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Content planner

A content calendar that knows what to write next

The content planner in Looky finds topics in your own business, ranks them as topic cards and moves each one through a calendar from idea to draft, review, scheduled and published, and nothing is written or published without you.

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How approval and publishing work
Week 23Approval: manual
Ready for review
Approved by Mara
  1. Mon
    09:00Behind the roaster: meet MaraPublished
  2. Tue
    08:30Why we roast on TuesdaysScheduled
  3. Wed
    10:00How fine to grind for a moka potIn review
  4. Thu
    08:30Workshop dates for JuneScheduled
  5. Fri
    10:00Cold brew at home for summerDraft

At a glance

What is the content planner in Looky?

The content planner in Looky is for small businesses, personal brands and agencies who know they should post regularly but run out of ideas or fill a spreadsheet that stays empty. Looky looks at signals you already have: gaps and unanswered customer questions on your website, outdated posts, your notes, approved facts no post covers yet, and a seasonal and local calendar. Each idea is checked for duplicates, relevance and evidence before it reaches your backlog. You accept, snooze or reject; nothing is written or published without you.

Last reviewed

Topic sources
Website gaps, customer questions, outdated posts, notes (last 120 days), approved facts, brand topics, seasonal and local dates
Checks
Every idea is checked for duplicates, relevance and evidence before it reaches your backlog
Rhythm
Weekly topic discovery every Monday (can be switched off), plus “Find new topics” any time
Content types
Seven types for a varied mix: knowledge, perspective, insights, experiences, questions, stories, impulses
Calendar
Month, week and list views, drag to reschedule, read-only share links
Holidays
Public holidays for DE, AT, CH, UK, IE and US, including regional German holidays
Control
Accepting a topic publishes nothing; publishing follows your approval mode
Languages
English and German; German drafts use “du”

From signal to calendar

How does the content planner decide what to write next?

Looky collects ideas from your own business every week, drops what you already covered and ranks the rest, so the backlog never runs dry.

Content
Ideas
Video scriptMeet our green bean importer
Drafts
In review
ArticleA page for your barista workshopsQuality 86
PostWorkshop dates for June

Who uses it

What does a planned month look like in practice?

Three businesses, three kinds of signal, one calendar that fills from what they already know.

  • Café

    A varied week

    You give

    Brand topics + a note

    Breakfast, the local roastery and the new autumn menu

    Looky does: Looky plans a “stories” post about the roastery, a “questions” post on oat milk and the menu post.

    You get

    A week in the calendar

    Three posts, each with a suggested time per channel

    Each post waits for approval

  • Solar installer, Cologne

    Questions from emails

    You give

    Website analysis + three customer questions

    Asked by email in the last months

    Looky does: Looky ranks topic cards and spots a blog post older than two years.

    You get

    Topic cards

    An FAQ article on battery lifetime and an update card

    You accept, snooze or reject

  • Coach, personal brand

    Two voices, one calendar

    You give

    Company voice + personal voice

    Same knowledge, different perspectives

    Looky does: Looky plans a “knowledge” piece for the company and an “experiences” post for the founder.

    You get

    One calendar

    Same week, no repetition

    Each voice approves its own posts

Options

How does Looky compare with a spreadsheet, an AI chat or Buffer?

Looky's content planner fits when you want ideas that come from your own business and a calendar that connects to writing and approval; a spreadsheet template is free and fully flexible, and a scheduler like Buffer publishes to more social channels.

Compare Looky with

Spreadsheet templateLooky
Where topic ideas come from
YouYour website, notes, approved facts, customer questions, seasonal calendar
Checks ideas against what you already published
ManualYes, against crawled pages, posts and backlog
Seasonal and regional dates
ManualBuilt in (6 countries incl. regional German holidays)
Content types for a varied mix
Your own columns7
Writing, approval and publishing in one place
NoYes
Entry price
FreeSee pricing

Where the alternatives are better: a spreadsheet costs nothing and fits any method; Buffer publishes to more social channels today, including Instagram, TikTok and Google Business Profile, and has a free plan; a general AI chat is faster for a one-off brainstorm. Looky does not provide keyword search volumes for topics. Sources: buffer.com/pricing (competitors' own pages, checked 27 Oct 2026).

Honest limits

What doesn't the content planner do?

What it does

  • Collects topic ideas from your website, notes, approved facts, customer questions and a seasonal calendar.
  • Drops duplicates of what you already published or planned.
  • Ranks topic cards and explains where each idea came from.
  • Plans every item in one calendar, from idea to published.

What it doesn't do

  • Looky only proposes topics it can back with your knowledge. Personal stories, opinions and results have to come from you.
  • Looky doesn't provide keyword search volumes or trend data for topics.
  • Looky doesn't write or publish anything just because you accepted a topic. Drafts are reviewed, and publishing follows your approval mode.
  • Suggested posting times are typical good times per channel, not a guarantee of reach.
  • Topic discovery suggests article topics; social post ideas come from the “ideas” option and from adapting approved articles.

FAQ

Questions about the content planner

All questions

How does the Looky content planner find topics?

The content planner reads signals from your own business: gaps and unanswered customer questions on your website, outdated posts, your notes from the last 120 days, approved facts no post covers yet, your brand topics and a seasonal and local calendar. It turns them into ideas, removes duplicates, checks relevance and evidence, and ranks the rest as topic cards.

Will Looky suggest topics my website already covers?

Looky tries not to. Every idea is compared with your crawled website, existing posts and your backlog, and near-duplicates are dropped before you see them. An outdated post (older than one year) can come back as an update card instead of a new topic, so you refresh it rather than writing the same article twice.

What happens when I reject a topic?

You pick a reason, such as not relevant, already covered, too generic, wrong timing, not enough knowledge or not our audience. Looky doesn't suggest the same signal again for a while. After at least three decisions, Looky ranks similar topics higher or lower and states the reason on the card, so the backlog follows your choices.

How often does Looky look for new topics?

Looky runs topic discovery every Monday for workspaces with knowledge to work with, unless you switch the weekly run off. You can also click “Find new topics” at any time. Every run has a cost cap and respects your organization's AI budget, so a search never runs up an open-ended bill.

What are the seven content types in Looky?

The seven content types are default proposals for a varied plan: knowledge, perspective, insights, experiences, questions, stories and impulses. They work like content pillars with a purpose. Giving each item a type keeps a week from repeating the same kind of post.

Can I plan for a company and its founder in the same workspace?

Yes. A Looky workspace can hold a company voice and one or more personal voices that share the same knowledge. Each item in the calendar belongs to one voice, so the company page and the founder can post about different topics in the same week instead of repeating each other.

Can I share my content calendar with a client?

Yes. Looky creates read-only calendar links that show the plan without giving edit access or requiring an account. Approving individual posts is a separate step: clients get approval links per post, described on the scheduler page. Agencies also see one calendar across all client workspaces.

Does the planner know about holidays and seasons in my region?

Yes. The seasonal calendar covers public holidays for Germany, Austria, Switzerland, the UK, Ireland and the US, including regional German holidays, plus seasons, tax deadlines and industry dates. You set country, region and industry, and seasonal ideas still have to pass the relevance check before they reach your backlog.

How often should a small business post?

Looky doesn't prescribe a number: a rhythm you can keep beats an ambitious plan you drop. The planner helps you keep it by filling the backlog every week and showing gaps in the calendar. Suggested posting times per channel are typical good times, not a guarantee of reach.

Does accepting a topic publish anything?

No. Accepting a topic only creates an idea item and a prefilled brief. The draft is written next, then reviewed, and it is published only under your approval mode, which is manual by default. An article that still contains a “Your input needed” block can never be published.

Never start from a blank page again

Looky fills your backlog every week from what your business already knows. You decide what gets written.

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Looky, the orange robot, waves hello.