The complete system for running your entire marketing operation through Claude. 6 sections. No fluff. Every section includes the exact folder structure, prompts, and build steps so you can implement same-day.

This playbook covers three layers:

1. How to set up your Claude project before building any skills (folder structure, context docs, CLAUDE.md)
2. How to build the four core marketing skills that handle 90% of your recurring work
3. How to connect everything so one brief triggers a full campaign and your team runs it without writing a single prompt

The Three Skill Types (and Why Build Order Matters)

Claude skills come in three types. The order you build them in matters because each layer depends on the one before it.

Brand Skills come first. These define your voice, tone, visual identity, and design system. Every other skill you build will call your brand skill automatically. If you skip this step, every output will sound and look generic. You'll waste time re-explaining your brand in every conversation.

Function Skills come second. These handle specific repeated tasks: writing LinkedIn posts, building carousels, drafting outreach sequences, creating lead magnets. Each function skill imports your brand skill so the output is already on-brand without extra instructions.

Specialty Skills come last. These are one-off or advanced workflows: multi-skill campaign orchestration, competitive analysis pipelines, automated Notion task boards. They call your brand and function skills as building blocks.

Your Project Folder Structure

Before you build a single skill, set up your Claude project folder like this:

📁 Marketing Engine (Claude Project)
├── 📁 context/
│   ├── brand-voice.md
│   ├── design-system.md
│   ├── audience-personas.md
│   ├── competitor-landscape.md
│   └── top-performing-posts.md
├── 📁 skills/
│   ├── brand-identity.skill
│   ├── lead-magnet-builder.skill
│   ├── linkedin-content-engine.skill
│   ├── outreach-sequence-builder.skill
│   └── campaign-orchestrator.skill
├── 📁 templates/
│   ├── carousel-template.md
│   ├── lead-magnet-template.md
│   ├── outreach-sequence-template.md
│   └── campaign-brief-template.md
├── 📁 outputs/
│   └── (Claude saves all generated files here)
└── CLAUDE.md

CLAUDE.md is the routing brain. This file tells Claude which skill to trigger based on what you ask for, what order to run multi-step workflows, and where to save outputs. More on this in Section 5.

What Each Section Covers

Section 1 — Brand Skills: Extract Your Design System in 10-15 Minutes

How to pull your brand identity into a portable skill file using Claude Design. Colors, typography, voice rules, visual patterns. Every skill you build after this one calls it automatically.