@rune-kit/rune 2.8.0 → 2.11.0

package/skills/marketing/SKILL.md

@@ -1,245 +1,290 @@
----
-name: marketing
-description: Create marketing assets and execute launch strategy. Generates landing copy, social banners, SEO meta, blog posts, and video scripts.
-metadata:
-  author: runedev
-  version: "0.3.0"
-  layer: L2
-  model: sonnet
-  group: delivery
-  tools: "Read, Write, Edit, Glob, Grep, WebFetch, WebSearch"
----
-
-# 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
-- `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)
-
-## 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:
-
-**Hero section**
-- Headline (under 10 words, outcome-focused)
-- 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 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:
-
-```html
-<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.
-
-**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/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 |
-
-## 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
-- 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` |
-| 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.
+---
+name: marketing
+description: Create marketing assets and execute launch strategy. Generates landing copy, social banners, SEO meta, blog posts, and video scripts.
+metadata:
+  author: runedev
+  version: "0.4.0"
+  layer: L2
+  model: sonnet
+  group: delivery
+  tools: "Read, Write, Edit, Glob, Grep, WebFetch, WebSearch"
+---
+
+# 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 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:
+
+```html
+<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:
+```json
+{
+  "@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/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 |
+
+## 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
+- 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` |
+| 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.