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In the "Content Buzzer" interview series, Sabine Fäth-founder of SCRIBERS[HUB] - Communication professionals these questions every 14 days ...
Regina Karnapp, managing director Content Marketing Forum
What does content mean for you?
For me, content is the basis of all communication - if I have nothing to say in terms of content, I cannot communicate. Not as a person and certainly not as a company or organization. For me personally, content has always been the basis of my profession and therefore also my calling. Previously as a daily newspaper journalist, later in the agency and now in the association with the aim of making content marketing ever better.
What was the worst content you met?
That's a really difficult question and of course I can't think of a specific example. But what I'm basically allergic to is bullshit bingo. The same generic phrases that have absolutely no real meaning and are completely interchangeable. Unfortunately, the trend towards purpose that all companies are adopting has given this a further boost. Because very few really stand out in terms of content. Rather, in the end it always boils down to what used to be called corporate values in the old days. Only rarely is there a real thematic architecture with real substantive messages behind these statements, which at first glance seem pleasing and obvious but are actually empty of content.
How does good content succeed in times of chatt and Co.?
Just like before: by real people producing it. GenAI is great for research and saves a lot of time as a basis for texts. However, the content only gets that certain something when it is thought through again and raised to another level.
Complete the sentence: Content is always...
...hard work – at least good content! One of my trainers during my traineeship always said: Writing has to hurt. I think he was right! For me, writing is a process, it is exhausting and with everything you write (or otherwise create creatively) you always reveal a piece of yourself. This can be painful, or liberating, or intellectually exhausting - in any case, it is rarely easy. My admiration also goes out to those who still do it every day – the journalists and creative people in the entire content industry.
