Good content is more important than ever! That is why Scriber's [Hub] also conveys first -class copywriters, authors and journalists for quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of Scriber's [Hub] Communication professionals, asks these questions every 14 days:
Oliver Kühne, Head of Social Media at Wearo player
What does content mean for you? As a content, I describe any content that companies or brands provide their target groups, customers, followers and fans at different touchpoints. It starts with website texts and goes through pictures, videos and social media posts as well as newsletters to brochures and other print publications. However, content should always be differentiated from advertising.
What was the worst content you met? I always encounter bad content in the social media environment, so I can't name the worst content. However, there are some aspects that do a content "not good": lack of relevance for the target group, poor image and video quality, clumsy advertising messages, missing platform-friendly processing.
How does good content work? Good content is conceived from the point of view of the target group. It must be relevant, interesting and at eye level with the target group. Plump advertising messages are out of place here. The technical quality of content must match the touchpoint - otherwise it looks scrap or out of place. In addition, it is not advisable to publish a message on all platforms. Another important aspect is the awareness of the sender in the target group. If, for example, new people are to be addressed, the content must be different from people who are already on the sender's website or follower of the social media profile.
Complete the sentence: Content is always... ... a business card of the sender.
