Claude Design + Claude Skills: Automate Your Marketing (Claude Code)

How to Build Your Marketing Skills Stack

Understanding Claude Skills

• The speaker emphasizes the importance of building Claude skills for marketers, transitioning from using Claude as a tool to managing it as a system.

• Marketing skills are categorized into three types: Brand Skills (defining brand standards), Function Skills (day-to-day marketing tasks), and Specialty Skills (specific domain rules).

• It is recommended to first build Brand Skills, followed by Function and Specialty Skills, as they form the foundation for most marketing tasks.

Setting Up the Project

• The example project is named "Carely," a healthcare SaaS brand, with folders created for context and campaigns.

• Important brand context files such as ICP and marketing strategy should be loaded into the context folder to guide Claude's operations.

Creating Brand Voice Skills

• The first skill developed is the Brand Voice Skill, which aligns with the brand voice guide and includes versioning for future reference.

• A new core skill course has been launched in the community that covers methods for building custom skills.

Utilizing Claude Design Tool

• To visually represent the brand, marketers can use Claude's design tool to create a portable design system quickly.

• Preparation of marketing assets like landing pages containing color palettes and logos is essential before using the design tool.

Extracting Design System Components

• Users can attach their project folder containing materials to generate a comprehensive design system after reviewing all assets thoroughly.

• The extracted components include colors, UI mockups, fonts, and logos; users can make granular changes but should avoid excessive modifications due to difficulty in reverting changes.

Exporting Design System Skills

• Once satisfied with the design system output, it can be exported as a Claude skill for integration into other projects.

• This process allows marketers to install their brand design skills directly into their project folders efficiently.

Building Campaign Workflow Systems

• After establishing design skills, focus shifts towards creating function skills necessary for campaign workflows.

• A prompt is used to develop a Campaign Planning Brief Skill that utilizes research tools while integrating with previously established design systems.

Creating Effective Marketing Assets with Claude Design Tool

Overview of the Presentation Deck

• The presentation deck follows a design system that incorporates brand colors and fonts, effectively telling a story through KPI targets, target personas, and funnel mapping.

• It clearly outlines marketing budget allocation and includes a campaign roadmap along with an accountable team slide detailing next actions.

Utilizing Claude Design Tool for Slide Creation

• For those seeking a polished HTML-style slide deck, the Claude design tool allows users to create new projects by selecting their design system and pasting campaign briefs to generate slides complete with speaker notes.

Automating Marketing Workflows

• Identifying which workflows to automate is often challenging for marketers; thus, a free resource called AI Toolkit has been created in collaboration with HubSpot to assist in this process.

• This toolkit provides practical breakdowns of using various AI tools like Claude, ChatGPT, Gemini, and Perplexity across different marketing tasks, including specific prompts for strategy and data visualization.

Building Reusable Marketing Assets

• The session transitions into creating reusable marketing assets using the Claude design tool by developing a carousel post template that can be utilized for other marketing skills.

• Users are guided through naming the project "social carousel template," selecting high fidelity options for polished mockups while answering clarifying questions about design elements.

Generating Carousel Designs

• After generating three variations of the carousel design based on user instructions, it’s suggested to export the project for further editing if necessary due to token usage concerns in Claude.

• Once exported, users can create additional skills referencing this carousel template while proposing content angles and generating cover images using another tool.

Finalizing Carousel Designs

• Each slide from the generated carousel is exported as individual images ready for publication. The importance of building quality templates initially is emphasized to maintain control over final outputs.

Expanding Beyond Static Carousels: Motion Graphics

• The discussion shifts towards creating motion graphics using similar principles applied in static designs. Users are encouraged to develop animated videos tailored for product launches or specific scenarios.

Creating Animated Videos with Claude Design Tool

• A new prototype project titled "Animated Video" is initiated where users select their brand's design system before requesting animated video designs based on campaign briefs.

Storytelling Through Animation

• Although generated animations may not reach professional quality standards, they serve well for simple storytelling or landing page explanations. Exporting these projects allows integration into broader campaigns effectively.

By following these structured steps within the Claude Design Tool framework, marketers can enhance their workflow efficiency while producing visually appealing assets aligned with their branding strategies.

Creating a Campaign Manager Agent

Overview of Marketing Skills Development

• A new approach has led to the creation of seven marketing skills, with plans to enhance automation through a campaign manager agent.

• The campaign manager agent will orchestrate the entire campaign workflow and utilize various skills developed earlier.

Initiating Campaign Processes

• When launching a new product feature campaign, the manager will inquire about goals, budget, and target audience to begin research and create a campaign brief.

• The agent generates assets after initiating the campaign brief, ensuring it does not interfere with the main agent's context.

Deliverables and Performance Tracking

• After 25 minutes, Claude provides all deliverables including a practical campaign brief deck that is easy to edit.

• The performance tracker includes built-in Excel formulas for analyzing actual versus forecasted results across various metrics.

Content Creation and Brand Alignment

• Social media posts are well-executed and aligned with brand standards; however, some slides have overflow issues needing improvement.

• Animated videos match the campaign theme with on-brand graphics, while landing pages effectively incorporate calls to action.

Building a Claude Skills Library

Transitioning from Personal to Team Systems

• A Claude skills library is created in Notion to store skill names, descriptions, categories, versions, and files for team access.

Automating Skill Updates

• The skill library manager skill automates population of project-level skills into the library efficiently.

Browsing and Syncing Skills

• Teams can browse through the skill library filtered by needs; updates can be synced automatically when changes occur.

Scaling Claude Skills Value

Setting Up Routine Tasks

• Routines can be scheduled in Claude code to check for unpublished skills weekly at 9:00 AM without manual uploads.

Growth Strategy Insights

• Emphasis on starting small with one effective skill before expanding indicates a strategic growth approach for systems development.

Community Engagement Invitation

Joining AI Marketing System Program

• Viewers are invited to join an AI marketing system program that delves deeper into setting up contexts and building AI agents.