Miriam Herbold-Berneike: "Content is really good when it corresponds to the corporate code"

Good content is more important than ever! That's why SCRIBERS[HUB] connects top-notch copywriters, authors, and journalists with high-quality content creators. In the "Content Buzzer" interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every two weeks:

Miriam Herbold-Berneike, Managing Director of Spreekind

What does content mean to you??

For me, content is information, knowledge, entertainment—the foundation of my profession, a prerequisite for any discourse. Good content makes a difference in many areas of life—people make important decisions based on the content they consume. Creating content that is accessible to a wide audience is therefore a frequently underestimated responsibility.

What was the worst content you met?

There are, of course, several examples: clickbait instead of information, assertions instead of knowledge, regurgitating what everyone else is publishing. Fortunately, I'm encountering more and more truly excellent content. When pages with high-quality content dominate the top Google search results, the bar is raised step by step – this is a very positive development that we as content producers can all influence.

How does good content work?

Above all, good planning and research are key: Who am I writing for? What situation is this person in right now? How can I help them? Good content is well-structured, helpful, based on sources, contains expert knowledge, and provides new insights. And content becomes truly excellent when it's not only well-written and technically sound, but also adheres to the corporate code, meaning it follows a clear and distinctive corporate language style.

Complete the sentence: Content is always...

…an enrichment! This could be a well-structured and elaborately prepared specialist article or an engaged Facebook group – if the content reaches me and helps me, then it changes something for me.

Another interesting content buzzer: Andreas von Richthofen on Content