AMA: Atlassian Marketing Director (Trello), Jessica Webb Kennedy on Messaging

This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Da...

I think when it comes to features <> benefits in messaging you really can't have one without the other. Features are the what, benefits are the why - people need to...

Research, research, research! This is something we embarked on a few years ago for Trello - we had been acquired by Atlassian and over time we needed to cement our place ...

A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solutio...

I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging acr...

One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you ar...

One of my favorite ways to test messaging is to ask people outside of my team/company/and even industry to review content I create. You can do this on a grander scale wit...