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How marketers can use Claude

Claude is most useful to marketers when it already knows the brand and the campaign. This guide sets that up once with Projects, then walks through four workflows: briefs, content calendars, research and pulling in files from your own tools.

Updated 30 October 2026

Menu names below were checked against Claude's help center as of October 2026.

Set up a campaign Project first

1. Go to Projects in the left sidebar (or claude.ai/projects) and click + New Project.
2. Name it after the brand or campaign. Claude can't see the name or description, so they're just for you.
3. In the knowledge area on the right, click + and upload your brand guidelines, messaging doc, persona notes and one or two past briefs you liked.
4. Click Set project instructions and write the rules every chat should follow: voice, audience, words to avoid, the format you want briefs in. Click Save instructions.

For more on the setup itself, see how to set up Claude Projects.

Workflow 1: a campaign brief

1. Start a chat in the campaign Project and give the facts Claude can't know: goal, budget range, dates, channels, the offer.
2. Ask for a brief in the format from your instructions, with open questions listed at the end rather than guessed.
3. Answer the open questions, then ask for a tighter one-page version for stakeholders.
4. When it's approved, add the final brief to the Project knowledge so later chats (copy, emails, ads) start from it.

Workflow 2: a content calendar

1. In the same Project, paste the launch date and the channels you publish on.
2. Ask for a week-by-week calendar as a table: date, channel, topic, format, owner, call to action.
3. Ask Claude to check it against the brief: does every piece support the goal, are any weeks overloaded?
4. Copy the table into your spreadsheet or planning tool. For longer pieces, open a new chat per piece so each draft stays focused.

Workflow 3: market and competitor research

1. Make sure web search is on, then click + at the bottom left of the chat and select Research. A blue indicator shows it's active.
2. Ask a specific question, for example how three named competitors position their pricing pages and what they promise.
3. Research runs several connected searches across the web and your connectors on its own, and it can use up your limit faster than a normal chat.
4. Check the claims that matter against the original pages before they go into a brief.

We cover the research side in more depth in competitor research with AI.

Workflow 4: bring in your own files with connectors

1. In a chat, click + (or type /), hover over Connectors and choose Manage connectors. You can also go to Customize > Connectors.
2. Click + next to Connectors, pick a service such as Google Drive or Slack, and sign in to it.
3. Ask Claude to find last quarter's campaign report or the latest launch thread and summarise what worked.

Claude uses your own permissions in each service, so it only reaches files and channels you can already open.

Good to know

• Plans: Projects work on every plan, with up to five on Free. Research needs Pro, Max, Team or Enterprise. On paid plans large project knowledge switches to retrieval, which expands capacity by up to 10x.
• Teams: on Team and Enterprise, an Owner or Primary Owner has to enable a connector for the organisation before members can sign in to it, and projects can be shared with colleagues.
• Accuracy: treat statistics and competitor details as leads to verify, not facts to publish.

If it doesn't work

• Claude ignores the brand voice: check you're chatting inside the Project, and make the instructions concrete (example sentences beat adjectives).
• No Research option: it's only on paid plans, and web search must be on first.
• A connector is missing on a Team plan: ask your workspace Owner to enable it.
• Long campaign chats get slow or hit limits: start a new chat per deliverable and keep shared facts in Project knowledge.

Keeping campaign chats in order

One launch can produce dozens of chats. Our Workbranch for marketing page shows how Workbranch files them by campaign with launch dates on a calendar; if you work in Claude, the Workbranch connector lets you say "save this to Workbranch" and files a chat's tasks and decisions into a project.

Sources

• What are projects? (Claude Help Center, checked 30 October 2026)
• How can I create and manage projects? (Claude Help Center, checked 30 October 2026)
• Use Research on Claude (Claude Help Center, checked 30 October 2026)
• Use connectors to extend Claude's capabilities (Claude Help Center, checked 30 October 2026)

Frequently asked questions