High-quality content – authentic, relatable, and highly credible – is more important than ever, even with and through AI. That's why we curate SCRIBERS[HUB] Top-notch copywriters, authors, and journalists for every industry, every topic, every channel. The interview series "Content Buzzer" presents.. Sabine Fäth – Founder of SCRIBERS[HUB] – Communication professionals ask these questions every two weeks…
Hanne Marie Seidl Co-founder Hyghly
What does content mean for you?
Content means deciding what I want to show and what I want to share with the world. And that's precisely what you should be aware of at every step of content creation. Whether you like the term or not, content is essential today. Especially in the healthcare sector, content determines whether people are informed or confused. Our task as content creators in the healthcare field is to present evidence-based content to the target audience in an understandable and responsible way.
What was the worst content you met?
The worst content is that which prioritizes reach over responsibility or is demonstrably devoid of substance and serves only the self-serving purpose of posting. The former often veers into clickbait territory and can even be dangerous, for example, when supposed experts discredit mammograms without providing a balanced perspective. This generates clicks but can genuinely harm people. I also find content problematic that clearly serves the sender's ego more than the target audience.
How does good content succeed from person to person with AI?
AI is a tool – nothing more and nothing less. This has certainly been said many times before. Health-related content should never pass from AI to humans without prior review. AI can provide information, but contextualization remains a human task. AI can be a sparring partner, but never the boss.
What mix of talents and skills should a content team have today?
A good content team needs – watch out, buzzword! – a clear stance. Shared values are an important foundation for fostering discussions and diverse opinions. Especially with health content, it's crucial to have medical experts on board, but also team members who can translate facts into genuine understanding for the target audience.
Complete the sentence: Content is always...
…an opportunity to get content where it's needed. After all, what good is an informative website if patients end up getting their information from Instagram?
