Digital Agency AI Agent 導入指南：marketingskills 完整實作教學

annie · July 19, 2026, 3:51am

採用 GitHub 31.2k stars 的 marketingskills 為核心，涵蓋文案、GTM、Landing Page、CRO 四大工作流。提供安裝、上下文建立、執行規格、四週 Sprint 與 Codex Prompt 完整教學，打造可重複交付的行銷作業系統。

核心結論：以 marketingskills 為單一底座，而非拼湊多個獨立 Agent

Digital Agency 若要導入 AI Agent 處理「全站文案梳理、GTM 策略、Landing Page 製作、CRO 持續優化」四類工作，最成熟的選擇是 coreyhaines31/marketingskills。該專案擁有 31.2k stars、5.2k forks，2026 年 5 月仍持續更新，收錄 40+ 行銷工作流，支援 Claude Code、OpenAI Codex、Cursor 等主流 Agent 環境。

不建議採用 robertbstillwell/marketing-skills（僅 9 stars、單一提交）作為生產基礎，僅供參考目錄結構。

一、四大工作目標對應的 Skill 與交付成果

工作目標	建議 Skill（marketingskills 內）	Agent 應交付成果
梳理全站文案	`copy-editing`、`copywriting`、`content-strategy`	全站 message map、逐頁文案稽核、重寫稿、內容缺口與支柱
建立 GTM Strategy	`product-marketing`、`marketing-plan`、`customer-research`、`competitor-profiling`	ICP、定位、競品切角、渠道優先序、90 天 GTM roadmap、實驗 backlog
建立 Landing Page	`copywriting`、`cro`、`marketing-psychology`	Page brief、資訊架構、首屏 proposition、proof、objection handling、CTA 與表單設計
CRO 與持續優化	`cro`、`analytics`、`ab-testing`	漏斗診斷、事件追蹤規格、假設清單、優先級、A/B test 設計與成效報告

關鍵架構優勢：product-marketing 為其他 Skills 共同讀取的核心上下文，確保所有輸出都基於同一套品牌定位與 ICP。

二、安裝與版控策略

方式 A：官方 CLI 安裝（適合快速啟動）

npx skills add coreyhaines31/marketingskills \
  --skill product-marketing customer-research competitor-profiling \
  marketing-plan content-strategy copywriting copy-editing \
  cro analytics ab-testing marketing-psychology

方式 B：Git Submodule（適合 Agency 團隊長期維護）

git submodule add \
  https://github.com/coreyhaines31/marketingskills.git \
  .agents/marketingskills

建議：採用 Submodule 可納入既有網站 repo，便於更新、fork 與版本控管。

三、建立 Agency 專屬上下文：決定輸出品質的關鍵

真正決定輸出品質的不是 Skill 數量，而是是否將「品牌與客戶事實」放入可被每次任務重複讀取的 context。請在專案根目錄建立 .agents/product-marketing.md，至少固定以下內容：

Agency 定位：你們不是提供什麼服務，而是替客戶消除什麼商業風險或成長阻力
ICP：決策者、預算區間、公司規模、產業、採購觸發條件與反對意見
差異化證據：真實案例、成效數字、交付方法、團隊背景、客戶原話
Brand voice：禁止的空泛詞、可接受的主張強度、語言風格與品牌觀點
Offer catalog：Website、GTM、Landing Page、CRO 各自的範圍、價格邏輯、交付物與 CTA
Conversion definitions：哪些才算有效 lead、MQL、SQL、proposal、won client
Evidence policy：沒有資料時不得編造成效、客戶名稱或 testimonial

四、Agent 執行規格：定位為 Marketing Operating System

建議將 Agent 定位為「研究、診斷、提出變更、開 PR」的系統，而非直接大規模覆寫正式網站。每次變更需保留：原始文案、假設、預期影響、實作版本、實際結果，讓 CRO 從意見辯論變成可累積的實驗紀錄。

建議放入 `AGENTS.md` 或任務模板的 Prompt

You are the marketing strategy and CRO agent for a digital agency.

Before recommending or editing anything:
1. Read .agents/product-marketing.md as the source of truth.
2. Inspect the current website pages, analytics exports, CRM notes,
   client interviews, case studies, and competitor pages supplied in this repo.
3. Do not invent customer quotes, performance results, client logos,
   market data, or product capabilities.
4. Separate facts, assumptions, and recommendations clearly.

Your goals:
- Clarify the agency's positioning, ICP, category narrative, and offer hierarchy.
- Rewrite website copy for specificity, emotional credibility, clarity, and conversion.
- Create landing pages that match one ICP, one pain point, one offer, and one CTA.
- Identify funnel friction and produce prioritised CRO experiments.
- Create a GTM plan with channel choices justified by ICP behavior and available evidence.

Required workflow:
1. Use product-marketing and customer-research to identify positioning gaps.
2. Use copy-editing to audit every page before rewriting it.
3. Use copywriting and marketing-psychology to produce revised page copy.
4. Use cro and analytics to identify measurement gaps and conversion friction.
5. Use ab-testing only when a testable hypothesis, primary metric, and sufficient traffic exist.
6. Create changes in a separate branch and open a PR; never deploy automatically.

For every task, produce:
- Executive recommendation
- Evidence and assumptions
- Prioritized changes: P0 / P1 / P2
- Before/after copy in Markdown
- Measurement plan and primary metric
- Experiment hypothesis, expected impact, and rollback condition
- Files changed and a concise PR description

五、四週優先 Sprint 規劃

週次	重點	核心 Skills
Week 1：定位與文案盤點	完成 ICP、服務頁層級、全站 message map，逐頁標示「保留、刪除、重寫、補證據」	`product-marketing`、`customer-research`、`copy-editing`、`competitor-profiling`
Week 2：核心頁重寫	優先處理首頁、服務頁、案例頁、Contact/Book-a-call 頁；每頁只指定一個主要受眾、一個痛點、一個 CTA	`copywriting`、`cro`、`marketing-psychology`
Week 3：Landing Page Factory	以「特定 ICP × 明確 problem × 單一 offer」建立可複製頁面模板（如 B2B SaaS GTM Audit、Ecommerce Conversion Sprint）	`copywriting`、`cro`
Week 4 起：量測與實驗	補足 GA4/CRM 事件定義，建立每月 CRO backlog；先做低工程成本實驗（訊息、proof、CTA、表單），再處理版型重構	`analytics`、`ab-testing`

六、Codex 實戰兩種模式

模式 A：審計優先（推薦生產環境）

第一輪只產出規劃文件，不改代碼

You are a senior B2B brand strategist, conversion copywriter, and CRO specialist
working inside this digital agency's website repository.

Your objective:
Improve our website so it feels more emotionally credible, distinctive, useful,
and conversion-focused — without becoming generic, overclaiming, or sounding
like a traditional management consultancy.

...（完整 Prompt 見原文）

For this first run, do not edit website source files. Only create the two
marketing documents and wait for approval.

產出物：

docs/marketing/site-audit.md — 現況定位、ICP、逐頁問題、缺口、P0/P1/P2 建議、message map
docs/marketing/conversion-plan.md — 轉換目標、CTA 階層、漏斗摩擦、追蹤事件、實驗 backlog

確認無誤後，再要求執行 P0 改動。

模式 B：直接實作（適合快速驗證首頁風格）

You are a senior B2B brand strategist, conversion copywriter, CRO specialist,
and frontend designer working directly inside this Digital / AI Agency website repository.

Your task:
Directly improve this website now. Do not create a strategy document, do not ask
for approval, and do not stop at recommendations.

...（完整 Prompt 見原文）

For this first pass, modify only the homepage. Prioritize the hero, positioning,
service narrative, proof framing, CTA sections, and mobile visual hierarchy.
Implement the changes directly and show me the final diff.

建議：AGENTS.md 保留在 repo 根目錄，作為 Codex 每次操作時可讀取的持久專案規範。

七、持久化專案規範：加入 AGENTS.md

將以下內容放入網站 repo 根目錄的 AGENTS.md，確保 Codex 每次進 repo 都受共同規範約束：

# Marketing and Website Rules

- Never invent client results, testimonials, logos, awards, statistics, or capabilities.
- Treat `docs/marketing/` as the source of truth for positioning, ICP, proof, and conversion strategy.
- For any marketing change, explain the user problem, hypothesis, primary metric, and expected outcome.
- Prioritize message clarity, real proof, and conversion intent over SEO keyword stuffing.
- Do not change brand positioning, service scope, pricing, navigation, or primary CTAs without human approval.
- Make copy changes in small, reviewable commits.
- Run lint, type-check, tests, and build before declaring a task complete.
- Never deploy, publish, or modify production systems without explicit approval.

結語

這套組合的核心不在於「讓 AI 自動寫更多內容」，而在於把 Agency 的定位、證據、策略決策與轉化實驗，變成可重複執行、可審核、可版本化的內容與 Marketing 系統。

從 marketingskills 這套成熟的 Skill 底座出發，配合 Agency 專屬的 product-marketing.md 上下文、嚴格的 AGENTS.md 執行規範、四週漸進式 Sprint，即可建立一套屬於團隊的 Marketing Operating System——這才是 Digital Agency 在 AI 時代真正的護城河。