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…
Ines Eschbacher, Managing Director valantic Austria
How do you define content for yourself?
Content is infrastructure. It determines whether we are visible at all – in feeds, in search results, or in AI responses. It is the moment when information becomes meaning and visibility becomes relevance. And that's precisely why it's not about more content, but better content.
What was the worst content you met?
Content created simply because "something has to be posted again." Without conviction. Without relevance. Without genuine engagement. And increasingly: this homogenous mush of AI-generated texts, perfectly formulated yet eliciting no response. The worst content isn't poorly made. It's interchangeable. And therefore ineffective. (And that's precisely what we're currently seeing in many projects.)
How does good content succeed from person to person with AI?
By using AI as an amplifier, not a replacement. It can structure and accelerate. But attitude, experience, and empathy for people come from us. This is precisely what is becoming more valuable – and is often the crucial difference in implementation.
What mix of talents and skills should a content team have today?
Strategy, editorial expertise, data understanding, platform know-how, and a genuine feel for people. Plus, of course: AI competence! But not just in the tools, but in the mindset. In practice, it turns out that only this combination makes content truly effective.
