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d29dad1688
Adds marketing-agent, marketing-campaign skill, and marketing-campaign command. Pre-validated in a synthetic current-main merge.
114 lines
5.0 KiB
Markdown
114 lines
5.0 KiB
Markdown
---
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name: marketing-campaign
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description: End-to-end marketing campaign planning and execution. Covers audience research, positioning, campaign angle definition, landing page copy, email sequences, social posts, ad copy, short-form video scripts, and content calendars. Use as the orchestration layer for multi-channel product launches.
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origin: ECC
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---
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# Marketing Campaign
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Plan and execute launch campaigns that convert — not just campaigns that ship.
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## When to Activate
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- planning a product or feature launch
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- building a full content suite from a single product brief
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- defining positioning and campaign angle before writing any copy
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- orchestrating multiple content types across channels
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- reviewing copy for conversion quality and brand consistency
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## Non-Negotiables
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1. Define positioning before writing any copy. All copy flows from the angle.
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2. Research the audience before assuming you know their language or fears.
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3. Each deliverable must serve one clear purpose in the campaign arc.
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4. Specificity beats adjectives in every format and on every channel.
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5. The same voice must run across every channel and every piece.
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6. No copy ships without passing the quality gate.
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## Campaign Workflow
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### Phase 1: Research
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Use `market-research` to:
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- profile the target audience (jobs-to-be-done, fears, language, alternatives they use)
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- map 3+ direct or adjacent competitors (positioning, gaps, messaging weaknesses)
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- identify 1–3 audience insights the campaign angle will exploit
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Deliverable: a short research brief (audience profile + competitive summary + key insights).
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### Phase 2: Positioning
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Produce:
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- core benefit statement (one sentence, no feature list, no jargon)
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- positioning formula: "[Product] helps [audience] [achieve outcome] by [mechanism]"
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- campaign angle: the specific tension, insight, or moment the whole campaign lives in
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- tone profile: lock before writing (delegate to `brand-voice` for durable, session-reusable voice capture)
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Do not write any copy until positioning and angle are approved.
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### Phase 3: Content Production
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Produce in this order — each layer informs the next:
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1. **Landing page copy** (all sections: hero, problem, solution, features, how it works, proof, CTA)
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2. **Email sequence** (each email has one purpose; follow the arc: problem → education → agitation → solution → proof → urgency → final CTA)
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3. **Social posts** (platform-native via `content-engine`; LinkedIn and X are different formats, not the same copy resized)
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4. **Short-form video scripts** (timestamp-blocked; written for screen and ear, not the page)
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5. **Ad copy variants** (3–4 variants testing different angles or audience segments)
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6. **Content calendar** (day-by-day schedule with channel, type, timing, and dependencies)
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### Phase 4: Review
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Gate every deliverable:
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- 5-second test on all hero / above-fold copy (clear who it's for, what it does, why act now)
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- CTA audit (one per piece, specific, earned — not demanded)
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- Tone consistency check across all channels
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- Claim audit (every claim is specific and supportable)
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- Cross-channel consistency (ad claims match landing page; email body matches subject)
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## Output Contract
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A full campaign delivers:
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1. **Positioning brief** — angle, core benefit statement, tone profile
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2. **Landing page copy** — hero, problem, solution, features, how it works, proof, CTA
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3. **Email sequence** — subject + preview + body + CTA for each email, labelled by day and purpose
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4. **LinkedIn posts** — 3+ platform-native posts with distinct angles
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5. **X posts** — 5+ standalone posts + 1 thread
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6. **Short-form video scripts** — 2+ timestamp-blocked scripts with visual direction notes
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7. **Ad copy variants** — short headline / long headline / body per variant
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8. **Content calendar** — day-by-day schedule with channel, content type, timing, and dependencies
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9. **Copy review summary** — flagged issues and open questions before anything goes live
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## Quality Gate
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Before delivering any piece:
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- every deliverable sounds like the same author
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- no hollow superlatives or filler adjectives remain
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- every CTA is specific and earned (never "learn more" or "click here")
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- no copy is duplicated verbatim across platforms
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- hero copy passes the 5-second test
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- email subjects match email body (no bait-and-switch)
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- ad claims match landing page claims exactly
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- no copy would work unchanged for any other product in the category
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## Hard Bans
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Delete and rewrite any:
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- "game-changing", "revolutionary", "world-class", "cutting-edge"
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- "In today's competitive landscape"
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- fake urgency not backed by a real deadline
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- hollow social proof without specifics ("thousands trust us")
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- generic CTAs ("learn more", "find out more", "click here")
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- copy that could be unplugged and dropped into a competitor's campaign unchanged
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## Related Skills
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- `brand-voice` — source-derived voice capture (run before content production)
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- `content-engine` — platform-native content production
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- `crosspost` — multi-platform distribution
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- `market-research` — audience and competitive intelligence
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- `seo` — on-page optimisation for landing page copy
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