/marketing

name: marketing
description: "Marketing: SEO audits, campaign planning, content strategy, email sequences, competitive analysis, brand review, performance reporting."
routing:
  triggers:
    - "marketing"
    - "SEO"
    - "campaign"
    - "content strategy"
    - "email sequence"
    - "brand review"
    - "competitive analysis"
    - "marketing performance"
  not_for: "executive strategy, build-vs-buy calls, or growth positioning decisions (use business-ops) — this is tactical marketing execution, not C-suite decision support"
  category: business
  force_route: false
  pairs_with:
    - business-ops
user-invocable: true

Marketing

Umbrella skill for marketing workflows: SEO audits, campaign planning, content strategy, email sequences, competitive analysis, brand review, and performance reporting. Each mode loads its own reference files on demand -- this skill detects the mode, loads the right references, and executes the appropriate framework.

**Scope**: Marketing strategy, content, and analysis. Use business-ops for executive-level growth decisions, voice-writer for voice-calibrated content, publish for blog pipeline mechanics, and research-pipeline for formal multi-source research.

---

Reference Loading Table

Classify the user's request into exactly one mode before proceeding. If the request spans multiple modes, choose the primary one and note the secondary.

| Mode | Signal Phrases | Reference | |------|---------------|-----------| | **SEO_AUDIT** | SEO audit, keyword research, content gaps, technical SEO, on-page analysis, competitor SEO | `references/seo-audit.md` | | **CAMPAIGN** | Campaign plan, product launch, lead gen, awareness campaign, channel strategy, budget allocation | `references/campaign-planning.md` | | **CONTENT** | Content strategy, editorial calendar, content framework, funnel mapping, blog structure, content types | `references/content-strategy.md` | | **EMAIL** | Email sequence, drip campaign, nurture flow, onboarding emails, re-engagement, email automation | `references/email-sequences.md` | | **COMPETITIVE** | Competitive analysis, competitor research, battlecard, positioning comparison, market landscape | `references/seo-audit.md` (competitor section) + `references/campaign-planning.md` (positioning) | | **BRAND** | Brand review, voice check, style guide, messaging consistency, tone audit | `references/content-strategy.md` (voice section) | | **PERFORMANCE** | Marketing report, performance analysis, campaign results, metrics summary, ROI analysis | `references/campaign-planning.md` (metrics section) |

Load the reference(s) required by the detected mode. **Always load `references/llm-marketing-failure-modes.md` regardless of mode** — it contains detection heuristics and concrete examples for every marketing failure pattern below.

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LLM Failure Modes

See `references/llm-marketing-failure-modes.md` for the complete failure mode catalog (generic copy, keyword stuffing, fabricated metrics, hallucinated competitor data, tone mismatch, vanity metrics, template regurgitation, unsubstantiated claims, channel-agnostic recommendations, recency bias). Universal failure modes in `skills/shared-patterns/llm-domain-failure-modes-base.md`.

---

Mode: SEO_AUDIT

**Framework**: RESEARCH -> AUDIT -> PRIORITIZE

**Phase 1: RESEARCH** -- Gather keyword and competitive data.

Inputs required:

• URL or domain (or topic for keyword-only research)
• Audit type: Full site audit | Keyword research | Content gap analysis | Technical SEO check | Competitor SEO comparison (default: full site)
• Target keywords (optional)
• Competitors (optional -- identify 2-3 via web search if not provided)

Load `references/seo-audit.md` for the full methodology.

Execute keyword research:

• Classify by intent: informational, navigational, commercial, transactional
• Assess: primary keywords, secondary keywords, long-tail opportunities, question-based keywords
• Estimate difficulty and opportunity relative to the site's current authority

**Gate**: Keywords classified by intent. Competitors identified.

**Phase 2: AUDIT** -- Evaluate the site against SEO fundamentals.

On-page: title tags, meta descriptions, H1/H2 structure, keyword usage, internal linking, image alt text, URL structure. Technical: page speed, mobile-friendliness, structured data, crawlability, broken links, HTTPS, Core Web Vitals, indexation. Content gaps: competitor topic coverage, content freshness, thin content, missing content types, funnel gaps, topic cluster opportunities.

**Guard against keyword stuffing** (see failure modes). Keyword density > 2% is a finding, not a recommendation.

**Gate**: All audit sections completed with evidence.

**Phase 3: PRIORITIZE** -- Produce actionable output.

Output: 1. Executive summary (3-5 sentences: biggest strength, top 3 priorities, overall assessment) 2. Keyword opportunity table (15-25 keywords, sorted by opportunity score) 3. On-page issues table (page, issue, severity, fix) 4. Content gap recommendations (topic, why it matters, format, priority, effort) 5. Technical SEO checklist (check, pass/fail/warning, details) 6. Competitor comparison matrix (dimensions x competitors x winner) 7. Prioritized action plan: Quick Wins (this week, <2 hours each) and Strategic Investments (this quarter)

**Gate**: Every recommendation has expected impact, effort estimate, and dependencies.

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Mode: CAMPAIGN

**Framework**: BRIEF -> PLAN -> CALENDAR

**Phase 1: BRIEF** -- Define objectives and audience.

Inputs required:

• Campaign goal (drive signups, increase awareness, launch product, generate leads, re-engage churned users)
• Target audience (demographics, roles, industries, pain points, buying stage)
• Timeline with fixed dates
• Budget range (optional)

Load `references/campaign-planning.md` for channel selection, budget allocation, and metrics frameworks.

Define: campaign name, one-sentence summary, SMART primary objective, secondary objectives. Build audi