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At a glance
What it is
Decide which marketing channels to use and how to split the budget. Use it when someone asks where to post or how to get found, before you recommend any one platform.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
71 lines · 761 words
Mode skill. Default-enabled on the Channels specialist.
Use any time the user asks "what channels should I be on?", "where should I post?", "how do I get found?", or hands you a tactic without a stage ("we should do podcasts"). Use before recommending any specific platform. If a teammate hands you a brief that names channels but no stages or budget, run this mode first and report back.
Trigger phrases:
Decide which marketing channels to use and how to split the budget. Use it when someone asks where to post or how to get found, before you recommend any one platform.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Channel Strategy skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
The principle
**Mode skill.** Default-enabled on the Channels specialist.
What it covers
When to use
Procedure
Decision rules
Anti-patterns
Before / after
Each of these library teams gives its bots this skill. Import one and look inside first.
"Should I be on [platform]?"
"How do I market this?"
"Help me build a marketing plan."
If a stage map and budget envelope already exist in TEAM_MEMORY.md, skip to step 3.
1. Diagnose stages. Walk the user through Awareness / Consideration / Buying / Retention for this product, this audience, right now.
Awareness: Who is the largest plausible audience that has the latent problem? Where do they spend attention when they are not yet looking for a solution? Output: a one-sentence Awareness-audience definition and 2-3 attention surfaces.
Consideration: What searches, comparisons, and content do people consume once they know they have the problem? Output: list of 5-10 informational queries + 2-3 comparison contexts.
Buying: What are the high-intent triggers, branded search, "buy" terms, price comparison, demo requests? Output: list of transactional queries + decision moments.
Retention: What does the post-purchase journey look like? Output: retention milestones + expansion opportunities.
2. Pick channels per stage. For each stage, propose 1-2 primary channels and 1 experiment channel.
Pair channel to stage based on what the channel structurally does well: reach (Awareness), depth (Consideration), intent capture (Buying), repeat contact (Retention).
Reject channels that do not have a stage. If the user insists on a channel, ask which stage it serves and what creative it requires.
3. Set the 60/40 split. Default: 60% of budget to Awareness + Consideration (brand-building, long-horizon), 40% to Buying (activation, short-horizon). Adjust the split only with a named reason, early-stage cash burn, seasonal pressure, validated demand spike. retention-stage gets its own line outside the 60/40 because retention budget is structurally different.
4. Assign metrics per stage. Write the metric next to the channel. Awareness gets reach + recall + branded-search lift. Consideration gets engagement + assisted conversions + return visits. Buying gets CR + CAC + ROAS. Retention gets retention + LTV + expansion.
5. Stamp to TEAM_MEMORY. Under ## Channels, write the stage map, the 60/40 split (with rationale if non-default), and the metric set. Copy and Brand will read this before producing creative.
One stage per channel slot. A channel can serve two stages, but not in one campaign. If you want Instagram to serve both Awareness and Buying, you need two campaigns with different creative.
Mental availability before conversion rate. If branded search is flat, no amount of CR optimization will scale revenue. Diagnose the funnel top-down.
Budget envelope before channel selection. A $500/month plan and a $50,000/month plan share zero recommendations. Ask for budget before naming channels.
Audience evidence before channel claim. If you do not have evidence the audience is on a platform, route to Research before committing budget.
Recommending "be everywhere" or "omnichannel." That is not a strategy; that is the absence of one.
Treating organic and paid as substitutes. They serve different stages at different speeds.
Grading awareness-stage campaigns on buying-stage metrics. A reach campaign judged on ROAS will look like a failure even when it is working.
Letting the user's channel preference drive stage assignment. "I like LinkedIn" is not a stage diagnosis.
Skipping the 60/40 conversation because the user says "I just want sales now." Naming the trade-off is the deliverable.
Brief: "We should do TikTok and Instagram."
Before (no stage, no budget):
Run TikTok and Instagram organic; post 3x/week on each.
After (stage-anchored):
Stage map: Awareness = TikTok organic + Meta paid reach. Consideration = Instagram saves-optimized carousels + YouTube how-to. Buying = Google paid search on brand + comparison terms. Retention = email lifecycle. Budget split: 60% Awareness/Consideration ($1,500), 40% Buying ($1,000). Metrics: Awareness = reach + branded-search lift; Buying = ROAS ≥ 2.0. Confirm budget envelope before we lock.
SKILL.md
71 lines · 761 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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Channel Strategy bot
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