Good content is more important than ever! That is why Scriber's [Hub] also conveys first -class copywriters, authors and journalists for quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of Scriber's [Hub] Communication professionals, asks these questions every 14 days:
Kristina Schreiber, Senior Editor Content Marketing, public imaging Finanz-PR und Vertriebs GmbH
What does content mean for you?
In my business segment, content primarily means depth. But not only that: Complex concepts should be able to hold the attention span of—okay—a B2B goldfish. Whether we're bringing investment funds or data science topics to life, we have to explain our content thoroughly, comprehensibly, and concisely. With palpable enthusiasm. And as creators, we constantly have to check ourselves to make sure we're still on track.
What was the worst content you met?
"Great Pretenders": Content that insults the intelligence of its audience. Content that passionlessly scratches the surface. Content that slaps a supposed USP onto interchangeable products and services. Or content that presents itself as more sustainable, ecological, or socially responsible than the senders and their worlds actually are.
Complete the sentence: Content is always...
…Form follows function: First comes defining the goal and target group. Then the creative, media-neutral idea. After that, the development of content for own media, paid content, and earned media. Never the other way around.
