Module 1: Welcome to Markit

Introduction to Your Marketing Project

Welcome to Module 1! In this module, you’ll learn the core concepts of Claude Code through Markit, a realistic marketing agency project. By the end, you’ll be able to handle real marketing tasks with confidence.

What Is Markit?

Markit is a sample marketing agency project where you’re working on campaigns for a client called “Planerio” - a project management software for enterprise and large corporations. Throughout this module, you’ll:

Create campaign briefs and strategies
Generate marketing content
Analyze competitor positioning
Develop content calendars
Optimize for SEO

The Planerio Product

To make this course practical, we need a product to market. Here’s the brief:

Product: Planerio

Category: B2B project management platform for enterprise

Target Audience: Enterprise project managers, program managers, and C-suite executives (30-55 years old)

Key Features:

Distraction blocking with AI
Team focus time coordination
Productivity analytics
Integration with Slack, Zoom, and Google Workspace

Pricing: $12/user/month, 14-day free trial

Unique Value Prop: “Coordinate deep work time across your entire team”

Your Role

You’re a Marketing Strategist at Markit agency, working on the Planerio account. Your goals are:

Launch the product to market
Generate awareness and signups
Create content that resonates with enterprise and large corporations
Build a sustainable content marketing engine

Setting Up Markit with Claude

Let’s set up the project structure. In Claude Code, type:

Create a Markit agency project with the following structure:
- campaigns/ (for campaign briefs)
- content/ (for blog posts, emails, ads)
- research/ (for competitive analysis)
- analytics/ (for performance data)
- brand/ (for brand guidelines)

Also create a README.md that describes the Planerio product.

Claude will create all the folders and files for you. Let’s verify it worked:

Show me the project structure

Creating Your First Marketing File

Let’s create a brand guidelines document. This will help Claude understand your brand voice for all future content. Ask Claude:

Create a brand guidelines document in the brand/ folder for Planerio. Include:
- Brand voice (professional but friendly, knowledgeable but not condescending)
- Key messaging pillars
- Tone guidelines
- Words to use and avoid

Claude will generate a comprehensive brand guidelines document. Review it by asking:

Read the brand guidelines file and summarize the key points

What Just Happened? You just created a professional brand guidelines document without writing a single word yourself. Claude understood your requirements and created appropriate content based on best practices.

Understanding Claude’s Capabilities

Claude Code can help you with:

1. Content Generation

Blog posts and articles
Ad copy for different platforms
Email sequences
Social media posts
Landing page copy

2. Analysis & Research

Competitive analysis
Market research summaries
Campaign performance analysis
Customer feedback analysis

3. Planning & Strategy

Campaign briefs
Content calendars
Go-to-market strategies
Channel strategies

4. Optimization

SEO keyword research
A/B test variations
Copy improvements
Audience targeting refinement

Working with Context

Claude works best when you provide context. For example, instead of:

Vague: “Write an ad”

Try:

Specific: “Write a Facebook ad for Planerio targeting enterprise project managers. Emphasize the team coordination feature. Keep it under 125 characters. Use our professional but friendly brand voice from the guidelines.”

The Power of Iteration

Claude Code is designed for iteration. You can refine outputs until they’re perfect:

1. Initial request: "Write a blog post about productivity"
2. Refine: "Make it more engaging and add statistics"
3. Refine: "Add a section about remote work challenges"
4. Refine: "Make the conclusion more actionable"

Exercise: Create Your First Campaign Brief

Let’s put this into practice. Ask Claude to create a campaign brief for Planerio’s launch:

Create a campaign brief for Planerio's product launch in the campaigns/ folder. Include:
- Campaign objectives
- Target audience details
- Key messages
- Channel strategy
- Success metrics
- Timeline

Base it on the product information and brand guidelines we created.

Claude will analyze the existing files (product info and brand guidelines) and create a comprehensive campaign brief.

Pro Tip: Notice how Claude can reference other files in your project. This is called context awareness, and it’s one of Claude’s most powerful features for marketers.

What’s Next

In the upcoming lessons, you’ll learn:

1.2: How to organize and manage marketing files effectively
1.3: Your first marketing tasks (content generation, analysis)
1.4: Using agents for parallel workflows
1.5: Creating custom marketing sub-agents
1.6: Using project memory for consistent outputs
1.7: Mastering navigation and search

Key Takeaways

Markit is your hands-on agency project for learning Claude Code
Claude works best with specific, contextual requests
You can iterate on outputs to get them perfect
Claude can reference other files in your project
Always provide context about your brand, audience, and goals

Welcome to Markit