# Marketing Context

> > **Note:** Bundled scripts ship as Markdown reference (`.md`) — copy the code out of the `.md` file to run it.

- Skill: `neekware/marketing-context-2` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add neekware/marketing-context-2`
- Raw SKILL.md: https://api.skillmd.com/api/skills/neekware/marketing-context-2/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: neekware (https://skillmd.com/u/neekware)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/neekware/marketing-context-2

---

> **Note:** Bundled scripts ship as Markdown reference (`.md`) — copy the code out of the `.md` file to run it.

# 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.

> **Creator:** Alireza Rezvani
> **License:** MIT
> **Source Repo:** `neekware/dojo-skills`
> **Source Bucket:** `marketing-skill`
> **Original Path:** `marketing-skill/marketing-context`