The content plan produces a run of draft posts in one pass, rather than writing each one from nothing.
What it asks for
Content pillars — the handful of themes the business posts about. For a trade business these are usually the work itself, seasonal advice, the team, and completed jobs.
Pillars are what stop a feed becoming all one thing. Without them, most small-business social accounts drift into either constant promotion or nothing at all.
Tone — professional, friendly, casual or funny. It sets how the drafts read, and it is worth matching to how the business actually speaks to customers rather than to how businesses are assumed to sound.
Connected platforms — which accounts the plan is written for. Drafts are shaped to each rather than one message posted everywhere. See connecting social accounts.
What comes back
Drafts, not scheduled posts. Each is editable, and nothing publishes until it is scheduled.
That distinction matters: the plan is a starting point that removes the blank page, and it is expected to be edited rather than posted as generated.
Where the drafts go
Into the content calendar, which is where scheduling, rescheduling and gaps are managed.
Using your own images
An image from the media library can be carried into a post, and captions written around it rather than the other way round.
How it relates to the rest of the tab
The brand playbook holds the voice and the visual rules the drafts follow. Campaign builder is for a single campaign with a purpose and a date; the content plan is for the steady background run of posts between campaigns.
What it does not decide
Whether social is the right channel at all. For most local trades it holds attention with people who already know the business rather than finding new customers — see marketing channels.