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:
Patrick Rembe, Consultant Content Operations and Change Management
What does content mean for you?
For me, content is a real company asset, just like employees, machinery, equipment, or real estate, and should be treated as such. Content produced by a company should always be implemented with sustainability, efficiency, and effectiveness in mind – this applies to all forms of communication, by the way. Anyone who understands and treats content as a separate marketing or communication discipline will soon realize that differentiating and separating it from other types of content makes holistic value creation virtually impossible. The future belongs to a holistic approach and the elimination of all dogmatic definitions of campaign, editorial, PR, or corporate content. Ultimately, it's always the same: text, image, video, graphics, etc. In the end, what matters is the right composition to achieve my defined goals.
What was the worst content you met?
I don't think it's my place to judge other people's work. Therefore, I'd like to try to answer this question not as an expert, but as a consumer. For me, communication is always questionable when it doesn't reach me, even if I'm the supposedly targeted audience. What's really getting on my nerves right now is the flood of sustainability messages. All companies seem to be making massive efforts to combat global climate change and want to convince me that they're doing everything they can to become absolute world improvers. All this "greenwashing" is truly unbearable and, for the most part, utterly unbelievable.
How does good content work?
It always depends on the objective and the benefit for the specific measure. A blanket answer would be negligent and unprofessional. That would be like asking what the ideal employee is for a company. However, what can certainly be said is that good content should always be appropriate to the language and needs of the target audience. Furthermore, the characteristics of the publication channel must be taken into account. Incidentally, such content can also include a good dose of product, brand, or company messaging.
Complete the sentence: Content is always...
… has been and will remain a part of my professional passion, one of the most fascinating ways to make a difference or even to change something.
Another interesting contribution: Astrid Wiedemeyer on Content
