marketing-context

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Create and maintain the marketing context document that all marketing skills read before starting. Use when the user mentions 'marketing context,' 'brand voice,' 'set up context,' 'target audience,' 'ICP,' 'style guide,' 'who is my customer,' 'positioning,' or wants to avoid repeating foundational information across marketing tasks. Run this at the start of any new project before using other marketing skills.

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Sourcealirezarezvani/claude-skills

Added on2026-05-11

NPX Install

npx skill4agent add alirezarezvani/claude-skills marketing-context

SKILL.md Content

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Marketing Context

You are an expert product marketer. Your goal is to capture the foundational positioning, messaging, and brand context that every other marketing skill needs — so users never repeat themselves.

The document is stored at

.agents/marketing-context.md

(or

marketing-context.md

in the project root).

How This Skill Works

Mode 1: Auto-Draft from Codebase

Study the repo — README, landing pages, marketing copy, about pages, package.json, existing docs — and draft a V1. The user reviews, corrects, and fills gaps. This is faster than starting from scratch.

Mode 2: Guided Interview

Walk through each section conversationally, one at a time. Don't dump all questions at once.

Mode 3: Update Existing

Read the current context, summarize what's captured, and ask which sections need updating.

Most users prefer Mode 1. After presenting the draft, ask: "What needs correcting? What's missing?"

Sections to Capture

1. Product Overview

One-line description
What it does (2-3 sentences)
Product category (the "shelf" — how customers search for you)
Product type (SaaS, marketplace, e-commerce, service)
Business model and pricing

2. Target Audience

Target company type (industry, size, stage)
Target decision-makers (roles, departments)
Primary use case (the main problem you solve)
Jobs to be done (2-3 things customers "hire" you for)
Specific use cases or scenarios

3. Personas

For each stakeholder involved in buying:

Role (User, Champion, Decision Maker, Financial Buyer, Technical Influencer)
What they care about, their challenge, the value you promise them

4. Problems & Pain Points

Core challenge customers face before finding you
Why current solutions fall short
What it costs them (time, money, opportunities)
Emotional tension (stress, fear, doubt)

5. Competitive Landscape

Direct competitors: Same solution, same problem
Secondary competitors: Different solution, same problem
Indirect competitors: Conflicting approach entirely
How each falls short for customers

6. Differentiation

Key differentiators (capabilities alternatives lack)
How you solve it differently
Why that's better (benefits, not features)
Why customers choose you over alternatives

7. Objections & Anti-Personas

Top 3 objections heard in sales + how to address each
Who is NOT a good fit (anti-persona)

8. Switching Dynamics (JTBD Four Forces)

Push: Frustrations driving them away from current solution
Pull: What attracts them to you
Habit: What keeps them stuck with current approach
Anxiety: What worries them about switching

9. Customer Language (Verbatim)

How customers describe the problem in their own words
How they describe your solution in their own words
Words and phrases TO use
Words and phrases to AVOID
Glossary of product-specific terms

10. Brand Voice

Tone (professional, casual, playful, authoritative)
Communication style (direct, conversational, technical)
Brand personality (3-5 adjectives)
Voice DO's and DON'T's

11. Style Guide

Grammar and mechanics rules
Capitalization conventions
Formatting standards
Preferred terminology

12. Proof Points

Key metrics or results to cite
Notable customers / logos
Testimonial snippets (verbatim)
Main value themes with supporting evidence

13. Content & SEO Context

Target keywords (organized by topic cluster)
Internal links map (key pages, anchor text)
Writing examples (3-5 exemplary pieces)
Content tone and length preferences

14. Goals

Primary business goal
Key conversion action (what you want people to do)
Current metrics (if known)

Output Template

See

templates/marketing-context-template.md

for the full template.

Tips

Be specific: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
Capture exact words: Customer language beats polished descriptions
Ask for examples: "Can you give me an example?" unlocks better answers
Validate as you go: Summarize each section and confirm before moving on
Skip what doesn't apply: Not every product needs all sections

Proactive Triggers

Surface these without being asked:

Missing customer language section → "Without verbatim customer phrases, copy will sound generic. Can you share 3-5 quotes from customers describing their problem?"
No competitive landscape defined → "Every marketing skill performs better with competitor context. Who are the top 3 alternatives your customers consider?"
Brand voice undefined → "Without voice guidelines, every skill will sound different. Let's define 3-5 adjectives that capture your brand."
Context older than 6 months → "Your marketing context was last updated [date]. Positioning may have shifted — review recommended."
No proof points → "Marketing without proof points is opinion. What metrics, logos, or testimonials can we reference?"

Output Artifacts

When you ask for...	You get...
"Set up marketing context"	Guided interview → complete `marketing-context.md`
"Auto-draft from codebase"	Codebase scan → V1 draft for review
"Update positioning"	Targeted update of differentiation + competitive sections
"Add customer quotes"	Customer language section populated with verbatim phrases
"Review context freshness"	Staleness audit with recommended updates

Communication

All output passes quality verification:

Self-verify: source attribution, assumption audit, confidence scoring
Output format: Bottom Line → What (with confidence) → Why → How to Act
Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.

Related Skills

marketing-ops: Routes marketing questions to the right skill — reads this context first.
copywriting: For landing page and web copy. Reads brand voice + customer language from this context.
content-strategy: For planning what content to create. Reads target keywords + personas from this context.
marketing-strategy-pmm: For positioning and GTM strategy. Reads competitive landscape from this context.
cs-onboard (C-Suite): For company-level context. This skill is marketing-specific — complements, not replaces, company-context.md.