Claude marketing skills are a set of markdown files that teach an AI coding agent how to do marketing work: audit a page for SEO, write landing page copy, plan a content calendar, set up analytics, draft a cold email. The library is called Marketing Skills for AI Agents. It is open source, MIT licensed, written by Corey Haines, and at the time of writing holds 50 skills. It works with Claude Code and any other agent that supports the Agent Skills format.
This matters for a small business because the expensive part of marketing was never the typing. It was knowing what good looks like. A skill file carries that knowledge: the checklist an experienced marketer runs in their head, written down so the model runs it every time.
This guide explains what a skill actually is, why it changes the output you get from an AI assistant, which skills to install first, and how we used three of them to build the blog you are reading. By the end you should be able to install the library and run your first audit on your own website.
What a marketing skill actually is
A skill is a folder with a markdown file in it. The file describes when the skill applies, the questions to ask before starting, the frameworks to use, the mistakes to avoid and the format of the finished result. When you ask Claude Code to audit your SEO, it recognises the task, loads the seo-audit skill, and follows it.
If you read our guide on SOPs and LLMs, you will recognise the shape. A skill is a standard operating procedure written for a model. The seo-audit skill, for example, tells the agent to check crawlability before on-page issues, to never report missing schema markup from a plain fetch because it cannot see JavaScript, and to output findings with an impact rating and a fix. That is the difference between a tool that sounds confident and one that is.
- Trigger: the phrases that tell the agent this skill applies.
- Questions: what to find out before doing the work.
- Method: the frameworks, checks and priorities to follow.
- Output: what the finished result must contain.
Start with the product-marketing skill
Every other skill in the library reads one document first: a product marketing context file that describes your business, your customers, your positioning and your voice. Without it, each skill has to ask the same questions again, or worse, guess. With it, the copywriting skill knows who it is writing for and the seo-audit skill knows which pages matter.
The product-marketing skill builds this file for you. Point it at your website and it drafts a first version from what it finds. You correct the parts it got wrong. Twenty minutes here saves an hour on every task that follows.
The skills a small business uses first
Fifty skills is more than most businesses need. These are the ones that pay for themselves in the first month.
- content-strategy: decides what to write about, groups topics into clusters and plans the calendar, so you stop publishing at random.
- copywriting and copy-editing: write and tighten page copy, headlines and calls to action, with rules against jargon, passive voice and filler.
- seo-audit: works through crawlability, indexation, titles, descriptions, headings and structured data, and outputs a prioritised fix list.
- schema: adds the structured data that lets Google and AI assistants read your pages as facts rather than prose.
- emails: drafts welcome, follow-up and nurture sequences in your voice.
- ai-seo: adjusts content so AI search tools cite you, which is a different problem from ranking in Google.
How we used them to build this blog
This blog section did not exist a week ago. Three skills did most of the planning work. The content-strategy skill set the format for the section: one pillar topic, agentic ready websites, with guides that link back to it. The copywriting skill drafted the article copy against our positioning, with the rules it carries about specificity and plain language. The seo-audit skill then checked the finished template before it went live.
That audit produced concrete changes. Title tags trimmed to fit a search result. Meta descriptions held between 150 and 160 characters. One H1 per page and a clean heading order. Article, FAQ and breadcrumb structured data on every post. A sitemap entry with a last modified date. None of that is clever. All of it is easy to forget, and the skill does not forget.
Installing the skills
In Claude Code, the library installs as a plugin from its GitHub repository. Two commands:
/plugin marketplace add coreyhaines31/marketingskills
/plugin install marketing-skillsIf you use a different agent, or want only a few skills, the same repository supports a command line installer that copies individual skill folders into your project:
npx skills add coreyhaines31/marketingskills --skill copywriting seo-auditThe skills are plain files. You can read them, edit them to match how your business works, and keep your edits in your own repository. That is the point of the format.
Where skills fit with an agentic ready website
A skill produces recommendations and drafts. Whether you can act on them depends on your website. If your pages live inside a page builder, every fix the seo-audit skill finds is a manual job in someone else's interface. If your site is a platform you own, with content and data the agent can reach, the same skill can draft the fix, stage it for your approval and ship it.
That is the gap our six step guide to an agentic ready website closes. The skills are the knowledge. The platform is what lets the knowledge do work.
Key takeaways
- 01
A marketing skill is an SOP for a model: trigger, questions, method, output, in one markdown file.
- 02
Build the product marketing context document first. Every other skill reads it.
- 03
Start with content-strategy, copywriting, copy-editing and seo-audit. Add the rest as you need them.
- 04
Skills produce recommendations. A website you own is what lets an agent act on them.
Frequently asked questions
Are Claude marketing skills free?
Yes. The library is open source under the MIT licence. You pay for the AI assistant you run them with, not for the skills.
Do the skills only work with Claude?
No. They follow the Agent Skills format, which Claude Code, OpenAI Codex, Cursor and other agents support. The library's own documentation lists the install method for each.
Will a skill replace a marketer?
It replaces the blank page and the forgotten checklist. Someone still has to know the business, judge the output and decide what ships. The skills make that person faster and more consistent.
Can I change a skill to suit my business?
Yes. Each skill is a markdown file you can edit. Most businesses adjust the voice rules and add their own examples. Keep your edited copy in your own repository so updates to the library do not overwrite it.