Good content is more important than ever! That's why SCRIBERS[HUB] also provides first-class copywriters, authors and journalists for quality content. In the “Content Buzzer” interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every 14 days:
Elena Geiger, independent content marketing consultant
What does content mean for you?
A gift to the target group that conveys: "I understand you and offer you exactly what you need." This creates a valuable relationship between companies and (potential) customers.
What was the worst content you met?
In 2021 I always encounter content that can be described almost as an user hostile. I speak of long text blocks without paragraphs and formatting, lack of structure, complicated sentences, lack of visual material. All of this ensures a bad “content experience” and reduces the potential enormously.
How does good content work?
The key is to get to know the target group as profoundly as possible. But: With a one -off target group definition at the beginning of the marketing activities, it is not enough.
On the one hand, it takes time and experience to determine the real properties and needs of the target group. On the other hand, they can change! Corona is the best example: Due to the new situation, people changed their consumer behavior, increasingly demanded online information offers, faced new questions and problems, interested in other topics. Companies with their content and should react to all of this. Only those who listen to and watch and observe can hit the mark with their content.
Complete the sentence: Content is always...
... a chance to position yourself, take off from the competition and thus achieve the right people.
