Marketing Skills User Guide¶

Complete Reference for Marketing, Paid Ads, Analytics, and Growth Skills

Version 1.0 | Last Updated: 2026-02-09

Table of Contents¶

Overview
Skill Categories
Quick Start Prompts
Skill Reference
Compound Workflows
Input Files & Dependencies
Sample Workflows

Overview¶

This vault contains 30+ marketing skills that work together as an integrated marketing operating system. Skills can be used individually or combined for powerful compound workflows.

How Skills Work¶

Activation: Describe what you need; Claude matches to the right skill
Context Loading: Skill reads {company.marketing-context} if available
Interview: Skill gathers missing context through questions
Execution: Skill produces frameworks, copy, analysis, or strategy
Compound Use: Output from one skill becomes input for another

Key Files¶

File	Purpose	Create This First
`{company.marketing-context}`	Shared context for all marketing skills	Yes - reduces repetitive questions
`{company.icp}`	ICP document	Use icp-discovery skill
`{company.offerings}`	What you sell	Manual or skill-generated

Skill Categories¶

Paid Advertising & Campaigns¶

Skill	Trigger Phrases	What It Does
paid-ads	"PPC", "ad campaign", "Meta ads", "Google Ads", "ROAS"	Campaign strategy, ad copy, audience targeting, optimization
google-ads-scripts	"automate Google Ads", "bid optimization", "keyword management"	JavaScript automation for Google Ads
ab-test-setup	"A/B test", "split test", "experiment"	Experiment design, sample size, statistical analysis

Analytics & Tracking¶

Skill	Trigger Phrases	What It Does
analytics-tracking	"set up tracking", "event tracking", "UTM parameters"	Tracking plans, event architecture, implementation
ga4	"Google Analytics", "GA4 setup", "custom dimensions"	Complete GA4 implementation guide
gtm	"Tag Manager", "GTM", "data layer"	GTM container setup, tags, triggers, variables

Conversion Rate Optimization (CRO)¶

Skill	Trigger Phrases	What It Does
page-cro	"improve conversions", "CRO audit", "landing page optimization"	Page analysis, conversion improvements
form-cro	"form optimization", "form friction", "lead form"	Form field optimization, multi-step forms
signup-flow-cro	"signup conversions", "registration flow"	Account creation flow optimization
onboarding-cro	"user activation", "onboarding flow", "time-to-value"	Post-signup activation optimization
popup-cro	"exit intent", "popup conversions", "email popup"	Modal/popup design and optimization

Content & Copywriting¶

Skill	Trigger Phrases	What It Does
copywriting	"write copy", "headline help", "CTA copy"	Marketing copy for pages
copy-editing	"edit copy", "polish this", "review my copy"	Multi-pass copy improvement
content-strategy	"what should I write about", "content planning"	Topic clusters, content pillars
email-sequence	"drip campaign", "welcome sequence", "nurture emails"	Email automation design
social-content	"LinkedIn post", "Twitter thread", "content calendar"	Social media strategy and content

SEO & Search¶

Skill	Trigger Phrases	What It Does
seo-audit	"SEO audit", "check my SEO", "technical SEO"	7-domain SEO analysis with scoring
programmatic-seo	"pages at scale", "location pages", "template pages"	Scalable SEO page strategies
schema-markup	"structured data", "JSON-LD", "rich snippets"	Schema.org implementation

Business Strategy¶

Skill	Trigger Phrases	What It Does
icp-discovery	"ideal customer", "ICP", "buyer persona"	Guided interview to build ICP document
pricing-strategy	"pricing tiers", "freemium", "value metric"	Pricing and packaging design
launch-strategy	"product launch", "Product Hunt", "go-to-market"	Phased launch planning
competitor-alternatives	"vs page", "alternative page", "competitor comparison"	Competitive content pages

Growth & Retention¶

Skill	Trigger Phrases	What It Does
referral-program	"refer a friend", "affiliate program", "viral loop"	Referral/affiliate program design
paywall-upgrade-cro	"upgrade flow", "conversion to paid"	Free-to-paid conversion optimization
free-tool-strategy	"engineering as marketing", "free calculator"	Free tool lead generation

Quick Start Prompts¶

Copy these prompts to immediately activate skills:

Foundation Setup¶

Let's build my product marketing context. I want to create a shared context
file that all marketing skills can reference.

Let's define my ICP. I sell [product/service] to [audience].

Paid Advertising¶

Help me plan a Google Ads campaign for [product]. My budget is $X/month,
and my target CPA is $Y.

I need Meta ad copy for [product]. The goal is [leads/sales/signups].
My audience is [description].

Write a Google Ads script to pause keywords with Quality Score below 4
and spend over $100.

Conversion Optimization¶

Audit this page for conversion issues: [URL]

Optimize my signup flow. Currently we ask for [fields] and have [X]% completion.

Design an exit-intent popup for [goal]. Current traffic is [X] visitors/month.

Content & SEO¶

Create a content strategy for [business]. Our ICP is [description]
and we want to rank for [topics].

Run an SEO audit on [URL]. Focus on technical issues and AI visibility.

Write homepage copy for [product]. Primary CTA is [action].

Email & Nurture¶

Create a welcome email sequence for new trial users. Our activation
action is [specific action].

Design a re-engagement sequence for users inactive for 30+ days.

Strategy¶

Help me design pricing tiers for [product]. We currently charge [price]
and our main competitor charges [competitor price].

Plan a Product Hunt launch for [product]. Launch date is [date].

Skill Reference¶

paid-ads¶

Purpose: Complete paid advertising strategy across Google, Meta, LinkedIn, Twitter/X, and TikTok.

Inputs Required: - Campaign goals (awareness, traffic, leads, sales) - Target CPA or ROAS - Monthly/weekly budget - Landing page URL - Audience description - Existing pixel/conversion data

Outputs: - Campaign structure with naming conventions - Ad copy variations (PAS, BAB, Social Proof formulas) - Audience targeting recommendations - Budget allocation strategy - Optimization playbook

Key Frameworks: - Platform Selection Matrix (Google vs Meta vs LinkedIn) - Retargeting Funnel Strategy (TOF/MOF/BOF) - Creative Testing Hierarchy

Related Skills: analytics-tracking, ab-test-setup, page-cro, copywriting

google-ads-scripts¶

Purpose: JavaScript automation for Google Ads campaign management.

Inputs Required: - Google Ads account access - Specific automation goal - Thresholds (ROAS targets, quality score minimums, budget limits)

Outputs: - Working JavaScript code for Google Ads Scripts - Audit log configuration - Google Sheets integration for reporting

Key Capabilities: - Pause low-quality keywords - Optimize bids based on ROAS - Export performance to Google Sheets - Budget management automation - Day-of-week bid adjustments - Quality score monitoring

External Dependencies: - Google Ads account - Google Sheets (for reporting) - Google Apps Script (optional)

Files: references/ads-api-reference.md, scripts/validators.py

ab-test-setup¶

Purpose: Statistically valid experiment design and analysis.

Inputs Required: - Baseline conversion rate - Traffic volume - Minimum detectable effect (MDE) - Testing tool available

Outputs: - Hypothesis document - Sample size calculation - Test design (A/B, A/B/n, MVT) - Metrics framework (primary, secondary, guardrail) - Analysis checklist

Key Frameworks: - Hypothesis Template: "Because [observation], we believe [change] will cause [outcome]" - Sample Size Quick Reference Table - Statistical Significance Interpretation

Files: references/sample-size-guide.md, references/test-templates.md

Related Skills: page-cro, analytics-tracking, copywriting

analytics-tracking¶

Purpose: Analytics implementation and measurement strategy.

Inputs Required: - Business goals and key conversions - Current tools (GA4, Mixpanel, etc.) - Tech stack - Privacy/compliance requirements

Outputs: - Tracking plan document - Event naming conventions - UTM parameter strategy - Implementation guide

Key Frameworks: - Object-Action Event Naming (signup_completed, cta_clicked) - Event Types: Pageviews, User Actions, System Events, Conversions - Debugging Checklist

Files: references/event-library.md, references/ga4-implementation.md, references/gtm-implementation.md

Related Skills: ga4, gtm, ab-test-setup

ga4¶

Purpose: Complete Google Analytics 4 implementation guide.

Inputs Required: - GA4 Measurement ID (G-XXXXXXXXXX) - Implementation method (gtag.js, GTM, or CMS plugin) - Events to track

Outputs: - Setup instructions - Custom event implementation - Custom dimensions configuration - Ecommerce tracking - Privacy/consent mode setup

Key Frameworks: - Event Categories: Automatic, Enhanced Measurement, Recommended, Custom - Parameter Limits: 25 per event, 40 char names, 100 char values - Reporting Identity: User ID, Device ID, Modeling

Files: 15 reference files covering setup, events, dimensions, reporting, BigQuery, privacy

External Dependencies: GA4 property, gtag.js or GTM

Related Skills: gtm, analytics-tracking

gtm¶

Purpose: Google Tag Manager implementation and management.

Inputs Required: - GTM Container ID - Tags to implement (GA4, Google Ads, Facebook Pixel, etc.) - Trigger conditions - Data layer requirements

Outputs: - Container configuration - Tag/Trigger/Variable setup - Data layer implementation code - Debugging workflow

Key Frameworks: - Tag Naming: [Platform] - [Type] - [Description] - ES5 JavaScript requirement (var, function, string concat) - RE2 Regex syntax

Files: 9 reference files covering setup, tags, triggers, variables, data layer, debugging, API

External Dependencies: GTM account, website access

Related Skills: ga4, analytics-tracking

page-cro¶

Purpose: Conversion rate optimization for marketing pages.

Inputs Required: - Page URL or content - Page type (homepage, landing, pricing, feature, blog) - Primary conversion goal - Traffic source - Current metrics

Outputs: - Quick wins (immediate fixes) - High-impact changes (prioritized) - A/B test ideas - Copy alternatives with rationale

Analysis Framework (in order of impact): 1. Value Proposition Clarity 2. Headline Effectiveness 3. CTA Placement, Copy, and Hierarchy 4. Visual Hierarchy and Scannability 5. Trust Signals and Social Proof 6. Objection Handling 7. Friction Points

Files: references/experiments.md

Related Skills: copywriting, ab-test-setup, signup-flow-cro, form-cro, popup-cro

form-cro¶

Purpose: Optimize forms that are NOT signup/registration.

Inputs Required: - Form type (lead capture, contact, demo request, quote, survey) - Current field count and completion rate - Mobile vs desktop split - What happens after submission

Outputs: - Field-by-field optimization - Layout recommendations - Error handling improvements - Multi-step form design (if applicable) - Test hypotheses

Key Frameworks: - Field Cost: 3 fields baseline; 7+ = 25-50% reduction - Field Order: Easy first, sensitive last - Single column > multi-column

Files: Extensive experiment ideas for form structure, copy, and mobile

Related Skills: signup-flow-cro, popup-cro, page-cro, ab-test-setup

Purpose: Optimize signup, registration, and trial activation flows.

Inputs Required: - Flow type (free trial, freemium, paid, waitlist) - Current steps and fields - Completion rate and drop-off points - Compliance requirements

Outputs: - Field reduction recommendations - Single-step vs multi-step decision - Social auth strategy - Mobile optimization - Post-submit experience design

Key Frameworks: - Essential fields: Email, Password - Often needed: Name - Usually deferrable: Company, Role, Team size, Phone

Related Skills: onboarding-cro, form-cro, page-cro, ab-test-setup

onboarding-cro¶

Purpose: Post-signup user activation and time-to-value optimization.

Inputs Required: - Product type and core value proposition - Activation definition ("aha moment") - Current flow and drop-off points - Activation rate

Outputs: - Activation goal definition - Onboarding flow design - Checklist items - Empty state copy - Email sequence triggers - Metrics plan

Key Frameworks: - Time-to-Value First - One Goal Per Session - Do, Don't Show - Progress Creates Motivation

Related Skills: signup-flow-cro, email-sequence, paywall-upgrade-cro

Purpose: Popup, modal, and overlay optimization.

Inputs Required: - Popup purpose (email capture, lead magnet, discount, exit intent) - Trigger type (time, scroll, exit intent, click) - Current performance - Mobile vs desktop split

Outputs: - Popup type recommendation - Trigger strategy - Copy (headline, subhead, CTA, decline) - Design specifications - Frequency and targeting rules - Multiple popup strategy (if needed)

Key Frameworks: - Timing: Too early = annoying; Too late = missed opportunity - Trigger Types: Time, Scroll, Exit Intent, Click, Page Count, Behavior - Benchmarks: Email 2-5%, Exit Intent 3-10%, Click-triggered 10%+

Related Skills: form-cro, page-cro, email-sequence

copywriting¶

Purpose: Marketing copy for pages (homepage, landing, pricing, feature, about).

Inputs Required: - Page type and primary action - Target audience - Product/offer differentiation - Proof points (numbers, testimonials) - Traffic source

Outputs: - Full page copy organized by section - Headline alternatives (2-3 with rationale) - CTA alternatives - Meta content (title, description)

Key Principles: - Clarity over Cleverness - Benefits over Features - Specificity over Vagueness - Customer Language over Company Language

Files: references/copy-frameworks.md, references/natural-transitions.md

Related Skills: copy-editing, page-cro, email-sequence, popup-cro

content-strategy¶

Purpose: Plan content that drives traffic, builds authority, and generates leads.

Inputs Required: - Business and ICP description - Primary goal (traffic, leads, brand awareness) - Customer questions and objections - Existing content and resources

Outputs: - 3-5 Content Pillars with rationale - Priority Topics with keyword targets - Topic Cluster Map - Prioritization scoring

Key Frameworks: - Searchable vs Shareable Content - Hub and Spoke Architecture - Keyword Research by Buyer Stage (Awareness → Consideration → Decision → Implementation) - Content Ideation Sources: Keywords, Call Transcripts, Surveys, Forums, Competitors

Related Skills: copywriting, seo-audit, programmatic-seo, social-content

email-sequence¶

Purpose: Email sequences, drip campaigns, and lifecycle automation.

Inputs Required: - Sequence type (welcome, nurture, re-engagement, onboarding, sales) - Trigger event - Audience context - Primary conversion goal

Outputs: - Sequence overview (trigger, timing, exit conditions) - Email-by-email copy (subject, preview, body, CTA) - Metrics plan

Key Frameworks: - One Email, One Job - Value Before Ask - Timing: Welcome immediate, early 1-2 days, nurture 2-4 days

Files: references/sequence-templates.md, references/email-types.md, references/copy-guidelines.md

External Dependencies: Email platform (Customer.io, Mailchimp, Resend, SendGrid)

Related Skills: onboarding-cro, copywriting, popup-cro

seo-audit¶

Purpose: Comprehensive SEO analysis across 7 domains with scoring.

Inputs Required: - URL to audit - Audit type (quick, full site, competitor, AI visibility)

Outputs: - Scored report (0-100 per domain, weighted overall) - Critical issues, warnings, info items - Prioritized action plan - Score projection

7 Audit Domains: 1. Technical SEO (20%) 2. On-Page SEO (20%) 3. Content Quality (15%) 4. Performance (15%) 5. Structured Data (10%) 6. Mobile Usability (10%) 7. AI Visibility (10%)

Data Collection (no API keys required): - HTML via WebFetch - robots.txt, sitemap.xml, llms.txt - HTTP headers via curl - PageSpeed Insights API (free)

Files: 7 reference files, 2 templates, scoring rubric

Related Skills: content-strategy, programmatic-seo, schema-markup

icp-discovery¶

Purpose: Build Ideal Customer Profiles through guided discovery interview.

Inputs Required: - Company context (from 22-COMPANY/about/) - Buyer model determination (B2B, Owner-Operator, B2C) - Interview responses

Outputs: - ideal_customer_profile.md with full profile - Optional: ICP scoring card - Per-service-line ICPs if applicable

Buyer Models: - B2B: Companies with teams, buying committees - Owner-Operator: Solopreneurs, freelancers, small business owners - B2C: Individual consumers

Files: references/icp_framework.md, references/scoring_rubric.md

Related Skills: pricing-strategy, content-strategy, paid-ads

pricing-strategy¶

Purpose: Pricing, packaging, and monetization strategy.

Inputs Required: - Product type (SaaS, marketplace, e-commerce, service) - Current pricing and target market - Competitor pricing - Go-to-market motion (self-serve, sales-led, hybrid)

Outputs: - Pricing tier structure - Value metric recommendation - Pricing page best practices - Price increase strategy (if applicable)

Key Frameworks: - Three Pricing Axes: Packaging, Pricing Metric, Price Point - Good-Better-Best Tier Framework - Van Westendorp Method - Pricing Psychology: Anchoring, Decoy Effect, Charm Pricing

Files: references/tier-structure.md, references/research-methods.md

Related Skills: page-cro, copywriting, ab-test-setup

launch-strategy¶

Purpose: Product launches, feature announcements, and release strategy.

Inputs Required: - What's launching (new product, major feature, minor update) - Audience size and engagement - Owned channels (email list, blog, community) - Timeline

Outputs: - Phase-by-phase launch plan - Channel strategy (ORB Framework) - Product Hunt strategy (if applicable) - Post-launch marketing plan - Launch checklist

Five-Phase Approach: 1. Internal Launch 2. Alpha Launch 3. Beta Launch 4. Early Access Launch 5. Full Launch

ORB Framework: - Owned: Email, blog, community (build these first) - Rented: Social media, app stores (drive to owned) - Borrowed: Guest content, collaborations, influencers

Related Skills: email-sequence, page-cro, social-content

programmatic-seo¶

Purpose: SEO-optimized pages at scale using templates and data.

Inputs Required: - Keyword patterns to target - Available data (proprietary, product-derived, public) - Number of pages planned - Technical stack

Outputs: - Playbook recommendation - Page template design - Internal linking architecture - Quality checklist

12 Playbooks: Templates, Curation, Conversions, Comparisons, Examples, Locations, Personas, Integrations, Glossary, Translations, Directory, Profiles

Key Principles: - Unique value per page (not just variable swapping) - Proprietary data wins - Subfolders over subdomains - Quality over quantity

Files: references/playbooks.md

Related Skills: seo-audit, schema-markup, competitor-alternatives

Purpose: Social media content strategy and creation.

Inputs Required: - Platform focus (LinkedIn, Twitter/X, Instagram, TikTok, Facebook) - Goals (brand awareness, leads, traffic, community) - Audience and brand voice - Time available

Outputs: - Content pillars (3-5 with % allocation) - Hook formulas - Content calendar - Repurposing system - Engagement strategy

Key Frameworks: - Platform Quick Reference (best for, frequency, key format) - Hook Types: Curiosity, Story, Value, Contrarian - Reverse Engineering Viral Content (6-step process)

Files: references/platforms.md, references/post-templates.md, references/reverse-engineering.md

Related Skills: copywriting, launch-strategy, email-sequence

referral-program¶

Purpose: Referral and affiliate program design.

Inputs Required: - Program type (customer referral vs affiliate) - Customer LTV and current CAC - Product shareability - Budget for rewards

Outputs: - Program design (referral loop, trigger moments) - Incentive structure - Launch checklist - Email sequences - Optimization playbook

Key Frameworks: - Referral Loop: Trigger → Share → Convert → Reward → Loop - Single-sided vs Double-sided Rewards - Referral vs Affiliate Decision Matrix

Files: references/program-examples.md, references/affiliate-programs.md

External Dependencies: Referral platform (Rewardful, Tolt, Mention Me)

Related Skills: launch-strategy, email-sequence, analytics-tracking

Compound Workflows¶

Skills are most powerful when combined. Here are proven multi-skill workflows:

Workflow 1: Complete Campaign Launch¶

Skills: icp-discovery → content-strategy → copywriting → page-cro → paid-ads → analytics-tracking → ab-test-setup

Week 1: Foundation
├── icp-discovery: Define your ideal customer
├── content-strategy: Identify pain points and keywords
└── Save output to {company.marketing-context}

Week 2: Assets
├── copywriting: Create landing page copy
├── page-cro: Optimize for conversions
└── analytics-tracking: Set up conversion tracking

Week 3: Launch
├── paid-ads: Design campaign structure and ad copy
├── ga4 + gtm: Implement tracking
└── ab-test-setup: Plan landing page tests

Skills: content-strategy → seo-audit → programmatic-seo → copywriting → schema-markup

Phase 1: Strategy
├── seo-audit: Baseline current SEO health
├── content-strategy: Define pillars and clusters
└── Identify programmatic opportunities

Phase 2: Build
├── programmatic-seo: Design template pages
├── copywriting: Create pillar content
├── schema-markup: Add structured data
└── seo-audit: Validate implementation

Workflow 3: Conversion Funnel Optimization¶

Skills: page-cro → form-cro → signup-flow-cro → onboarding-cro → email-sequence

Start at the bottom of funnel (highest impact):
├── onboarding-cro: Optimize activation rate
├── signup-flow-cro: Reduce signup friction
├── form-cro: Optimize lead capture
├── page-cro: Improve landing pages
└── email-sequence: Create nurture flows

Workflow 4: Product Launch¶

Skills: launch-strategy → copywriting → email-sequence → social-content → paid-ads → popup-cro

Pre-Launch:
├── launch-strategy: Plan phases and channels
├── copywriting: Create launch landing page
├── email-sequence: Design announcement sequence
└── popup-cro: Create early access capture

Launch:
├── social-content: Content calendar for launch week
├── paid-ads: Paid promotion strategy
└── email-sequence: Nurture new signups

Workflow 5: Paid Ads Optimization Loop¶

Skills: paid-ads → analytics-tracking → ab-test-setup → page-cro → google-ads-scripts

Continuous Optimization:
├── paid-ads: Initial campaign setup
├── analytics-tracking: Attribution setup
├── ab-test-setup: Landing page tests
├── page-cro: Apply learnings
├── google-ads-scripts: Automate bid optimization
└── Repeat with learnings

Workflow 6: Full-Funnel Growth System¶

Skills: icp-discovery → content-strategy → seo-audit → paid-ads → page-cro → signup-flow-cro → onboarding-cro → email-sequence → referral-program

Foundation Layer:
├── icp-discovery: Know your customer
├── content-strategy: Organic acquisition strategy
└── pricing-strategy: Monetization design

Acquisition Layer:
├── seo-audit + programmatic-seo: Organic traffic
├── paid-ads: Paid traffic
├── social-content: Social distribution
└── page-cro: Convert traffic

Activation Layer:
├── signup-flow-cro: Reduce friction
├── onboarding-cro: Drive to aha moment
└── email-sequence: Nurture to activation

Retention & Growth Layer:
├── referral-program: Viral growth
├── email-sequence: Retention campaigns
└── paywall-upgrade-cro: Monetization

Input Files & Dependencies¶

Shared Context Files¶

File	Purpose	Skills That Use It
`{company.marketing-context}`	Company, product, audience context	ALL marketing skills
`{company.profile}`	Company identity	icp-discovery
`{company.offerings}`	What you sell	icp-discovery
`{company.icp}`	ICP document	content-strategy, copywriting, paid-ads

Per-Skill Reference Files¶

Most skills include references/ folders with: - Frameworks and templates - Checklists and rubrics - Example documents - Implementation guides

External Dependencies by Skill¶

Skill	External Dependencies
paid-ads	Ad platform accounts (Google, Meta, LinkedIn), Conversion pixels
google-ads-scripts	Google Ads account, Google Sheets
ga4	GA4 property, gtag.js or GTM
gtm	GTM account, website access
seo-audit	None (uses free PageSpeed API)
email-sequence	Email platform (Customer.io, Mailchimp, Resend, etc.)
referral-program	Referral platform (Rewardful, Tolt, etc.)
ab-test-setup	Testing tool (Optimizely, VWO, PostHog)

Tool Integrations¶

Many skills reference a tools registry at tools/REGISTRY.md with integration guides for:

Analytics: GA4, Mixpanel, Amplitude, PostHog, Segment

Advertising: Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads

Email: Customer.io, Mailchimp, Resend, SendGrid, Kit

Referrals: Rewardful, Tolt, Mention Me, Dub.co

Sample Workflows¶

Example 1: "I need to launch a new feature"¶

Prompt sequence:

1. "Help me plan the launch for our new [feature]. Launch date is [date]."
   → Activates: launch-strategy
   → Output: Phase-by-phase plan, channel strategy

2. "Write the announcement email sequence"
   → Activates: email-sequence
   → Output: 3-5 email sequence with full copy

3. "Create the landing page copy for this feature"
   → Activates: copywriting
   → Output: Full page copy with alternatives

4. "Set up the tracking for this launch"
   → Activates: analytics-tracking
   → Output: Event tracking plan, UTM strategy

5. "Create social content for launch week"
   → Activates: social-content
   → Output: Content calendar with posts

Example 2: "My ads aren't converting"¶

Prompt sequence:

1. "Audit my landing page for conversion issues: [URL]"
   → Activates: page-cro
   → Output: Issues, fixes, test ideas

2. "The form might be the problem - it has 8 fields"
   → Activates: form-cro
   → Output: Field reduction strategy, layout fixes

3. "Design an A/B test for the new form vs current"
   → Activates: ab-test-setup
   → Output: Hypothesis, sample size, metrics

4. "Rewrite the headline and CTA copy"
   → Activates: copywriting
   → Output: 3 headline alternatives, 3 CTA alternatives

5. "Set up proper conversion tracking"
   → Activates: analytics-tracking + ga4
   → Output: Event setup, attribution configuration

Example 3: "Build my content strategy from scratch"¶

Prompt sequence:

1. "Let's define my ICP first"
   → Activates: icp-discovery
   → Output: Comprehensive ICP document

2. "Create a content strategy based on this ICP"
   → Activates: content-strategy
   → Output: Pillars, clusters, priority topics

3. "Run an SEO audit on my current site"
   → Activates: seo-audit
   → Output: Scored report, opportunities

4. "Design a programmatic SEO approach for [pattern]"
   → Activates: programmatic-seo
   → Output: Template, data requirements, architecture

5. "Write the pillar page for [topic]"
   → Activates: copywriting
   → Output: Full page copy

Prompt sequence:

1. "Audit my signup flow - here's the current process: [description]"
   → Activates: signup-flow-cro
   → Output: Field reduction, UX improvements

2. "Now optimize what happens after signup"
   → Activates: onboarding-cro
   → Output: Activation definition, checklist design

3. "Create the onboarding email sequence"
   → Activates: email-sequence
   → Output: 5-7 email sequence

4. "Design re-engagement for users who don't activate"
   → Activates: email-sequence
   → Output: Recovery sequence

5. "Set up the tracking for this funnel"
   → Activates: analytics-tracking
   → Output: Funnel events, drop-off tracking

Best Practices¶

1. Create Product Marketing Context First¶

Before using any skill extensively, create {company.marketing-context}:

# Product Marketing Context

## Company
- Name: [Company Name]
- What we do: [One sentence]
- Category: [Market category]

## Product
- Core value proposition: [Primary benefit]
- Key differentiators: [1-3 unique aspects]
- Primary use cases: [Top 3]

## Audience
- ICP: [Description]
- Key pain points: [Top 3]
- Buying triggers: [What makes them buy now]

## Voice & Tone
- Brand personality: [3-5 adjectives]
- Formality level: [Casual/Professional/Formal]
- What to avoid: [Topics, phrases, approaches]

2. Follow Skill Relationships¶

Each skill documents related skills. Use them: - page-cro recommends ab-test-setup for testing changes - copywriting recommends copy-editing for polish - signup-flow-cro connects to onboarding-cro

3. Work Bottom-Up on Funnels¶

Start optimizing at the bottom of funnel (highest impact): 1. Onboarding/activation first 2. Then signup 3. Then landing pages 4. Then traffic sources

4. Use Sub-Agents for Heavy Lifting¶

Several skills are designed to spawn sub-agents: - seo-audit: Parallel analysis of 7 domains - business-baseline: Diagram generation - Complex skills with multiple outputs

5. Track What You Build¶

After implementing any skill output: 1. Use analytics-tracking to measure 2. Use ab-test-setup to validate 3. Document learnings in your vault

Troubleshooting¶

"Skill isn't activating"¶

Use exact trigger phrases from the skill description
Be specific about what you want
Try: "I want to [exact skill name]..."

"Missing context"¶

Create {company.marketing-context}
Answer the skill's initial questions fully
Provide URLs, metrics, and examples

"Output isn't actionable"¶

Provide more specific inputs
Ask follow-up questions
Request specific formats ("give me the email copy" vs "help with email")

"Skill asks too many questions"¶

Front-load context in your prompt
Use {company.marketing-context}
Provide: audience, goal, constraints, current state

Appendix: Skill Quick Reference¶

Skill	Primary Use Case	Key Output
paid-ads	Ad campaigns	Campaign structure, ad copy
google-ads-scripts	Google Ads automation	JavaScript code
ab-test-setup	Experiment design	Hypothesis, sample size
analytics-tracking	Tracking implementation	Event plan, UTM strategy
ga4	GA4 setup	Implementation guide
gtm	Tag Manager	Container config
page-cro	Page conversion	Audit, fixes, tests
form-cro	Form optimization	Field optimization
signup-flow-cro	Signup optimization	Flow redesign
onboarding-cro	User activation	Onboarding design
popup-cro	Modal optimization	Popup design
copywriting	Marketing copy	Page copy
copy-editing	Copy improvement	Edited copy
content-strategy	Content planning	Pillars, topics
email-sequence	Email automation	Email sequence
social-content	Social media	Content calendar
seo-audit	SEO analysis	Scored report
programmatic-seo	Pages at scale	Template design
schema-markup	Structured data	JSON-LD code
icp-discovery	Customer profile	ICP document
pricing-strategy	Pricing design	Tier structure
launch-strategy	Product launch	Launch plan
competitor-alternatives	Comparison content	Page framework
referral-program	Viral growth	Program design
paywall-upgrade-cro	Monetization	Upgrade flow
free-tool-strategy	Lead generation	Tool strategy

This guide is a living document. As skills evolve, update this reference.

Marketing Skills User Guide¶

Table of Contents¶

Overview¶

How Skills Work¶

Key Files¶

Skill Categories¶

Paid Advertising & Campaigns¶

Analytics & Tracking¶

Conversion Rate Optimization (CRO)¶

Content & Copywriting¶

SEO & Search¶

Business Strategy¶

Growth & Retention¶

Quick Start Prompts¶

Foundation Setup¶

Paid Advertising¶

Conversion Optimization¶

Content & SEO¶

Email & Nurture¶

Strategy¶

Skill Reference¶

paid-ads¶

google-ads-scripts¶

ab-test-setup¶

analytics-tracking¶

ga4¶

gtm¶

page-cro¶

form-cro¶

signup-flow-cro¶

onboarding-cro¶

popup-cro¶

copywriting¶

content-strategy¶

email-sequence¶

seo-audit¶

icp-discovery¶

pricing-strategy¶

launch-strategy¶

programmatic-seo¶

social-content¶

referral-program¶

Compound Workflows¶

Workflow 1: Complete Campaign Launch¶

Workflow 2: SEO Content Machine¶

Workflow 3: Conversion Funnel Optimization¶

Workflow 4: Product Launch¶

Workflow 5: Paid Ads Optimization Loop¶

Workflow 6: Full-Funnel Growth System¶

Input Files & Dependencies¶

Shared Context Files¶

Per-Skill Reference Files¶

External Dependencies by Skill¶

Tool Integrations¶

Sample Workflows¶

Example 1: "I need to launch a new feature"¶

Example 2: "My ads aren't converting"¶

Example 3: "Build my content strategy from scratch"¶

Example 4: "Improve my signup conversion rate"¶

Best Practices¶

1. Create Product Marketing Context First¶

2. Follow Skill Relationships¶

3. Work Bottom-Up on Funnels¶

4. Use Sub-Agents for Heavy Lifting¶

5. Track What You Build¶

Troubleshooting¶

"Skill isn't activating"¶

"Missing context"¶

"Output isn't actionable"¶

"Skill asks too many questions"¶

Appendix: Skill Quick Reference¶