marketing

marketing

Purpose

Create marketing assets and execute launch strategy. Marketing generates landing page copy, social media banners, SEO metadata, blog posts, and video scripts. Analyzes the project to create authentic, data-driven marketing content.

Called By (inbound)

• launch (L1): Phase 4 MARKET — marketing phase of launch pipeline
• User: /rune marketing direct invocation

Calls (outbound)

• scout (L2): scan codebase for features, README, value props
• trend-scout (L3): market trends, competitor positioning
• research (L3): competitor analysis, SEO keyword data
• asset-creator (L3): generate OG images, social cards, banners
• video-creator (L3): create demo/explainer video plan
• slides (L3): generate presentation decks for launches and demos
• doc-processor (L3): export marketing deliverables as PDF/DOCX (press kits, one-pagers, sponsor decks)
• browser-pilot (L3): capture screenshots for marketing assets
• L4 extension packs: domain-specific content when context matches (e.g., @rune/content for blog posts, @rune/analytics for campaign measurement)
• @rune-pro/growth/content-scorer (L4 Pro, optional): 5-dimension content quality gate — if available, score all generated copy for AI phrase contamination and humanity
• @rune-pro/growth/cro-analyst (L4 Pro, optional): psychology-driven CRO analysis for landing pages — if available, audit generated landing copy through 7 behavioral lenses

Execution Steps

Step 1 — Understand the product

Call rune:scout to scan the codebase. Ask scout to extract:

• Feature list (what the product actually does)
• README summary
• Target audience signals (from code, comments, config)
• Tech stack (relevant for developer marketing)

Read any existing marketing/, docs/, or landing/ directories if present.

Step 2 — Research market

Call rune:trend-scout with the product category to identify:

• Top 3 competitors and their positioning
• Current market trends relevant to this product
• Differentiators to emphasize

Call rune:research for:

• SEO keyword opportunities (volume vs. competition)
• Competitor messaging patterns to avoid or counter

Step 2.5 — Establish Brand Voice

Before generating any copy, define the brand voice contract. This prevents inconsistent tone across marketing assets.

Brand Voice Matrix — answer these for the product:

Dimension	Spectrum	This product
Formality	Casual ←→ Formal	[position]
Humor	Serious ←→ Playful	[position]
Authority	Peer ←→ Expert	[position]
Warmth	Clinical ←→ Friendly	[position]
Urgency	Patient ←→ Urgent	[position]

Voice rules (generate 3-5):

• "We say [X], never [Y]" — e.g., "We say 'start free', never 'sign up now'"
• "Our tone is [X] because our users are [Y]"
• "Avoid [specific words/phrases] because [reason]"

Vocabulary list (5-10 terms):

• Preferred terms: [words this brand uses]
• Forbidden terms: [words to avoid and why]
• Jargon policy: [use/avoid/explain technical terms]

Save voice contract to marketing/brand-voice.md. All subsequent copy MUST follow this voice.

If marketing/brand-voice.md already exists → Read it and apply. Do NOT regenerate without user request.

Step 3 — Generate copy

Using product understanding, market research, and brand voice contract, produce:

Anti-AI Copy Rules (apply to ALL generated copy):

• NEVER open with "In today's...", "Are you struggling with...", "Have you ever wondered..."
• NEVER use: "game-changer", "revolutionary", "seamlessly", "leverage", "unlock the power of", "dive deep into", "delve", "robust", "streamline", "cutting-edge"
• MUST use one of 5 hook types for headlines: Provocative Question, Specific Scenario, Surprising Statistic, Bold Statement, or Counterintuitive Claim
• MUST include specific numbers, names, or outcomes — not vague claims ("many users love it")
• If the copy sounds like it was written by a generic AI → rewrite until it has personality

Hero section

• Headline (under 10 words, outcome-focused, uses one of the 5 hook types above)
• Subheadline (1-2 sentences expanding the promise)
• Primary CTA button text

Value propositions (3 items)

• Icon/emoji, title, 1-sentence description each

Feature list (pulled from Step 1 scout output)

• Name + benefit phrasing for each feature

Social proof section (placeholder copy if no real testimonials)

Secondary CTA (bottom of page)

Step 3.5 — Competitive Response Playbook

When trend-scout identifies active competitors or market threats, generate pre-planned counter-strategies. This turns reactive scrambling into prepared responses.

Four Threat Scenarios:

Scenario	Trigger Signal	Response Window
Price War	Competitor drops price >20%	24-48 hours
New Market Entry	New competitor launches in your space	1-2 weeks
Viral Competitor	Competitor content goes viral (10x normal engagement)	24-72 hours
Fast Follower	Competitor copies your feature within 30 days of launch	1 week

For each relevant scenario, document:

## Counter-Strategy: [Scenario Name]

### Trigger
- Signal: [what to watch for]
- Detection: [how to monitor — social listening, price tracking, etc.]
- Response window: [how fast to react]

### Counter-Move
- **Immediate (Day 1)**: [first response — usually messaging/positioning]
- **Short-term (Week 1)**: [tactical moves — promos, content, outreach]
- **Medium-term (Month 1)**: [strategic adjustments — product, pricing, positioning]

### Resources Required
- Team: [who needs to be involved]
- Budget: [estimated cost]
- Assets: [what to prepare in advance]

### Success Metric
- [How to know the counter-strategy worked]

### Pre-Built Assets
- [ ] Response messaging template
- [ ] Social post drafts
- [ ] Email to existing customers
- [ ] FAQ for sales/support team

Rules:

• Only generate playbooks for scenarios relevant to this market (skip if no direct competitors)
• Pre-build assets NOW — when the trigger fires, you execute, not create
• Response window is real — if you can't respond in time, the playbook failed
• Test the detection mechanism — if you can't see the trigger, you can't respond

Skip this step if:

• Product is in a blue ocean (no direct competitors yet)
• User explicitly requests marketing assets only, no strategy

Save to marketing/counter-playbook.md.

Step 4 — Social posts

Produce ready-to-post content:

Twitter/X thread (5-7 tweets)

• Tweet 1: hook (the big claim)
• Tweets 2-5: one feature or benefit per tweet with specifics
• Tweet 6: social proof or stat
• Tweet 7: CTA with link

LinkedIn post (150-300 words)

• Professional tone, problem-solution-proof structure

Product Hunt tagline (under 60 characters)

Step 5 — SEO metadata

Produce for the landing page:

<title>[Meta title — under 60 chars, primary keyword first]</title>
<meta name="description" content="[150-160 chars, includes CTA]">
<meta property="og:title" content="[OG title]">
<meta property="og:description" content="[OG description]">
<meta property="og:image" content="[OG image path]">
<link rel="canonical" href="[canonical URL]">

Target keywords list (5-10 terms with rationale).

Step 5.5 — SEO Audit (if existing site)

If the project already has a deployed site or existing pages, run a technical SEO audit before generating new metadata.

Automated checks (use Grep + Read on codebase):

1. Meta tags completeness: Every page has <title>, <meta description>, og:title, og:description, og:image. Flag pages missing any.
2. Heading hierarchy: Every page has exactly one <h1>. No skipped levels (h1→h3 without h2). Use Grep for <h1, <h2, <h3 patterns.
3. Image alt text: Search for <img without alt= attribute. Every image needs descriptive alt text (not "image", not empty).
4. Canonical URLs: Check for <link rel="canonical". Missing canonical = duplicate content risk.
5. Structured data: Check for application/ld+json or microdata. Recommend adding if missing (Product, Organization, Article schemas).
6. Performance signals: Check for next/image or lazy loading on images. Flag <img> without loading="lazy" below fold.
7. Sitemap: Check for sitemap.xml or sitemap generation in build config. Flag if missing.
8. Robots: Check for robots.txt. Verify it doesn't accidentally block important pages.

9. Schema Markup: Check for application/ld+json blocks. Recommend adding relevant types:

Content Type	Schema Type	Key Properties
Product page	Product	name, description, offers, review, aggregateRating
Article/Blog	Article	headline, author, datePublished, dateModified, image
FAQ section	FAQPage	mainEntity[].name, mainEntity[].acceptedAnswer
How-to guide	HowTo	name, step[].name, step[].text, totalTime
Organization	Organization	name, url, logo, sameAs[]
Breadcrumbs	BreadcrumbList	itemListElement[].name, itemListElement[].item
Software	SoftwareApplication	name, operatingSystem, applicationCategory, offers
Review	Review	itemReviewed, reviewRating, author, reviewBody
Comparison	ItemList	itemListElement[] with individual Product/Review schemas
Local biz	LocalBusiness	name, address, telephone, openingHoursSpecification

Use @graph pattern to combine multiple schema types on a single page:

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", ... },
    { "@type": "WebPage", ... },
    { "@type": "BreadcrumbList", ... }
  ]
}

10. Programmatic SEO awareness: If the site has repeatable content patterns (product listings, city pages, comparison pages), note the opportunity for template-driven SEO pages. Common playbooks:

• Templates: best [tool] for [persona] pages across personas
• Comparisons: [product A] vs [product B] for all competitor pairs
• Locations: [service] in [city] for local reach
• Integrations: [product] + [integration] for every supported integration

Flag programmatic SEO opportunities in the audit report. Execution details are in @rune-pro/growth pack.

Output: SEO Audit Report with pass/fail per check. Save to marketing/seo-audit.md.

Fix critical SEO issues (missing titles, broken heading hierarchy) in the implementation plan. Non-critical issues go to marketing/seo-backlog.md.

Step 6 — Visual assets

Call rune:asset-creator to generate:

• OG image (1200x630px) — product name, tagline, brand colors
• Twitter card image (1200x628px)
• Product Hunt thumbnail (240x240px)

Call rune:video-creator to produce:

• 60-second demo video script (screen recording plan)
• Shot list with timestamps

Call rune:slides to generate presentation decks for launch demos, sprint reviews, or investor pitches.

If rune:browser-pilot is available, capture screenshots of the running app to use as real product imagery.

Step 7 — Present for approval

Output all assets as structured markdown sections. Present to user for review before saving files.

After user approves, use Write to save:

• marketing/brand-voice.md — voice contract from Step 2.5
• marketing/landing-copy.md — all copy from Step 3
• marketing/counter-playbook.md — competitive response strategies from Step 3.5 (if competitors exist)
• marketing/social-posts.md — all posts from Step 4
• marketing/seo-meta.json — SEO data from Step 5
• marketing/seo-audit.md — SEO audit results from Step 5.5 (if existing site)
• marketing/video-script.md — video plan from Step 6

Constraints

1. MUST base all claims on actual product capabilities — no aspirational features
2. MUST verify deploy is live before generating marketing materials
3. MUST NOT fabricate testimonials, stats, or benchmarks
4. MUST include accurate technical details — wrong tech specs destroy credibility

Output Format

## Marketing Assets
- **Landing Copy**: [generated — headline, subheadline, value props, features, CTAs]
- **Social Posts**: Twitter thread (N tweets), LinkedIn post, PH tagline
- **SEO Metadata**: title, description, OG tags, N target keywords
- **Visuals**: OG image, Twitter card, PH thumbnail
- **Video**: 60s demo script with shot list

### Generated Files
- marketing/landing-copy.md
- marketing/social-posts.md
- marketing/seo-meta.json
- marketing/video-script.md

Sharp Edges

Known failure modes for this skill. Check these before declaring done.

Failure Mode	Severity	Mitigation
Fabricating statistics, benchmarks, or testimonials	CRITICAL	Constraint 3: no fabrication — if no real stats exist, use honest placeholder copy
Generating copy before deploy verified live	HIGH	Constraint 2: deploy must be confirmed live before marketing runs
Copy not based on actual codebase features (invented value props)	HIGH	scout must run in Step 1 — features extracted from actual code, not assumptions
Missing SEO keyword analysis (no research call)	MEDIUM	Step 2: research call for keyword data is mandatory for SEO section
Files saved without user approval	MEDIUM	Step 7: present ALL assets to user, wait for approval before writing files
Counter-playbook without detection mechanism	HIGH	Every scenario needs a monitoring method — "watch for price drops" is useless without specifying WHERE to watch and HOW to automate
Counter-playbook with unrealistic response windows	MEDIUM	If response window is 24h but pre-built assets don't exist, the playbook will fail — either extend window or create assets NOW
Generating counter-playbook for blue ocean products	LOW	Skip Step 3.5 if no direct competitors — counter-strategies need someone to counter

Done When

• scout completed and actual feature list extracted
• Brand voice contract established (or existing one loaded)
• Competitor/trend analysis done via trend-scout + research
• Competitive response playbook generated (if competitors exist) with pre-built asset checklist
• Hero copy, value props, social posts, and SEO metadata generated (following brand voice)
• SEO audit completed (if existing site) with pass/fail results
• Visual assets requested from asset-creator
• Video script requested from video-creator (if requested)
• User has approved all content
• Files saved to marketing/ directory
• Marketing Assets report emitted with file list

Returns

Artifact	Format	Location
Brand voice contract	Markdown	marketing/brand-voice.md
Landing page copy	Markdown	marketing/landing-copy.md
Competitive response playbook	Markdown	marketing/counter-playbook.md
Social media posts	Markdown	marketing/social-posts.md
SEO metadata	JSON	marketing/seo-meta.json
SEO audit report	Markdown	marketing/seo-audit.md
Video demo script	Markdown	marketing/video-script.md

Cost Profile

~2000-5000 tokens input, ~1000-3000 tokens output. Sonnet for copywriting quality.

Scope guardrail: marketing generates assets based on actual product capabilities only — no aspirational copy, no fabricated stats.