Quality content – authentic, relatable, credible – is more important than ever with and through AI. That's why we curate SCRIBERS[HUB] First-class copywriters, authors and journalists for every niche and media channel.
In the interview series “Content-Buzzer”, Sabine Fäth – Founder of SCRIBERS[HUB] – Communication professionals ask these questions every two weeks…
Laura Jane Hoffmann, owner LJAY Agency
What does content mean for you?
Content uses text, images, and sound to transform abstract ideas into tangible experiences: An idea initially exists only in the mind – content makes it understandable, visible, and perceptible to others. A product can be incredibly innovative: Only content reveals how it works and what benefits it offers. A work of art can be captivating: But content opens our eyes to the process, the intention, and the story behind it.
For me, content is far more than just "marketing packaging". It is the medium that translates ideas into added value, conveys meaning, and creates connections.
What was the worst content you met?
Good and bad are always relative. Who publishes the content, in what environment, and from which organization? I learned this particularly through my work in a global environment. For me personally, content begins with the presentation of the menu at the Italian restaurant around the corner, extends to video shorts on LinkedIn, and ends somewhere with textbooks on quantum physics. In my view, two factors distinguish bad content from good content: lack of care and lack of substance.
Let's stick with the Italian example: Often, the problem isn't necessarily the idea itself, but the execution – sloppy design, weak copy, a lack of feel for structure and impact. Sometimes this even starts with the menu being difficult to read. The result: Even if the pizza tastes good, new customers are likely to be put off and assume, at best, mediocre quality. Perhaps the Italian restaurant is lucky because it's the only one in town. But presentation matters, and good content surrounding the pizza enhances the customer experience. It's a similar story with a short video: A CEO talks about industry trends, the camera angle is low, the face is shiny, and there are errors in the translated subtitles. The whole thing comes across as "unprofessional" – and that's precisely what undermines credibility.
Bad content also arises when content is produced solely to generate attention and not because one actually has something to say. If 90 percent of a company's blog posts begin with "The 5 best hacks for…", it's reasonable to assume that only interchangeable, banal information awaits those who click. The result: The person behind the screen is disappointed. This content fills channels, but not minds. The posts are visible, but without genuine perspective, stance, or insight, they are utterly meaningless. The consequence, here too, is a loss of credibility. Because regardless of whether it's poorly made or empty in content – people recognize good content, and bad content too.
How does good content succeed from person to person with AI?
Good content can be created with or without AI. In my view, AI isn't the decisive factor, but merely a catalyst. Those who know how to use it cleverly save time and gain new perspectives. Let's put it to the test: An author researches without AI, jots down ideas, drafts ideas, and revises them multiple times. The same person then uses AI to generate drafts, test alternative headlines, or suggest story structures. The result is equally valuable or even better content, produced faster, without any loss of quality. Nevertheless, the creative decision remains with the human, who still adds the ingredients that make the difference: perspective, story, and relevance.
What mix of talents and skills should a content team have today?
The number of marketing channels has increased more than tenfold since the 1990s due to digitalization. Previously, there was one person each for TV, radio, and print. Today, these three employees are expected to manage more than 30 different digital channels – a task that is virtually impossible without automation. Content creators and managers therefore need to have a much broader skill set today. Ideally, they are so-called "jacks-of-all-trades," with basic skills in text, graphics, video, IT and management, supplemented by a freelance network of experts for more complex media projectsFurthermore, they should not be afraid to step in front of the camera themselves.
Complete the sentence: Content is always...
… a trigger, and therefore responsibility. Anyone who's read this far knows that "likes" and "conversions" shouldn't be the primary goal of content. Authentic content creates experiences and thus evokes emotions and reactions. Content creators must therefore expect to encounter some backlash in the form of comments or remixes. This might seem daunting at first glance, but ultimately, it's precisely what makes content so exciting Content creation encourages people to share their thoughts and show more of an edge – and in my view, that can only benefit our society!
