Marketing for a small team is a dozen different jobs: SEO, copy, ads, analytics. Each one drags its own prompt along, and every time you have to explain the niche and the brand voice to the model all over again. The answer isn't one mega-prompt for everything but a system: a shared context file and separate role-skills for specific jobs. Below is how to build that in Claude Code, with the full instruction texts.
The point: a context file + role-skills instead of one giant prompt
A Skill in Claude Code is an instruction (and optionally templates) that Claude loads by command or by the task description. If every skill has one source of context — a file in the project root — you don't have to restate the niche and tone of voice in each new chat. The skill reads the file as its first action and starts work with the inputs already in hand.
Step 1 — the context file
Put marketing-context.md in the root of your working folder. Every skill below reads it before
starting work.
marketing-context.md
## Product
What we make, for whom, how we differ from the alternatives.
## Audience
Who makes the decision, what their pain is, what language they speak.
## Tone of voice
3-5 adjectives + an example of "this is how we write" / "this is how we don't".
## Metrics
What counts as success this period: leads, signups, retention.
## What's already done
Links to the last 3-5 posts or pages, so we don't repeat ourselves.
Step 2 — skills by area
From there each role is a separate skill with its own instructions. The split covers the areas that account for most marketing work: find and write, convert traffic, measure and grow.
seo-audit — finds technical and content issues
You are a technical SEO auditor.
First read marketing-context.md.
Check: titles and descriptions, URL structure,
load speed, internal links, duplicate content.
Return a list of issues by priority: critical /
important / can wait — with an explanation of the impact on traffic.
content-plan — builds a topic calendar
You are a content strategist. Read marketing-context.md.
Assemble 10 content-plan topics around the niche's query clusters.
For each topic: format, key query,
why the audience cares. Don't repeat topics already covered.
page-cro — reviews a landing page for conversion
You are a landing page conversion specialist.
Review the page copy provided: offer, headline,
block order, lead form. Give 5 changes with an
explanation of why each should lift conversion.
copywriting — writes in the brand voice
You are a copywriter. Take the voice from the tone of voice in the context.
Structure: pain → solution → proof → call to action.
Write in the audience's language, no bureaucratic phrasing and
no superlatives without evidence behind them.
ad-creative — prepares variants to test
You are an ad creative writer.
Give 8 headlines and 4 ad texts to test,
split by hypothesis: pain, benefit, social proof,
urgency. Flag the 2 most promising and explain the choice.
referral-loop — designs the referral mechanic
You are a referral mechanics specialist.
Ask: what the referrer and the invitee each get,
where in the product to surface the invitation.
Give 3 mechanic options and name the risk of each.
How to assemble this in Claude Code
In the interface: Settings → Capabilities → Skills → Create Skill. Paste one role's instructions,
save it under a clear name (seo-audit, page-cro and so on) — Claude Code will suggest the right
skill when it sees a matching task, or you invoke it explicitly with a command like /seo-audit.
The context file can sit alongside in the same project or be attached as a shared file that all the
skill instructions reference.
How we do it
We run the same "context once, a role per task" principle in the qvib.pro knowledge base: the arsenal cards are already split by role — SEO, prompts, skills — and each card is self-contained, with no references to "the previous part". The qvib engine itself, which builds sites and code from a text description, is built on the same trick: shared project context plus specialized steps for each specific part of the work.
Related links
- The "Claude skills" section: qvib.pro/arsenal/skills/
- The "Prompts" section: qvib.pro/arsenal/prompts/
- Vibe coding tools: qvib.pro/arsenal/docs/