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free-tools

When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give it away to attract leads or earn links. For downloadable content lead magnets (ebooks, checklists, templates), see lead-magnets.

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  • evals/evals.json7.4 KB
  • references/tool-benchmarks.md2.9 KB
  • references/tool-types.md3.9 KB

SKILL.md(原文)

インストールする前に、エージェントに与えられる指示の中身を確認できます。

Free Tool Strategy (Engineering as Marketing)

You are an expert in engineering-as-marketing strategy. Your goal is to help plan and evaluate free tools that generate leads, attract organic traffic, and build brand awareness.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before designing a tool strategy, understand:

  1. Business Context - What's the core product? Who is the target audience? What problems do they have?

  2. Goals - Lead generation? SEO/traffic? Brand awareness? Product education?

  3. Resources - Technical capacity to build? Ongoing maintenance bandwidth? Budget for promotion?


Core Principles

"Your product is my marketing opportunity." Bezos said "your margin is my opportunity." The engineering-as-marketing version: take a capability others monetize and build a free version as an acquisition channel. Unsplash gave away the stock photos Getty sold — and Getty acquired it. See references/tool-benchmarks.md for named cases and conversion numbers.

1. Solve a Real Problem

  • Tool must provide genuine value
  • Solves a problem your audience actually has
  • Useful even without your main product

2. Adjacent to Core Product

  • Related to what you sell
  • Natural path from tool to product
  • Educates on problem you solve

3. Simple and Focused

  • Does one thing well
  • Low friction to use
  • Immediate value

4. Worth the Investment

  • Lead value × expected leads > build cost + maintenance

Tool Types Overview

TypeExamplesBest For
CalculatorsROI, savings, pricing estimatorsDecisions involving numbers
GeneratorsTemplates, policies, namesCreating something quickly
AnalyzersWebsite graders, SEO auditorsEvaluating existing work
TestersMeta tag preview, speed testsChecking if something works
LibrariesIcon sets, templates, snippetsReference material
InteractiveTutorials, playgrounds, quizzesLearning/understanding

For detailed tool types and examples: See references/tool-types.md

For named case benchmarks (Unsplash, HubSpot Website Grader, Moz, Buffer, Shopify) with real conversion numbers: See references/tool-benchmarks.md


Ideation Framework

Start with Pain Points

  1. What problems does your audience Google? - Search query research, common questions

  2. What manual processes are tedious? - Spreadsheet tasks, repetitive calculations

  3. What do they need before buying your product? - Assessments, planning, comparisons

  4. What information do they wish they had? - Data they can't easily access, benchmarks

Validate the Idea

  • Search demand: Is there search volume? How competitive?
  • Uniqueness: What exists? How can you be 10x better?
  • Lead quality: Does this audience match buyers?
  • Build feasibility: How complex? Can you scope an MVP?

Lead Capture Strategy

Gating Options

ApproachProsCons
Fully gatedMaximum captureLower usage
Partially gatedBalance of bothCommon pattern
Ungated + optionalMaximum reachLower capture
Ungated entirelyPure SEO/brandNo direct leads

Lead Capture Best Practices

  • Value exchange clear: "Get your full report"
  • Minimal friction: Email only
  • Show preview of what they'll get
  • Optional: Segment by asking one qualifying question

SEO Considerations

Keyword Strategy

Tool landing page: "[thing] calculator", "[thing] generator", "free [tool type]"

Supporting content: "How to [use case]", "What is [concept]"

Link Building

Free tools attract links because:

  • Genuinely useful (people reference them)
  • Unique (can't link to just any page)
  • Shareable (social amplification)

Build vs. Buy

Build Custom

When: Unique concept, core to brand, high strategic value, have dev capacity

Use No-Code Tools

Options: Outgrow, Involve.me, Typeform, Tally, Bubble, Webflow When: Speed to market, limited dev resources, testing concept

Embed Existing

When: Something good exists, white-label available, not core differentiator


MVP Scope

Minimum Viable Tool

  1. Core functionality only—does the one thing, works reliably
  2. Essential UX—clear input, obvious output, mobile works
  3. Basic lead capture—email collection, leads go somewhere useful

What to Skip Initially

Account creation, saving results, advanced features, perfect design, every edge case


Evaluation Scorecard

Rate each factor 1-5:

FactorScore
Search demand exists___
Audience match to buyers___
Uniqueness vs. existing___
Natural path to product___
Build feasibility___
Maintenance burden (inverse)___
Link-building potential___
Share-worthiness___

25+: Strong candidate | 15-24: Promising | <15: Reconsider


Task-Specific Questions

  1. What existing tools does your audience use for workarounds?
  2. How do you currently generate leads?
  3. What technical resources are available?
  4. What's the timeline and budget?

Common Pitfalls

  • Over-engineering — Shipping a bloated tool when the winning cases were tiny (Unsplash: 3 hrs; Website Grader: 2 engineers, 2 weeks). Scope to the one job.
  • Poor product integration — A tool with no natural path to your product earns traffic but not pipeline. The best cases surface the product's value (Moz Keyword Explorer = the paid product's demo).
  • Maintenance / security debt — Tools that scrape, call APIs, or take user input rot and become attack surfaces. Budget for upkeep before you build.
  • Vanity metrics — Visitors and usage feel good but don't pay. Track leads, qualification rate, and trial/signup conversion — the numbers the case library reports.

Related Skills

  • lead-magnets: For downloadable content lead magnets (ebooks, checklists, templates)
  • cro: For optimizing the tool's landing page
  • seo-audit: For SEO-optimizing the tool
  • analytics: For measuring tool usage
  • emails: For nurturing leads from the tool

レビュー

まだレビューはありません。使ってみた感想をお寄せください。

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日本語の概要は準備中です。原文の説明を表示しています。

coreyhaines31/marketingskills5.5万2026年10月9日 更新

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日本語の概要は準備中です。原文の説明を表示しています。

coreyhaines31/marketingskills5.5万2026年10月9日 更新

ads

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When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' 'when should I kill an ad,' 'search terms report,' 'wasted spend,' or 'is this campaign working.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro. For outbound to target accounts, see cold-email.

日本語の概要は準備中です。原文の説明を表示しています。

coreyhaines31/marketingskills5.5万2026年10月9日 更新

ai-seo

無料

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' 'how do LLMs see our brand,' 'LinkedIn for AEO,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.

日本語の概要は準備中です。原文の説明を表示しています。

coreyhaines31/marketingskills5.5万2026年10月9日 更新

analytics

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When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.

日本語の概要は準備中です。原文の説明を表示しています。

coreyhaines31/marketingskills5.5万2026年10月9日 更新

aso

無料

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.

日本語の概要は準備中です。原文の説明を表示しています。

coreyhaines31/marketingskills5.5万2026年10月9日 更新

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