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:
Julia Francesca Empelmann, Attention Manager at hypronal
What does content mean for you?
For me, content means medial content, whereby we meet us every day in different forms (e.g. audio, moving image, graphics, text) and about different channels. For me personally, content is also a source of inspiration: content informs, moves or stimulates thinking or acting. Thus, content, whether good or worse, ensures conversation - and attention.
What was the worst content you met?
If content is planned past the target group and the target medium, it is bad. As the outstanding: R you quickly notice whether the sender: In the content (Content Creator), the content of the content has been familiar with the subject of strategic goals and technical conditions (the target medium) - or not. If content (optically or acoustically) is not appealing, this is not optimal, because it often does not arrive as desired. For example, if a lack of sound quality distracts from the actual content in a podcast. If content also has to be produced very quickly - but this does not think about the design and strategic objective - this is not good.
How does good content work?
Content should never be created because of the content, but should pursue a strategic goal and create added value (for the respective target group). Good content is characterized by an intensive, previous research and dealing with the topic. Only if you understand the topic can you explain it to the outside. Content succeeds when the target medium and the target group are thought - it is user -friendly content. A tip for the planning of content is: instead of working with premises, people from the target group beforehand to better understand them. Try to find out how the target group ticks - even if you may not be part of it yourself.
Content, which works well on a channel, will not work 1: 1 on another channel. Therefore, it is important to deal with questions such as:
What format must have my content for medium X, how is the dramaturgy set up at best so that it is clicked and looked on or read on? How long can content be for medium y and medium z? What do I have to adjust for this? How and at which points are hashtags used, where geofilter and what works best in a caption (description text under a picture)? -Knowledge can be learned in some training courses or courses or in self-study with online tutorials.
There are also useful helpers and tricks for content production: for example, if you want to create visual content for various online formats (e.g. website, social media, etc.), you can work free of charge with Adobe Spark (up to a certain point) . Canva is another tool, which can also be helpful for beginners: inside - and there are many other tools. At best, people who work professionally with text should also have basic knowledge in SEO and understand the mechanisms of search engine rankings & Co. Finally, content management does not stop creating the content. Also analyzing the success of the content based on previously defined key figures (KPIS) - and derived from this derived optimization potential - is part of the craft of content managers: inside. In summary, it can be said that the good content is responsible, who are very familiar not only with the strategic goals and the target group, but also with the circumstances of the respective target medium.
Complete the sentence: Content is always...
... a basis for discussions or discussions.
Also an interesting content buzzer: Miriam Herbold-Berneike via content
