A Claude skill is a small folder holding one SKILL.md file: a name, a one-line description of when to use it, and a set of instructions. Claude reads the description on its own and pulls the full skill in the moment your request matches. So instead of re-explaining "here is how we structure a campaign plan" every single chat, you install the instructions once and Claude reaches for them by itself.
The library in the reel is coreyhaines31/marketingskills, an MIT-licensed public repo. It holds close to fifty marketing skills covering strategy, copy, paid ads, SEO, conversion, retention and outbound. You can install one, or five, or the whole set. The official anthropics/skills repo is the second place worth raiding, and skills from both can sit side by side.
SKILL.md on GitHub and read it before you upload it. Only install skills from sources you can actually see, which is the main reason I stick to public repos where the whole file is visible.The skills sit in the repo's skills/ folder, one directory each. Here is what the shelves look like so you can go straight to the one you need instead of scrolling the whole list.
This is the route for anyone who does not want to touch a command line. Claude's skill uploader takes a zipped folder, and GitHub does not let you download a single folder on its own, so there is one small unzip-and-rezip step in the middle. It takes about two minutes the first time.
marketingskills-main with a skills/ folder inside it.skills/content-strategy/SKILL.md (or whichever skill you picked) in any text editor. Thirty seconds of reading tells you exactly what Claude will do with it.content-strategy, and choose Compress on Mac or Send to, Compressed folder on Windows. You want a zip of that one folder, not the whole repo.If you already have Claude Code installed, the repo ships with a one-line installer that skips the zipping entirely. Run this in your terminal, in the project folder you want the skills available in:
npx skills add coreyhaines31/marketingskills and hit enter. It detects which agents you have installed and asks where to put them. For Claude Code it installs into .claude/skills/..claude/skills/ in a project folder only exist for that project, which is genuinely useful. Client A's brand rules never leak into client B's campaign plan. 🧠Installing the skills is the easy half. The reason most people get thin output is that they ask a full marketing department for "some content ideas" and give it nothing to work with. Agencies get a brief. Give Claude the same thing, once, at the top of the project.
Start every project with this. Paste it into a Claude Project's instructions, or into the first message of a new chat:
You are running marketing for my business and you have my marketing skills installed. Before we start, here is the standing brief you should apply to everything you produce for me from now on.
Business: [what you sell, in one plain sentence]. Price point: [number and whether it is one-off or recurring]. Who it is for: [the specific person, their job or life situation, and the exact problem that makes them look for something like this]. What they usually do instead: [the alternative they pick today, including doing nothing]. Channels I actually post on: [list them, and say which one I am strongest on]. Numbers I have: [traffic, list size, followers, conversion rate, anything real, and say plainly where I have no data].
Tone rules: [describe how you sound, and name two things you never say]. Always ask me for any missing number rather than inventing one, and when you are guessing, label the guess.Then ask for the plan. This is the prompt that pulls the strategy skills:
Using my marketing skills, build me a complete campaign plan for [the thing you are promoting] running over the next [number] weeks.
Work in this order: first the offer and the single promise it makes, then the audience segment we are actually targeting and why, then the channel mix with a reason for each channel being in or out, then a week-by-week schedule of what gets published or launched, then the one metric that tells us it is working and the number that would make us kill it.
Do not give me a generic funnel diagram. Reference my real constraints from the brief above, and where my numbers are too thin to plan on, say so and tell me what to measure first instead.And this is the one that gets you the actual assets, not another summary of what you should write:
Take week one of that plan and write the actual assets, finished and ready to paste, not descriptions of them.
I need: the landing page headline plus three alternatives, the opening two paragraphs of body copy, three email subject lines with the first line of each email, and five social hooks in my voice. Every piece must make the same core promise we agreed in the plan, using the same words for the same idea so the campaign reads as one thing.
After you write them, list which asset you are least confident in and tell me exactly what you would need from me to fix it.One skill gives you a better version of one task. The reason this feels like a department rather than a tool is that Claude can hold several skills in the same conversation and cross-reference them. Your copy comes out matching your campaign plan, because the copywriting instructions and the campaign instructions are both in the room.
You force that on purpose with a prompt like this:
Use my campaign planning, copywriting and conversion skills together on this, and tell me which ones you used.
Check the landing page copy against the campaign plan we wrote and against the conversion rules. Where the page promises something the plan does not deliver, or where the plan assumes a proof point the page never states, flag it and fix the page rather than the plan.
Give me the corrected page, then a short list of the contradictions you found, so I can see what was actually wrong instead of taking a rewrite on faith.SKILL.md is usually too vague to match your request. Either name the skill directly ("use the cro skill for this"), or open the file and rewrite the description to say plainly when it should be used. That one line is what triggers everything. 💡
coreyhaines31/marketingskills, the library in the reel (MIT licensed)
anthropics/skills, the official Anthropic skill repo
Creating custom skills, Claude Help Center (upload path and plan availability)
Agent Skills, official overview