Claude Marketing Skills: The Best Skills and How to Build Your Own

Claude marketing skills are reusable instruction files (a SKILL.md in a folder) that teach Claude a specific marketing method, such as a CRO review or an SEO audit, so it follows the same process every time. The most useful starting points are Anthropic's own Marketing plugin and Corey Haines' open-source marketingskills pack, both installable in a minute, plus one or two skills you write yourself around your brand. Skills supply the method but not the data, so pair them with a data connector like Manifold for real keyword, SERP and ad numbers.

This post is about skills and Claude Code specifically. For a broader, job-by-job guide to using Claude in marketing (Projects, Cowork, prompts and limits), read Claude for marketing.

What a Claude skill is (and isn't)

A skill is a folder containing a SKILL.md file. The file has a short YAML header with a name and a description, followed by Markdown instructions. Claude reads the descriptions of all installed skills, loads the full instructions only when a task matches, and you can also run any skill directly by typing /skill-name.

Skills follow the Agent Skills open standard, so many of them also work in other coding agents. In Claude Code, personal skills live in ~/.claude/skills/ and project skills in .claude/skills/ inside a repository. Cowork loads the skills enabled on your claude.ai account.

It helps to separate four things that often get mixed up:

The short version: a skill tells Claude how to do a job, and a connector gives it what to work with.

The best marketing skill packs

These are open-source or official packs we could verify. Check each repository before installing, since skill packs change often.

Anthropic's Marketing plugin (best for Cowork users)

Anthropic publishes a Marketing plugin in its open-source knowledge-work-plugins repository. It is built mainly for Cowork and also works in Claude Code. It adds commands including /draft-content, /campaign-plan, /brand-review, /competitive-brief, /performance-report, /seo-audit and /email-sequence, plus background skills for content creation, campaign planning, brand voice, competitive analysis and performance analytics.

In Cowork, install it from the plugin directory at claude.com/plugins. In Claude Code:

claude plugin marketplace add anthropics/knowledge-work-plugins
claude plugin install marketing@knowledge-work-plugins

Corey Haines' marketingskills (the broadest pack)

Corey Haines' marketingskills repository is one of the most widely shared packs for Claude Code. It is MIT licensed and contains dozens of skills. Its foundation is a product-marketing skill that stores your product, audience and positioning, which the other skills read first.

Install everything, or just the skills you need:

npx skills add coreyhaines31/marketingskills
npx skills add coreyhaines31/marketingskills --skill cro copywriting

If you run the command from inside a Claude Code session, add -a claude-code so the skills land in .claude/skills/. You can also install it as a Claude Code plugin with /plugin marketplace add coreyhaines31/marketingskills followed by /plugin install marketing-skills.

Claude SEO (for deeper technical SEO)

Claude SEO is an open-source SEO plugin for Claude Code focused on audits: technical SEO, content quality, schema, AI search and local SEO. Install it with /plugin marketplace add AgriciDaniel/claude-seo, then /plugin install claude-seo@agricidaniel-claude-seo. Our Claude SEO guide covers SEO workflows in more depth.

Marketing skills by job

Here is where to look for each type of work. Skill names below are from the marketingskills pack unless noted.

SEO and content

• seo-audit, schema, site-architecture and programmatic-seo for technical and structural work.
• ai-seo for getting cited in AI answers.
• content-strategy for deciding what to publish.
• Anthropic's /seo-audit command if you prefer the official plugin.

Conversion rate optimisation

• cro for reviewing any marketing page or form.
• signup, onboarding, popups and paywalls for specific steps in the funnel.
• ab-testing for planning experiments properly.

Paid ads

• ads for campaign structure across Google, Meta, LinkedIn and others.
• ad-creative for headlines, descriptions and primary text at volume.

Copy and messaging

• copywriting and copy-editing for page copy.
• emails and cold-email for sequences.
• Anthropic's /brand-review to check drafts against your voice.

Analytics and research

• analytics and attribution for tracking and measurement.
• customer-research and competitor-profiling for research synthesis.
• Anthropic's /performance-report for recurring reports.

Build your own: a context file plus one landing page skill

Packs are a great start, but the skills that pay off most are the ones written around your product. Start with two files.

Step 1: a product marketing context file

Create .claude/product-marketing.md in your project:

# Product marketing context
Product: [one sentence]
Audience: [role, company size, trigger for buying]
Core problem: [in the customer's words]
Positioning: [category, main alternative, why we win]
Proof: [only real, approved proof points]
Voice: [three adjectives, words we never use]
Offer and CTA: [what we want visitors to do]

Step 2: a landing page copy skill

Create .claude/skills/landing-page-copy/SKILL.md:

---
name: landing-page-copy
description: Writes landing page copy for a specific offer and traffic source. Use when the user asks for landing page copy, a page outline, hero copy or headline options.
---

1. Read .claude/product-marketing.md before writing anything.
2. Ask for the offer, the traffic source and the one action the page should drive if they are missing.
3. Write: five headline options, a subheadline, section order with copy for each section, objections and answers, and the primary CTA.
4. Match the language of the traffic source (ad, email or post) in the headline.
5. Never invent statistics, testimonials, logos or awards. Use only proof listed in the context file and mark gaps as [NEEDS PROOF].
6. End with three A/B test ideas for the hero section.

Now type /landing-page-copy in Claude Code, or just ask for landing page copy and Claude will load the skill itself. To use the same skill in Cowork, upload it to your claude.ai account's skills settings.

Two tips from building these: keep the description specific so the skill triggers on the right requests, and keep SKILL.md short, because loaded skill content stays in the conversation and uses context.

Skills need data: connect a source so outputs use real numbers

A keyword research skill with no keyword data still produces a list, but the volumes and difficulty scores are guesses. A competitor ads skill with no ad library access describes ads that might exist. The method is sound and the inputs are invented.

The fix is a connector that the skill can call. Manifold is the simplest option for marketing skills because it is hosted (one URL, nothing to run), needs no API keys of your own, and is pay per call (500 free credits per workspace, Pro from $20 a month, top-ups from $10). It gives Claude keyword volume, keyword difficulty, CPC and intent, Google results, backlinks, your own Search Console and Bing data at 0 credits, public ad libraries for Meta and Google, Reddit threads and social posts.

Add it to Claude Code once:

claude mcp add --transport http --scope user manifold https://mcp.manifoldmcp.com/mcp

Run /mcp to sign in. Then write skills that tell Claude which data to fetch. For example, a keyword-brief skill:

---
name: keyword-brief
description: Builds a keyword shortlist and brief for a topic using live search data. Use when the user asks for keyword research or a content brief.
---

1. Call seo_search_keywords with the topic as the seed. Keep keywords with volume and kd returned.
2. Group them into clusters by intent.
3. For the top cluster, call seo_get_serp on the main keyword with ai_overview set to true.
4. Write a brief: target keyword, secondary keywords, search intent, what the top results cover, gaps, suggested H2s.
5. Report the credits each call used.

The tool names come from Manifold's SEO tools. The same pattern works for ads: a skill can call ads_search_ads for Meta, or ads_search_advertisers then ads_get_advertiser_ads for Google, before writing new ad angles. See the ad library tools.

A starter stack for a one-person marketing team

If you are the whole marketing team, keep it lean:

1. Claude Code or Cowork, depending on whether you are comfortable in a terminal.
2. One skill pack: marketingskills in Claude Code, or Anthropic's Marketing plugin in Cowork.
3. Your own two files: the product marketing context file and a landing page copy skill.
4. One data connector: Manifold for search, ads, Reddit and social data.
5. Your own systems via their connectors as needed, such as your CRM or email tool.

Run a skill, check the output against the data it pulled, and edit the SKILL.md whenever Claude gets something wrong. Over a few weeks the skills start to read like your own playbook.

FAQ

What are the best Claude skills for marketing?

For breadth, Corey Haines' marketingskills pack. For Cowork users, Anthropic's official Marketing plugin. For technical SEO audits, Claude SEO. Most teams get the most value from one pack plus a few custom skills written around their product.

Do Claude skills work outside Claude Code?

Yes. Cowork loads skills enabled on your claude.ai account, and skills that follow the Agent Skills standard can work in other agents. Some Claude Code features, such as running shell commands inside a skill, only work in Claude Code.

What is the difference between a skill and an MCP server?

A skill is instructions: how to do a task. An MCP server is a connection to tools and data. Marketing skills work best when they can call an MCP server like Manifold for real numbers.

Do I need to code to use Claude Code for marketing?

No. You need to be comfortable typing a few commands in a terminal. Installing a skill pack and adding a connector each take one command, and the skills themselves are plain Markdown.