How I ship Fern's marketing content using skills

Devin Logan describes how Fern uses Claude Skills to scale a one-person marketing content operation producing roughly 24,000 words monthly across case studies, launch posts, customer Slack changelogs, employee profiles, and engineering blog edits. Unlike Fern’s documentation, which relies on a shared AGENTS.md file for broadly applicable rules, marketing uses separate, format-specific skills because each content type has distinct audiences, structures, and goals. Logan found that pursuing perfectly publishable AI drafts created overly complex skills without eliminating the need for editorial work, and instead treats verbose but factually structured drafts as useful starting points that are easier to refine than sparse ones. Human editing remains essential for product knowledge, audience judgment, precision, and deciding whether to foreground a feature’s benefit or its technical detail, while each completed session informs updates to the relevant skill. The approach also distinguishes between tasks suited to AI-assisted drafting or feedback and personal writing that requires the author to develop an original argument independently, emphasizing that automation should support rather than replace editorial thinking.

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