Setup Guide

5 marketing skills that turn Claude into your marketing team

By Dan Donovan, @askdandonovan

One repo. 36 skills. Works in Claude Code and the Claude browser/desktop app. Here's how to set it up and which 5 skills to use first.

3Steps
~8 minSetup time
36Skills included
$0Extra cost

Skills are add-ons that teach Claude how to handle specific marketing tasks. Without skills, Claude is smart but generic. With the right skills installed, it writes landing page copy using real conversion frameworks, generates platform-specific ad variations, and audits your site for SEO issues. Not vague advice, specific fixes.

These skills come from Corey Haynes' marketing skills repo (21,800+ stars on GitHub). They're free and open source.

What you'll have after this
Copywriting
Rewrite any page using conversion frameworks
Ad Creative
Generate ad variations for every platform
SEO Audit
Find what's broken in your Google rankings
AI Search (GEO)
Get cited by ChatGPT, Perplexity, and AI Overviews
Email Sequences
Welcome, nurture, and launch flows
Page CRO
Audit any page and fix what's not converting
Before you start: You need Claude Code installed and a Claude Pro plan ($20/mo) or higher. The marketing skills themselves are free. If you haven't set up Claude Code yet, run npm install -g @anthropic-ai/claude-code in your terminal first.
1

Install the marketing skills

One command installs all 36 skills from Corey Haynes' repo.

Terminal
npx skills add coreyhaines31/marketingskills

All 36 skills install in about 30 seconds. You only need 5 of them to cover most of your marketing.

2

Run the product-marketing-context skill first

This is the step most people skip, and it's why their output is generic. This skill interviews you about your business. Every other skill checks it before doing anything.

Claude Code
/product-marketing-context — Interview me about my business so every other marketing skill has the context it needs.

Claude asks about your product, audience, positioning, and competitors. Answer in plain English. Takes about 3 minutes. Once done, every skill below automatically knows who you are and what you sell.

This is the difference between generic and specific. Without this step, the copywriting skill writes generic landing page copy. With it, Claude writes copy that references your specific product, uses your tone of voice, and speaks to your actual customer.
3

Use the 5 skills that matter

There are 36 skills in the library. These are the 5 that handle 90% of your marketing work. Each one has the best prompt to start with, what good output looks like, the follow-up prompt most people miss, and the one mistake that makes the output bad.

1
Copywriting
Paste your landing page URL and Claude rewrites your headlines, subheads, and CTAs using real conversion frameworks (PAS, AIDA, Before-After-Bridge). It applies a specific structure to each section of your page.

Best first prompt:

Start here
/copywriting — Read my landing page at [YOUR URL]. Identify the 3 weakest sections of copy and rewrite each one. Show me the before and after side by side so I can see what changed and why.

What good output looks like: Claude should return specific rewrites with explanations like "Your headline talks about your company. I've rewritten it to talk about the customer's problem instead." If it gives vague advice like "improve your headline," give it more context about your audience.

Follow-up prompt:

Then run this
/page-cro — Now score the rewritten copy you just produced. Does the new version actually convert better? What else should I fix?
Common mistake: Saying "rewrite my landing page." Too vague. Instead, tell Claude which sections to focus on and what's not working. "My headline doesn't explain what we do" or "people aren't clicking the CTA" gives Claude something to solve.
2
Ad Creative
Tell Claude what you're advertising and which platforms you run on. It writes headlines, descriptions, primary text, and CTAs, each one tailored to the platform. Meta gets story-based copy, Google gets short headlines, LinkedIn gets professional tone.

Best first prompt:

Start here
/ad-creative — Here is my best-performing ad: [PASTE YOUR AD TEXT]. Write 10 variations in this style for Meta and Google Ads. Keep the same tone but test different hooks and CTAs.

What good output looks like: Each variation should feel different, not the same sentence reworded 10 times. You should see different angles: pain-point hooks, benefit-led hooks, social proof hooks, urgency hooks. If they all sound the same, tell Claude "these are too similar, give me more variety in the angles."

Follow-up prompt:

Then run this
/ad-creative — Now take the 3 strongest variations and write 5 more versions of each. I want to A/B test these.
Common mistake: Saying "write me ads" with no reference point. If you give Claude your best-performing ad first, the output jumps from C+ to A because it has a style to build from. No reference = generic output.
3
SEO Audit + AI Search (GEO)
This is actually two separate skills that work together. The seo-audit skill handles traditional Google rankings: keywords, technical issues, content structure. The ai-seo skill handles AI search visibility, getting cited by ChatGPT, Perplexity, and Google AI Overviews. Install both. Run both.

Best first prompt (Google SEO):

Run this first
/seo-audit — Run a full SEO audit on [YOUR URL]. Check keyword gaps, content structure, technical issues. Prioritise the fixes by impact.

Then check AI search visibility (GEO):

Then run this
/ai-seo — Score my visibility on ChatGPT, Perplexity, and Google AI Overviews for my key queries. Tell me what to change so AI search engines actually cite my content.

What good output looks like: A prioritised list of specific issues: "your homepage has no H1 tag" or "you're not showing up in ChatGPT for [your keyword] because your content lacks structured data." If the report is vague, add "be specific about what to change on each page."

Follow-up prompt:

Competitor check
/seo-audit — Now run the same audit on my competitor at [COMPETITOR URL]. Show me where they rank and I don't, and what content I should create to close the gap.
Common mistake: Only checking Google. Half of your potential customers are now searching on ChatGPT and Perplexity. If your content isn't structured for AI search, you're invisible to a growing chunk of your market. Run both skills.
4
Email Sequence
Tell Claude what your business does and what the sequence is for: welcome series, product launch, nurture flow, re-engagement. It writes subject lines, preview text, body copy, CTAs, send timing, and branching logic based on opens and clicks.

Best first prompt:

Start here
/email-sequence — Write a 6-email welcome sequence for new subscribers. My lead magnet is [WHAT THEY DOWNLOADED]. The goal is to build trust and get them to [YOUR DESIRED ACTION]. Include subject lines, send timing in days, and what to send if they don't open email 3.

What good output looks like: Each email should have a clear purpose, not six versions of "hey, just checking in." Email 1 delivers the lead magnet. Email 2 shares a quick win. Email 3 tells a story. Email 4 handles objections. Email 5 creates urgency. Email 6 makes the ask. If all six sound the same, tell Claude "each email needs a different job."

Follow-up prompt:

Then run this
/email-sequence — Now write a 3-email re-engagement sequence for subscribers who haven't opened anything in 30 days. Make the subject lines impossible to ignore.
Common mistake: Not telling Claude what the subscriber downloaded. If Claude knows they opted in for an "SEO checklist," the welcome sequence can reference SEO in every email. Without that context, you get generic "thanks for subscribing" emails.
5
Page CRO
Give Claude any page URL and it reads the whole thing like a conversion consultant: headline, copy, CTA placement, form fields, social proof, pricing section. It tells you what's broken and exactly what to change.

Best first prompt:

Start here
/page-cro — Audit my sales page at [YOUR URL]. I'm getting traffic but not enough conversions. List every issue you find, rank them by impact, and tell me exactly what to change for each one.

What good output looks like: Specific issues with specific fixes. "Your CTA button says 'Submit'. Change it to 'Get My Free Quote' because it tells the visitor what they get." If Claude gives you advice like "consider improving your value proposition," push back: "be more specific: which exact words on the page should change and what should they say instead?"

Follow-up prompt:

Then run this
/copywriting — Now rewrite the 3 highest-impact sections you just flagged in the CRO audit. Show me the before and after for each one.
Common mistake: Running the audit and then not doing anything with it. The follow-up prompt above chains CRO into copywriting. Claude finds the problems, then immediately fixes them. That's the whole point of having multiple skills. Use them together.
+

All 36 skills in the library

Start with the 5 skills above. Get comfortable using them on your own pages and campaigns before exploring the rest.
Before you start: You need a Claude account at claude.ai (or the Claude desktop app). Free, Pro, Max, Team, or Enterprise all work. You'll also need to enable one setting before skills work.

How installing works: In the Claude browser or desktop app, go to Customize in the sidebar, then Create new skills. You'll upload each skill as a zip file. No commands to type, everything is click-based.

One-time setup (do this first)
1. Go to Settings (gear icon)
2. Click Capabilities
3. Toggle on Code execution and file creation
Why this matters: Skills need code execution to analyse pages, generate documents, and create files. Without this toggle, Claude can describe what it would do, but can't actually do it.
1

Download and upload the skills

Download each skill zip below. Then in Claude, go to Customize → Create new skills → click the + button → Upload skill → select the zip file. Repeat for each skill.

Start with this one. It's the foundation:

Download: Product Marketing Context

This interviews you about your business. Every other skill checks it first. Upload and run this before the rest.

Then upload these 5:

2

Tell Claude about your business

After uploading the product-marketing-context skill, paste this into a new Claude conversation:

Paste into Claude
Use the product-marketing-context skill to interview me about my business. I want every other marketing skill to have context about who I am and what I sell.

Answer Claude's questions in plain English. Takes about 3 minutes. Once done, every skill you use after this will know your business.

3

Use the 5 skills

The prompts are the same as the Claude Code tab. Just paste them into your Claude conversation instead of the terminal. Here are the best starting prompts for each skill:

1
Copywriting
Paste your landing page URL and Claude rewrites your headlines, subheads, and CTAs using real conversion frameworks (PAS, AIDA, Before-After-Bridge). It applies a specific structure to each section of your page.

Best first prompt:

Paste into Claude
Use the copywriting skill. Read my landing page at [YOUR URL]. Identify the 3 weakest sections of copy and rewrite each one. Show me the before and after side by side so I can see what changed and why.

What good output looks like: Claude should return specific rewrites with explanations like "Your headline talks about your company. I've rewritten it to talk about the customer's problem instead." If it gives vague advice like "improve your headline," give it more context about your audience.

Follow-up prompt:

Then paste this
Use the page-cro skill. Score the rewritten copy you just produced. Does the new version actually convert better? What else should I fix?
Common mistake: Saying "rewrite my landing page." Too vague. Instead, tell Claude which sections to focus on and what's not working. "My headline doesn't explain what we do" or "people aren't clicking the CTA" gives Claude something to solve.
2
Ad Creative
Tell Claude what you're advertising and which platforms you run on. It writes headlines, descriptions, primary text, and CTAs, each one tailored to the platform. Meta gets story-based copy, Google gets short headlines, LinkedIn gets professional tone.

Best first prompt:

Paste into Claude
Use the ad-creative skill. Here is my best-performing ad: [PASTE YOUR AD TEXT]. Write 10 variations in this style for Meta and Google Ads. Keep the same tone but test different hooks and CTAs.

What good output looks like: Each variation should feel different, not the same sentence reworded 10 times. You should see different angles: pain-point hooks, benefit-led hooks, social proof hooks, urgency hooks. If they all sound the same, tell Claude "these are too similar, give me more variety in the angles."

Follow-up prompt:

Then paste this
Use the ad-creative skill. Take the 3 strongest variations and write 5 more versions of each. I want to A/B test these.
Common mistake: Saying "write me ads" with no reference point. If you give Claude your best-performing ad first, the output jumps from C+ to A because it has a style to build from. No reference = generic output.
3
SEO Audit + AI Search (GEO)
This is actually two separate skills that work together. The seo-audit skill handles traditional Google rankings: keywords, technical issues, content structure. The ai-seo skill handles AI search visibility, getting cited by ChatGPT, Perplexity, and Google AI Overviews. Install both. Run both.

Best first prompt (Google SEO):

Google SEO
Use the seo-audit skill. Run a full SEO audit on [YOUR URL]. Check keyword gaps, content structure, technical issues. Prioritise the fixes by impact.

Then check AI search visibility (GEO):

AI Search / GEO
Use the ai-seo skill. Score my visibility on ChatGPT, Perplexity, and Google AI Overviews for my key queries. Tell me what to change so AI search engines actually cite my content.

What good output looks like: A prioritised list of specific issues: "your homepage has no H1 tag" or "you're not showing up in ChatGPT for [your keyword] because your content lacks structured data." If the report is vague, add "be specific about what to change on each page."

Follow-up prompt:

Competitor check
Use the seo-audit skill. Run the same audit on my competitor at [COMPETITOR URL]. Show me where they rank and I don't, and what content I should create to close the gap.
Common mistake: Only checking Google. Half of your potential customers are now searching on ChatGPT and Perplexity. If your content isn't structured for AI search, you're invisible to a growing chunk of your market. Run both skills.
4
Email Sequence
Tell Claude what your business does and what the sequence is for: welcome series, product launch, nurture flow, re-engagement. It writes subject lines, preview text, body copy, CTAs, send timing, and branching logic based on opens and clicks.

Best first prompt:

Paste into Claude
Use the email-sequence skill. Write a 6-email welcome sequence for new subscribers. My lead magnet is [WHAT THEY DOWNLOADED]. The goal is to build trust and get them to [YOUR DESIRED ACTION]. Include subject lines, send timing in days, and what to send if they don't open email 3.

What good output looks like: Each email should have a clear purpose, not six versions of "hey, just checking in." Email 1 delivers the lead magnet. Email 2 shares a quick win. Email 3 tells a story. Email 4 handles objections. Email 5 creates urgency. Email 6 makes the ask. If all six sound the same, tell Claude "each email needs a different job."

Follow-up prompt:

Then paste this
Use the email-sequence skill. Write a 3-email re-engagement sequence for subscribers who haven't opened anything in 30 days. Make the subject lines impossible to ignore.
Common mistake: Not telling Claude what the subscriber downloaded. If Claude knows they opted in for an "SEO checklist," the welcome sequence can reference SEO in every email. Without that context, you get generic "thanks for subscribing" emails.
5
Page CRO
Give Claude any page URL and it reads the whole thing like a conversion consultant: headline, copy, CTA placement, form fields, social proof, pricing section. It tells you what's broken and exactly what to change.

Best first prompt:

Paste into Claude
Use the page-cro skill. Audit my sales page at [YOUR URL]. I'm getting traffic but not enough conversions. List every issue you find, rank them by impact, and tell me exactly what to change for each one.

What good output looks like: Specific issues with specific fixes. "Your CTA button says 'Submit'. Change it to 'Get My Free Quote' because it tells the visitor what they get." If Claude gives you advice like "consider improving your value proposition," push back: "be more specific: which exact words on the page should change and what should they say instead?"

Follow-up prompt:

Then paste this
Use the copywriting skill. Rewrite the 3 highest-impact sections you just flagged in the CRO audit. Show me the before and after for each one.
Common mistake: Running the audit and then not doing anything with it. The follow-up prompt above chains CRO into copywriting. Claude finds the problems, then immediately fixes them. That's the whole point of having multiple skills. Use them together.