Claude Skills for Marketing: What to Install for Each Job

The most useful Claude skills for marketing today come from two places: Anthropic's own marketing plugin, which covers brand review, SEO audits, campaign plans, competitive briefs and performance reports, and the community marketingskills repo, which fills the gaps Anthropic leaves, such as ad copy variants and social content. Brand voice is the one job where you should build your own skill, because no public skill knows how your company sounds.

Here's the short version, by job:

• Brand voice and style guide checks: Anthropic's brand-review, or the partner-built Brand Voice plugin. Best of all, your own skill.
• SEO briefs and audits: Anthropic's seo-audit, or the community seo-audit and ai-seo.
• Ad copy variants: the community ad-creative. Anthropic doesn't ship one.
• Social calendars: the community social, or Anthropic's campaign-plan for launch calendars.
• Competitor message analysis: Anthropic's competitive-brief, or the community competitor-profiling.
• Campaign reporting: Anthropic's performance-report, plus Claude's built-in Excel and PowerPoint skills for the deliverable.

Below: what each skill actually contains, an example of when to use it, and a 15-minute walkthrough for a brand-voice skill of your own.

Quick comparison

"Verifiable" here means a public repo you can open and read before you install anything. That matters more than it sounds, as you'll see at the end.

What's inside a marketing skill

A Claude skill is a folder. The only required file is SKILL.md, which starts with a name and a description. Anthropic's Agent Skills overview explains that Claude reads only those two fields at startup, then loads the rest of SKILL.md when your request matches the description. Extra files, like templates or reference docs, load only when the instructions point to them.

For marketers, that structure maps neatly onto how you already work:

• SKILL.md is the process: the steps a good marketer follows for this job, and what the output should look like.
• references/ holds the knowledge: your style guide, your personas, platform character limits, past campaigns.
• Templates hold the format: the report layout, the brief structure, the calendar grid.

If you want the full mechanics first, our Claude Skills explainer covers how loading works and where skills run.

Claude skills for marketing, job by job

Brand voice and style guide enforcement

What exists. Anthropic's marketing plugin includes brand-review. Its SKILL.md checks a draft against voice and tone, terminology, messaging pillars and style rules, and it always flags legal issues like unsupported claims or missing disclaimers. If you haven't set up brand guidelines, it asks for them, or falls back to a general clarity review.

Anthropic's plugin repo also carries a partner-built Brand Voice plugin from Tribe AI. It has three steps: discover brand material across connected tools like Notion, Google Drive or Confluence, generate guidelines from what it finds, then enforce them on new drafts. Its enforcement skill ships with reference files of before-and-after examples.

Example. You paste a launch email into Claude and say "review this against our brand voice." The skill comes back with each sentence that drifts, why it drifts, and a rewrite.

The catch. Both options are only as good as the guidelines you feed them. A three-adjective style guide ("bold, friendly, expert") gives the skill nothing to check. More on fixing that below.

SEO briefs and audits (the "Claude SEO skill")

What exists. Anthropic's seo-audit runs keyword research, an on-page audit, content gap analysis, a technical checklist and a competitor comparison. It ends with a prioritized action plan. It's built to work with an SEO tool you connect; the plugin's connector list names Ahrefs and Similarweb, with Semrush and Moz as alternatives.

On the community side, marketingskills has its own seo-audit with reference files on title tags, local SEO and international SEO, plus an ai-seo skill focused on getting cited in AI answers.

Example. "Audit our blog's comparison pages and give me three content briefs for the gaps." The audit output already contains the raw material of a brief: target keyword, the gap, and the competitor page that owns it.

The catch. Neither repo has a skill called "SEO brief." If your team writes briefs in a fixed format, that template is a good first custom skill: one SKILL.md that says "use the audit output, fill this template," plus the template as a reference file.

Ad copy variants

What exists. No official Anthropic skill covers paid ads. The community ad-creative skill does. Before writing, it asks for the platform, the offer, the audience's awareness stage, any past performance data and your constraints, like banned words or required disclaimers. Its references/ folder includes a platform specs file with character limits for Google, Meta, LinkedIn, TikTok and X ads, plus guides for hooks and headlines.

Example. "Write 15 Google responsive search ad headlines for our spring sale, using the angles that won last quarter." The skill has the character limits on hand, which is the part people get wrong when writing by hand.

The catch. Variants are cheap; judging them isn't. Feed the skill your real results, or you'll get 15 plausible headlines and no idea which to test.

Social media calendars

What exists. The community social skill covers LinkedIn, X, Instagram, TikTok and Facebook. Its SKILL.md includes a content pillars framework, hook formulas, a content repurposing system and a weekly calendar template, with references for platform limits and post templates.

Anthropic's campaign-plan takes a different angle. It builds a campaign brief with a week-by-week content calendar inside it, which suits launches better than ongoing posting.

Example. "Turn this webinar transcript into two weeks of LinkedIn and X posts, three per week each." The repurposing system does the heavy lifting.

The catch. Neither skill publishes anything. You still schedule the posts in your own tool, unless you connect one.

Competitor message analysis

What exists. Anthropic's competitive-brief produces competitor profiles, a messaging comparison matrix, a content gap analysis, and opportunities and threats. Its reference section includes a positioning statement framework.

The community competitor-profiling skill starts from a list of competitor URLs and writes a structured profile for each one, covering positioning, product, pricing, social proof and SEO strategy.

Example. "Compare how these three competitors describe onboarding on their homepages, and show me the claim none of them makes." That last part is the useful output.

The catch. Anything the skill says about a competitor's pricing or features needs a check against the competitor's own page before it goes into a deck.

Campaign reporting

What exists. Anthropic's performance-report builds a report with an executive summary, a metrics dashboard, trend analysis, what worked and what didn't, and next-period priorities. It includes weekly, monthly and quarterly templates and a primer on attribution models.

The deliverable often needs to be a file. Claude's built-in skills for Excel, PowerPoint, Word and PDF handle that part. They're available on claude.ai and the API, and per the Claude Code skills docs, built-in skills such as pdf and xlsx also sync into Claude Code when you sign in with your Claude account (terminal sessions need v2.1.273 or later). They don't sync into a session that uses an API key or a cloud provider such as Amazon Bedrock.

Example. Export last month's channel data as a CSV, then ask for "a monthly report as a five-slide deck, with one slide on what to stop doing."

The catch. The skill can't see your analytics unless you upload an export or connect a tool. It's a report writer, not a data source.

Build your own brand-voice skill

Public skills give you a process. Your brand voice is the one thing they can't give you, so it's the best skill to build yourself. Here's a version that takes about 15 minutes.

Step 1: Gather evidence, not adjectives. Collect 5 to 10 pieces of copy that performed well, a few you'd never publish, and your list of product names and banned phrases. The community product-marketing skill makes the same point in its brand voice reference: build the profile from copy that already works, not from adjectives picked in a meeting.

Step 2: Create the folder.

brand-voice/
├── SKILL.md
└── references/
    ├── voice-rules.md
    ├── good-examples.md
    └── bad-examples.md

Step 3: Write SKILL.md. Keep the description specific about when to use it. That's what Claude matches your request against.

---
name: brand-voice
description: Writes and reviews marketing copy in Acme's brand voice. Use when drafting or editing emails, landing pages, ads or social posts for Acme, or when asked to check copy against the style guide.
---

# Acme brand voice

1. Read references/voice-rules.md before writing anything.
2. When drafting, match the rhythm of references/good-examples.md.
3. When reviewing, list each sentence that breaks a rule, name the rule, and give a rewrite.
4. Never use the phrases listed under "Banned" in voice-rules.md.
5. If a request needs a product claim you can't find in the references, ask instead of guessing.

"Acme" is a placeholder. Swap in your company.

Step 4: Fill the reference files. voice-rules.md holds your do's and don'ts, preferred terms and banned phrases. The two example files hold real copy, labeled with why it works or fails.

Step 5: Install and test. In Claude Code, put the folder in ~/.claude/skills/ for yourself or .claude/skills/ in a project to share it with your team, per the Claude Code skills docs. You can also call it directly with /brand-voice. In the Claude app, zip the folder and upload it under Customize > Skills, as the Claude help center describes; skills there need code execution turned on.

Then test it on a draft you know is off-brand. If it misses the problems, your rules are too vague, not the skill.

Want the general version of this process? See how to create a Claude skill. If your main job is long-form writing rather than campaigns, Claude skills for writing covers editing and house-style skills in more depth.

Where marketing skills fall short

Skills are good at one thing: making Claude follow your process every time. A few limits are worth knowing before you build a workflow around them.

That last row is the difference between this post and our piece on AI marketing agents, which covers tools that take a goal and work toward it across steps.

FAQ

What are the best marketing skills for Claude?

Start with Anthropic's marketing plugin for brand review, SEO audits, campaign plans, competitive briefs and reporting. Add the community ad-creative and social skills for ad variants and social content. Then build one brand-voice skill of your own.

Is there an official Claude SEO skill?

Yes. Anthropic's marketing plugin includes seo-audit, which runs keyword research, an on-page audit, content gaps, a technical checklist and a competitor comparison. It works best with an SEO tool connected.

Do I need Claude Code to use marketing skills?

No. You can upload a zipped skill folder in the Claude app with code execution turned on. Plugins are different: Anthropic's marketing plugin, for example, installs through Claude Code's plugin commands or Cowork, according to its README.

Can I share a marketing skill with my team?

In Claude Code, put it in the project's .claude/skills/ folder and commit it. In the Claude app, uploaded skills are private until you share them, and sharing options depend on your plan and admin settings.

Are community marketing skills safe to install?

Read them first. A skill is instructions and sometimes code that Claude follows with whatever access you've given it. The repos linked here are public, so you can read every file before installing.

Key points

• Anthropic's marketing plugin covers brand review, SEO audits, campaign plans, competitive briefs and performance reports.
• The community marketingskills repo, with more than 50 skills, fills the ad copy and social gaps.
• Brand voice is the skill to build yourself: one SKILL.md, plus reference files of real copy and rules.
• Every data-heavy skill needs your data, through an export or a connected tool.
• Skills enabled in the Claude app sync one way into Claude Code when you're signed in with the same account; API keys, cloud providers and the API itself are separate.

If your team already has a marketing workflow that works on one person's laptop and nobody else can run it, Taku mirrors that setup into a desktop workspace where you can run it, edit it and save it as your own. Taku is in Beta, and the Mac app is available now.