Page ID: Page 219365267025 How to Automate ALL of your Marketing w/ Claude Cowork
How to Automate ALL of your Marketing w/ Claude Cowork
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Ep. 438
How do you differentiate your marketing when everyone else is using the same AI tools?
Kipp and Kieran dive into building next-level marketing systems with AI that actually set you apart, featuring digital growth consultant and educator Grace Leung. Discover why context is king in AI marketing, how to build simple but powerful systems that scale, and the secret to making your brand voice and strategy shine through every asset. Learn more on designing reusable AI workflows, structuring context-rich file systems, and maximizing team collaboration while building a future-proof marketing stack.
Mentions
Loop: Outlearn. Outmarket. Outgrow https://a.co/d/08By5k2w
Grace Leung https://www.youtube.com/@graceleungyl
Claude Cowork https://support.claude.com/en/articles/13345190-get-started-with-claude-cowork
ChatGPT https://chatgpt.com/
Codex https://openai.com/codex/
Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt
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‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
hey grace welcome to the show we're super excited to have you marketing against the crane today thank you thanks so much for having me today if grace is gonna show us a repeatable pattern that you can use for any marketing discipline whether that's your design work whether that's your performance marketing whether that's your demand gen because it connects back to like contact intelligence grace you have built a whole system for how you build manage prompts and actually scale how you work with ai products like building a design system in cloud to then building a template for a carousel turning that template into a skill mh and now you can anytime you're cloud build a carousel in this case because that's what we built right leave you're building a system today and you wanna have a team that really uses ai you have to have like contacts intelligence you have to have skills that you can give to them and you wanna make sure that you evaluate those skills to make sure they do the things you want them to do exactly yeah and so the system i'm going to share today is also work with seo and also google ads yeah so if you're your general is marketer is critical because you could apply it to any of the tasks you have to do on a day to day week to week basis and so grace maybe kick us off with i don't actually get started working in in a better way with the ai eye versus just like kinda one off basic couple sentence prompting so first thing is of course like to create a folder so this photo is just like your structure like your system so basically like for example maybe for marketing team usually we have different disciplined so we can have ads we can have seo we have social website and then the first thing is we would create a context folder so you can see this is a context folder and inside we will have different core contacts and these core contacts should be reusable so i will prepare all those context file first before like doing anything so i think this is really important i just want like underline this for everybody watching and listening to the show today but you have david epstein coming on the show soon he wrote this book inside the box and it's about how constraints are really valuable in working and and in the way when working with ai because you can do anything you can get really distracted there's a whole concept around like you need to work slow before you can work fast and what you're actually saying instead of going in and prompting everything you actually need to do the setup and get that magically right and understand hey this is the context around my brand my voice the way that i actually do marketing needs to be very explicit and and by the way if you don't have those answers then you don't even need ai you have to go and figure out and you know what your brand voice and those more foundational elements are yes absolutely because most marketed just directly jump okay i have to create scales but to me sci is always like the last mile bigger because skills is about like automating scale things up so you just have like a simple system and i think one of the me mistake people make is they make the system so sophisticated and complicated when it gets started okay how many photos i should create the first like like ten folders twenty photos but however the system will evolve so you would adjust along the way so my advice do not complicate your photos setup up just just make sure it works for you the cool thing about you know ai really is in the show off your kind of systems stage right now and i've i've done a lot in it's cool like ai has made local file structures is really cool like everyone's like look at my local file structure and then i showed in ob and well i look at this like i've got so many cool files on my laptop and a cool local file structure it makes kind of all of these things that used to be pretty boring like i i have so much fun doing pho structures now i'm gonna organize organizing all my folders together like contacts and all my different layers which which by the way it's hilarious but we also have to all remember that most people in this world their desktop looks like it exploded right so the you know this is not a natural habit for anybody to have and and grace that's why i'm trying to make sure for everybody watching why they understand that's so important it it seems silly that a few folders on a page is like worth looking at but it's actually critical to being successful when you're trying to do really important tasks over and over again at a high quality yes so this is yes i think the system right is like the most important thing yeah and so for this show i will be using clock core you're doing you're using cloud core people could use anything this is just the example you know we're we're showing you a system that could work in any in any ai so hey if you like what you heard in this episode and you want more click the link in the description or scan that qr code we have a ton of incredible resources that can get you started to doing this stuff in a very short amount of time yes and so by the way how you set this up and you go to project and then you create new project and then you can choose an existing folder so basically i can choose my folder here branding and in projects and then demo and then marketing so i'm i'm good to go and this is exactly the photo you just see with the clutter empty and by the way i have mentioned what is clutter so clutter md is basically just the project instruction and i i tried to make it really simple so how the photo structure works and then what is the context file routing so we want to brief call how to route the system how to navigate different photos and also like the tool routing might be for some system you have already connect so many different tools and they're with each other so i will also have it like a tool routing instructions like for example maybe for competitive data i always use ahrefs send or like out of ai search tools or maybe like search performance i already have google search console connected i also have google go as meta as connectors connected so i will directly okay what chose that issue is i think one of the important things you're showing here is the skill kind of inherent things from the context so you run a scale and then it goes and checks in the context folder and it loads things before it execute the skill yeah so clock will be okay i know exactly what what i should behave for the system yeah so someone comes in and they're create on their project for i wanna do like paid advertising so i set up my context i set up my context folder here's kind of what works here's is our brand style here's the kind of design that works and i then i set my cloud that d file is it probably is scary for someone to go how do i even like no one instructions to put in here exactly you like do do you do a first pass with claw to say this is what i'm trying to do give me like a first pass with the called cloud dot md file and then kind of edit and cut cut it down to what you think is important yes yes so actually i these days i just make the closet the d the project instructions with clog so yeah i just tell you okay what this system is going to be like how i want like the files to be organized and they i just let it build it friday they work when a buyer ass ai for solution link yours do you know if you're showing up or not in hubspot we've got a great product that actually helps you get discovered in ai search hubspot au helps you show up in these moments with the right answers buyers are looking for before the first click before the first fill that's the moment hubspot au is built for go check out hubspot au you can trial it for free and it's gonna help you understand how you're showing up an ai search and how you can show up even more okay so if we go to cloth design and then we will create a the size system and this is the first thing because you want to have reusable brand that saas system where you can apply it no letter you're building bags or dashboard or carousel sale post can play which is on in this case so we can click create and then we can create here so here you can set up you can give it different example maybe you have a github you can just load it your the files there then it will extract but here i have the branding so this is the folder i already set up and this photo you can see i have the brand logo in g and then i also have the landing page so this is just a like preview like what the style of and i know like different marketers they already have some existing brand as said then you can just load it here and also like the the pallet and then you can just load back the photo here and then you can add the logo and then her house maybe you have like out notes notes if you have a custom font you do that but it depends on the sophistication of your company right yes so it depends on like how you want the final like design looks and then this is the results just to give you the preview and then it will extract the logo the style like how it should look so this is how you like create the brand design system on call design and i think this date is very good yeah then what and do is you can share and you can export it into project so you can just download the project add that here and basically this is a skill so this is a reusable skill that you can deploy back to your system and then we can just use the same methodology load it and then make it like a reusable scale and you can do everything from here like we're gonna do one thing but once done the hard work of make a system you could you could literally design ten different things off of that yes yes so the the the last system is like the first thing we we can do and then based on that we will start creating different reusable marketing template so in this case i just make a reusable also to make a reusable social media care template and then i just pick back the brand design system we just created and then it will create asset you can see everything looks on brand it's just like exactly the same and then we can tweak it here and once we're done we can just download it as a standalone html carousel template i haven't used cloud design too much so you you basically created a folder structure you had the cloud that md file tells you how the how the overarching marketing marketing project should should be run yeah then you have the contacts that kinda sets the context which is like hey this is our brand aesthetics this is our tone of voice yeah this is our right in style this is how everything should look when we create brand assets then you have the individual folders for each of the kinda core market disciplines why i do it in cloth design is because it already got the system it is reusable so that's why in that case i just incorporate like an extra step so when use cloth dubai to first build the ten play and this is what i found the bass value from cloud design is not like building the in product but to build all those reusable marketing asset templates bags templates play that can exported back to the system we just cool no that's why i haven't seen it used that way so you create these reusable templates and then you move back in claw to turn that you're like oh this this looks correct it works really well this is the kind of carousel that i want turn that into a skill to create carousel ourselves let me show you like how the skills looks like and so this is the brand design so this is like the the brand design we ex i bought from the brand design system and then we also have the carousel our design so you can see the garrett sell design we have an access so this is the access out my brand logo and then the carroll template play you can see actual this is just a placeholder right so every time clock we use this to generate so everything is predictable we can control the quality so this is how we we can control everything okay so now we have created this carousel post and then we can click here to view it but of course we can also show it in a folder so you can see this has been created inside the folder and that as we open it so we can see the post so this is the pose this is care post we just created so it contains six lies but this post is not ready to be published yet because if you are doing instagram you have to convert it into images or if you might be want to post on linkedin platform you have to converted it into document so that you can publish it so that's why we can create and all skills to export these whole set of cara posts into ready to post speed up of document or images so first of all let's say if i want to post it on linkedin then i can use the skills carol's child's pdf export so these skills will export these carol's post into a pdf document and it will export and save it into the same folder so now you can see it is spinning of progress and now you can see it has just exported these carousel self post into a pdf document so actually it has so this is perfect and this is ready to post on like linkedin platform and this is how you complete the whole workflow and end from drafting proposing the topic and then let outline the copy for each slide where you can trade it back and forth you can make changes to each of a copy like what are the the things you want to emphasize on each slide and then you can just export it into a pdf document or might be let's say you are post an instagram and you need it to export you need them into images then you can also use this skill and do the same thing and let claw to convert it into ready to pose images okay so you can see immediately it has converted the six slides into individual images and we can actually check it inside the folder as well but you can absolutely just click on it and then you can preview each images so these are perfect and when you open to the same folder you can see so this is the a chanel file we generated with cloud and then this is the p document and then here is the images we just created so this is slide one slide two slide three slide four slide five in a end slide so this is how you create the workflow ends end so think about what is your typical marketing tails and then try to break it down into a smaller step and each one can be a reusable skills so this is also how you can up faster identify like where the areas you can optimize and so you can like design the flow from n to n so shall we sue we try let's make one so maybe first i ask to propose five potential topics by the way i'm using sonic i just love sonic i don't know you guys but yeah i i found awesome yeah i i think the opus models have degraded i think that was actually something one of the cloud c pms admitted to he said four point seven point four eight so i've kinda used four point six but i've been using son way more but like they've let they've let son because they were really focused on their smarter models i actually think they've lost the lighter weight model to chat owned yeah i i agree yeah i found son faster more efficient and the hundred percent yeah yeah weak faster yeah claude with the smallest are so slow right now and i'm i'm all in claude so it pains me to say that but i'm actually moving some of my stuff over with the codecs you're coming to the codecs camp no loyalty no no loyalty in this model i model yeah that's why the best that's why you just wanna a harness that uses all the models so that's a whole different show for another day it's okay so here you can see it propose different topics so why e it knows like what topics to propose it's because you can see it will lose my strategy my like ideal custom profile it already got everything so it knows my brand so for example might i love like four let's do topic for and then i can just like hit go so then it will it will call skills because we remember just now we we have the instructions so in instructions so it will know what's to call so it will first call the brand voice and then it will trigger the brand carousel design because we already instructed it's to do do so so it's now generating the carousel out and then it will save inside the social folder so we remember just now we have created the folder here so it will create the folder here so it will like structure everything as the project because this is how i instruct the skill to do it i like that actually that's a really great routing in the i put into the correct folders because if you don't it will just go into the base folder it gets pretty un un unwilling one of the interesting things is like local fox systems so ai geek is like really impressed with their ai second brain right like i feel a second brain ob citi and local file system right and i and nice poured water over my laptop not purposely but i did that anyway and so i was like oh my god like i've lost my second brain and i was like really lost and i didn't know how to work for like three or four days and so i got i got everything back on track but i've i've started making my brain portable and so it basically you know it it lives in my local system but it constantly syncs to get hub and then it will sync across the google drive because sometimes you might wanna use like cloud your phone and you'll just wanna connect it through the web app you just connect it to a folder sometimes you'll be in cloud code you connect it to git sometimes you'll be in codecs you wanna connect it to your local file system do you think about that at at at all like in terms of when you're building these local file systems the portability of it because it's all on your laptop so like say you're on the you know you're away from your laptop and you're on your phone i know you can use some of the remote tools now but i'm just i'm just curious because you're someone who's assistance builder do you think about the portability of the kind of core context that all these things connect to and yes you or you just stick to local file systems so i'm also planning to migrate the context file to github hop yeah most of the mo of the ai models like like code or maybe clog yeah they just have direct integration and and google as well like ai node just directly connect to github so i imagine maybe the future marketing teams they are more building the system to get up so that is like platform and agnostic you can make it exactly oh and then not everything inside the the local file and the thing for right now has a limit has a little little limitation is because it's a local agent so it's more like a personal productivity goal but what you mentioned is portability how we can collaborate with the team so when it come to that and yeah like we said we have to make maybe put it like a platform on a cloud so and that's yeah that's the that's the reason why i see like cloud has like managed agent yeah that's a that's my little personal project at the moment making it making it portable and making a device agnostic which means you can access it through the cloud standard cloud cohort cloud code codecs complexity anyway i was just curious if you it sounds like you you you are thinking about that as all and i believe this is the trend that i'm seeing yeah so not just about okay log in to call ecosystem but we have the same set of files that we can plug and play to whatever sent it plug we we we want to use yeah was working on a system i built and call code yesterday but it just never stopped it it would give me back at my it would do the work and i would say okay like ready for next thing but it was still working and i was like burning tokens it's like finished it's like you're and i kept saying you're literally finished stop burning tokens stop doing it and it's like ready for your next command burn tokens burn tokens for i'm like what is this there new like grow wrote something like you you can imagine like a growth hacker is like okay what we'll do is when we're finished giving them the answer we'll still burn tokens until they tell us to stop doing it it's like stop burning and tokens claude you're finished often i found claus sometimes has the overthinking overthinking yes i'm not sure how's experience but it's always over the okay it's the right way to do and then yeah and just overdo it yeah so i kinda i i really a little thing about this today so the microsoft ceo wrote a pretty cool post yeah i'm sure evelyn everyone's write it because there one's a geek the thing he talked about is like you're you know don't see your intelligence to ai models right he's basically saying hey like how do you still survive in the world of ai like or the the asset you have is intelligence like you understand how to do marketing you understand workflows you understand your customer you understand what works where doesn't work and today that either lives in the minds of your employees right your employees has market intelligence and they kinda walk out the door and it leaves with them or they are outsourcing that to the ai model because they're just going to the ai model and they're saying hey like create me an ad hey create me a strategic proposal for this hey create me an ee strategy and the l is basically saying okay well i have all these marketing tutorials and i'll give you back the average and that's best practice and so what i think you're showing is the future of how you differentiate yourself from everyone else and that your context layer is the raw intelligence that you have that makes you special that is that is your core asset which is like i know how to do marketing and i'm gonna put it all into this context layer and this is what works this is what doesn't work this is the learnings that i've had these are the things that i know will resonate with my customers mh and then when you build skills on top of it it will inherit that intelligence and so your output will be different than everyone else's and that's how you win in a market where everyone else is going to look the same because you're you're using ai to do those things right like you have very different aesthetics that work for you and to differentiated because you have raw intelligence of the things that will engage your audience like these are the things that work for my audience and so for me like the core takeaway is like if you are building ai for a marketing team where you're a marketing team use an ai if you don't actually have that context and intelligence layer you are being moved into the best practice place like the model will just give you the best practice and that's how your marketing will likely die is that you will just be like the one of everyone what i think i think that's right karen and you know you and i wrote this new book loop that comes out in a couple months and in that we talk a lot about taste and how taste is really important how taste is how you differentiate and like grace just showed us her taste right she didn't just show us a file system she showed us the colors the fonts the word choice the sources she trusted the source she doesn't trust how she wants to work and i think that is fundamental because if you don't it's not just you're going to the middle it's like we said earlier on the showed like you know if claude design something you know if chat gp generates an image when you have a a high contact system like we walked through today you don't know that all you know is that grace built it right and then it connects back to her and what she's trying to do and i think that's fundamentally a very different way of working than a lot of people are working now but i think it's the long term durable way of working to get real advantage and to be a successful marketer or not just in the next year but in the next decade yep mh agree yeah i i still think like human intelligence like has a place or to earn not just like because l they don't just don't get this smart but they don't have the understanding of how we work works how like things connected yeah maybe they expert all doing google ads but they don't know how they're like your a competitive landscape the trends like how impact everything and this is why we still have like judgment the ta and humans all love that i think that's the perfect closing note grace i really appreciate you you give us a masterclass class in how to work and how to build systems to work with ai in in new and meaningful ways and i hope everyone learned a ton on today's show we wanna thank you and we'll see you next time on marketing a great let me tell you about a great podcast demand decode from the team at b a b website and demand generation agency comes demand decode the podcast that breaks the mold of traditional b marketing tactics post dan and fill deliver actionable insights that transform your marketing into a revenue generating machine whether you're struggling with linkedin ads that aren't converting want to understand the difference between lead 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