Use Claude Code
for Marketing & GTM

You probably already use Claude (or ChatGPT) in a browser to write copy, brainstorm ideas, or draft emails. Claude Code is different. It runs on your computer, reads your files, and can follow detailed marketing frameworks every single time.

For marketers, this means you can give Claude a positioning framework, a messaging document, or a set of brand guidelines, and it will reference them automatically whenever you ask it to write copy, plan a launch, or build a landing page.

Before we set things up, here are a few terms you will see. You do not need to memorize them. Just read through so they are familiar when they come up later.

# Big Heading
## Smaller Heading

**Bold text** and *italic text*

- Bullet point
- Another bullet point

1. Numbered item
2. Another item

[Click here](https://example.com)

| Column A | Column B |
|----------|----------|
| Cell 1   | Cell 2   |

Follow these steps in order. There are two ways to use Claude Code: in the terminal (the text-based app), or inside VS Code (the free editor). We recommend VS Code for marketers since it gives you a nice visual interface.

node --version

node --version

node --version

node --version

npm install -g @anthropic-ai/claude-code

# Create a marketing workspace folder
mkdir ~/marketing-workspace

# Go into that folder
cd ~/marketing-workspace

# Start Claude Code
claude

Claude Code uses special text files to understand how to behave. You create these files once, and Claude reads them automatically. Here are the ones that matter:

# Marketing Context

## Company
- Name: Acme Analytics
- Industry: B2B SaaS
- Product: Website analytics platform for marketing teams
- Stage: Series A, 50 customers

## Target Audience
- Marketing managers at mid-market companies (200-2000 employees)
- They currently use Google Analytics but need more
- Main pain point: cannot connect website data to revenue

## Brand Voice
- Professional but not corporate
- Data-driven, specific, no fluff
- Avoid jargon like "synergy" or "leverage"

## Key Differentiators
- Real-time revenue attribution
- No-code setup (5 minutes)
- Built for marketers, not engineers

---
name: product-positioning
description: Create positioning frameworks for products.
  Use when the user wants to position a product or
  create a competitive positioning strategy.
version: "1.0.0"
---

# Product Positioning

## Instructions
1. Gather product details, target audience, and competitors
2. Apply the positioning framework
3. Output a complete positioning document

## Framework
- Target customer definition
- Market category
- Key differentiator
- Competitive alternatives
- Unique value proposition

~/.claude/                         # Hidden folder in your home directory
  ├── skills/                      # All your installed skills live here
  │   ├── product-positioning/
  │   │   └── SKILL.md
  │   ├── landing-page/
  │   │   └── SKILL.md
  │   ├── copywriting/
  │   │   └── SKILL.md
  │   └── icp-persona/
  │       └── SKILL.md
  └── settings.json                # Claude Code settings

Skills are instruction packages that teach Claude how to do specific tasks well. Without skills, Claude is a generalist. With the right skills installed, Claude becomes a specialist in positioning, copywriting, launches, email sequences, or whatever marketing task you need.

An Analogy

Think of Claude as a smart new hire. CLAUDE.md is the company onboarding doc you give them on day one. Skills are the playbooks and SOPs for specific tasks. With both in place, your new hire produces better work, faster, with less hand-holding.

How Skills Work

I have built and open-sourced 25+ marketing skills (and constantly adding more) that cover the core workflows marketers and GTM operators run every week. They are free, and anyone can install them.

Skills by Category

Three ways to install the marketing skills. The first option is the simplest: just ask Claude to do it for you.

Create a positioning framework for my product

Let's run through a real example. You will set up a marketing workspace and use Claude Code with skills to create a positioning document.

Help me create a CLAUDE.md file for my marketing workspace. Ask me about my company, product, target audience, brand voice, competitors, pricing, and key differentiators. Then generate a complete CLAUDE.md file and save it to ~/CLAUDE.md. Ask me one section at a time so I can give you detailed answers.

# Landing page copy
Write homepage copy for my product

# ICP document
Create an ICP and buyer persona for my target customers

# Launch plan
Plan a Product Hunt launch for my product

# Email sequence
Build a 5-email onboarding sequence for new trial users

# Ad creative
Generate 10 Google Ads headline variations for my product

# Competitive positioning
Position my product against [competitor name]

# Press release
Write a press release for our new feature launch