# Product Marketing Context

> Create and maintain a product marketing context document (.claude/product-marketing-context.md). Use when the user needs to define or update positioning, messaging, target audience, personas, competitive landscape, brand voice, or any foundational marketing information for their product. Triggers on requests like "fill in marketing context", "update positioning", "define target audience", "set up brand voice", "product marketing context", "marketing strategy", "product positioning", or any product marketing strategy work.

- Skill: `a-lezin/product-marketing-context` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add a-lezin/product-marketing-context`
- Raw SKILL.md: https://api.skillmd.com/api/skills/a-lezin/product-marketing-context/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: a-lezin (https://skillmd.com/u/a-lezin)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/a-lezin/product-marketing-context

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# Product Marketing Context

Create and maintain `.claude/product-marketing-context.md` — a foundational document capturing your product's positioning, messaging, audience, and brand voice for consistent marketing across all tasks.

## Workflow

### Step 1: Check for existing context

Read `.claude/product-marketing-context.md`. If it exists, show a summary and ask what to update. If not, offer two paths:

- **Auto-draft from codebase** — scan the project (CLAUDE.md, project docs, app store listing, website) and pre-fill what's possible. User reviews and corrects.
- **Build from scratch** — walk through sections conversationally.

### Step 2: Gather information

Collect data for 12 sections. Use the template in [references/template.md](references/template.md) as the target structure.

Sections:

1. **Product Overview** — name, one-liner, category, platforms
2. **Target Audience** — primary/secondary, demographics, geo, platforms
3. **Personas** — 2-4 distinct persona profiles with goals and pain points
4. **Problems & Pain Points** — core problem, symptoms, emotional impact
5. **Competitive Landscape** — key competitors, type, difference from your product
6. **Differentiation** — primary and secondary differentiators, UVP
7. **Objections & Anti-Personas** — common objections, who is NOT the user
8. **Switching Dynamics (JTBD Four Forces)** — push, pull, anxiety, habit
9. **User Language** — verbatim phrases users use (problem, outcome, value)
10. **Brand Voice** — tone, vocabulary, what we sound/don't sound like
11. **Proof Points** — metrics, testimonials, case studies
12. **Goals & KPIs** — current marketing goal, key metrics, keywords

Guidelines:
- Ask 2-3 focused questions per section, not all at once.
- Push for **exact user language** — verbatim phrases > polished descriptions.
- Ask specific questions: "What exact words do users say when frustrated with [problem]?" not "Describe your audience."
- Pre-fill from known context (CLAUDE.md, project docs, app store listing, website) and ask user to confirm/correct.
- Skip sections irrelevant to current stage (e.g., proof points for pre-launch).
- Validate each section before moving to the next.

### Step 3: Create the document

Use the template from [references/template.md](references/template.md). Fill in all gathered data. Write in English (marketing document).

### Step 4: Save and confirm

Save to `.claude/product-marketing-context.md`. Show a brief summary of what was captured and suggest which sections to revisit first as the product evolves.