Good content is more important than ever! That's why we teach.. SCRIBERS[HUB] also first-class copywriters, authors and journalists for quality content.
In the "Content Buzzer" interview series, Sabine Fäth, founder of Scribers [Hub], communication professionals ask these questions every 14 days:
Inessa Brauer, PR & Marketing at SYZYGY GROUP
What does content mean for you?
Content is currently on the fast track. Just a few years ago, content was secondary in communication, with marketing taking center stage. Advertising always played a larger role than PR. But in recent years, there's been a slight shift. People no longer want to be lured in by flashy messages or blindly believe them; instead, they want substantive content and a clear positioning. Content can do exactly that: reflect reality. For example, if a brand advertises during Pride Month, then the commitment to diversity should be anchored in the company's values, embraced by employees, and reflected in the content. It's crucial that the core values align; then you can unleash your creativity. It's time for corporate and CEO communication to shine. The interest and the opportunities for it have never been greater.
What was the worst content you met?
There's a lot of this kind of thing on LinkedIn right now, which I find a real shame. The platform is perfectly suited for sharing valuable content and insights – or even successes. This is especially true not just on the company channel, but on a personal level. People like to follow other people. But when the content suddenly veers into bizarre stories like "The way I cook pasta is the way I lead" or turns into a personal photo album and offers no real value, then the whole thing quickly becomes Facebook 2.0. (I can recommend the content from TikToker Pasha Grozdov, who satirizes exactly these kinds of posts.) Furthermore, you shouldn't just jump on every trending topic indiscriminately. It's important to consider how this topic aligns with your values and your focus. Can you contribute something from your own perspective?
How does good content work?
Personally, I'm a fan of digital formats, especially podcasts and TikTok, or rather, short video formats. Because here, people talk to each other in a very relatable way. Ultimately, though, it always comes down to attracting attention—regardless of the format. And please, not with a pushy, aggressive approach, but by creating a pull. What do I mean by that? A brand or a person should absolutely offer added value, stay true to themselves, and show their strengths and weaknesses. This is also something new: not always being perfect, showing your human side. Giving a glimpse behind the scenes. For me, the best example is the Tagesschau (Germany's main evening news program), which has successfully demonstrated how to stay true to its brand while simultaneously evolving for new generations and producing target-group-oriented content in the way described above. And very importantly: recognizing that each platform needs to be used in its own unique way. Such self-confidence and openness are attractive and appealing.
Complete the sentence: Content is always...
…diverse and constantly evolving.
