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:
Miriam Rodriguez Startz, Corporate Media Expert at startz point
What does content mean for you?
I love good content! Good content, consisting of text and images, captivates me, awakens my curiosity, and opens up new viewpoints and perspectives for me.
Effective corporate communications content requires high-quality materials such as creative ideas that capture attention. These should be entertaining despite their depth, or simply offer a different perspective than what the target audience is used to.
It doesn't matter whether the content creates added value through emotional storytelling or fact-filled details. The main thing is that it's presented on an equal footing, please.
What was the worst content you've ever encountered?
Since I read a lot, I occasionally come across bad content. Inaccurate facts, rhetorical platitudes, poor text structure, and a lack of key messages are all definite no-gos. But what exactly defines bad content? Especially content in corporate communications?
Content as an end in itself, often found on social media, relentless success stories without any rough edges, inauthentic storytelling, or advertising jargon where it doesn't belong – all of this is more boring than entertaining. Poor content, seen as missed opportunities, creates neither connection nor dialogue. And isn't that what it's really all about?
But even good content doesn't necessarily have to be appealing. After all, it's as individual as the companies and people who create it. And that's a good thing. Because anyone who tries to provide content for everyone ends up providing content for no one.
How does good content work?
Good content is far more than just catchy storytelling. It's based on a craft, even an attitude with an intuitively strategic ambition.
Good content aims to win over its audience. And that only works if it keeps them firmly in mind. Because the greatest impact unfolds where distinctive content intersects with the audience's needs.
Whether as viewers, readers, or listeners – we all appreciate the key stimuli of good communication. We sense that we are the focus of attention and are being taken seriously by the relevance something holds for us and by how authentic and credible the content appears.
Whether it's a lighthearted social media post or substantial technical expertise – we all love a good narrative arc, want to be entertained and participate in something good or important.
Sounds easy? Not at all. And those who want to take it a step further can tackle the ultimate challenge in content creation: developing a unique and distinctive tone for the company.
Content is always…
…an invitation to dialogue. And thus both a challenge and an opportunity. Let's seize it!
