Content Strategy Insights Jenny Scribani: A Messaging Framework for Content Practitioners
Oct 4, 2023
Jenny Scribani discusses a messaging framework for maintaining brand consistency across diverse content practices. She highlights the importance of decoupling messaging from technical architecture, exploring content structuring and multi-dimensional frameworks. The benefits of using a messaging framework in content creation, collaboration with various teams, and streamlining information management are emphasized.
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Decoupling Messaging
- Decouple messaging principles from execution guidelines.
- Focus on brand pillars and audience segments, varying messaging accordingly.
Messaging Overload
- Common messaging frameworks are often too detailed, causing cognitive overload.
- Simplify messaging by focusing on the core message and target audience.
Shopify's Dashboard Messaging
- Shopify's "manage your business from one dashboard" value proposition resonated differently with various customer segments.
- This highlighted the need for segment-specific messaging within a unified framework.