Plan marketing campaigns with objectives, audience segmentation, channel strategy, content calendars, and success metrics. Use when launching a campaign, planning a product launch, building a content calendar, allocating budget across channels, or defining campaign KPIs.
Creates structured marketing campaigns with objectives, audience targeting, channel strategy, content calendars, and performance metrics.
/plugin marketplace add fergupa/claude_plugins/plugin install marketing@knowledge-work-pluginsThis skill inherits all available tools. When active, it can use any tool Claude has access to.
Frameworks and guidance for planning, structuring, and executing marketing campaigns.
Every campaign should be built on this five-part framework:
Define what success looks like before planning anything else.
Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."
Define who you are trying to reach with enough specificity to guide messaging and channel decisions.
Create a brief audience profile (not a full persona) for campaign planning:
"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."
Craft the core message and supporting points that will resonate with the audience.
Message hierarchy:
Select channels based on where your audience is, not where you are most comfortable.
See the Channel Selection Guide below for detailed guidance.
Define how you will know the campaign worked. See Success Metrics by Campaign Type below.
| Channel | Best For | Typical Metrics | Effort |
|---|---|---|---|
| Blog/Website | SEO, thought leadership, education | Traffic, time on page, conversions | Medium |
| Nurture, retention, announcements | Open rate, CTR, conversions | Low-Medium | |
| Social (organic) | Awareness, community, brand building | Engagement, reach, follower growth | Medium |
| Webinars | Education, lead gen, product demos | Registrations, attendance, pipeline | High |
| Podcast | Thought leadership, brand awareness | Downloads, subscriber growth | High |
| Channel | Best For | Typical Metrics | Effort |
|---|---|---|---|
| PR/Media | Awareness, credibility, launches | Coverage, share of voice, referral traffic | High |
| Guest content | Audience expansion, SEO, credibility | Referral traffic, backlinks | Medium |
| Influencer/Partner | Audience expansion, trust | Reach, engagement, referral conversions | Medium-High |
| Community | Awareness, trust, feedback | Mentions, engagement, referral traffic | Medium |
| Reviews/Ratings | Credibility, SEO, consideration | Review volume, rating, conversion lift | Low-Medium |
| Channel | Best For | Typical Metrics | Effort |
|---|---|---|---|
| Search ads (SEM) | High-intent lead capture | CPC, CTR, conversion rate, CPA | Medium |
| Social ads | Awareness, retargeting, lead gen | CPM, CPC, CTR, CPA, ROAS | Medium |
| Display/Programmatic | Awareness, retargeting | Impressions, CPM, view-through conversions | Low-Medium |
| Sponsored content | Thought leadership, lead gen | Engagement, leads, cost per lead | Medium |
| Events/Sponsorships | Relationship building, brand | Leads, meetings, pipeline influenced | High |
When choosing channels, consider:
A content calendar should answer: what, where, when, who, and why for every piece of content.
| Date | Content Piece | Channel | Audience Segment | Campaign/Theme | Owner | Status |
|---|
A common starting framework (adjust based on goals and historical data):
| Category | Percentage of Budget | Examples |
|---|---|---|
| Paid acquisition | 30-40% | Search ads, social ads, display |
| Content production | 20-30% | Blog, video, design, ebooks |
| Events and sponsorships | 10-20% | Conferences, webinars, meetups |
| Tools and technology | 10-15% | Analytics, automation, CRM |
| Testing and experimentation | 5-10% | New channels, A/B tests, pilots |
| Metric | What It Measures |
|---|---|
| Reach/Impressions | How many people saw the campaign |
| Brand mention volume | Increase in brand conversations |
| Share of voice | Your mentions vs. competitors |
| Direct traffic | People coming to your site unprompted |
| Social follower growth | Audience building |
| Metric | What It Measures |
|---|---|
| Total leads | Volume of new contacts |
| Marketing qualified leads (MQLs) | Leads meeting quality threshold |
| Cost per lead (CPL) | Efficiency of spend |
| Lead-to-MQL conversion rate | Quality of leads generated |
| Pipeline influenced | Revenue opportunity created |
| Metric | What It Measures |
|---|---|
| Signups or trials | Adoption of new product |
| Activation rate | Users who complete key first action |
| Media coverage | Earned media hits |
| Social buzz | Mentions, shares, engagement spike |
| Feature adoption | Usage of specific launched features |
| Metric | What It Measures |
|---|---|
| Churn rate change | Customer retention improvement |
| Engagement rate | Interactions with campaign content |
| NPS or CSAT change | Satisfaction improvement |
| Upsell/cross-sell revenue | Expansion revenue |
| Feature adoption | Usage of promoted features |
| Metric | What It Measures |
|---|---|
| Registrations | Interest generated |
| Attendance rate | Conversion from registration |
| Engagement during event | Questions, polls, chat activity |
| Post-event conversions | Leads or pipeline from attendees |
| Content repurposing reach | Downstream audience from recordings |
Expert guidance for Next.js Cache Components and Partial Prerendering (PPR). **PROACTIVE ACTIVATION**: Use this skill automatically when working in Next.js projects that have `cacheComponents: true` in their next.config.ts/next.config.js. When this config is detected, proactively apply Cache Components patterns and best practices to all React Server Component implementations. **DETECTION**: At the start of a session in a Next.js project, check for `cacheComponents: true` in next.config. If enabled, this skill's patterns should guide all component authoring, data fetching, and caching decisions. **USE CASES**: Implementing 'use cache' directive, configuring cache lifetimes with cacheLife(), tagging cached data with cacheTag(), invalidating caches with updateTag()/revalidateTag(), optimizing static vs dynamic content boundaries, debugging cache issues, and reviewing Cache Component implementations.
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