Produce an interactive Playbook from your archive in 30 minutes
B2B audiences are looking for ideas they can understand, implement, and get immediate results.
Individual reports sometimes do the trick, but the publication date does not always correspond with current initiatives, or show all the top trends and ideas applicable to a specific situation.
A playbook, on the other hand, is a summary of top ideas from the use cases, fast-forwarding the audience through “what works” without their needing to search the archives and put the information together themselves.
Interactive dashboards built into the playbooks make them even more valuable, allowing the audience to model their own initiatives.
At NichePublisher.biz we wanted to dip into the archives to create playbooks from several hundred reports on publisher successes over the last two years. To add utility, we wanted each playbook to have its own interactive calculator.
Getting started
The first question to decide is what the audience wants and needs.
In our case, publishers faced several pressing issues at the same time.
Playbook concepts for NichePublisher included growing B2B and B2C events, contests, video, audience data, and pricint/packaging strategies.
But the one that stood out as an easy revenue winner was how publishers built FOMO into advertising and sponsorship packages, using multiple real-world use cases that yielded huge upsides, with little extra effort.
FOMO, fear of missing out, combines a number of elements: Limiting inventory to create scarcity, a “first come, gets it” model, and exciting value ads that advertisers do not want to miss.
Many publishers in our use cases had turned lackluster revenue streams into important segments of the company with this new sales approach. It was, in fact, perfect for creating a playbook from our archives, and one that was easily adapted as an interactive dashboard that let publishers model their own new pricing and packaging strategies.
To create the interactive playbook, there were three steps:
- Create the Playbook from multiple archival reports.
- Create the calculator
- Iterate to make the format as useful as possible
Step 1: Create a summary
We asked Claude Cowork (already connected to our Website, style guides, and other tools) to find all of the reports that mentioned FOMO-related pricing in the archives. We reviewed the list, edited it, and asked Claude to summarise the top trends. After reviewing and editing, we asked it to use our style guide to create a first draft of a definitive report.
The result showed seven distinct approaches to creating scarcity, in our style and up to the editor’s standards.
Step 2: Creating a calculator as an interactive companion tool
A calculator could make the article more useful to publishers by allowing them to model their own ideas.
To create the calculator, they gave CoWork two source materials: The finished article and a screenshot of a pricing grid from an actual media kit they could use inside the tool.
Here’s the prompt:
Use this finished article [URL] and this [screenshot of a pricing grid] to create a calculator that lets users model:
a. Three capped tiers approach
b. Newsletter takeover approach
c. Build their own
The grid should show in the results for the tiered approach.
The first version took about 30 seconds and delivered the three tiers (above) with fields for pricing, frequency options (daily, weekly, etc.), and the cap. It also calculated revenues at 100% sold out.
Step 3: Iterate to make the tool as useful as possible
The next set of prompts asked Claude to show more options publishers could select, and other elements that made the tool self-explanatory. Here is a part of the conversation:
- All publishers can click to add these elements: Industry exclusivity, photo session, number of content marketing pieces, first right of refusal, and type in fields to add their own additional elements and add premium position (home page, etc.) if applicable.
- Publishers should be able to add unlimited additional tiers.
Claude’s first draft also didn’t match the brand fonts and had other design issues. Switching to ChatGPT created the right formatting, a result that was then used by Claude for a final polish.
Result
Playbook: 7 ways publishers create FOMO in Ad Packaging was published as an interactive article, which includes Model Packages for FOMO, a companion calculator tool where publishers can plug in their own tiers and see revenue valuations.
The share link generated by Claude was used in the copy and as the link from the thumbnail to the calculator, still hosted as an artifact in Claude.
The process of refining the tool took less than 30 minutes.
Check it out here: Model Packages for FOMO.
Note that the calculator is saved as an artifact, not a skill, in Claude Cowork or Code, and can be hosted there or embedded into a page. Keeping it hosted on Claude, however, allows you to easily update the calculator as needed.
