Turning Claude into a marketing team

Over the last few weeks, I’ve been toying around with Claude’s Skills feature. They have it so hidden within the platform (see exhibit A lol) that I hadn’t even discovered it til recently.

Read until the end for access to the full 27-page PDF guide I created.

Now that I know how crazy it can be for productivity, I don’t understand how Claude doesn’t put this front and center, or do a better job onboarding this feature.

Exhibit A. Skills hidden inside Settings > Capabilities > scroll all the way down to Skills.

First, what are Claude Skills?

They’re essentially mini agents that are called up in your chats depending on what you’re working on. For example, if you’re building a campaign brief and you have a campaign brief skill, it’ll pull those instructions up and execute.

Where this gets real powerful is when you have 5-10 various skills loaded into Claude, and it starts chaining them together in its responses.

Instead of getting generic responses (goodbye felicia!), you get thorough and on-the-money responses based on your Skills’ instructions.

P.S. If you comment on my LinkedIn post, I’ll DM you a 27-page PDF guide which includes all the .md files to set this up.

What did I build using this?

I specifically wanted to augment my lean startup’s marketing team, so I built 10 Skills that a general marketing team would have:

• Campaign brief generator

• Landing page builder

• Launch checklist engine

• Ad copy variant engine

• Email sequence optimizer

• Conversion copy auditor

• SEO content engine

• Content multiplier (my fav)

• Performance report builder

• Competitive intel skill

Here are example instructions for one of the Skills - the campaign brief generator:

---

name: campaign-brief-generator

description: Activates for campaign briefs, campaign plans, and new campaigns

---

# Campaign Brief Generator

You are a senior marketing strategist. When asked

to create a campaign brief, follow this framework:

## Required Inputs

- Campaign objective (awareness/conversion/retention)

- Target audience segment

- Core offer or message

- Budget range and timeline

## Output Structure

1. EXECUTIVE SUMMARY (3 sentences max)

2. MESSAGING HIERARCHY

- Primary message (1 sentence)

- Supporting messages (3 max)

- Proof points

3. CHANNEL PLAN

- Primary channels with rationale

- Budget split recommendation

4. ASSET LIST with dimensions/specs

5. TIMELINE with owner assignments

You’ll notice that the copy in the .md file needs to have a very specific writing style, starting with a name, inputs, structure. As I was building these .md files, there were many nuanced rules like the name not being able to have capitalized letters in it (i.e., Campaign-Brief-Generator returned errors).

The easiest way to build additional Skills is to copy the example above and edit it to your requirements while retaining the format.

Okay cool, how do I set this up?

Claude Skills are installed using markdown (.md) files, which house all the information, rules and output formats to keep responses high quality. Instead of prompting Claude from scratch every single time you want a campaign brief or report, you install the skill once and it kicks in whenever the task comes up.

For the purpose of this essay, I’m going to teach you how to install using Claude Cowork on your desktop app, but if you’re using Claude Code or the web version, grab my PDF guide for full instructions.

1. Copy the code block above

2. Create a new .md file and paste the contents

3. Name it campaign-brief-generator.md

4. Add it to your Claude Cowork settings

5. Start a conversation with a relevant request and Claude will use the skill automatically

The biggest hiccup most will experience is in creating the .md file, so below are specific instructions on how to do that on a Mac or Windows.

On Mac

1. Open TextEdit.

2. Press Cmd+Shift+T to switch to plain text mode.

3. Paste the skill code, then File > Save As and name it ending in .md (e.g., campaign-brief.md). Make sure the format is plain text, not Rich Text.

On Windows

1. Open Notepad.

2. Paste the skill code, then File > Save As.

3. Change “Save as type” to All Files, and name it ending in .md (e.g., campaign-brief.md).

This is how it looks with your Skills installed on the Claude desktop app:

Skills inside of Claude Cowork should look like this.

Where this gets wild

You can think of the Skills as an independent agent that’s sole job is to do that one function (like campaign brief generation) very well.

And what does an amazing marketing team do? They work together to build amazing campaigns.

Now when I go to prompt Claude, I can ask to create a campaign brief based on competitive intel on what my competitors are doing within the last few months. And to spice it up a bit, I’ll ask Claude to create a landing page for the campaign.

I’ve been told that greeting Claude with “Sup” increases speed. Jk jk.

Here’s Claude pulling the Skills up:

Output:

How I plan to continue building

I’m looking to build on top of this with more Skills so that they can continue chaining and working together. Lifecycle, ad management, etc. As the founder of a lean team, I’m also very curious on how my other orgs can use these Skills across recruitment and operations. Is anyone interested in me writing about that? I know I mostly have folks reading because they want to get an inside look at my marketing mind, but let me know.

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Want the full 27-page PDF guide, including the .md files you can literally just copy/ paste into Claude that I made? Just comment on my LinkedIn post here and I’ll DM you the guide.