AI agents for marketing: the skills, the job and the agent
Most marketing teams use AI one prompt at a time: write a post, fix a headline, summarise a report. Every person asks differently, so every answer comes out differently.
The way up is a ladder. A skill describes one task in detail. Several skills in order do a whole job. The job running on its own, with a person approving before anything leaves the house, is an agent. Here is that ladder for marketing.
- 01
6 skills
One task each, described in detail.
- 02
Connectors
Reach into the systems the tasks need.
- 03
One job
The monthly marketing report
- 04
One agent
The report agent
Claude skills for marketing: the 6 to write first
campaign-briefCampaign brief
Use when: someone wants to plan, brief or kick off a campaign.
Asks for goal, audience, offer, channels, budget and deadline, flags what is missing, and writes a one-page brief in the team’s template.
Output: A one-page brief the agency or team can start from on Monday.
brand-voice-checkBrand voice check
Use when: a text is about to be published or sent to a customer.
Reads the text against the brand’s voice rules and banned words, marks every line that breaks them and suggests a rewrite for each.
Output: The text with marked lines and suggested fixes, plus a pass or fail.
content-repurposingContent repurposing
Use when: a long piece is finished (webinar, report, article) and needs to live in more channels.
Pulls out the five strongest points and writes them as LinkedIn posts, a newsletter section and three short social posts, each in the channel’s own format.
Output: A ready set of posts, each with a suggested publishing date.
seo-briefSEO article brief
Use when: someone wants to write an article that should rank for a search term.
Takes the keyword, lists what the top results cover, sets the angle, the H2s and the questions to answer, and the internal links to add.
Output: A brief a writer can finish an article from without more research.
campaign-reportMonthly campaign report
Use when: someone asks for the monthly report or how marketing did last month.
Compares last month’s numbers per channel and campaign with the month before, explains every big change, and ends with at most three actions.
Output: A one-page report in the same structure every month.
newsletter-draftNewsletter draft
Use when: the monthly newsletter is due.
Collects the month’s published content and news, picks the three items worth a reader’s time and drafts the newsletter in the house style.
Output: A draft newsletter with subject line options, ready for review.
What a good skill looks like
An example written for this page, following Anthropic’s guidance for writing skills. Adapt it to how your team works.
---
name: campaign-report
description: Writes the monthly marketing report from GA4, Google Ads and Mailchimp, covering what happened, why and what next. Use when someone asks for the monthly report or how marketing did last month.
---
# Monthly marketing report
## What you deliver
One page, five sections, in this order: Summary, Channels, Campaigns, What we learned, Next month.
## Steps
1. Get last month's numbers: sessions and conversions per channel (GA4), spend, clicks and cost per conversion per campaign (Google Ads), opens and clicks per send (Mailchimp).
2. Compare every number with the month before and the same month last year. Mark changes over 15 %.
3. Summary: three sentences. The biggest win, the biggest problem, the one decision needed.
4. Channels and Campaigns: one table each. Round the numbers, state the currency.
5. What we learned: one reason for every change over 15 %. If you do not know the reason, write "Unknown, check" and what to check. Never guess.
6. Next month: at most three actions, each with an owner.
## Rules
- Use only the numbers you were given. List anything missing under "Missing data".
- Write for the CEO: explain any channel term in five words or fewer.
- Run brand-voice-check on the draft before you hand it over.
## Example summary
Leads up 22 % on last month, driven by the webinar campaign (cost per lead down 31 %). Paid search lost ground: clicks down 18 % after the budget cut on 12 May. Decision needed: restore the search budget or move it to LinkedIn.
- The description says when
- Claude reads only the name and description until a task matches, so the description names the moments people actually ask: the monthly report, a campaign summary, how marketing did.
- One structure and one example
- The fixed sections and the example summary show the level of detail. The report comes out the same way every month, whoever asks.
- A rule against guessing
- Invented explanations are the most common failure in AI reports. The skill says what to write instead, so a gap shows as a gap.
From skills to a job: The monthly marketing report
Today someone spends most of a day on it. With the skills and the right connectors, one marketer does it in under an hour, in Claude or ChatGPT.
- 01Ask the AI for last month’s numbers from GA4, Google Ads and Mailchimp.
- 02Run campaign-report on them.
- 03Run brand-voice-check on the draft.
- 04Read it and add what only a person knows, such as why a budget was cut.
- 05Send it to management.
From job to agent: The report agent
The first working day of every month at 07:00.
- 01Fetches sessions and conversions per channel for last month. via Google Analytics MCP
- 02Fetches spend, clicks and cost per conversion per campaign. via Google Ads MCP
- 03Fetches opens and clicks per send. via Mailchimp MCP
- 04Runs campaign-report, then brand-voice-check on the draft.
- 05Posts the draft in the marketing channel for approval. via Slack MCP
The marketing lead reads the draft, fills in what only a person knows and approves it. Nothing goes to management before that.
The report in management’s inbox by lunch on the first working day, every month, in the same format.
In Claude, make it a scheduled task: describe the job once, choose monthly, and it runs with your skills and connectors even when your laptop is closed. Scheduled tasks are on every paid Claude plan. In ChatGPT Work, a scheduled task does the same on the same cadence.
With Deployed OS, the skills and connectors belong to the company, not to one person. Everyone gets the same report skill in Claude, ChatGPT and Copilot, an improvement reaches everyone the same day, and every call the agent makes is logged.
Where it goes wrong
- Starting with the agent
- Run the job by hand four or five times first. You find the missing rules while a person is still watching, not after the agent has sent something.
- One giant marketing skill
- A skill that does briefs, posts and reports does none of them well, and Claude struggles to know when to use it. One task per skill.
- No checkpoint
- An agent that publishes or sends without a person approving will one day publish the wrong thing. Put the approval before anything leaves the house.
- Numbers without a source
- If the agent cannot reach the data it will fill the gap. Connect the systems, and tell the skill to list missing data instead of estimating.
AI agents for marketing: common questions
The recurring jobs with clear steps: the monthly report, repurposing a webinar into posts, the newsletter draft, briefs. It does the work in the same order every time and stops for a person before anything is published or sent.
Start with the task you repeat most and explain most often to new people. For most teams that is the campaign brief, the brand voice check or the monthly report. One skill, tested on real work, before the next.
It can draft them and post the draft for approval. We recommend that a person presses publish or send. With Deployed OS, admins decide which groups may let the AI write in each system at all.
Both. Skills are written in plain language, and the same connectors work in Claude, ChatGPT and Copilot through Deployed OS. Use the assistant your team already likes.
A first skill takes an afternoon to write and a week of real use to get right. The agent comes after you have run the job by hand a few times and trust the result.
It depends on the size of your team. Get in touch and we will walk you through it.
Start with one job.
Tell us which task eats your team’s week. We’ll show you the skills that do it, and the agent that runs it.
