digital-marketer

name	digital-marketer
description	Digital marketing strategy, channels, campaign management, analytics
version	2.0.0
tags	["marketing","digital","ads","seo","content"]
agents	["universal"]

Digital Marketer Skill

Comprehensive digital marketing covering SEO, content, paid ads, social, and analytics.

When to Use This Skill

USE THIS SKILL when:

• Creating digital marketing strategy
• Planning campaigns across channels
• SEO and content strategy
• Paid advertising (Google, Meta, LinkedIn)
• Social media marketing
• Marketing analytics
• "How should we market online?"
• "What's our digital strategy?"
• Campaign performance

DO NOT USE for:

• Offline marketing (use traditional)
• PR/Communications (use marketing-suite)
• Events (use event-management)
• Product marketing (use product-suite)

Digital Marketing Channels

Channel	Best For	Complexity	Cost
SEO	Long-term growth	Medium	Low
Content	Authority, SEO	Medium	Medium
Google Ads	High intent	Low	High
Meta Ads	Awareness	Low	Medium
LinkedIn Ads	B2B	Medium	High
Email	Nurture, conversion	Low	Low
Social	Engagement	Low	Free

Channel Strategy by Funnel

TOFU (Top of Funnel)

Channel priorities:

• SEO (blog content)
• Social media
• Content marketing
• Paid awareness (Meta)

MOFU (Middle of Funnel)

Channel priorities:

• Email nurturing
• Retargeting ads
• Case studies
• Webinars

BOFU (Bottom of Funnel)

Channel priorities:

• Google Ads (bottom keywords)
• Email (offers)
• Sales enablement
• Retargeting

SEO Strategy

SEO Framework

1. Technical Audit → 2. Keyword Research → 3. Content Strategy → 4. Link Building → 5. Measure

Keyword Research

Keyword Types:

Type	Volume	Intent	Difficulty
Head terms	High	Informational	Hard
Body terms	Medium	Commercial	Medium
Long-tail	Low	Transactional	Easy

Keyword Research Process:

### Step 1: Seed Keywords
List core topics: [Product category, use cases, industry terms]

### Step 2: Expansion
Use tools: Google Keyword Planner, Ahrefs, SEMrush

### Step 3: Classification
| Keyword | Intent | Volume | Difficulty | Opportunity |
|----------|--------|-------|-----------|-------------|--------------|
| [term] | [Trans/Nav/Comm] | [X/month] | [X/100] | [H/M/L] |

### Step 4: Prioritization
Prioritize: High intent + Low difficulty + High opportunity

On-Page SEO Checklist

### Title Tags
- Include primary keyword
- 50-60 characters
- Unique per page

### Meta Descriptions
- Include keyword
- Call to action
- 150-160 characters

### Headings
- H1: One per page (primary keyword)
- H2-H6: Supporting keywords

### Content
- Primary keyword in first 100 words
- 1-2% keyword density
- Related keywords throughout
- Internal links

### Images
- Alt text with keywords
- Compressed
- Descriptive filenames

Technical SEO Audit

Issue	Impact	Fix
Slow page speed	High	Optimize images, CDN
Duplicate content	Medium	Canonical tags
Missing meta	Medium	Add title/description
Broken links	Low	Fix 404s
No XML sitemap	Medium	Generate sitemap
Mobile unfriendly	High	Responsive design

Content Marketing

Content Strategy

Content Types by Funnel:

Stage	Content Types
Awareness	Blog posts, Infographics, Social
Consideration	Case studies, Webinars, E-books
Decision	Demos, Free trials, Comparisons

Content Calendar Template

## [MONTH] Content Calendar

### Week 1
| Day | Channel | Content | Status |
|-----|---------|----------|--------|
| Mon | Blog | [Topic] | [Draft/Review/Published] |
| Wed | Social | [Topic] | [Draft/Review/Published] |

### Week 2
[...]

### Themes
- Week 1: [Theme]
- Week 2: [Theme]

Blog Post Template

---
title: [Keyword-Rich Title]
meta: [Description with keyword]
target: [Primary keyword]
---

# [Title]

## Introduction
[Hook + preview of value]

## [H2: Main Point 1]
[Content with examples]

## [H2: Main Point 2]
[Content with examples]

## [H2: Main Point 3]
[Content with examples]

## Conclusion
[Summary + CTA]

Paid Advertising

Google Ads Structure

Account
└── Campaigns (by objective)
    └── Ad Groups (by theme)
        └── Keywords + Ads

Campaign Types

Objective	Best Campaign	Goal
Sales	Search	Conversions
Leads	Search/Display	Leads
Traffic	Search	Clicks
Awareness	Display/YouTube	Impressions
Ecommerce	Shopping	Sales

Keyword Match Types

Type	Syntax	Example
Broad	[keyword]	women's hats
Phrase	"women's hats"	"women's hats"
Exact	[women's hats]	[women's hats]

Recommendation: Use exact for high performers, phrase for testing.

Ad Copy Templates

Search Ad:

Headlines (30 char each):
- Headline 1: [Benefit/USP]
- Headline 2: [Social proof]
- Headline 3: [CTA]

Descriptions (90 char each):
- Description 1: [Problem + Solution]
- Description 2: [Features + CTA]

Responsive Search Ad Best Practices:

• Include keyword in headlines
• Add all 15 headlines
• Use variety: benefit, feature, CTA
• Test clearly different ads

Bidding Strategies

Strategy	Use Case	Bid Focus
Maximize Clicks	Awareness	Volume
Target CPA	Conversions	Cost per action
ROAS	Ecommerce	Return on spend
Manual	Control	Custom

Performance Metrics

Metric	Good	Goal
CTR	2-3%	>3%
Quality Score	5+	7+
Conv. Rate	2-4%	>4%
ROAS	3x	>4x
CPA	Industry avg	<target CPA

Email Marketing

Email Types

Type	Purpose	Frequency	Timing
Newsletter	Updates	Weekly/Monthly	Tuesday AM
Promotional	Offers	Weekly	Thursday
Nurture	Educate	Drip	Day 1, 3, 7...
Transactional	Orders	Real-time	Triggered
Re-engagement	Win-back	As needed	Saturday

Email Funnel

## Welcome Sequence (Day 0-7)
- Day 0: Welcome + value
- Day 1: Educational
- Day 2: Social proof
- Day 3: CTA to demo
- Day 5: Testimonial
- Day 7: Last chance

## Abandon Cart Sequence
- 1 hour: Reminder
- 24 hours: Incentive
- 72 hours: Scarcity

Email Metrics

Metric	Target	Alert
Open rate	>20%	<15%
Click rate	>3%	<2%
Unsubscribe	<0.5%	>0.5%
Deliverability	>95%	<95%

Analytics & Reporting

Dashboard KPIs

Awareness:

• Impressions
• Reach
• Traffic (sessions, users)
• Brand mentions

Consideration:

• Engagements
• Email signups
• Content downloads
• Time on site

Conversion:

• Leads generated
• MQLs created
• Deals influenced
• Revenue attributed

Marketing Attribution

Model	Description	Pros	Cons
First touch	First channel gets credit	Simple	Overcredits awareness
Last touch	Last channel gets credit	Simple	Ignores research
Linear	Equal credit	Fair	Doesn't weight value
Position	First + last get credit	Balanced	Arbitrary weights
Time decay	Recent gets more	Accounts for length	Complex
Data-driven	ML determines	Accurate	Needs data

Reporting Template

## Digital Marketing Report - [MONTH]

### Overview
| Metric | This Month | Last Month | Change |
|--------|-----------|------------|-------|
| Total Traffic | X | X | X% |
| Leads | X | X | X% |
| MQLs | X | X | X% |
| Revenue | $X | $X | X% |

### Channel Performance
| Channel | Traffic | Leads | Conv. % |
|----------|---------|-------|----------|--------|
| SEO | X | X | X% |
| Google Ads | X | X | X% |
| Email | X | X | X% |
| Social | X | X | X% |

### Top Performing Content
| Page | Views | Leads |
|------|-------|-------|
| [Page 1] | X | X |
| [Page 2] | X | X |

### What's Working
- [Channel/Content 1]
- [Channel/Content 2]

### What's Not Working
- [Channel/Content 1]
- [Channel/Content 2]

### Next Month Focus
- [Priority 1]
- [Priority 2]

Quality Checklist

• Strategy documented
• Content calendar in place
• SEO audit done
• Paid campaigns optimized
• Email sequences active
• Analytics configured
• Monthly reporting scheduled

Key Metrics

Metric	Target
Traffic growth	10%+ MoM
Lead growth	15%+ MoM
CAC	<target
LTV:CAC	>3:1

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Compatible Agents

• Claude Code ✅
• OpenCode ✅
• Cursor ✅
• Any SKILL.md agent ✅

See Also

• seo-strategy
• content-marketing
• google-ads-campaigns
• email-marketing
• marketing-attribution