How to Build a ClickUp Marketing Playbook

A well-structured marketing playbook in ClickUp helps every campaign run the same reliable way, so your team can move faster, stay aligned, and hit targets with less chaos.

This step-by-step guide walks you through planning, documenting, and managing a complete marketing playbook using the structure outlined in the original ClickUp marketing playbook article.

What Is a Marketing Playbook in ClickUp?

A marketing playbook is a central document that explains how your marketing team operates, from goals and audience to workflows and tools.

When you build it inside ClickUp, it becomes a living system instead of a static file—giving you a single home for strategy, tasks, timelines, and reporting.

A strong playbook typically covers:

• Business and marketing goals
• Brand message and positioning
• Target audience and personas
• Channels and content strategy
• Standard processes and workflows
• Roles, responsibilities, and approvals

Step 1: Clarify Goals Before You Open ClickUp

Before you start building spaces and tasks, define what your marketing playbook needs to achieve.

Document these items in a simple outline:

• Business objectives: Revenue, pipeline, signups, retention, or product adoption
• Marketing objectives: Brand awareness, lead generation, conversion rates, or engagement
• Key metrics: Traffic, MQLs, SQLs, CAC, LTV, email performance, or campaign ROI
• Scope of your playbook: Brand basics, messaging, workflows, campaign templates, reporting

This outline will later map directly into ClickUp Docs, tasks, and views.

Step 2: Structure Your Playbook with ClickUp Hierarchy

Next, design how your playbook will live inside ClickUp using its hierarchy: Workspace > Space > Folder > List > Task > Subtask.

Create a Dedicated ClickUp Space

Create a new Space named something like Marketing Playbook or Marketing Operations.

Inside that Space, add Folders such as:

• Strategy & Goals
• Brand & Messaging
• Audience & Research
• Channels & Campaigns
• Content Operations
• Metrics & Reporting

Organize Lists and Tasks in ClickUp

Within each Folder, create Lists that match the sections of your playbook. For example:

• Strategy & Goals Folder
  • List: Annual Marketing Objectives
  • List: Quarterly OKRs
• Brand & Messaging Folder
  • List: Brand Guidelines
  • List: Messaging Framework
• Audience & Research Folder
  • List: Buyer Personas
  • List: Market Insights

Each List will contain tasks (or Docs) that hold the detailed playbook content.

Step 3: Build Your Strategy Section in ClickUp

Your strategy section explains what you are trying to achieve and how you will measure success.

Document Goals with ClickUp Docs

Create a ClickUp Doc titled Marketing Strategy Overview in the Strategy & Goals Folder.

Use headings and bullet points to cover:

• Business goals
• Marketing goals
• Core strategies (e.g., content-led growth, product marketing, partner marketing)
• Primary KPIs and targets

Attach this Doc to a task like Maintain Strategy Overview and assign it to the owner who will keep it updated.

Turn Objectives into Trackable Work

In your Strategy & Goals Folder, create a List called Quarterly OKRs.

1. Create tasks for high-level objectives.
2. Add subtasks for key results under each objective.
3. Use custom fields (e.g., Target, Progress, Owner) to track completion.
4. Switch to Dashboard views later to visualize performance.

Step 4: Capture Brand & Messaging in ClickUp

Consistent brand voice is essential for every campaign your team runs.

Create Brand Guidelines in ClickUp Docs

In the Brand & Messaging Folder, create a ClickUp Doc called Brand Guidelines and cover:

• Mission and vision
• Brand values and personality
• Voice and tone examples
• Logo, color, and typography rules
• Do/Don’t examples for messaging

Link this Doc inside a pinned task at the top of the List so everyone can find it easily.

Build a Messaging Framework in ClickUp

Create another Doc named Messaging Framework that includes:

• Core value proposition
• Product or feature pillars
• Elevator pitches for each audience
• Proof points and social proof

Reference this Doc from campaign templates and content workflows so your team always uses approved messaging.

Step 5: Define Your Audience Section in ClickUp

Your playbook needs clear documentation of who you are talking to and what they need.

Build Buyer Personas as Tasks

In the Audience & Research Folder, open the Buyer Personas List.

1. Create one task per persona (for example, Marketing Manager Mary or Operations Lead Omar).
2. Use custom fields for industry, company size, and segment.
3. Add sections in the task description for challenges, goals, buying triggers, and objections.
4. Attach any research files or survey data.

Collect Market Insights in ClickUp

Add tasks for competitive analyses, customer interviews, and survey summaries.

Tag each task by theme (e.g., pricing, product gaps, onboarding) so you can quickly filter insights when planning campaigns.

Step 6: Map Campaign Workflows in ClickUp

Now convert your recurring marketing activities into repeatable workflows.

Design a Standard Campaign Pipeline in ClickUp

Create a Folder called Channels & Campaigns with Lists such as:

• Demand Generation
• Lifecycle Marketing
• Product Launches
• Brand Campaigns

Within each List, define stages as statuses. For example, a launch List might use:

• Backlog
• Planned
• In Progress
• In Review
• Scheduled
• Live
• Completed

Create Reusable Campaign Templates in ClickUp

Build a master task named Campaign Template with subtasks for every step:

• Brief and goals
• Audience and messaging selection
• Channel planning
• Asset creation
• Reviews and approvals
• Launch checklist
• Post-campaign analysis

Save this as a task template so your team can spin up new campaigns in seconds.

Step 7: Systematize Content Operations in ClickUp

Your marketing playbook should include how you plan, create, and publish content.

Build a Content Calendar in ClickUp

Create a Content Operations List and add views like:

• Calendar view: Shows publish dates for blogs, emails, and social posts
• Board view: Kanban by status (Idea, Draft, In Review, Scheduled, Published)
• List view: Detailed content pipeline with owners and due dates

Use custom fields for content type, funnel stage, primary persona, and core message so you can slice your content by strategy.

Document Content Standards in ClickUp Docs

Add Docs for:

• Editorial guidelines
• SEO checklist
• Review and approval rules
• Formatting templates for articles and emails

Link these Docs in a Start Here task pinned at the top of the Content Operations List.

Step 8: Align Roles, Approvals, and SLAs in ClickUp

A good marketing playbook makes ownership and response times crystal clear.

Define Roles and Responsibilities

Create a Doc named Team Roles & RACI that outlines:

• Who owns strategy, channels, content, and analytics
• Who is responsible, accountable, consulted, and informed for each workflow
• Backup owners for critical processes

Assign a task to review this Doc quarterly so it stays accurate as your team changes.

Set Approval Workflows in ClickUp

For each major asset type (blog, email, ad, landing page), define:

• Who drafts
• Who reviews copy and design
• Who approves final assets
• Required timelines and SLAs

Capture these rules as checklists inside your task templates so they are automatically applied to new work.

Step 9: Track Performance and Iterate in ClickUp

Your marketing playbook is never finished. It should evolve based on results.

Create Reporting Dashboards in ClickUp

Use Dashboards to bring together tasks, custom fields, and external data. For example:

• Channel performance widgets
• Campaign status and progress
• Content production velocity
• Goal progress against targets

Link your main Dashboard in a Marketing Overview task so leadership can quickly see what is happening.

Schedule Regular Playbook Reviews

Create recurring tasks for monthly and quarterly reviews that include:

• What is working well
• What is slowing teams down
• Which templates need updating
• New processes that should be documented

Update your Docs and templates after each review so the playbook stays accurate.

Step 10: Share and Train Your Team in ClickUp

A marketing playbook only delivers value when people know how to use it.

Build an Onboarding Hub in ClickUp

Create a List called Marketing Onboarding and add tasks for:

• Playbook overview tour
• Tools and access
• Core workflows training
• Channel-specific training

Link all key Docs, templates, and views from these tasks so new team members can get up to speed without one-on-one sessions for every detail.

Keep Documentation Centralized

Ensure links to your strategy, brand, audience, workflows, and dashboards all live inside the same Space.

Use clear task names and pinned Docs so nobody has to guess where to find the latest version of anything.

Next Steps and Additional Resources

With this structure in place, you can quickly adapt your marketing playbook as your strategy, channels, or team change.

For expert help building systems and workflows, you can explore consulting resources like Consultevo.

To see the full conceptual breakdown that inspired this how-to, review the original guide here: How to Create a Marketing Playbook.

Need Help With ClickUp?

If you want expert help building, automating, or scaling your ClickUp workspace, work with ConsultEvo — trusted ClickUp Solution Partners.

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