Convert a blog into a playbook

Business Benefits

Create a step by step process from leading industry insights to better your marketing efforts.

Identify if the playbook title is referencing a section of the blog or the entire blog.

  1. Check the title of the blog and the introduction to understand what the blog is about.
  2. Check the headings and sub-headings to see if the playbook title is exclusive to a section of the blog or the entire thing.

Flag the playbook title to the Adeft team if the title does not match the content of the playbook. Be picky about this, do not write the playbook, flag it first.

  1. Sometimes the title of the playbook needs a tweak to fit the content of the blog better.
  2. Sometimes the content is not sufficient for a playbook

Check the entire blog for an indication of a step-by-step or procedural approach that can help you structure the playbook and outline the steps

  1. Sometimes the conclusions or introductions include a…. List of steps.
  2. Sometimes the headings/subheadings are used as steps
  3. Sometimes its written out in prose and we have to chop it up in the playbook writing process.

Copy the relevant information in the order they appear in the blog and start separating them into steps by looking for clear actions or steps.

  1. Include as much relevant information as possible from the blog
  2. Always include examples and step-by-step.

Repeat this till you feel you have reached the end of the process the playbook title is tackling.

Write each step as a concrete, detailed action that starts with a present-tense verb. Aim for a minimum of 5 and a maximum of 10 steps.

  1. If a playbook on, for example, writing sales copy uses buyer persona data, you don’t need to embed a step-by-step process on creating a buyer persona within that playbook—that will be its own playbook.
  2. Avoid vague directives that use technical jargon, like “Inventory your website.” Instead, specify the action as in the source material e.g. “Create a spreadsheet with URLs and page titles for every page of your website.”
  3. Adjectives usually signal the need for greater clarity. “Create a high-level overview of everything you want to cover in the post.” What is “high-level”? A better version would be “Create an outline with a title, headers, and key bullets for each subtopic.”
  4. Omit obvious actions like “Type your name in the name field.”

Condense and optimize the language of the supporting information to make concise step explanations.

  1. Examples always live in the step-explanation. If possible include more than one example.
  2. Include any information that would inform the execution of the step and any options or alternatives for that step.

Compare the blog content with the playbook to check if the processes are a match or if something is missing/needs changing.

Find information in the blog to help you write the business benefits of the playbook in 140 characters or less under the “Use case” heading.

  1. Intro paragraphs or conclusions can often explain why doing X is beneficial or has value to the business or your marketing efforts.
  2. The use case should complete the sentence, “Your business will be able to…”
  3. The bad example below reads like a short blog post introduction. Distill this further—like the example on the right:

Do not include any information that is not featured in the blog or a directly linked reference. The playbooks will be sent to the original author’s for review, so it is important to not include things that can not be attributed to them.

Often the editors ask for information that is not in the blog or a directly linked reference. This is okay, the comments requesting this info should remain in the playbook editor so the original authors can add this information at a later stage.