marketing-report

name	marketing-report
version	1.0.0
description	Marketing report generator (Markdown) — compiles all audit and analysis results into a single client-ready document with scores, findings, and action plans. Produces MARKETING-REPORT.md. Use via /marketing report <url>.
allowed-tools	["Bash","Read","Glob","Write"]

Marketing Report Generator (Markdown Format)

Skill Purpose

Generate a comprehensive, professionally formatted marketing report in Markdown. This skill compiles data from all previous audit and analysis results into a single, client-ready document with scores, findings, recommendations, and a prioritized action plan with revenue impact estimates.

When to Use

• User wants a full marketing report for a client or their own business
• User has completed one or more audit skills and wants a compiled report
• User asks for a marketing assessment, scorecard, or analysis document
• Triggered by /market report or /market report <domain>

How to Execute

Step 1: Collect All Available Data

Before generating the report, check for any existing audit data from previous skill runs. Look for these files in the project directory:

Possible data sources:

• MARKETING-AUDIT.md -- from /market audit
• LANDING-CRO.md -- from /market landing
• SEO-AUDIT.md -- from /market seo
• BRAND-VOICE.md -- from /market brand
• COMPETITOR-ANALYSIS.md -- from /market competitors
• FUNNEL-ANALYSIS.md -- from /market funnel
• CONTENT-AUDIT.md -- from content analysis
• AD-AUDIT.md -- from /market ads
• SOCIAL-AUDIT.md -- from /market social
• EMAIL-AUDIT.md -- from /market emails

If no previous data exists, inform the user and offer to:

1. Run a quick audit first (recommended)
2. Generate a report based on available information (website URL, user-provided data)
3. Create a report template they can fill in

Step 2: Calculate the Marketing Scorecard

Score across 6 categories, each worth up to 100 points. The overall score is the weighted average.

Category 1: Website & Conversion (Weight: 25%)

Evaluate based on landing page analysis, CRO findings, and UX assessment.

Factor	Points Available	Criteria
Page load speed	15	Under 2s = 15, Under 3s = 10, Under 5s = 5, Over 5s = 0
Mobile responsiveness	15	Fully responsive = 15, Mostly = 10, Partially = 5, Not = 0
Clear value proposition	20	Immediately clear = 20, Takes effort = 12, Vague = 5, Missing = 0
CTA effectiveness	20	Strong and clear = 20, Present but weak = 12, Unclear = 5, Missing = 0
Social proof	15	Multiple types = 15, Some = 10, Minimal = 5, None = 0
Form optimization	15	Optimized = 15, Adequate = 10, Needs work = 5, Broken = 0

Category 2: SEO & Organic (Weight: 20%)

Evaluate based on SEO audit findings.

Factor	Points Available	Criteria
Title tags & meta descriptions	15	Optimized = 15, Present = 10, Partial = 5, Missing = 0
Header hierarchy (H1-H6)	10	Proper = 10, Mostly = 7, Needs work = 3, Missing = 0
Content quality (E-E-A-T)	25	Excellent = 25, Good = 17, Average = 10, Poor = 3
Technical SEO	20	No issues = 20, Minor issues = 13, Major issues = 7, Critical = 0
Internal linking	15	Strategic = 15, Present = 10, Minimal = 5, None = 0
Schema markup	15	Comprehensive = 15, Basic = 10, Minimal = 5, None = 0

Category 3: Content & Messaging (Weight: 15%)

Evaluate based on brand voice analysis and content audit.

Factor	Points Available	Criteria
Brand voice consistency	20	Consistent = 20, Mostly = 13, Inconsistent = 7, No voice = 0
Content quality	25	Expert-level = 25, Good = 17, Generic = 10, Poor = 3
Content variety	15	Multiple formats = 15, Some = 10, Limited = 5, Single = 0
Publishing frequency	15	Regular cadence = 15, Sporadic = 10, Rare = 5, None = 0
Audience targeting	25	Precisely targeted = 25, Somewhat = 17, Broad = 10, Off-target = 3

Category 4: Social Media & Community (Weight: 15%)

Evaluate based on social media presence and engagement.

Factor	Points Available	Criteria
Platform presence	15	Right platforms, active = 15, Present but inactive = 8, Missing key = 3
Content quality	25	Engaging and on-brand = 25, Adequate = 15, Low quality = 7, Poor = 0
Engagement rate	25	Above benchmark = 25, At benchmark = 17, Below = 10, Negligible = 3
Posting consistency	15	Regular schedule = 15, Sporadic = 10, Rare = 5, Abandoned = 0
Community building	20	Active community = 20, Some engagement = 13, Broadcast only = 7, None = 0

Category 5: Email & Automation (Weight: 15%)

Evaluate based on email marketing assessment.

Factor	Points Available	Criteria
List building mechanism	20	Multiple opt-ins = 20, One opt-in = 13, No visible opt-in = 5
Email design & content	20	Professional and engaging = 20, Adequate = 13, Needs work = 7
Automation sequences	25	Comprehensive = 25, Basic = 15, Minimal = 8, None = 0
Segmentation	20	Advanced = 20, Basic = 13, None = 5
Deliverability signals	15	Strong = 15, Adequate = 10, Concerning = 5, Problems = 0

Category 6: Paid Advertising (Weight: 10%)

Evaluate based on ad account audit (if applicable).

Factor	Points Available	Criteria
Campaign structure	20	Well-organized = 20, Adequate = 13, Messy = 7, None = 0
Targeting quality	25	Precise and layered = 25, Good = 17, Broad = 10, Wasteful = 3
Ad creative quality	25	Compelling and varied = 25, Adequate = 17, Weak = 10, Poor = 3
Landing page alignment	15	Perfect match = 15, Good = 10, Misaligned = 5, Broken = 0
Tracking & attribution	15	Comprehensive = 15, Basic = 10, Minimal = 5, Missing = 0

Overall Score Calculation

Overall Score = (Website * 0.25) + (SEO * 0.20) + (Content * 0.15) + (Social * 0.15) + (Email * 0.15) + (Paid * 0.10)

Score Interpretation:

Score Range	Rating	Meaning
85-100	Excellent	Marketing is a competitive advantage. Optimize and scale.
70-84	Good	Solid foundation with clear improvement opportunities.
55-69	Average	Functional but leaving significant growth on the table.
40-54	Below Average	Multiple areas need attention. Significant opportunity cost.
0-39	Critical	Marketing is actively hurting growth. Immediate action required.

Step 3: Write Category Deep-Dives

For each of the 6 categories, provide:

1. Score and Rating -- X/100 with interpretation
2. Key Findings -- 3-5 specific observations with evidence
3. What's Working -- Positive elements to preserve and build on
4. Gaps and Issues -- Problems identified with severity ratings
5. Recommendations -- Specific, actionable improvements ranked by impact
6. Revenue Impact Estimate -- Estimated financial impact of implementing recommendations

Revenue Impact Estimation Framework:

Impact = (Estimated traffic change * Conversion rate change * Average deal value) * Confidence factor

Example:
- Current monthly traffic: 10,000
- Recommended SEO improvements could increase traffic 30%: +3,000 visits
- Current conversion rate: 2%, CRO could improve to 3%: +1% = +130 conversions
- Average deal value: $500
- Estimated monthly revenue impact: $65,000
- Confidence factor (conservative): 0.5
- Conservative estimate: $32,500/month additional revenue

Step 4: Competitor Comparison Summary

If competitor data is available from /market competitors, include:

Competitive Positioning Matrix:

Factor	Client	Competitor 1	Competitor 2	Competitor 3
Website Quality	X/10	X/10	X/10	X/10
SEO Visibility	X/10	X/10	X/10	X/10
Content Quality	X/10	X/10	X/10	X/10
Social Presence	X/10	X/10	X/10	X/10
Overall Position	Xth/4	Xth/4	Xth/4	Xth/4

Competitive Advantages: What the client does better Competitive Gaps: Where competitors outperform the client Opportunities: Spaces competitors are not addressing

Step 5: Content Quality Assessment

Summarize content findings across all channels:

• Website copy -- Clarity, persuasiveness, brand alignment
• Blog content -- Depth, expertise, SEO optimization, publishing cadence
• Social media content -- Engagement quality, brand consistency, platform optimization
• Email content -- Subject line effectiveness, body copy quality, CTA strength
• Ad creative -- Messaging clarity, visual quality, offer presentation

Step 6: Conversion Optimization Summary

Compile all conversion-related findings:

• Primary conversion paths -- How visitors become customers
• Funnel leaks -- Where potential customers drop off
• CRO quick wins -- Changes that can be implemented immediately
• Testing opportunities -- A/B tests recommended with hypotheses
• Benchmark comparison -- Current rates vs industry standards

Step 7: SEO Snapshot

Summarize SEO health in a scannable format:

SEO Health Snapshot:
- Title Tags: [Optimized / Needs Work / Missing]
- Meta Descriptions: [Optimized / Needs Work / Missing]
- H1 Tags: [Proper / Issues / Missing]
- Image Alt Text: [Complete / Partial / Missing]
- Page Speed: [Fast / Moderate / Slow]
- Mobile-Friendly: [Yes / Partially / No]
- Schema Markup: [Present / Partial / Missing]
- Robots.txt: [Configured / Issues / Missing]
- Sitemap: [Present / Issues / Missing]
- HTTPS: [Yes / No]
- Core Web Vitals: [Pass / Needs Work / Fail]

Step 8: Build the Prioritized Action Plan

Organize all recommendations into three tiers:

Quick Wins (Implement This Week)

High impact, low effort changes. These should be implementable within 1-5 business days.

Format each item as:

- [ ] [Action item]: [Specific description]
  - Impact: [HIGH/MEDIUM/LOW]
  - Effort: [1-5 hours]
  - Expected Result: [Specific outcome]
  - Revenue Impact: [$X/month estimated]

Medium-Term (Implement This Month)

Moderate impact, moderate effort. These require 1-4 weeks.

Strategic (Implement This Quarter)

High impact, high effort. These are foundational changes that require planning and sustained effort.

Step 9: Build the 30-60-90 Day Roadmap

Days 1-30: Foundation & Quick Wins

• Week 1: Implement all quick wins from the action plan
• Week 2: Set up tracking and analytics baseline
• Week 3: Begin medium-term improvements
• Week 4: First performance review and adjustment

Days 31-60: Growth & Optimization

• Week 5-6: Launch core campaign improvements
• Week 7: A/B testing program begins
• Week 8: Content strategy implementation

Days 61-90: Scale & Expand

• Week 9-10: Scale what's working, cut what isn't
• Week 11: Expand to new channels or campaigns
• Week 12: Comprehensive review, update strategy for next quarter

Step 10: Appendix

Include methodology notes so the client understands how scores were derived:

Scoring Methodology:

• How each category was evaluated
• Data sources used
• Benchmarks referenced
• Limitations and assumptions
• Date of analysis

Tools Used:

• List any tools or scripts used in the analysis
• Reference to scripts/analyze_page.py if used

Glossary:

• Define marketing terms that a non-marketer client may not know
• Keep it relevant to terms used in the report

Output Format

Generate a file called MARKETING-REPORT.md with:

# Marketing Report
## [Company/Domain Name]
### Prepared by: [Agent/Agency Name]
### Date: [Date]

---

## Executive Summary

### Overall Marketing Score: [X/100] -- [Rating]

[2-3 paragraph summary covering: current state assessment, top 3 findings, estimated revenue impact of implementing recommendations, and recommended first steps]

### Score Breakdown
| Category | Score | Rating |
|---|---|---|
| Website & Conversion | X/100 | [Rating] |
| SEO & Organic | X/100 | [Rating] |
| Content & Messaging | X/100 | [Rating] |
| Social Media | X/100 | [Rating] |
| Email & Automation | X/100 | [Rating] |
| Paid Advertising | X/100 | [Rating] |
| **Overall** | **X/100** | **[Rating]** |

### Top 3 Priority Actions
1. [Most impactful recommendation with revenue estimate]
2. [Second most impactful recommendation]
3. [Third most impactful recommendation]

---

## Detailed Findings

### 1. Website & Conversion [X/100]
[Deep-dive analysis with findings, what's working, gaps, recommendations]

### 2. SEO & Organic [X/100]
[Deep-dive analysis]

### 3. Content & Messaging [X/100]
[Deep-dive analysis]

### 4. Social Media [X/100]
[Deep-dive analysis]

### 5. Email & Automation [X/100]
[Deep-dive analysis]

### 6. Paid Advertising [X/100]
[Deep-dive analysis]

---

## Competitor Comparison
[Matrix and analysis]

---

## SEO Snapshot
[Health checklist]

---

## Conversion Optimization Summary
[Funnel analysis and CRO recommendations]

---

## Revenue Impact Summary
| Recommendation | Estimated Monthly Impact | Confidence | Priority |
|---|---|---|---|
| [Rec 1] | $X,XXX | High/Medium/Low | 1 |
| [Rec 2] | $X,XXX | High/Medium/Low | 2 |
| ... | ... | ... | ... |
| **Total Estimated Impact** | **$XX,XXX/month** | | |

---

## Prioritized Action Plan

### Quick Wins (This Week)
- [ ] [Action items with impact and effort]

### Medium-Term (This Month)
- [ ] [Action items]

### Strategic (This Quarter)
- [ ] [Action items]

---

## 30-60-90 Day Roadmap
[Week-by-week plan]

---

## Appendix
### Methodology
### Tools Used
### Glossary
### Data Sources

Key Principles

• This report should be impressive enough to use as a sales tool. A well-crafted marketing report can open the door to a client engagement.
• Always lead with insights and opportunities, not criticism. Frame everything through the lens of growth potential.
• Quantify everything possible. "$32,000/month in unrealized revenue" is more compelling than "you're leaving money on the table."
• Make the action plan so specific that someone could hand it to a junior marketer and they could execute it.
• Use professional formatting: consistent headers, tables for data, checkboxes for action items, clear visual hierarchy.
• If data from previous skills is available, reference specific findings. If not, be transparent about what's based on analysis vs estimation.
• The report should tell a story: Here's where you are, here's where you could be, here's how to get there, and here's what it's worth.