Quality content is more important than ever!
Therefore conveyed SCRIBERS[HUB] also first -class copywriters, authors and journalists for this. In the "Content Buzzer" interview series, Sabine Fäth-founder of Scriber's [Hub]-communication professionals ask these questions every 14 days:
Ingeborg Trampe, Communication expert with a focus PR
What does content mean for you?
I'm a content junkie. I could spend all day engaging with content on a variety of channels if there were more than 24 hours in a day. For me, content must contain good storytelling, i.e. really address people and, in the best case, touch them. Sometimes you come across this kind of content in the most unexpected places. For example, a resident of the Hamburg district of St. Georg often paints the words “Be free” on sidewalks in the district. Even though I've seen it so many times, it triggers me every time. Every time I think about what “being free” means to me. In that specific moment, on that day. And that’s exactly how I want content: it has to be exciting and stimulating. Unfortunately it happens too rarely.
What was the worst content you met?
I don't even know where to start. The majority of content is simply unnecessary. Most companies still communicate from their inside perspective or their personal bubble. They don't seem to care who their target group is and how to address them adequately. Value-oriented content is also rarely successful. Companies often have nice mission statements, but little is put into practice and so the corresponding content often remains empty words. If in doubt, it is better to communicate less and instead communicate relevant content. People are tired of all the bullshit bingo around them.
How does good content succeed in times of ChatGPT and Co?
The most important task for all communicators will be to make a real difference. Good content will become the main differentiator. With ChatGPT and Co. you can make it easy for yourself. AI provides a foundation that can be used. But it cannot replace thinking and developing messages and content that bring real added value. For example, you can immediately see when companies only rely on AI for press releases instead of using ChatGPT as a basis and then enriching them with non-interchangeable messages and information. So you will have to make further efforts to create relevant content.
Complete the sentence: Content is always...
... a brand-defining figurehead of a company. Sometimes overestimated and often underestimated.
