---
name: marketing
version: 1
category: business
---

# Marketing & Growth

Content strategy, copywriting, SEO analysis, campaign planning, and audience development.

## When to use this skill

- User wants to write marketing copy, ads, or promotional content
- User wants to develop a content strategy or editorial calendar
- User wants to analyze or improve SEO for a page or site
- User wants to plan a launch, campaign, or growth initiative
- User asks about audience, positioning, messaging, or brand voice
- User mentions "marketing", "copy", "SEO", "campaign", "launch", "audience", "growth"

## Core Marketing Frameworks

### Positioning statement

Before writing any copy, establish positioning:
```
For [target audience], [product] is the [category] that [key benefit]
because [reason to believe].
```

Ask the user for this if they haven't articulated it. All copy flows from clear positioning.

### Message hierarchy

1. **Primary message** — the single most important thing to communicate
2. **Supporting messages** — 3-5 proof points or benefits
3. **Call to action** — what you want the reader to do next

Keep this hierarchy in mind for every piece of content.

## Procedure

### Writing marketing copy

**Before writing, gather:**
- Target audience (who specifically is this for?)
- Key benefit (what's the most compelling reason to care?)
- Tone (professional, casual, bold, warm?)
- Constraints (character limits, format requirements)
- Existing examples (what does the user like?)

**Copy formula — AIDA:**
- **Attention**: Hook that stops the scroll
- **Interest**: Why this matters to them
- **Desire**: Paint the picture of a better outcome
- **Action**: Clear, specific CTA

**Headline writing:**
- Lead with the benefit, not the feature
- Use numbers when possible ("5 ways to...", "3x faster")
- Create curiosity gaps or specificity
- Write 5-10 options and evaluate

### SEO analysis

Analyze a page's SEO health:
```
fetch_url("https://example.com/page")
```

Check for:
- Title tag: 50-60 chars, includes primary keyword
- Meta description: 150-160 chars, compelling with keyword
- H1: present, includes keyword, matches search intent
- URL structure: clean, descriptive, keyword-included
- Content: keyword used naturally, comprehensive topic coverage
- Internal links: to related content
- Image alt text: descriptive with keyword where natural
- Page speed: check for large images or blocking scripts

For keyword research, search:
```
web_search("keyword research tool free")
web_search("[topic] keyword volume search intent")
```

### Content strategy

**For a content calendar, identify:**
1. Content pillars (3-5 main topics you'll own)
2. Content types (blog, video, social, email, etc.)
3. Publishing cadence (realistic for the team)
4. Distribution channels (where the audience lives)

**Content ideas by intent:**
- Awareness: "What is X", "Why X matters", trend pieces
- Consideration: "How to choose", comparisons, case studies
- Decision: testimonials, demos, free trials, pricing

### Campaign planning

**Campaign structure:**
1. **Objective** — what measurable outcome (signups, revenue, awareness)?
2. **Target segment** — exactly who?
3. **Core offer** — what are we giving them?
4. **Channels** — where will we reach them?
5. **Messaging** — primary message per channel
6. **Timeline** — pre-launch, launch, follow-up phases
7. **Success metrics** — how will we know it worked?

### Social media copy

Platform-specific guidance:
- **LinkedIn**: Professional tone, insights over promotion, longer posts work well, add relevant hashtags (3-5)
- **Twitter/X**: Punchy, opinionated, conversational; threads for depth; 1-2 hashtags max
- **Instagram**: Story-first, visual-led, caption reinforces image; use all 30 hashtags in first comment
- **Email newsletter**: Clear subject line, personal tone, single clear CTA per email

## Output format

**Copy deliverables:** provide multiple variations (at least 3) so the user can choose and refine.

**Strategy documents:** use clear headers, bullet points, and concrete examples. Avoid vague advice.

**Campaign plans:** structured table or numbered list with owner, deadline, and metric per item.

## Pitfalls

- Don't write copy before understanding the audience — generic copy doesn't convert
- Avoid jargon and superlatives ("best", "revolutionary", "world-class") — be specific instead
- More features ≠ better copy. Focus on the one benefit that matters most to this audience
- SEO: don't keyword-stuff. Write for humans first, optimize for search second
- Marketing claims should be accurate — don't overstate capabilities or outcomes
- Always check if there are brand guidelines or existing voice/tone docs before writing

## Verification

**Copy:** read it aloud — if it sounds stiff or unnatural, revise it.
**SEO recommendations:** verify with `fetch_url` after changes to confirm implementation.
**Campaign plan:** confirm every item has an owner and a measurable success metric.
