Content, Copy and PR skills
Content, Copy and PR Skills-md for Claude & Codex
Content, copy and PR skills are SKILL.md files that turn Claude, Codex and other AI agents into careful content strategists, editors and PR specialists. They audit content programmes, build strategies with a real point of view, run editorial operations, write brand voice guides and marketing copy, edit in layers, strip AI-sounding phrasing, plan newsletters and thought leadership, produce original research, earn press coverage, repurpose strong pieces and measure outcomes. All 13 are below: copy one, download it, or take the set.
13 skills, 19,701 words, version 1.0.0, written October 2026.
Content Marketing Audit
Audit a content and PR programme end to end: goals and audiences, a full inventory, performance beyond traffic including leads, pipeline, sales use, links and coverage, a quality and voice rubric that flags generic or AI-sounding pieces, distribution, earned media, operations and keep, update, combine, repurpose or retire decisions.
Content Strategy
Build a content strategy that connects every piece to an audience need and a business goal: goals and metrics, audience questions from research, a distinctive point of view, three to five pillars chosen on need, value, credibility and saturation, formats and channels, funnel mix, resources and what to stop, and measurement.
Editorial Operations and Content Calendar
Set up editorial operations that publish on schedule: workflow stages with owners and timings, roles, a standard brief, review and approval rules, a shared calendar, AI writing tool policy with human editing and fact-checking, quality and publishing checklists, expert interview habits, distribution built into the workflow and capacity planning.
Brand Voice and Style Guide
Create and maintain brand voice and style guides: brand character, three or four voice attributes with boundaries and examples, tone by context from marketing to incidents, vocabulary and banned phrases, grammar and formatting rules, inclusive language, before-and-after rewrites, an AI instruction block for writing tools and a review process.
Marketing Copywriting
Write marketing copy across channels: mini-briefs with one audience and one action, customer language and proof, PAS, AIDA, before-after-bridge, FAB and 4 Us frameworks, headline angles, body copy and calls to action, channel guidelines for emails, ads, product descriptions, sales one-pagers and scripts, and review for clarity, voice and compliance.
Editing and Proofreading
Edit content in layers from big to small: structural edit against the brief, line edit for clarity and rhythm, copy edit against the style guide, a fact-check log for every number, name, date and claim, a brand voice pass, proofreading of links, alt text and metadata, and feedback that improves the next draft.
AI Writing Cleanup: Removing AI-Sounding Phrasing
Audit and rewrite drafts that sound machine-made: common AI tells from stock openers and inflated vocabulary to not-X-but-Y contrasts, forced triads, dramatic closers, em dash overuse and chatbot residue, adding specifics and first-hand evidence, matching an author or brand voice from samples, fact-checking and respecting AI disclosure policies.
Newsletter Strategy
Plan newsletters readers look forward to: a clear promise, newsletter types from curated roundups to single essays, format, cadence and content mix, issue templates, permission-based growth through high-intent pages, upgrades, partners and referrals, deliverability basics, sponsor disclosure and metrics beyond opens.
Thought Leadership
Build thought leadership that changes how audiences think: defensible points of view from expert interviews, original insight from data, customers, experience and research, chosen voices, formats and channels, ghostwriting in the expert's own words, a monthly capture habit, engagement and influence metrics including media, invitations, sales mentions and AI answers.
Original Research Reports
Plan, run and publish original research that earns coverage and links: questions worth answering, surveys, proprietary and public data studies, indexes and expert panels, sampling and quotas, neutral questionnaires, data cleaning and analysis, story angles, a published method box with limits, report pages and distribution.
Digital PR and Media Relations
Plan and run digital PR that earns coverage and links: newsworthy angles from data, timeliness, impact and human stories, data-led campaigns, reactive commentary, source requests, press releases journalists can use, targeted media lists, personalised pitches, embargoes, relationships and measurement of coverage quality, links and branded search.
Content Repurposing and Distribution
Turn one strong piece into many: pillar assets such as research, webinars, guides, podcasts, case studies and essays mapped to derivatives, channel-native adaptation for LinkedIn, X, short video, YouTube, newsletters, blogs and sales, schedules over weeks and yearly refreshes, employee and partner sharing, paid amplification and measurement by format.
Content and PR Measurement
Measure content and PR against business goals: metrics by objective from awareness to pipeline, sales enablement, retention and reputation, tracking with UTMs, content groups and CRM touches, attribution including self-reported answers, coverage quality scoring without advertising value equivalents, content scorecards and reports that lead to decisions.
Article and News Fact-Checking
Fact-check articles, news stories, press releases and blog posts: claim extraction, risk tiers, primary and independent sources, quotes, people, dates, superlatives and causal claims, image and video verification, AI-written passages, framing, breaking news rules, corrections policies and editorial standards based on IFCN principles.
No skill matches that search. Clear it or choose All.
On this page
What content, copy and PR skills do for an AI agent
Ask a general AI model to write a blog post, a press release or a newsletter and you usually get something fluent and forgettable: stock openers, inflated words, three-item lists and claims with no evidence behind them. Readers recognise it, journalists ignore it and it rarely earns links, shares or citations.
These skills work differently. They start with goals and audiences, insist on a point of view and evidence, write in a defined brand or author voice, edit in layers from structure to typos and remove the patterns that make writing sound machine-made. On the PR side they look for real news value, target journalists precisely and measure coverage by quality and outcomes rather than volume.
Content, copy and PR together
Content builds audiences and trust over time; copy persuades at specific moments; PR earns attention and credibility from others. The skills cover strategy and operations, copy and editing, audience and authority, and distribution and measurement. Search-specific writing sits in the Content SEO skills, page conversion testing in the CRO skills.
Where to start: audit the programme
Start with the content-marketing-audit skill. It inventories what you publish, measures performance beyond pageviews, scores quality and voice, reviews distribution and PR and decides what to keep, update, combine, repurpose or retire.
If drafts sound generic, use ai-writing-cleanup and brand-voice-guide. If press releases get no pickup, move to original-research-reports and digital-pr. If leadership questions the value of content, start with content-pr-measurement.
Which skill fixes which problem, and the evidence
Use this table to go straight to the right skill when you already know the symptom.
| Symptom or task | Likely cause | Skill to use |
|---|---|---|
| Lots of content, unclear results | No end-to-end content audit | content-marketing-audit |
| Content feels random | No strategy, pillars or point of view | content-strategy |
| Content always late | No workflow, briefs or calendar | editorial-operations |
| Every channel sounds different | No voice guide | brand-voice-guide |
| Ads and emails do not persuade | Weak copy and no proof | marketing-copywriting |
| Drafts full of errors | No layered editing or fact-checks | editing-proofreading |
| Drafts sound like AI | Generic phrasing and no substance | ai-writing-cleanup |
| Newsletter ignored | No promise or reader value | newsletter-strategy |
| Executives post generic content | No defensible point of view | thought-leadership |
| No data journalists cite | No original research | original-research-reports |
| Press releases get no pickup | Weak news value and targeting | digital-pr |
| Content published once and forgotten | No repurposing or distribution plan | content-repurposing |
| Leadership questions content value | Output metrics, no outcomes | content-pr-measurement |
The evidence behind these skills
Content and PR advice is full of habits that no longer work. These skills rely on standards and evidence, checked on 11 October 2026:
| Finding | Source | Label |
|---|---|---|
| Google rewards helpful content however it is produced and treats scaled low-value content as spam | Google Search Central | Confirmed |
| Advertising value equivalents are rejected as a PR measure; outcomes should be measured instead | AMEC Barcelona Principles | Industry standard |
| Opens are unreliable for email because of mailbox privacy features; clicks and replies are better signals | Email industry consensus | Consensus |
| Survey research needs neutral questions, sound samples and a published method | Market Research Society, Pew Research Center | Industry standard |
| Undisclosed sponsored links and paid placements break search engine policies | Google link guidelines | Confirmed |
Example prompts for each skill
Each skill triggers on everyday wording. These prompts are good starting points:
- Audit: “We publish four posts a week. Is any of it working?”
- Strategy: “Build a content strategy with three pillars.”
- Operations: “Our content is always late. Fix the workflow.”
- Voice: “Write our brand voice guide with an AI prompt block.”
- Copy: “Write launch email copy using before-after-bridge.”
- Editing: “Edit this agency draft and fact-check it.”
- AI cleanup: “This draft sounds like ChatGPT. Make it sound like me.”
- Newsletter: “Relaunch our newsletter so people read it.”
- Thought leadership: “Find our CTO a point of view worth publishing.”
- Research: “Plan a survey journalists will cite.”
- PR: “Pitch our data story to business media.”
- Repurposing: “Turn this webinar into a month of content.”
- Measurement: “Show leadership what content contributes to pipeline.”
What the agent needs from you
Good content needs real material. The most useful inputs are:
- Goals and audiences: what content and PR should achieve, and for whom.
- Your story: positioning, voice guide and examples of writing you like.
- Original material: data, customer stories, expert interviews and opinions.
- Performance data: analytics, CRM touches, newsletter metrics and coverage logs.
- Drafts and archives: existing content, newsletters and press releases.
- Constraints: approvals, legal rules and AI disclosure policies.
If something is missing, the skill works with what you have and says what would make the result stronger.
What an agent cannot do, and myths to ignore
An agent can plan, draft, edit and analyse, but it cannot supply your experience, your data or your opinions; those make content worth reading. It also cannot build relationships with journalists for you. Final approval of claims, especially in regulated industries, stays with qualified people.
| Myth | What the evidence says |
|---|---|
| More content means more results | A few strong pieces usually drive most outcomes |
| AI content is penalised automatically | Google judges helpfulness; scaled low-value content is the problem |
| Press releases create coverage | News value, data and targeting create coverage |
| Advertising value equivalents prove PR value | Measurement standards reject them; measure outcomes |
| Open rates show newsletter success | Clicks, replies and retention are more reliable |
Frequently asked questions
What is a content strategy?
A plan that connects what you publish to audience needs and business goals, with a point of view, pillars, formats, channels, resources and measurement.
How do I make AI-assisted writing sound human?
Add specifics, data and first-hand experience, remove stock phrases and patterns, match a real voice and fact-check everything.
What makes a good newsletter?
A clear promise, consistent sending, mostly reader value and engagement measured by clicks, replies and retention.
What is thought leadership?
Content with an original, defensible point of view backed by evidence and experience from credible experts.
How do I get press coverage?
Offer news value such as data, timely expert comment or human stories, target the right journalists and make their job easier.
How do I measure content and PR?
Against goals, using outcomes such as pipeline influence, coverage quality and reputation, not pageviews or advertising value equivalents.
What is content repurposing?
Turning one substantial piece into channel-native formats released over time, such as clips, carousels, newsletters and one-pagers.
How do these skills relate to the other marketing skills?
Content SEO handles search writing, CRO handles page tests, Social Media handles channels, and this set handles strategy, writing quality, authority and PR.
Sources and more marketing skills
- Google guidance on using generative AI content
- AMEC Barcelona Principles
- Market Research Society Code of Conduct
- Content Marketing Institute research
- Ann Handley, Everybody Writes (2nd edition, 2022)
Checked on 11 October 2026. Pair this set with the Content and On-Page SEO skills and the AEO & GEO skills. See every subcategory on the Marketing Skills-md page.
