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 ...
Sandra Tabache Head of Global Product Management Kneipp & Founder La Corniche Interieur
What does content mean to you?
Content is essential under construction and strengthening brands. The brands are particularly strong that can tell the content of itself. At Kneipp we are closely linked to the history by our founder Sebastian Kneipp, whose 5-pillar philosophy is very deep in our DNA and the basis for every storytelling is.
And that is exactly what content means for me as Marketing Lead and Sidepreneur: storytelling! Tell what the brand makes out of its essence to the purpose to products. Content visualizes the brand's soul. With good storytelling, my passion for brand management helps me, my experience from brands in very different industries - food, fashion and cosmetics - and last but not least the implementation of my personal heart project with La Corniche.
What was the worst content you met?
In general, content is bad if the story does not match the brand if it is empty and the target group does not reach me emotionally.
Of course, my marketing heart also says: If I don't remember which brand it is about. There is a lot of good content that I remember, but unfortunately no longer who is the sender. Then it says: goal misses!
How does good content succeed in times of chatt and Co.?
Good content lives from Meaningful storytelling, regardless of whether it is a short or long story, a video, image or text. Good content reaches people, that's what it's about. Using auxiliary tools does not hurt, AI also develops rapidly.
But what should not be underestimated: humor, personality and creativity. If good content manages to use exactly these human properties, it is better than any KI tool.
Content is always...
... in competition. We are flooded by content 24/7 on all channels. The more content emotionally picks up, the sooner it gets stuck.
