marketing-workflows

name	marketing-workflows
description	Marketing campaign planning — campaign documents, content calendars, cross-channel coordination, and marketing-specific phase decomposition
triggers	["marketing","campaign","content","social","channel","audience"]
token_cost	high
summary	Domain-specific workflows for marketing phases. Covers campaign planning, content calendars, cross-channel coordination across 8 marketing agents. Activates when MKT-* requirements or marketing keywords detected.

Marketing Workflows

Structured marketing campaign engine for Legion. Provides domain-specific decomposition for marketing-focused phases — campaign planning with guided questioning, content calendar generation, and cross-channel coordination across 8 marketing specialist agents. All operations produce human-readable markdown artifacts at .planning/campaigns/.

References:

• State File Locations from workflow-common.md (state paths, degradation pattern)
• Marketing Workflow Conventions from workflow-common.md (lifecycle, paths, wave pattern)
• Marketing Campaign team assembly from agent-registry.md Section 4 (Strategy + Content + Channel specialists)
• Phase decomposition from phase-decomposer.md (marketing domain detection trigger)
• /legion:plan in plan.md (campaign questioning and document generation entry point)
• /legion:build in build.md (marketing wave execution with core messaging handoff)

---

Section 1: Principles & Marketing Domain Detection

Core rules governing marketing workflows and the detection heuristic that determines when marketing-specific decomposition activates.

Principles

1. Marketing-first decomposition -- when a marketing phase is detected, use marketing-specific wave patterns (Strategy, Creation, Distribution) rather than generic engineering patterns (Build, Test, Deploy). Marketing tasks are not code tasks.
2. Human-readable artifacts -- campaign documents follow the same structured markdown convention as STATE.md, ROADMAP.md, and all other Legion state files. No JSON, no binary, no databases.
3. Graceful degradation -- every consumer checks for marketing phase signals before applying marketing patterns. Non-marketing phases see zero impact. Campaign documents are never required for non-marketing workflow completion.
4. Channel-driven team assembly -- the user's channel selection drives which agents are assigned. Not all 8 marketing agents are needed for every campaign. A 2-channel campaign gets 3-4 agents; a 5-channel campaign gets 6-7.
5. Core message consistency -- all channel agents work from a single core messaging brief produced in Wave 1. Consistency is structural (shared input), not manual (per-channel review).
6. Content templates, not content -- calendars and plans specify content types, themes, and responsible agents. Actual content creation happens during execution (Wave 2), not during planning.

When Marketing Workflows Apply

Marketing-specific decomposition activates when ANY of the canonical triggers below matches — no other triggers. Keyword matches against the phase description are NOT authoritative (they may be used as a non-blocking hint to prompt the user, never as automatic activation).

Canonical triggers (mirror of workflow-common/SKILL.md § Marketing Phase Detection):

1. At least one phase requirement ID matches the regex ^MKT-\d+ in ROADMAP.md or REQUIREMENTS.md
2. The phase's CONTEXT.md YAML frontmatter declares workflow_type: marketing
3. The user passed --domain=marketing to /legion:plan

Single source of truth for keywords: .planning/config/intent-teams.yaml under teams.marketing.keywords[]. Keywords are used only as prompt hints, never for silent activation. When adding a keyword, edit the YAML — do NOT inline keyword lists in this file.

When detected: use marketing-specific wave patterns (Section 6) and offer campaign document generation during planning. When not detected: standard phase decomposition applies -- no impact.

Constants

CAMPAIGN_DIR = '.planning/campaigns'
CAMPAIGN_FILE_PATTERN = '{CAMPAIGN_DIR}/{campaign-slug}.md'
DEFAULT_CHANNELS = ['twitter', 'instagram', 'tiktok', 'reddit', 'blog', 'email']
CONTENT_TYPES = ['social-post', 'thread', 'reel', 'story', 'blog-post', 'email',
                 'video-script', 'infographic', 'ama', 'poll']

Channel-Agent Mapping

Channel	Primary Agent	Backup Agent
Twitter	marketing-twitter-engager	marketing-social-media-strategist
Instagram	marketing-instagram-curator	marketing-content-social-strategist
TikTok	marketing-tiktok-strategist	marketing-instagram-curator
Reddit	marketing-reddit-community-builder	marketing-content-social-strategist
Blog/Web	marketing-content-social-strategist	marketing-social-media-strategist
Email	marketing-content-social-strategist	marketing-growth-hacker
App Store	marketing-app-store-optimizer	marketing-growth-hacker
Growth/Funnel	marketing-growth-hacker	marketing-social-media-strategist

Graceful Degradation

• If .planning/campaigns/ directory does not exist: create it when the first campaign is planned
• If no campaign document exists for a phase: standard decomposition, no marketing enrichment
• If marketing-workflows skill is referenced but phase is not marketing: skip silently
• Never error, never block, never require campaign documents for non-marketing workflow completion

---

Section 2: Campaign Planning Workflow (MKT-01)

Structured campaign creation with guided questioning, document generation, agent team assembly, and lifecycle management. This section drives the campaign planning flow triggered by /legion:plan when a marketing phase is detected.

2.1: Campaign Brief Questioning

When a marketing phase is detected during /legion:plan, gather campaign parameters using AskUserQuestion. This replaces the generic decomposition questioning for marketing phases.

Key questions (adapt based on responses -- do not ask all if answers imply others):

Q1: "What's the primary objective for this campaign?"
  Options:
  - "Brand awareness / Launch announcement"
  - "User acquisition / Growth"
  - "Community building / Engagement"
  - "Product promotion / Conversion"

Q2: "Who is your target audience?"
  Free text -- capture demographics, interests, platforms they use

Q3: "Which channels should we target?" (multi-select)
  Options from DEFAULT_CHANNELS, filtered to those with available agents
  Show the Channel-Agent Mapping so the user knows who handles each

Q4: "What's the campaign timeline?"
  Options:
  - "Sprint (1-2 weeks)" -- high intensity, few channels
  - "Standard (4-6 weeks)" -- full campaign cycle
  - "Ongoing (3+ months)" -- sustained presence

Q5: "What's the key message or value proposition?"
  Free text -- this becomes the core message for cross-channel coordination (Section 4)

If the user has already provided campaign details in the phase description or CONTEXT.md, extract answers from existing context rather than re-asking. Only ask for missing parameters.

2.2: Campaign Document Generation

After brief questioning, generate the campaign document at: {CAMPAIGN_DIR}/{campaign-slug}.md

The slug is derived from the campaign name: lowercase, spaces to hyphens, strip non-alphanumeric (except hyphens), max 40 characters. Example: "Product Launch Q2" becomes product-launch-q2

Use the format from Section 5. Populate all sections from the brief answers:

• Objectives: from Q1 + follow-up specifics
• Target Audience: from Q2
• Channel Strategy: from Q3 + Channel-Agent Mapping (Section 1)
• Core Messaging: from Q5
• Timeline: from Q4 + default phase structure for the selected pattern
• Content Calendar: generate using Section 3 patterns
• Agent Assignments: from channel selection + agent-registry Section 4 Marketing Campaign team

2.3: Agent Team Assembly

For marketing campaigns, use the agent-registry Section 4 Marketing Campaign team assembly pattern:

Required roles (always included):

Role	Agent	Responsibilities
Strategy Lead	marketing-social-media-strategist	Overall strategy, cross-channel alignment, campaign brief ownership, Wave 1 leadership
Content Lead	marketing-content-social-strategist	Core content production, editorial calendar, brand voice consistency, long-form assets

Channel-specific roles (1 per selected channel):

• Map each selected channel to its primary agent using the Channel-Agent Mapping table (Section 1)
• If a channel's primary agent is already assigned as Strategy Lead or Content Lead, no duplicate -- the agent covers both roles
• Each channel specialist owns platform-native content formats for their channel

Optional roles (add based on campaign objectives):

Condition	Role	Agent	Division
Objectives include "acquisition" or "conversion"	Growth/Analytics	marketing-growth-hacker	marketing
Campaign is visually intensive (Instagram, TikTok focus)	Visual Design	design-visual-storyteller	design
Campaign requires detailed performance tracking	Analytics	data-analytics-engineer	specialized

2.4: Campaign Lifecycle

Each campaign follows this lifecycle:

Planning --> Active --> Measuring --> Complete

• Planning: Campaign document created, content calendar drafted, agents assigned. Status in campaign doc: Planning
• Active: Content being produced and distributed across channels. Status: Active
• Measuring: Campaign ended, collecting metrics and learnings. Status: Measuring
• Complete: Final report written, outcomes recorded to memory (if memory layer active). Status: Complete

Campaign status is tracked in the campaign document header, not in STATE.md. The campaign document is the source of truth for campaign lifecycle.

---

Section 3: Content Calendar Generation (MKT-02)

Time-based content planning with channel assignments, content type taxonomy, scheduling patterns, and assignment rules.

3.1: Calendar Structure

Content calendars live inside the campaign document (## Content Calendar section). Format is a weekly grid with channel assignments and content types.

| Week | Phase | Key Theme | Content Items |
|------|-------|-----------|---------------|
| W1 | Pre-launch | Teaser/Anticipation | Twitter thread, Instagram teaser, Blog draft |
| W2 | Launch | Core announcement | All channels: coordinated launch burst |
| W3-4 | Sustain | Engagement/Value | Regular cadence per channel |
| W5+ | Optimize | Best performers | Double down on top-performing content |

Calendar detail level: specify content TYPE and responsible AGENT per slot. Do NOT write actual content -- content creation happens during Wave 2 execution.

3.2: Content Type Taxonomy

Each content item maps to a type, channel, and responsible agent:

Type	Channels	Typical Agent	Cadence
Thread/Carousel	Twitter, LinkedIn	marketing-twitter-engager	2-3x/week
Short-form Video	TikTok, Instagram Reels	marketing-tiktok-strategist	2-3x/week
Stories	Instagram	marketing-instagram-curator	Daily during active phase
Long-form Post	Blog, Medium	marketing-content-social-strategist	1-2x/week
Email Newsletter	Email list	marketing-content-social-strategist	Weekly
Community Post	Reddit	marketing-reddit-community-builder	2-3x/week
Poll/Interactive	Twitter, Instagram	Platform-specific agent	Weekly
AMA/Q&A	Reddit	marketing-reddit-community-builder	1x per campaign
Infographic	All visual channels	design-visual-storyteller (cross-div)	As needed
App Store Update	App Store, Play Store	marketing-app-store-optimizer	Per release cycle

3.3: Scheduling Patterns

Three standard patterns based on campaign timeline (from Q4 in brief questioning):

Sprint (1-2 weeks):

• High frequency: daily content on primary channels
• Focus: 2-3 channels maximum
• Pre-create all content before launch date
• No optimization phase -- measure after sprint ends
• Best for: product launches, event promotions, time-sensitive announcements

Standard (4-6 weeks):

• Week 1: Teaser content (2-3 posts across channels)
• Week 2: Launch burst (daily across all selected channels)
• Weeks 3-4: Sustain cadence (3-4x/week per channel)
• Week 5: Optimization (boost top performers, adjust underperformers)
• Week 6: Measurement and learnings capture
• Best for: feature launches, seasonal campaigns, partnership promotions

Ongoing (3+ months):

• Month 1: Establish presence, build baseline metrics, test content types
• Month 2: Optimize based on Month 1 data, double down on winners
• Month 3+: Sustained cadence with monthly themes, quarterly reviews
• Review and adjust monthly; major strategy review quarterly
• Best for: brand building, community growth, thought leadership

3.4: Assignment Rules

1. Each content item has exactly ONE responsible agent (no shared ownership)
2. Agent assignment follows the Channel-Agent Mapping (Section 1)
3. Strategy Lead (marketing-social-media-strategist) reviews all content for brand consistency -- review role, not creation
4. Content Creator (marketing-content-social-strategist) handles all long-form content regardless of distribution channel
5. Channel specialists own platform-native formats (Reels, TikToks, Threads, Reddit posts)
6. Cross-division agents (design-visual-storyteller, data-analytics-engineer) support but do not own content slots
7. When a channel has no specialist assigned, Content Creator is the fallback

---

Section 4: Cross-Channel Coordination (MKT-03)

Ensuring consistent messaging across all channels through core message derivation, channel adaptation, consistency validation, and structured handoff patterns.

4.1: Core Message Derivation

Every campaign has ONE core message. All channel content derives from this single source of truth. Derived from:

• Campaign objective (Q1 from brief questioning)
• Key value proposition (Q5 from brief questioning)
• Target audience (Q2 from brief questioning)

Core Messaging Format (included in campaign document):

Core Message: {one sentence that captures the campaign's central idea}

Supporting Points:
  1. {rational benefit -- what the audience gains}
  2. {emotional benefit -- how it makes them feel}
  3. {social proof -- why others trust/use it}

Campaign Hashtags: {2-3 consistent hashtags used across all channels}
Primary CTA: {the single action we want the audience to take}

The Strategy Lead (marketing-social-media-strategist) owns core message derivation. This is produced in Wave 1 before any content creation begins.

4.2: Channel Adaptation Framework

Same core message, adapted for each channel's norms and audience expectations:

Channel	Tone	Format	Length	CTA Style
Twitter	Conversational, punchy	Thread or single tweet	280 chars or 5-7 tweet thread	"Reply with..." or link
Instagram	Aspirational, visual	Caption + visual	150-300 words	"Link in bio" or "DM us"
TikTok	Casual, authentic	Script + visual notes	15-60 second script	"Follow for more" or link in bio
Reddit	Informative, value-first	Text post or comment	200-500 words	Subtle, never salesy
Blog	Authoritative, detailed	Article structure	800-2000 words	In-text CTA or end CTA
Email	Personal, direct	Newsletter format	200-400 words	Button CTA

Adaptation rule: The core message stays the same. Only the format, tone, length, and CTA style change per channel. If a channel adaptation contradicts the core message, the adaptation is wrong -- fix the adaptation, not the core message.

4.3: Consistency Validation Checklist

Before Wave 2 (content creation) begins, the Strategy Lead verifies:

• All channel agents have received the core message and supporting points
• Campaign hashtags are defined and consistent across all channels
• Visual style guidelines are shared with visual channels (Instagram, TikTok)
• CTA destinations are aligned (all channels point to the same landing page/action)
• Tone guidelines per channel are documented in the campaign document
• Launch timing is coordinated (stagger by 2-4 hours across channels for maximum reach)
• Channel adaptation guidelines (Section 4.2) are included in each agent's execution context

During /legion:review for marketing phases, the review agent checks this list against produced content.

4.4: Cross-Channel Handoff Pattern

The handoff between waves ensures all agents work from shared context:

Strategy Lead (marketing-social-media-strategist) produces in Wave 1:

• Core messaging brief (Section 4.1 format)
• Channel adaptation guidelines (Section 4.2 table)
• Timing coordination plan
• Content calendar with assignments (Section 3)

Each Channel Agent receives in Wave 2:

• Core messaging brief (as context in their execution prompt)
• Channel-specific adaptation guidelines (their row from Section 4.2)
• Content calendar assignments for their channel only
• Campaign document reference for full context

Content Creator (marketing-content-social-strategist) produces in Wave 2:

• Long-form content (blog posts, email copy, landing page copy)
• Content that channel agents can excerpt or reference for shorter formats

4.5: Coordination During Execution

During /legion:build for marketing phases:

1. Wave 1 agent (Strategy Lead) produces the core messaging brief as part of their SUMMARY.md
2. Wave 2 agents receive Wave 1 output as context (SUMMARY.md from Wave 1 is injected into Wave 2 prompts)
3. All Wave 2 agents get the SAME core messaging brief plus their channel-specific instructions
4. If Wave 3 exists (distribution phase): agents receive all prior summaries as context
5. /legion:review for marketing phases uses the Consistency Validation Checklist (Section 4.3) as a review criterion

---

Section 5: Campaign Document Format

Full format specification for campaign documents produced at .planning/campaigns/{campaign-slug}.md. This is the canonical output artifact of marketing workflows.

Template

# Campaign: {Campaign Name}

**Created:** {YYYY-MM-DD}
**Status:** Planning | Active | Measuring | Complete
**Timeline:** {start_date} to {end_date}
**Owner:** {primary marketing agent -- typically marketing-social-media-strategist}

## Objectives

- **Primary**: {main campaign goal -- e.g., "Launch product X awareness"}
- **Secondary**: {supporting goals -- e.g., "Build email list to 5K subscribers"}
- **Success Metrics**:

| Metric | Target | Measurement |
|--------|--------|-------------|
| Reach | {target} | Platform analytics |
| Engagement | {target} | Platform analytics |
| Conversions | {target} | Landing page tracking |

## Target Audience

- **Primary**: {demographic, psychographic, behavioral description}
- **Secondary**: {adjacent audience segment}
- **Channels where they live**: {platform list with rationale}

## Core Messaging

- **Key Message**: {one-sentence core message}
- **Supporting Messages**:
  1. {rational benefit}
  2. {emotional benefit}
  3. {social proof}
- **Tone**: {brand voice for this campaign}
- **Hashtags**: {campaign-specific hashtags}
- **CTA**: {primary call-to-action}

## Channel Strategy

| Channel | Agent | Role | Content Types | Frequency |
|---------|-------|------|---------------|-----------|
| {channel} | {agent-id} | {role description} | {content types} | {frequency} |

## Content Calendar

| Week | Phase | Key Theme | Content Items |
|------|-------|-----------|---------------|
| W1 | {phase} | {theme} | {type: agent, type: agent, ...} |
| W2 | {phase} | {theme} | {content items} |

## Agent Assignments

| Agent | Role | Responsibilities | Deliverables |
|-------|------|-----------------|--------------|
| {agent-id} | {role} | {what they do} | {what they produce} |

## Cross-Channel Consistency

- All channels use the same core message (adapted for platform format per Section 4.2)
- Visual assets: consistent color palette, typography, imagery style
- Hashtag usage: campaign hashtags on all platforms
- Timing: coordinated launch across channels (staggered by 2-4 hours)
- Voice: consistent brand tone, adapted for platform norms

## Timeline

| Phase | Dates | Activities |
|-------|-------|-----------|
| Pre-launch | {dates} | Teasers, audience building, content creation |
| Launch | {dates} | Coordinated multi-channel launch |
| Sustain | {dates} | Regular content, engagement, optimization |
| Measure | {dates} | Performance analysis, learnings capture |

Status Values

Status	Meaning	Set When
Planning	Campaign document being drafted, not yet approved	During /legion:plan campaign questioning
Active	Campaign is live, content being produced/distributed	When /legion:build begins marketing phase execution
Measuring	Campaign ended, collecting results	After all content waves complete
Complete	Final learnings captured, campaign archived	After review and outcome recording

Multiple Campaigns

A single phase may produce multiple campaign documents. Each gets its own file:

• .planning/campaigns/product-launch-q2.md
• .planning/campaigns/community-growth-summer.md

The phase plan references all campaign documents in its @context block.

---

Section 6: Integration Patterns

How callers consume this skill. Each integration point follows the same contract: detect marketing phase, use marketing patterns if detected, skip silently if not.

6.1: /legion:plan Integration (Marketing Phase Detection)

In phase-decomposer, after reading ROADMAP phase details:

1. Run Marketing Domain Detection (Section 1 heuristic)
   - Check for MKT-* requirement IDs in the phase
   - Check for marketing keywords in the phase description
   - Check if agent-registry recommends majority marketing agents

2. If marketing phase detected:
   a. Read marketing-workflows skill for domain-specific patterns
   b. Run Campaign Brief Questioning (Section 2.1) via AskUserQuestion
   c. Generate campaign document (Section 2.2) at .planning/campaigns/{slug}.md
   d. Use marketing-specific wave pattern for plan decomposition:

      Wave 1: Strategy & Planning
        Agents: marketing-social-media-strategist + marketing-growth-hacker
        Produces: campaign strategy brief, success metrics, audience analysis

      Wave 2: Content Creation
        Agents: marketing-content-social-strategist + channel specialists (in parallel)
        Produces: content assets per channel, adapted from core messaging

      Wave 3 (optional, if phase scope includes execution):
        Agents: all channel agents in parallel
        Produces: published content, engagement reports

   e. Generate plan files with marketing-aware task descriptions
   f. Reference campaign document in plan context: @.planning/campaigns/{slug}.md

3. If not marketing phase:
   Standard decomposition proceeds (no impact from this skill)

6.2: /legion:build Integration (Marketing Execution)

During wave-executor for marketing phases:

1. Wave 1 agents receive campaign document as context
   - Campaign doc path: .planning/campaigns/{slug}.md
   - Agent personality is injected per standard personality injection pattern

2. Wave 1 SUMMARY.md includes the core messaging brief
   - This is the key handoff artifact between Wave 1 and Wave 2
   - Strategy Lead ensures core message is explicit in their summary

3. Wave 2 agents receive:
   - Campaign document (from .planning/campaigns/)
   - Wave 1 SUMMARY.md (contains core messaging brief)
   - Their channel-specific assignments from the content calendar
   - Channel adaptation guidelines for their platform

4. If Wave 3 exists:
   - Distribution agents receive all prior summaries
   - Focus is on publishing and engagement, not content creation

6.3: /legion:review Integration (Marketing Quality)

During review-loop for marketing phases, review agents check:

1. Core message consistency: content across channels reflects the same core message
2. Channel adaptation: each channel's content follows platform-specific norms (Section 4.2)
3. Calendar completion: all content calendar assignments are fulfilled (no gaps)
4. Brand voice: consistent tone across all produced content, adapted per channel
5. CTA alignment: all channels drive toward the same action
6. Consistency checklist: all items from Section 4.3 are satisfied

6.4: Caller Contract

Every command that integrates with marketing workflows MUST follow this contract:

1. Check if phase is marketing (Section 1 heuristic)
2. If yes: use marketing-specific patterns for that operation
3. If no: standard behavior, skip silently
4. Never error, never block, never require marketing workflows for non-marketing phases
5. If a marketing operation fails mid-way: log the error, continue the workflow
6. Campaign documents are supplementary artifacts -- workflow completion does not depend on them

This is identical to the GitHub Conventions, Memory Conventions, and Codebase Map Conventions degradation pattern -- all optional integrations follow the same contract.

---

References

This skill is consumed by:

Consumer	Operation	Section
phase-decomposer.md	Marketing domain detection, campaign-aware decomposition	Sections 1, 6.1
plan.md	Campaign brief questioning, document generation	Sections 2, 6.1
build.md	Marketing wave execution, core messaging handoff	Sections 4, 6.2
review.md	Cross-channel consistency review	Sections 4.3, 6.3
workflow-common.md	Marketing Workflow Conventions, campaign paths	Section 1 (constants)
agent-registry.md	Marketing Campaign team assembly pattern	Section 2.3 (team assembly)

Campaign document format is defined in Section 5. Marketing domain detection is defined in Section 1 and must be checked before applying marketing patterns. All consumers should handle non-marketing phases silently per Section 6.4 caller contract.

Completion Gate

This skill completes when ALL conditions are met (for marketing phases only; non-marketing phases no-op silently and return immediately):

1. .planning/campaigns/{phase-slug}/ directory exists for the target phase
2. Campaign document written per Section 5 with the four required sections: core message, channel plan, content calendar, success metrics
3. Content calendar is fully assigned — every slot has an owner agent and a dated entry (no unfilled rows)
4. Campaign lifecycle state (Draft / Active / Measuring / Complete) is set per Section 3 and transition criteria met before advancing:
   • Draft → Active: all Wave 1 SUMMARY.md files status completed
   • Active → Measuring: all Wave 2 SUMMARY.md files status completed
   • Measuring → Complete: final report written to .planning/campaigns/{phase-slug}/REPORT.md AND measuring window elapsed per settings.marketing.measuring_duration_days (default 14)
5. Consistency checklist (Section 4.3) executed against produced content; all items satisfied or explicit waiver recorded with rationale
6. Campaign artifact paths referenced from the phase SUMMARY.md Files Modified section

If ANY condition is unmet, the skill is NOT complete — continue working or escalate via <escalation> block.