Quality content is more important than ever. Therefore conveyed SCRIBERS[HUB] First -class copywriters, authors and journalists for every industry, every topic, every channel. In the "Content Buzzer" interview series, Sabine Fäth-founder of Scriber's [Hub]-communication professionals ask these questions every 14 days ...
René Fehrmann Change agent, lecturer, mentor, creative director
What does content mean for you?
Spontaneously, I feel emotionally neutrally in the term 'content'. Although, especially now, at the start of the year, when you come from a family-related days, the content of the content is more massive (be) as a more tangible (be) than in the middle of the year. In this respect, I'm not free of emotions at all, rather thoughtful. Why?
For me, the professional title content creator seems to sound somewhat pejorative, in person, but also the quality of the produced. To formulate it more badly, a culinary parable, because this seems accessible, is consumed every day: Who would I use to use the plate more appetizing, from a person who says' I make food from 'I am a cook/cook'? So I personally am with the latter, not only want to take fiber to me in order to actually pass the day's work, but also like to put pleasant memories on my tongue or longing for distant landing. In addition, rarely alone, which can significantly widen as an experience. But maybe I shouldn't put every word on the gold scales?! Or?
Then I remember an anecdote that I heard at Roger Willemsen:
At Bertelsmann he gave a lecture at T. Middelhoff's time. A later American media manager asked what the missed lecture addressed: Manager: 'What what it about?' RW: 'About Content', then the manager: 'And, are you for or against?' - funny, right? Questionable, right?
This anecdote was also embedded in a wonderful speech, which was also about the maturity of consumers and overwhelmed and much more. But that doesn't matter at all, or does that matter?
At Willemsen I received something that still drives me linguistically in 2025: The vocabulary should be enriched in such a way that any situation including emotion can be communicated precisely in order to arrive as adequately as possible at recipients. 'You know?!'
What was the worst content you met?
Probability is the worst content the one who passes to me, so I don't even reach me. Faceless mediocrity. Because even with the content that occur extremely 'thin', or try to take the room too showy, come up, with blazing or and borrowed phrases, conspiracy or conspicuous - there is (word) treasures with all of this. to raise. Do they even help me to locate myself in a contraryly fascinated manner?
Once again in other words: Under such tree you can linger and shade under such a tree, but you prefer to build your house among other things or on clearings that you not only discover yourself, but you can do it yourself. And in addition, others can inspire others. So cultivation.
How does good content succeed in times of chatt and Co.?
When content comes from the machine, it (currently) has (currently) danger of quickly exposing the autopilot: inside or machine guides: quickly exposed inside, especially if you start talking afterwards. I also think of the machine strikers. Why did you start again, what danger or the consequences did you see? But that directs a trace that is too critical that does not do justice to the question regarding AI. How is she a vicarious agent of good content is the question. Well, exactly when it comes to the keyword, I wonder who is, who is, and which side of the umbrella is sitting on? Ki certainly has helpful facets, in preparatory analysis, strategy and structure, also creative springboard on which you can rock, only the jump should be completed yourself. It seems to me that, on the other hand, a 'just read about it' is practiced too boldly today. Whether due to the zeitgeist or the supposedly low claim of the addressed clientele. The third eye looks at the quantity, which usually harbors a less acceptable half -life. Here the spirits argue with those who still want to be some, and the latter supposedly come to the destination faster. Does that succeed? Is sustainable? Here, too, the swivel to the soul food: Do you trust 'honest' craftsmanship, which as a result inspires the senses, or do you rely on the 'innovative' thermal max-im to be automated and faster?
Content is always ...
... a way to learn something, learn something. Whether about the world, including the people, from opposite or about myself. He is an initial offer for a possible and more fertile direct communication in which I would like to enter because curiosity is awakened and the best possible inspiration results. This can be cantile or dreamy, and is also different depending on the situation. This means that content can be the keystone for separating walls, but also an important component for connecting bridges, even the cornerstone for (accommodation) lonely dens rooms. In any case: Content should be 'remarkable', be remembered. In us, as part of the culture, which we can of course also pass on, whether as a fact, placed in a Grimm collection, or refreshed for 2025. On which we will deal with the information!
