Content Strategy Interviews

Jenny Scribani Aligning brand messaging for a variety of customer segments across a number of communications channels is a complex endeavor. Jenny Scribani has developed a messaging framework that streamlines the process of communicating brand messaging to colleagues across a variety of content practices, letting them focus on the task at hand. We talked about: her prior work at Shopify and many other companies an overview of a messaging framework that she has developed the principle of decoupling messaging principles from their expression the way she balances crafting core messages with the need for channel-specific presentation needs the axes in her messaging framework grid: brand pillars and audience segmentation how the modular nature of the content in her messaging framework makes it easy to share and update how her experiences teaching teenagers has helped her develop her framework some of the benefits of her framework: onboarding contractors, scaling up, updating and improving the s