Demand Gen With Claude Code, Organized by Audience

Organize by audience, not by channel.

Every company splits the marketing team by channel: Paid Media, SEO, CRM, Analytics, RevOps. Each one measures its own number, without talking to the others. The problem isn't the channel. Nobody specializes in the customer.

AI changed that math. Today you can build a team of generalist specialists: focused not on a channel, but on orchestrating the end-to-end purchase, across multiple channels, for the same audience. Instead of a CRM analyst, a RevOps analyst, and an Analytics analyst, you have ONE specialist in the ICP "SaaS CEOs up to 50 people" who breathes that audience.

That concept becomes 3 connected pillars:

• Content and Authority — organic, builds trust and intent signal (who comments, who downloads material).
• Ads and Performance — amplifies the same angle/material to the same audience. Not an isolated channel.
• GTM and Outreach (Cold & Warm) — uses the signals generated by the other two pillars to prospect with precision.

The folder below is the materialization of this. It's the folder my Claude Code uses to operate the 3 pillars with me, every day.

Every pillar in one tree.

ZM_Demand_Gen/
├── CLAUDE.md                 ← operating instructions (the "brain")
├── .claude/
│   ├── agents/                ← subagents (campaign copy, audit...)
│   └── skills/                ← custom skills
│
├── 00 Brand/                ← identity shared by the 3 pillars
│   ├── voice.md
│   ├── brand-strategy.md
│   ├── brandbook.html
│   └── Assets/  (photos, logos)
│
├── 01 Content/              ← recurring output, no defined ICP
│   ├── YYYY-MM/<post>/     (posts from the daily cadence)
│   ├── Classes/
│   ├── Commercial Proposals/
│   ├── Research/               (third-party market reports)
│   └── Webinars/
│
├── 02 Always-On/            ← recurring operating engine
│   ├── Docs/                   (strategy, visual specs, dictionaries)
│   ├── Scripts/
│   │   ├── Publishing/          (publishing: LinkedIn, Instagram, X)
│   │   └── Automations/         (comment-to-dm, site-visitor-to-outbound)
│   └── Campaigns/
│       ├── B2B/  {brief, Content, Ads/Creative, Outbound, Signals}
│       └── B2C/  {brief, Content, Ads/Creative, Outbound, Signals}
│
├── 03 Campaigns/            ← tactical niche campaigns (ABM)
│   └── <segment>/  e.g. RealEstate-PT/
│       ├── brief.md
│       ├── Content/
│       ├── Ads/Creative/
│       ├── Outbound/
│       ├── Signals/
│       └── Scripts/
│
└── 04 Reports/              ← consolidated cross-campaign performance

What lives where, and why.

CLAUDE.md — the operating brain. The file Claude Code automatically loads in every session: the agent's role (demand gen strategist + copywriter), voice rules, publishing cadence, the creation workflow (hook → draft → review → save → update the board), where to save each type of output, and which skills to call for each task. Treat it like code — every time I correct the agent twice for the same reason, the correction becomes a line in CLAUDE.md. It points to deeper docs instead of duplicating them.

.claude/ — agents and skills. agents/ holds specialized subagents (a campaign copywriter that reads any campaign's brief.md, a copy auditor that reviews "blind" against voice.md). Golden rule: generic agents that read the campaign context, not one agent per campaign. skills/ holds custom skills — post pipelines, hook generators, cross-platform repurposing.

00 Brand — shared identity. Voice and visual identity live outside the pillars because they feed all three: the same tone in the organic post, the ad copy, and the outbound email. voice.md carries the archetype, tone rules, banned vocabulary, and pre-publish review filter — the agent loads it before writing anything. brand-strategy.md holds positioning, content pillars, ICPs, and how the 3 pillars feed each other. brandbook.html is the visual reference: colors, typography, components, grid. It's the first folder to set up — without documented voice, every piece of copy comes out with a different tone and authority doesn't compound.

01 Content — recurring content with no ICP. The output of the daily cadence (1 post/day, format varying by day of the week) when the content is for the general feed, with no specific target audience. Each post gets a subfolder YYYY-MM/<post-name>/ with final copy and media. It also holds long-form materials (classes, webinars, proposals) and Research/ with third-party market reports that become topic fodder. This is the Authority pillar in continuous mode — the goal isn't to go viral, it's to generate a constant intent signal the other pillars consume.

02 Always-On — the engine. Everything that runs continuously, with no end date. Docs/ is the canonical reference (content strategy, carousel/infographic specs, management board field dictionary). Scripts/Publishing/ holds the scripts that publish or schedule via API. Scripts/Automations/ is the glue between inbound and outbound — each automation is a trigger → action → destination rule, documented in its own folder before being coded (comment-to-dm; site-visitor-to-outbound). Campaigns/B2B/ and B2C/ are always-on campaigns for a broad ICP, with the same internal structure as niche campaigns. The distinction between a script and an automation: a script runs once and finishes; an automation keeps listening for an event and reacts on its own — and can call a script under the hood.

03 Campaigns — tactical niche campaigns (ABM). One folder per segment, with a defined start and end. Real example: RealEstate-PT/ (prospecting real estate agencies in Portugal). brief.md — ICP, pain point, angle, offer — is the file subagents read before writing any campaign copy. Content/ holds targeted posts plus the rich material that anchors the campaign. Ads/Creative/ holds ad creatives. Outbound/ holds lists, sequences, and outreach scripts. Signals/ holds raw intent data. A new campaign is just this structure duplicated with a different segment — the 3 pillars live together because the same rich material is distributed organically, amplified in the ad, and used as the reason for cold outreach, all for the same target.

04 Reports — consolidated performance. The cross-campaign view: what each pillar generated, which campaigns perform, where to reallocate effort. Per-post metrics live in the management board; consolidated numbers live here.

Where I save each thing

Claude Code is the operator. These are its arms.

All connected via MCP or API:

Three real flows.

Flow 1 — Daily post

• I ask for a post on the day's topic. The agent generates 5 hook options and waits for me to choose.
• Hook approved → full draft in the voice.md voice → review filter.
• I ask for a visual (carousel/infographic) created in the design tool, following the specs in 02 Always-On/Docs/.
• Copy and media saved in the right folder, post scheduled via the publishing script, board card updated with date and status.
• After publishing: metrics go into the card and become input for the next topic.

Flow 2 — New niche campaign

• Create 03 Campaigns/<segment>/ replicating the standard structure.
• Write the brief.md: ICP, pain point, angle, offer.
• Create the rich material in Content/ — the campaign's magnet.
• Derive from the same brief: targeted posts, creatives, and sequences. Same angle, same voice, 3 channels.
• Captured signals go into Signals/ and feed the outbound list.

Flow 3 — Signal → Outbound (closing the loop)

• A post with a comment-gate ("comment X and I'll send the material") generates a list of who commented.
• The comment-to-dm automation follows and delivers the material via DM. Each person becomes a record in Signals/.
• Qualified signals (role/company matching the ICP) enter the corresponding campaign's outbound sequence.
• Site visitors identified by the site-visitor-to-outbound automation follow the same path.

Order matters.

Voice → strategy → brain → visual identity → tools → board → cadence → campaign → automation. Each layer only works on top of the previous one.

You're going to create the file "00 Brand/voice.md": the voice guide you'll load
yourself before writing any of my copy.

Before writing, interview me. One question at a time:
1. Ask for 3 to 5 pieces of my writing that I feel sound like me (posts, emails, messages).
2. Ask who I write for (role, technical level) and how I want to sound to that person, in 3 adjectives.
3. Ask what I NEVER want to sound like (e.g. LinkedIn guru, course seller).

With the answers, generate voice.md with these sections:
- Archetype (1 paragraph)
- 5 to 10 actionable tone rules (no "be authentic" — rules you can check against a finished text)
- Banned vocabulary (banned words and clichés)
- Standard text structure (how it opens, develops, closes, CTA style)
- 3 on-brand and 2 off-brand examples, each with a 1-line explanation
- Review filter: 5 yes/no questions to run before publishing any text

Create the "00 Brand" folder if it doesn't exist and save the file there.

You're going to create the file "00 Brand/brand-strategy.md": the strategy that
connects my 3 demand generation pillars (Content and Authority, Ads and
Performance, GTM and Outreach).

Before writing, interview me. One question at a time:
1. What I sell and to whom (my ICPs, separating B2B and B2C if both apply).
2. What transformation I deliver and what proof I have of it (cases, numbers, results).
3. What topics I know well enough to sustain daily content without making things up.
4. Where my audience actually is (LinkedIn, Instagram, X, email, communities).

With the answers, generate brand-strategy.md with:
- Positioning in 1 paragraph (who I help, to do what, how)
- 3 to 5 content pillars (topics), each with an angle and a sample topic idea
- ICP definitions: main pain point, buying trigger, preferred channel
- Weekly publishing cadence (day-by-day table, with each day's format)
- How each pillar feeds the other two (content → signal → outbound; content → ads for the same audience)

Save it in the "00 Brand" folder.

Read "00 Brand/voice.md" and "00 Brand/brand-strategy.md" and create CLAUDE.md
at the root of the folder: the operating instructions you'll load in every
session from now on.

Structure it with these blocks:
1. Role: Senior Demand Generation Strategist + Copywriter, covering 3 pillars
   (Content and Authority, Ads and Performance, GTM and Outreach).
2. Strategy: the 3 pillars and the 3 non-negotiable premises — campaigns
   organized by target audience, not channel; rich material is multichannel
   by definition; content is the magnet that generates the signal automations
   route to outbound. Summarize the essentials of brand-strategy.md.
3. Voice: the 5 most important rules from voice.md, with an instruction to
   ALWAYS load the full file before writing.
4. Publishing cadence: the day-by-day table from brand-strategy.md.
5. Creation workflow with approval gates: HOOK (5 options, wait for my choice)
   → FULL DRAFT → REVIEW (voice.md filter) → SAVE in the right folder →
   UPDATE the management board.
6. Where to save: decision rule between "01 Content" (no ICP), "02 Always-On/
   Campaigns" (broad ICP B2B/B2C), and "03 Campaigns" (niche).
7. Folder structure: the full 00-04 tree.
8. Execution rules: deliver directly without confirmation loops beyond the
   gates; when I correct something, adopt it immediately without justifying
   the previous output.

Be concise: CLAUDE.md points to the other docs, it doesn't duplicate them.
After creating the file, also create the complete 00-04 folder structure.

You're going to create the file "00 Brand/visual-guidelines.md": the minimum
visual spec for any piece (carousel, infographic, static post).

Ask me, one question at a time:
1. My colors. If I don't have a defined palette, ask for 2-3 visual references
   I like and propose: background color, text color, 1 accent color, and
   neutrals (4-6 colors total).
2. My fonts (heading and body). If I don't have any, propose Google Fonts
   pairings that fit the voice.md archetype.

Generate visual-guidelines.md with:
- Palette with hex codes and each color's function
- Typography: family, weights, and sizes for heading, subheading, and body
- Standard piece dimensions: 1080×1350px (4:5), 9% safety margin
- 3 to 5 usage rules (e.g. accent color on 1 element per piece, max 10% of the
  area; no gradients)

Save it in the "00 Brand" folder.

Create a "Content" list in my management tool (ClickUp, in my case) with:
- Status: ideas → research → approve → booked → published → analyzed
- Custom fields: Content type (dropdown), Language (dropdown), Target audience
  (text), CTA (text), Final post link (url), Final media link (url),
  Impressions (number), Reactions (number), Comments (number), Reposts (number)

Then document in "02 Always-On/Docs/board-fields.md" the field dictionary
(name, type, meaning of each one), so you can reference it yourself in future
sessions without having to rediscover the structure.