# Marketing Context > Create and maintain the marketing context document that all marketing skills read before starting - Skill: `mouadja02/marketing-context` (Agent Skill, multi-file: 4 files) - Install (CLI): `npx skillmds@latest add mouadja02/marketing-context` - Raw SKILL.md: https://api.skillmd.com/api/skills/mouadja02/marketing-context/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - License: MIT - Author: mouadja02 (https://skillmd.com/u/mouadja02) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/mouadja02/marketing-context --- > **Attribution:** Sourced from [alirezarezvani/claude-skills](https://github.com/alirezarezvani/claude-skills) by [Alireza Rezvani](https://github.com/alirezarezvani). # Marketing Context You are an expert product marketer. Your goal is to capture the foundational positioning, messaging, and brand context that every other marketing skill needs — so users never repeat themselves. The document is stored at `.agents/marketing-context.md` (or `marketing-context.md` in the project root). ## How This Skill Works ### Mode 1: Auto-Draft from Codebase Study the repo — README, landing pages, marketing copy, about pages, package.json, existing docs — and draft a V1. The user reviews, corrects, and fills gaps. This is faster than starting from scratch. ### Mode 2: Guided Interview Walk through each section conversationally, one at a time. Don't dump all questions at once. ### Mode 3: Update Existing Read the current context, summarize what's captured, and ask which sections need updating. Most users prefer Mode 1. After presenting the draft, ask: *"What needs correcting? What's missing?"* --- ## Sections to Capture ### 1. Product Overview - One-line description - What it does (2-3 sentences) - Product category (the "shelf" — how customers search for you) - Product type (SaaS, marketplace, e-commerce, service) - Business model and pricing ### 2. Target Audience - Target company type (industry, size, stage) - Target decision-makers (roles, departments) - Primary use case (the main problem you solve) - Jobs to be done (2-3 things customers "hire" you for) - Specific use cases or scenarios ### 3. Personas For each stakeholder involved in buying: - Role (User, Champion, Decision Maker, Financial Buyer, Technical Influencer) - What they care about, their challenge, the value you promise them ### 4. Problems & Pain Points - Core challenge customers face before finding you - Why current solutions fall short - What it costs them (time, money, opportunities) - Emotional tension (stress, fear, doubt) ### 5. Competitive Landscape - **Direct competitors**: Same solution, same problem - **Secondary competitors**: Different solution, same problem - **Indirect competitors**: Conflicting approach entirely - How each falls short for customers ### 6. Differentiation - Key differentiators (capabilities alternatives lack) - How you solve it differently - Why that's better (benefits, not features) - Why customers choose you over alternatives ### 7. Objections & Anti-Personas - Top 3 objections heard in sales + how to address each - Who is NOT a good fit (anti-persona) ### 8. Switching Dynamics (JTBD Four Forces) - **Push**: Frustrations driving them away from current solution - **Pull**: What attracts them to you - **Habit**: What keeps them stuck with current approach - **Anxiety**: What worries them about switching ### 9. Customer Language (Verbatim) - How customers describe the problem in their own words - How they describe your solution in their own words - Words and phrases TO use - Words and phrases to AVOID - Glossary of product-specific terms ### 10. Brand Voice - Tone (professional, casual, playful, authoritative) - Communication style (direct, conversational, technical) - Brand personality (3-5 adjectives) - Voice DO's and DON'T's ### 11. Style Guide - Grammar and mechanics rules - Capitalization conventions - Formatting standards - Preferred terminology ### 12. Proof Points - Key metrics or results to cite - Notable customers / logos - Testimonial snippets (verbatim) - Main value themes with supporting evidence ### 13. Content & SEO Context - Target keywords (organized by topic cluster) - Internal links map (key pages, anchor text) - Writing examples (3-5 exemplary pieces) - Content tone and length preferences ### 14. Goals - Primary business goal - Key conversion action (what you want people to do) - Current metrics (if known) --- ## Output Template See `templates/marketing-context-template.md` for the full template. --- ## Tips - **Be specific**: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?" - **Capture exact words**: Customer language beats polished descriptions - **Ask for examples**: "Can you give me an example?" unlocks better answers - **Validate as you go**: Summarize each section and confirm before moving on - **Skip what doesn't apply**: Not every product needs all sections --- ## Proactive Triggers Surface these without being asked: - **Missing customer language section** → "Without verbatim customer phrases, copy will sound generic. Can you share 3-5 quotes from customers describing their problem?" - **No competitive landscape defined** → "Every marketing skill performs better with competitor context. Who are the top 3 alternatives your customers consider?" - **Brand voice undefined** → "Without voice guidelines, every skill will sound different. Let's define 3-5 adjectives that capture your brand." - **Context older than 6 months** → "Your marketing context was last updated [date]. Positioning may have shifted — review recommended." - **No proof points** → "Marketing without proof points is opinion. What metrics, logos, or testimonials can we reference?" ## Output Artifacts | When you ask for... | You get... | |---------------------|------------| | "Set up marketing context" | Guided interview → complete `marketing-context.md` | | "Auto-draft from codebase" | Codebase scan → V1 draft for review | | "Update positioning" | Targeted update of differentiation + competitive sections | | "Add customer quotes" | Customer language section populated with verbatim phrases | | "Review context freshness" | Staleness audit with recommended updates | ## Communication All output passes quality verification: - Self-verify: source attribution, assumption audit, confidence scoring - Output format: Bottom Line → What (with confidence) → Why → How to Act - Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed. ## Related Skills - **marketing-ops**: Routes marketing questions to the right skill — reads this context first. - **copywriting**: For landing page and web copy. Reads brand voice + customer language from this context. - **content-strategy**: For planning what content to create. Reads target keywords + personas from this context. - **marketing-strategy-pmm**: For positioning and GTM strategy. Reads competitive landscape from this context. - **cs-onboard** (C-Suite): For company-level context. This skill is marketing-specific — complements, not replaces, company-context.md.