedule it, or onto the Unscheduled tray to remove its date. You can't drop onto past days, and published articles keep their publish date.
- Pick a date from the tray, or click a chip and use Reschedule.
- The Week column shows the count against your cadence and marks empty future weeks as a Gap.
- A banner lists overdue articles (past their date and not published) and weeks with nothing planned.
Click any chip for its keyword, cluster and angle, and the next step: Write brief for an idea, Open for work in progress, or Retry brief if a brief failed.
The ideas backlog
Blog plannerIdeas backlog lists every idea you haven't briefed yet in two columns: Unscheduled (best rated first when ratings are available) and Scheduled. Search titles and keywords, or filter by cluster (including No cluster).
Each idea's menu lets you:
- Write brief: sends the idea into Content. LogNorm researches the SERP and your Company Brain; it takes about a minute.
- Schedule…, Reschedule… or Unschedule.
- Edit details…: working title, target keyword and topic cluster.
- Delete idea. If the planner created its move, that move is dismissed too; a move it came from stays open in your backlog. Only ideas can be deleted here; archive work in progress from the article itself.
Send ideas to Content with Brief next
When the calendar is set, the Brief next button in the header writes briefs for your next scheduled ideas, overdue first, then by date. Choose 1, 3, 5 or 10 (never more than you have scheduled). A good rhythm is to brief articles a week or two before their date.