The repo structure for in-house marketers: give Claude Code your company's context

Claude writes generic copy because it starts every session knowing nothing about your company. This is the workspace that fixes it: a GitHub template you copy, open in Claude Code and fill in an afternoon.

What's inside:

• context/: six folders for what Claude should know before it writes: ICP, competitors, positioning, messaging, brand voice, and docs for everything else. Each has a one-page CLAUDE.md saying what goes there and which skill fills it.

• Five foundational skills that fill them, in order: /icp-research, /competitor-research, /tov-guidelines, /positioning and /messaging.

• /level: a short quiz that tells you where your setup stands and what to build next.

• outputs/: one folder per lane (content, website, SEO and AEO, social, product marketing, sales, paid, lifecycle, outbound), each pointing to the free plugin for that lane.

• example/pulse-analytics: a made-up B2B SaaS company with its context filled in, so you can see what done looks like.

• One house rule Claude follows on every task: quote the source, or lower the confidence.

Want win-loss from your sales calls, the founder's point of view, a brand kit or goals? Those six skills are free in the context plugin.

Exa web search is already wired in .mcp.json: add a free key to .env and the research skills use it.

For in-house marketers and founders running marketing for one company.

If your drafts keep sounding like someone else's company, start with /icp-research, then /positioning. Marketing Engineering University builds the other three layers on your own company, live: agents, hooks, connectors and session memory on top of this context layer.