Good content is more important than ever! That's why SCRIBERS[HUB] connects you with top-notch copywriters, authors, and journalists for high-quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communication professionals these questions every two weeks: Christina Schirmbrand, Account Manager, Ketchum Publico GmbH What does content mean for you? Content simply means information. And that's exactly what it is, but the art lies in creating content on the one hand, and in strategically disseminating messages tailored to specific target groups on the other. Success lies in the combination of both, because poor content that's widely distributed, and even good content that's poorly distributed, are both far from achieving the goals. What was the worst content you met? Bad content is characterized primarily by its lack of clarity. If the message isn't clear, it's unequivocally bad content. The worst content I've ever encountered was certainly riddled with blatant sexism, which has absolutely nothing to do with strategic communication. How does good content work? In today's advertising-weary world, content must offer substantial value to stand out from the flood of messages. This requires a consistent (visual) language that ideally works across multiple media platforms. Good content is primarily about honest and user-centric communication. It's crucial to avoid so-called "content silos" and create a seamless content flow. To increase content efficiency, leveraging data and building strategies upon it is becoming increasingly important – data-driven content and communication are essential building blocks for the future that cannot be ignored. Complete the sentence: Content is always... …the fusion of strategy and creativity.
