| name | marketing-plan |
| description | Create a full marketing plan for any project — market research, positioning, funnel strategy, content roadmap, channel mix, and KPIs. Triggers on "marketing plan", "marketing strategy", "go-to-market", "GTM plan", "marketing roadmap", "how to market this", or when a user needs a comprehensive marketing blueprint for a product or service. |
Full Marketing Plan — SOSTAC + Content Factory
Generate a comprehensive, research-backed marketing plan using the SOSTAC framework (Situation, Objectives, Strategy, Tactics, Action, Control) integrated with content-factory production capabilities.
How to Use This Skill
When invoked, execute all 6 phases sequentially. Each phase produces a section of the final marketing plan document. The output is a single markdown file saved to the project's output directory.
Phase 1: Situation Analysis
Research extensively before writing anything. Use web search, competitor analysis, and user input.
1.1 Product Audit
Extract from user input and project files:
- Product: What it does, core value proposition, pricing model
- Current state: Existing users, revenue, traction, testimonials
- Assets: Website, social accounts, email list, content library
1.2 Market Research
Use web search to gather:
- Market size: TAM, SAM, SOM with sources
- Growth rate: CAGR and trajectory
- Key trends: What's changing in this space right now
- Regulatory/compliance: Anything that constrains marketing
1.3 Customer Research
Define 2-3 customer segments using the Jobs-to-Be-Done framework:
| Segment | Job to Be Done | Pain (current alternative) | Desired Outcome |
|---|
| Name | "When I [situation], I want to [motivation], so I can [outcome]" | What they use now and why it fails | Measurable success state |
For each segment, identify:
- Demographics: Age, role, income, location
- Psychographics: Values, fears, aspirations, identity
- Watering holes: Where they spend time online (subreddits, newsletters, communities, podcasts)
- Buying triggers: What event makes them search for a solution
- Objections: Top 3 reasons they wouldn't buy
1.4 Competitive Landscape
Research 3-5 direct competitors and 2-3 indirect alternatives:
| Competitor | Positioning | Pricing | Strengths | Weaknesses | Market Share |
|---|
| Name | Their tagline/angle | Model + price | What they do well | Where they fall short | Est. % |
Identify the strategic gap — what no competitor owns that this product can credibly claim.
1.5 SWOT Summary
| Helpful | Harmful |
|---|
| Internal | Strengths | Weaknesses |
| External | Opportunities | Threats |
Phase 2: Objectives
Set SMART goals across three time horizons.
2.1 North Star Metric
Define one metric that best captures value delivery:
- Metric: e.g., "Monthly active projects generating content"
- Current: baseline value
- Target: 90-day, 6-month, 12-month targets
2.2 Goal Hierarchy
| Timeframe | Awareness Goal | Acquisition Goal | Activation Goal | Revenue Goal |
|---|
| 30 days | X visitors/mo | Y signups | Z activated | $R MRR |
| 90 days | ... | ... | ... | ... |
| 12 months | ... | ... | ... | ... |
2.3 Funnel Metrics
Define target conversion rates for each funnel stage:
Awareness → Interest: X% (content engagement rate)
Interest → Consideration: X% (site visit → signup)
Consideration → Trial: X% (signup → first use)
Trial → Purchase: X% (trial → paid)
Purchase → Advocacy: X% (paid → referral)
Phase 3: Strategy
3.1 Positioning Statement
Use the format:
For [target segment] who [job to be done], [Product] is the [category] that [key differentiator] unlike [primary alternative] which [competitor weakness].
Test positioning against these filters:
- Credible: Can you prove it?
- Differentiated: Does anyone else claim this?
- Relevant: Does the customer care?
- Durable: Will this hold in 12 months?
3.2 Messaging Architecture
| Level | Message | Where Used |
|---|
| Tagline | 5-8 words, memorable | Logo lockup, social bios |
| Value Prop | 1 sentence, outcome-focused | Homepage hero, ad headlines |
| Elevator Pitch | 30 seconds, problem→solution→proof | Landing pages, pitch decks |
| Full Narrative | 2-3 paragraphs, story arc | About page, PR, long-form |
3.3 Brand Voice
Define along 4 dimensions:
| Dimension | This | Not That |
|---|
| Tone | e.g., Confident | Arrogant |
| Language | e.g., Plain, direct | Jargon-heavy |
| Humor | e.g., Dry wit | Slapstick |
| Perspective | e.g., Peer/collaborator | Guru/authority |
3.4 Pricing Strategy
Evaluate using the Value-Based Pricing framework:
- Reference price: What do alternatives cost?
- Differentiation value: What's the $ value of what you do better?
- Willingness to pay: What did customer research reveal?
- Recommended model: Freemium / free trial / paid-only / usage-based
- Price anchoring: How to frame the price (per day, vs. alternative, ROI)
Phase 4: Tactics
Map specific marketing tactics to each funnel stage. For each tactic, specify which content-factory capabilities and external skills to use.
4.1 Awareness Tactics
Organic Content (use content-factory commands)
| Tactic | Content Factory Tool | Frequency | Skill Reference |
|---|
| Short-form video (Reels/TikTok/Shorts) | /generate-reel, /generate-talking-character | 4-5/week | content-strategy, video-production |
| Video ads for cold audiences | /generate-ad, /generate-ugc-ad | 2-3 variants/week | ad-script-writing, gen-ai-media |
| Educational carousels | /generate-carousel | 2-3/week | content-strategy |
| Product explainers | /generate-product-decoded | 1/week | video-production |
| Infographic posters | /generate-infographic | 1-2/week | content-strategy |
SEO & Content Marketing (use external skills)
| Tactic | Skill to Invoke | Deliverable |
|---|
| Site architecture planning | /site-architecture | Sitemap + URL hierarchy |
| SEO audit | /seo-audit | Technical fixes + on-page optimization |
| Programmatic SEO pages | /programmatic-seo | Template pages at scale |
| Schema markup | /schema-markup | JSON-LD structured data |
| AI search optimization | /ai-seo, /llm-search-optimization | LLM-friendly content |
| Competitor/alternative pages | /competitor-alternatives | vs. pages and alternative pages |
| Content strategy | /content-strategy | Topic clusters + editorial calendar |
Paid Acquisition (use external skills)
| Tactic | Skill to Invoke | Deliverable |
|---|
| Ad campaign planning | /paid-ads | Campaign structure, targeting, budgets |
| Ad creative generation | /ad-creative | Headlines, descriptions, variations |
| Screenshot ads for app stores | /generate-screenshot-ad | 3 static ad variants |
Community & PR
| Tactic | Approach | Deliverable |
|---|
| Product Hunt launch | /launch-strategy | Launch plan + assets |
| Cold outreach to partners | /cold-email | Email sequences |
| Social content calendar | /social-content | Platform-specific posts |
4.2 Acquisition Tactics
| Tactic | Skill to Invoke | Deliverable |
|---|
| Landing page copy | /copywriting | Hero, benefits, social proof, CTA |
| Landing page CRO | /page-cro | Conversion audit + improvements |
| Signup flow optimization | /signup-flow-cro | Friction reduction, progressive profiling |
| Form optimization | /form-cro | Lead capture improvements |
| Popup/modal strategy | /popup-cro | Exit intent, email capture |
| Free tool as lead magnet | /free-tool-strategy | Engineering-as-marketing tool |
| A/B testing plan | /ab-test-setup | Hypotheses + experiment design |
4.3 Activation Tactics
| Tactic | Skill to Invoke | Deliverable |
|---|
| Onboarding flow | /onboarding-cro | First-run experience, time-to-value |
| Welcome email sequence | /email-sequence | 5-7 email drip campaign |
| Analytics tracking | /analytics-tracking | GA4 + event tracking setup |
4.4 Revenue Tactics
| Tactic | Skill to Invoke | Deliverable |
|---|
| Pricing page optimization | /pricing-strategy | Tier design, anchoring, packaging |
| Upgrade/paywall screens | /paywall-upgrade-cro | In-app conversion flows |
| Sales collateral | /sales-enablement | One-pagers, objection handling |
4.5 Retention & Referral Tactics
| Tactic | Skill to Invoke | Deliverable |
|---|
| Churn prevention | /churn-prevention | Cancel flow, save offers, dunning |
| Referral program | /referral-program | Incentive structure, viral loops |
| Email lifecycle | /email-sequence | Re-engagement, milestone, NPS |
Phase 5: Action Plan
5.1 Execution Roadmap
Produce a 12-week phased roadmap:
Weeks 1-2: Foundation
Weeks 3-4: Content Engine
Weeks 5-6: Acquisition
Weeks 7-8: Amplification
Weeks 9-10: Optimization
Weeks 11-12: Scale
5.2 Resource Requirements
| Resource | Monthly Estimate | Notes |
|---|
| Content-factory generation costs | $X | Based on cadence x cost-per-unit |
| Paid ad spend | $X | Start small, scale winners |
| Tools/subscriptions | $X | Analytics, email, social tools |
| Time investment | X hrs/week | Content review, strategy, optimization |
5.3 Content Production Calendar
Map the first 4 weeks day-by-day:
| Day | Format | Category | Content Factory Command | Idea Source |
|---|
| Mon | Reel | Shock | /generate-reel | Ideas Bank |
| Tue | Carousel | Authority | /generate-carousel | Ideas Bank |
| Wed | Reel | Utility | /generate-reel | Ideas Bank |
| Thu | Ad | Aspiration | /generate-ad | Brief |
| Fri | Reel | Curiosity | /generate-reel | Ideas Bank |
| Sat | Infographic | Authority | /generate-infographic | Ideas Bank |
| Sun | — | — | — | Rest / plan next week |
Follow the category rotation rules from the content-strategy skill: never repeat the same category on consecutive days, prioritize bangers on Tue-Thu.
Phase 6: Control
6.1 KPI Dashboard
Track weekly:
| Metric | Source | Target | Current |
|---|
| Impressions | Social analytics | X/week | — |
| Engagement rate | Social analytics | X% | — |
| Website visitors | GA4 | X/week | — |
| Signup conversion | GA4 | X% | — |
| Activation rate | Product analytics | X% | — |
| MRR | Stripe/billing | $X | — |
| CAC | Ad spend / new customers | $X | — |
| LTV:CAC ratio | Calculated | >3:1 | — |
| Content cost per piece | Cost tracker | $X | — |
6.2 Review Cadence
| Frequency | Review |
|---|
| Daily | Content performance (impressions, saves, shares) |
| Weekly | Funnel metrics, ad performance, content calendar adherence |
| Bi-weekly | A/B test results, CRO experiments |
| Monthly | Full KPI review, budget reallocation, strategy adjustments |
| Quarterly | Strategic review against Phase 2 objectives |
6.3 Decision Triggers
Define when to pivot:
| Signal | Action |
|---|
| Content format consistently >2x avg engagement | Double production frequency |
| Content format consistently <50% avg engagement | Pause, diagnose, or drop |
| CAC > LTV/3 on a channel | Pause spend, investigate |
| Signup → activation <20% | Prioritize onboarding CRO |
| Churn >5%/month | Activate churn prevention flows |
| Organic ranking on target keywords | Shift budget from paid to content |
Output Format
Save the completed marketing plan as:
{output_dir}/marketing-plan-{product-slug}-{YYYY-MM-DD}.md
Include all 6 phases as sections. Use tables for structured data. Include sources for all market research claims. Link to specific content-factory commands and skills throughout.
Quality Checklist
Before finalizing the plan, verify:
