Marketing runs on playbooks: when to pause an ad, how to score a landing page, what goes in a client report. A playbook is exactly what a Claude Skill holds. Write it down once, and Claude follows your steps every time the job comes up, instead of improvising a generic answer.
Below are five Claude marketing skills built from real playbooks, what makes each one work, and where to find ready-made ones. If Skills are new to you, start with What are Claude Skills?
What makes a marketing Skill better than a prompt
"Write me a Facebook ad" gets you an average of the internet. A Skill gets you your method, because it pins down five things a prompt leaves open:
- The inputs. What the Skill needs before it starts: last 14 days of spend, the target cost per acquisition, the page URL. A good Skill asks for missing inputs instead of guessing.
- The rules. Your thresholds and order of checks, written as numbers: "rotate creative at frequency 2.5", not "watch for fatigue".
- The exceptions. The cases where the rule is wrong: a launch week, a seasonal dip, a retargeting audience.
- The output. The exact shape of the result: a scorecard, a one-line decision, a 200-word email.
- When to stop. What the Skill says when the data can't support an answer.
The rules and exceptions are where your experience lives. They're also what a generic prompt can't know.
Five example Skills built from real playbooks
The first two come from the Facebook ads course we use in our demo. Its instructor runs an agency, and the lessons are full of hard numbers, which is what makes them good Skill material.
1. Ad account triage
The course's rule for an account that has started losing money: compare the last 14 days with the 14 before, look only at cost per result, frequency and spend, and don't touch anything that moved less than 15%.
---
name: ad-account-triage
description: Decides what to do with a Facebook ad account that has started losing money. Use when someone shares ad results and asks whether to pause, rotate or wait.
---
## What you need first
Cost per result, frequency and total spend for the last 14 days and the 14 days before. The target cost per acquisition. Whether a launch is running.
## Rules, in this order
1. Cost per result up less than 15%: no change. Recheck next week.
2. Frequency above 2.5 (4.0 for retargeting): rotate the creative.
3. Ad set has spent less than 2x the target CPA: too early to pause.
4. Spend above 2x target CPA: pausing is allowed, never during a launch window.
5. Audience overlap above 30%: consolidate ad sets, then wait 7 days before judging.
## What to return
One decision, the rule that triggered it, and the date to look again.2. Weekly client report
The same course's last lesson is a reporting playbook. As a Skill:
- Four parts, in order: wins, losses, the one change made this week, the date of the next review.
- Under 200 words, in plain language: "what you paid to get each customer", not "CPA".
- The subject line is the change, never the cost per result.
- No win this week? Say so, and name the smallest true good thing.
3. Landing page review
A five-part conversion checklist: audience specificity, problem clarity, offer specificity, proof, and call-to-action clarity. Each part gets a score out of 5, the Skill names the weakest, and it rewrites that section first. It asks for the URL or the pasted copy before scoring.
4. SEO content brief
The process behind this blog. Inputs: a target keyword, its monthly searches and difficulty, and the current top 10 results. Rules: match what the searcher wants, answer the questions Google shows under "People also ask", and find the angle the top 10 miss. Output: the angle, an outline, a title under 60 characters and a description under 160.
5. Offer audit
Five criteria (audience, problem, promise, proof, price) scored 1 to 5, with a rewrite for the weakest. What are Claude Skills? shows it written out as a full SKILL.md.
Where to find ready-made Claude marketing skills
The most popular free collection, by GitHub stars, is Marketing Skills by Corey Haines: 50 open-source Skills under the MIT license, covering conversion optimization, copywriting, SEO, paid ads, analytics, retention and pricing. Every Skill reads a shared product-marketing.md file about your product and audience, so the outputs stay on-brand. It's built for Claude Code and similar tools, and installs with one command:
npx skills add coreyhaines31/marketingskillsCommunity directories list more (see Is there a Claude Skills marketplace?). Before installing any of them, read the files: a Skill can tell Claude to run code.
Ready-made Skills are a good start for general jobs. For work that depends on your judgment (when you pause, what you report, how you score), the Skill worth having is the one built from your own playbook.
Turn your own playbook into a Skill, and sell it
If you teach marketing, or run an agency on a method your team follows, you already have the raw material: your thresholds, your checklists, your report formats. Write each one as a Skill with the five parts above and test it on real cases until it decides the way you would.
To sell it, you don't have to hand over the files. expertrelay runs your Skill privately and gives customers access from Claude, ChatGPT or Cursor, so your rules stay yours and every update reaches every customer at once. Agencies can turn a client review into a private Skill their clients use between meetings, with each answer based on that client's account information and your approved method (expertrelay for agencies).
FAQ
Does Claude have a marketing Skill?
Not a built-in one. Anthropic's built-in Skills handle documents (Word, Excel, PowerPoint, PDF). Marketing Skills come from the community, like the free Marketing Skills collection, or you write your own.
What is Claude used for in marketing?
Drafting copy, reviewing pages, planning campaigns, analysing ad results and writing reports. Skills make those jobs follow a consistent method instead of starting from scratch each time.
Are there Claude Skills for SEO?
Yes. The Marketing Skills collection includes Skills for SEO audits, AI search and programmatic SEO, and you can write a content-brief Skill like example 4 above.
Can I use these Skills in claude.ai, or only in Claude Code?
Any Skill can be zipped and uploaded in claude.ai under Customize > Skills. Collections built for Claude Code, like Marketing Skills, may expect files in your project folder, so check their instructions before uploading one on its own.
Can I sell a marketing Skill I wrote?
Yes. You can sell the files, or sell access so customers use it without receiving them. Is there a Claude Skills marketplace? compares the two.
