Marketing as Code: Why My Brand Docs Live in Git

Developers are told to "build in public" and "do marketing."

But we're also told to use:

• Notion for brand docs
• Google Docs for content drafts
• Spreadsheets for tracking
• Buffer for scheduling
• 5 dashboards for analytics

Sound familiar?

Here's a different approach: put it all in your codebase.

The Structure

/docs/marketing/
├── brand-voice.md           # Who we are, how we talk
├── daily-checklist.md       # Today's priorities
├── competitive-analysis.md  # Positioning
└── social/
    ├── CLAUDE.md            # Guide for AI agents
    ├── devto/
    │   ├── activity-log.md  # Posts, comments, engagement
    │   └── posts/           # Drafts and published content
    ├── ih/
    │   ├── activity-log.md
    │   └── posts/
    ├── x/
    │   └── activity-log.md
    └── hn/
        └── activity-log.md

The Skill

I built a Claude Code skill that loads all of this automatically:

# marketing-persona skill

## Session Startup
1. Read /docs/marketing/brand-voice.md
2. Check /docs/marketing/daily-checklist.md
3. Search for relevant articles to comment on
4. Present today's agenda

When I invoke /marketing-persona, Claude has:

• Full brand context
• What I did yesterday
• What worked (engagement numbers)
• What's on today's list

Why This Works

Single source of truth.

No "it was in the Google Doc" vs "I thought it was in Notion." Everything is in /docs/marketing/. Period.

AI has full context.

Claude reads the activity logs. Knows what I posted last week. Knows which comments got replies. Suggests what to do next based on what's actually working.

Git history = accountability.

I can see exactly when I changed positioning. What comments I left last week. When I last updated the brand voice. It's all versioned.

Searchable.

grep -r "user123" docs/marketing/

Every interaction with that person, instantly. Try that with Slack threads.

New session = instant onboarding.

A new Claude session reads the docs and has full context in seconds. No "let me catch you up on what we've been doing."

Something to do during long tasks.

Claude Code handles big refactors and complex features that can take 10-20 minutes to run. Instead of context-switching to Twitter or refreshing my inbox, I draft and edit marketing posts. The AI writes drafts, I refine them, and by the time we're done, the refactor is complete. Productive waiting.

The Result

50 minute session today:

• 3 comments on relevant posts (Claude found them via web search)
• Activity logs updated
• Tomorrow's checklist ready

I'm not a marketer. But with the right docs + AI context, I don't need to be.

The Bigger Picture

This is part of a pattern I'm seeing: docs as the API between humans and AI agents.

• /docs/marketing → AI handles content, campaigns, tracking
• /docs/architecture → AI understands system to ship features
• /docs/support → AI answers questions with full product context

The better your docs, the more your AI can do autonomously.

---

Anyone else keeping business docs in their codebase? I'm curious what other "non-code" things people are version controlling.

Comments

[Mrakdon]

nice post🚀,

try mrakdon.com, it will help you to create better documentation in markdown

[Travis Wilson]

Hey thanks, what do you think it would do to help improve this post?

[Mrakdon]

Thanks! It wouldn’t change the ideas, but it helps with structure and clarity, consistent sections, cleaner markdown, and better formatting so the post is easier to read and maintain as it grows. It’s more about improving presentation and flow than rewriting content. If you try it, I’d really appreciate any feedback.

[Travis Wilson]

I checked it out and the coolest thing to me was the Auto-Cover. I know I have to get claude to give me a prompt to take and use with another platform that can actually make images, so htats cool. It would be nice to be able to provide a prompt the image I got was very much a slide deck intro slide ha.

I checked out the integration and think thats a cool idea but for me I'd rather have it pushed as a draft to dev.to instead of published right out (that could be limitation of their api i'm not aware of).

I came with a populated blog post and was looking to just see how it would change formatting / layout and it took me a second to find out where to paste it into.

[Mrakdon]

Hey Travis, thanks for the great feedback!

I just pushed an update based on your notes.
Draft and Publish: You were spot on, pushing straight to public is too aggressive. You can now toggle "Publish as Draft" for Dev.to and Hashnode. It’ll send your post straight to your dashboard so you can review it safely before going live.
Custom Image Prompts: Love the idea for "intro slide" style covers. Added to the backlog and looking into it!
UI Tweaks: Totally hear you on the input confusion. I'm adding a clearer "Paste Here" state to make that flow obvious.

Let me know if the Draft flow works better for you now.