Jenny Scribani: A Messaging Framework for Content Practitioners – Episode 162

Content Strategy Insights

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 system, keeping teams motivated, aligning efforts to C-suite business goals, etc. the process she uses to build the framework how she helps colleagues use the framework how her framework helps teams align content around brand considerations a backbone analogy on which she hangs her framework Jenny's bio Jenny is a design-thinking UX and content design leader with more than a decade of experience helping brands shape compelling stories and messaging strategies. Fuelled by coffee and a relentless commitment to the Oxford comma, she spends her time crafting content strategies, coaching aspiring writers, and waxing lyrical on topics ranging from artificial intelligence to the virtues of Hufflepuffs. Originally from Cape Town, you can find her hunting for the best coffee in Vancouver. Connect with Jenny online JennyScribani.com LinkedIn Video Here’s the video version of our conversation: https://www.youtube.com/watch?v=QG1S8dUBCzM Podcast intro transcript This is the Content Strategy Insights podcast, episode number 162. When you're trying to cohesively and consistently present a brand's image to the world, you have a lot to think about - customer segmentation and brand values heading up a long list of considerations. Jenny Scribani has developed a messaging framework that helps writers and strategists across a number of different content practices stay focused on the overarching brand message, even as they address specific audience segments via specific communications channels. Interview transcript Larry: Hi everyone. Welcome to episode number 162 of the Content Strategy Insights podcast. I'm really happy today to welcome to the show Jenny Scribani. Jenny is an independent content consultant and a messaging expert. She's based in Vancouver, Canada. Welcome, Jenny. Tell the folks a little bit more about what you're up to these days. Jenny:: Hi. Yeah, thank you for having me. So yes, I live in Vancouver, but if anybody's wondering, this is an accent from Cape Town. I moved here about five years ago. I'm a former journalist. I started off my career working in documentaries, and I spent some time in B2B sales. Then I spent a number of years in the trenches teaching Shakespeare to high schoolers as an English teacher before I wandered my way back into content about six years ago. So I worked across marketing and product, across UX and SEO, so probably about 11 years working in content development in one capacity or another. But most recently I was at Shopify. I was their lead content designer on the rebrand and the website overhaul. So I built out their messaging strategy, redesigned their core pages with our product design team, and built a new design system from the ground up. And now I'm here. Larry: That's a lot, which is very typical of content people. We're all overachievers. So thanks for repping the profession properly. Hey,