Marketing Orchestrator

Most people don't fail at marketing because they can't execute. They fail because they don't know what to execute, in what order, with what inputs.

This skill is the strategist layer. It asks the right questions, diagnoses your situation, and routes you to the right skill(s) in the right sequence.

Think of it as: A fractional CMO in a box. Figures out what you actually need before diving into tactics.

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When to Use This Skill

Use the orchestrator when:

• You don't know where to start
• You have a vague goal ("I need more leads")
• You're not sure which skill applies
• You need a multi-step marketing workflow
• You want to audit what's missing

Skip the orchestrator when:

• You have a specific task ("write a landing page")
• You know exactly what skill you need
• You're continuing work from a previous skill

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The Skill Registry

Available Skills

Skill	What It Does	Inputs Needed	Outputs
brand-voice	Defines how you sound	Content samples OR strategic answers	Voice profile document
keyword-research	Finds what to write about	Business context, audience, goals	Prioritized keyword clusters
positioning-angles	Finds your differentiated angle	Product/service, audience, competitors	Positioning options with hooks
lead-magnet	Creates opt-in offer concepts	Audience, pain points, your expertise	Lead magnet concepts with hooks
seo-content	Writes content that ranks	Target keyword, cluster, intent	Publication-ready article
direct-response-copy	Writes conversion copy	Offer, audience, voice profile	Landing page / email / ad copy
newsletter	Creates newsletter editions	Content, format type, voice	Publication-ready newsletter
email-sequences	Builds sequences that convert	Lead magnet, offer, voice profile	Welcome/nurture/conversion sequences
content-atomizer	Turns 1 piece into many	Blog post, newsletter, or video	Platform-native social assets

Skill Dependencies

FOUNDATION LAYER (do these first if missing)
├── brand-voice (how you sound)
└── positioning-angles (how you're different)

STRATEGY LAYER (builds on foundation)
├── keyword-research (what to write about)
└── lead-magnet (what to give away)

EXECUTION LAYER (requires strategy inputs)
├── seo-content (needs keywords)
├── direct-response-copy (needs positioning, voice)
├── newsletter (needs voice, content)
└── email-sequences (needs lead-magnet, positioning, voice)

DISTRIBUTION LAYER (transforms execution outputs)
└── content-atomizer (needs content to atomize)

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Intake: The Qualifying Questions

Ask these to diagnose the situation:

Question 1: What's your goal?

A) Get more traffic / be found online
B) Generate leads / build email list
C) Convert leads to customers
D) Build authority / thought leadership
E) Launch something new
F) Not sure / all of the above

Routing:

• A → keyword-research → seo-content → content-atomizer
• B → lead-magnet → direct-response-copy → email-sequences
• C → positioning-angles → direct-response-copy → email-sequences
• D → brand-voice → newsletter OR seo-content
• E → Full launch sequence
• F → Continue to Question 2

Question 2: What do you already have?

[ ] Defined brand voice / how I sound
[ ] Clear positioning / what makes me different
[ ] Keyword strategy / know what to write about
[ ] Lead magnet / opt-in offer
[ ] Landing page(s)
[ ] Email list
[ ] Email sequences (welcome, nurture, conversion)
[ ] Content / blog
[ ] Newsletter

Routing: Fill gaps in order of dependencies

Question 3: What's the immediate need?

A) I need to write something specific
B) I need to plan / strategize
C) I need to figure out my messaging
D) I need to understand my audience better
E) I need a complete marketing system

Routing:

• A → Identify what type, route to execution skill
• B → keyword-research OR positioning-angles
• C → brand-voice → positioning-angles
• D → positioning-angles (uncovers audience through differentiation)
• E → Full sequence starting from gaps

Question 4: What's your timeline?

A) I need something today
B) This week
C) Building for the long term

Routing:

• A → Single highest-impact skill
• B → 2-3 skill sequence
• C → Full system build

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Routing Logic

Decision Tree

START
  │
  ▼
┌─────────────────────────────┐
│ Do you have a brand voice   │
│ defined?                    │
└─────────────┬───────────────┘
              │
      ┌───────┴───────┐
      ▼               ▼
     YES              NO
      │               │
      │               ▼
      │         ┌─────────────┐
      │         │ START WITH  │
      │         │ brand-voice │
      │         └─────────────┘
      │
      ▼
┌─────────────────────────────┐
│ Do you know what makes you  │
│ different from competitors? │
└─────────────┬───────────────┘
              │
      ┌───────┴───────┐
      ▼               ▼
     YES              NO
      │               │
      │               ▼
      │         ┌──────────────────┐
      │         │ RUN positioning- │
      │         │ angles           │
      │         └──────────────────┘
      │
      ▼
┌─────────────────────────────┐
│ What's your primary goal?   │
└─────────────┬───────────────┘
              │
    ┌─────────┼─────────┐
    ▼         ▼         ▼
 TRAFFIC    LEADS    CONVERT
    │         │         │
    ▼         ▼         ▼
keyword-  lead-     direct-
research  magnet    response
    │         │         │
    ▼         ▼         ▼
seo-      direct-   [optimize
content   response   existing]

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Pre-Built Workflows

Workflow 1: "I'm Starting From Zero"

Situation: New business, no marketing assets, need everything.

Sequence:

1. brand-voice
   └── Output: Voice profile

2. positioning-angles
   └── Output: Differentiated positioning
   └── Input: Uses voice profile

3. keyword-research
   └── Output: Prioritized content plan
   └── Input: Business context from positioning

4. lead-magnet
   └── Output: Lead magnet concept
   └── Input: Uses positioning angles

5. direct-response-copy
   └── Output: Landing page copy
   └── Input: Voice profile + positioning + lead magnet

6. newsletter (format setup)
   └── Output: Newsletter template + first edition
   └── Input: Voice profile + content from above

Timeline: 2-4 weeks if doing properly

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Workflow 2: "I Need Leads"

Situation: Have a product/service, need to build email list and convert subscribers.

Sequence:

1. positioning-angles (if not clear)
   └── Find differentiated hook

2. lead-magnet
   └── Create compelling opt-in offer

3. direct-response-copy
   └── Write landing page for lead magnet

4. email-sequences
   └── Build welcome sequence that converts to paid
   └── Input: Lead magnet, positioning, voice

Timeline: 1-2 weeks

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Workflow 3: "I Need Content Strategy"

Situation: Want to build organic traffic, don't know what to write.

Sequence:

1. brand-voice (if not defined)
   └── Define how content should sound

2. keyword-research
   └── Identify priority topics and clusters

3. seo-content (repeat for each priority)
   └── Create optimized content pieces

Timeline: Ongoing (keyword research = 1 week, then continuous content)

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Workflow 4: "I'm Launching Something"

Situation: New product/offer, need launch materials.

Sequence:

1. positioning-angles
   └── Find the launch angle

2. lead-magnet (if building waitlist)
   └── Create early access incentive

3. direct-response-copy
   └── Landing page
   └── Ad copy

4. email-sequences
   └── Launch sequence (6-10 emails)
   └── Cart open → urgency → close

5. newsletter
   └── Launch announcement edition

Timeline: 2-3 weeks

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Workflow 5: "I Want to Start a Newsletter"

Situation: Want to build audience through email.

Sequence:

1. brand-voice
   └── Define newsletter voice

2. positioning-angles
   └── Find unique angle for newsletter

3. newsletter
   └── Choose format
   └── Create template
   └── Write first 3 editions

Timeline: 1-2 weeks

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Workflow 6: "My Marketing Isn't Working"

Situation: Have marketing, but it's not converting.

Diagnostic Sequence:

1. Audit current positioning
   └── Run positioning-angles to find gaps

2. Audit current copy
   └── Compare to direct-response-copy principles

3. Audit current content
   └── Compare to seo-content quality checklist

4. Identify weakest link
   └── Re-run relevant skill with fresh approach

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State Tracking

After each skill runs, record:

## Marketing Assets Status

### Foundation
- [ ] Brand voice profile: [exists/missing]
- [ ] Positioning/differentiation: [exists/missing]

### Strategy
- [ ] Keyword clusters: [exists/missing]
- [ ] Lead magnet concept: [exists/missing]

### Execution
- [ ] Landing page(s): [exists/missing]
- [ ] Content pieces: [count]
- [ ] Newsletter setup: [exists/missing]

### What to Build Next
Based on gaps: [recommendation]

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Handoff Protocol

When routing to a skill, provide:

Context Block

## Orchestrator Handoff

**Goal:** [User's stated goal]
**Current state:** [What exists]
**This skill's job:** [Specific outcome needed]

**Inputs available:**
- Brand voice: [yes/no, link if yes]
- Positioning: [yes/no, summary if yes]
- Keywords: [yes/no, priority cluster if yes]

**After this skill:** [What comes next in sequence]

Example Handoff to lead-magnet

## Orchestrator Handoff

**Goal:** Generate leads for AI marketing consulting
**Current state:** Has brand voice, has positioning ("boring" systems-focused approach)
**This skill's job:** Create 3-5 lead magnet concepts that align with positioning

**Inputs available:**
- Brand voice: Yes (contrarian, systems-focused, anti-hype)
- Positioning: Yes ("While everyone chases hacks, build systems that compound")
- Keywords: No (not yet researched)

**After this skill:** Route to direct-response-copy for landing page

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Quick Routing Reference

By Goal

Goal	First Skill	Then	Then	Then
Get traffic	keyword-research	seo-content	content-atomizer	—
Get leads	lead-magnet	direct-response-copy	email-sequences	—
Launch product	positioning-angles	direct-response-copy	email-sequences	newsletter
Build authority	brand-voice	seo-content OR newsletter	content-atomizer	—
Start newsletter	brand-voice	newsletter	—	—
Fix messaging	positioning-angles	direct-response-copy	—	—
Convert subscribers	email-sequences	—	—	—
Maximize distribution	content-atomizer	—	—	—

By What's Missing

Missing	Run This
Don't know how to sound	brand-voice
Don't know what makes me different	positioning-angles
Don't know what to write about	keyword-research
Don't have an opt-in offer	lead-magnet
Don't have landing pages	direct-response-copy
Don't have content	seo-content
Don't have email editions	newsletter
Don't have email sequences	email-sequences
Don't have social distribution	content-atomizer

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The Orchestrator Conversation

Opening

"Before we dive into tactics, let me understand your situation.

What's your primary goal right now?

1. Get found online (SEO, content)
2. Build my email list (leads)
3. Convert more visitors to customers
4. Build authority in my space
5. Launch something new
6. I'm not sure / need help figuring it out"

Follow-Up Based on Answer

If unclear: "What do you already have in place? (brand voice, positioning, content, landing pages, email list)"

If goal is clear: "Do you have [prerequisite for that goal] defined? If not, we should start there."

Recommendation Format

"Based on what you've told me, here's what I recommend:

Immediate: [Skill 1] — [Why this first]

Then: [Skill 2] — [What this builds on]

After that: [Skill 3] — [End result]

Want to start with [Skill 1]? I'll need [inputs required]."

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The Context Paradox (Critical)

More input doesn't always mean better output.

This is counterintuitive but essential: sometimes running a skill with LESS context produces better results than running it with everything from previous skills.

Why This Happens

1. Information Overload
When Claude has too much context, it tries to incorporate everything. The output becomes:

• Hedged and committee-sounding
• Overly comprehensive (loses punch)
• Trying to please all inputs (pleases none)

2. Conflicting Signals
Different skills optimize for different things:

• Audience intel is broad and inclusive
• Direct response copy needs narrow focus and conviction
• Feeding broad intel into narrow copy = diluted output

3. Loss of Boldness
Great copy has conviction. Too much research creates:

• "On one hand... on the other hand..."
• Qualifiers and hedges
• Safe, forgettable messaging

The Rule: Selective Context Passing

Not all information should flow between skills. Use this framework:

FULL CONTEXT (pass everything)
├── brand-voice → ALL other skills (voice should be consistent)
├── positioning-angles → direct-response-copy (need the angle)
└── keyword-research → seo-content (need the targets)

LIGHT CONTEXT (pass summary only)
├── positioning-angles → lead-magnet (angle + pain points only)
├── keyword-research → direct-response-copy (main keyword only)
└── lead-magnet → newsletter (concept only, not full breakdown)

FRESH START (don't pass, run clean)
├── When previous output feels off
├── When you want a different angle
├── When output is getting worse, not better
└── When you need bold, not comprehensive

Context Tiers

Tier 1: Essential (always pass)

• Brand voice profile
• Core positioning angle (1-2 sentences)
• Primary keyword/topic

Tier 2: Helpful (pass if relevant)

• Audience pain points (bullet list, not essay)
• Competitor gaps (summary)
• Specific constraints

Tier 3: Optional (often skip)

• Full research documents
• Complete audience profiles
• Exhaustive competitor analysis

When to Run Fresh

Run execution skills (direct-response-copy, seo-content) without full context when:

• Output from chained skills feels generic or hedged
• You want bold, opinionated copy
• Previous skill output was mediocre (don't compound the problem)
• You're testing a different angle
• The copy needs to feel human, not researched-to-death

Fresh start prompt:

"Write landing page copy for [offer]. Target audience: [one sentence]. Angle: [one sentence]. Ignore everything else. Be bold."

The Quality Gate

Before passing output to next skill, ask:

1. Is this output actually good? If mediocre, don't pass it—garbage in, garbage out
2. Does the next skill need ALL of this? Usually no—extract the essence
3. Will more context help or hurt? For strategy skills: help. For execution skills: often hurt
4. Would a human strategist share all this? A good CMO filters, doesn't dump

Practical Application

Bad workflow:

positioning-angles (full document)
  → feed all 5 angles into lead-magnet
  → feed everything into direct-response-copy
  → output is bloated, unfocused, tries to address everything

Good workflow:

positioning-angles (full document)
  → extract: winning angle + top 3 pain points
  → lead-magnet uses only: one angle + pain points
  → direct-response-copy uses only: one positioning angle + one pain point
  → output is focused, punchy, has conviction

The Compression Principle

When passing between skills, compress:

From	Pass This	Not This
brand-voice	Voice summary (3 sentences)	Full profile
positioning-angles	Winning angle (1-2 sentences)	All 5 options
keyword-research	Priority cluster + 5 keywords	Full spreadsheet
lead-magnet	Hook + format	Full concept doc
seo-content	Key insights (bullets)	Full article

Knowing When You've Over-Contexted

Signs the output is suffering from too much context:

• Sentences have multiple qualifiers
• Copy tries to address multiple audiences
• Headlines are long and compound
• CTAs have multiple value propositions
• Reads like a committee wrote it
• Lost the "one person talking to one person" feel

Fix: Strip context back to essentials, run again.

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Anti-Patterns to Avoid

Don't:

• Jump to tactics without diagnosis
• Run execution skills without foundation (voice, positioning)
• Try to do everything at once
• Skip the "boring" strategy work
• Assume one skill solves everything
• Feed everything from every skill into the next (context overload)
• Chain skills when output is getting worse (stop and simplify)

Do:

• Start with qualifying questions
• Build foundation before execution
• Sequence skills logically
• Track what's been created
• Recommend next steps after each skill
• Compress context between skills (essentials only)
• Run fresh when output feels off (sometimes less is more)

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The Test

Good orchestration means:

1. User knows where to start (not overwhelmed)
2. Skills run in logical order (dependencies respected)
3. Outputs feed into next skill (no wasted work)
4. Progress is trackable (what's done, what's next)
5. End result is coherent (pieces work together)

If the user still feels lost after orchestration, the diagnosis failed.