Content is more important than ever! That's why we teach SCRIBERS[HUB] also top-notch copywriters, authors, and journalists for quality content. In the interview series "Content Buzzer," Sabine Fäth, founder of SCRIBERS[HUB], asks communication professionals these questions every two weeks:
Isabel Herbrügger, Content Marketing & PR Manager, PIA | NORTH POLE+
What does content mean for you?
For me, content means exchange. Exchange of emotions and information. Whether video, text, image, or infographic: what matters is that the content resonates with the recipient's mind and heart, triggering a response. And doing so in the way the sender intended. To achieve this, it must be authentic, relevant, and inspiring, offering genuine added value.
What was the worst content you met?
With the millions of different stimuli we're confronted with daily, there's bound to be a lot of bad content. It's crucial that we learn to quickly recognize and filter out bad content. Anything that isn't targeted to the right audience, is being distributed through the wrong channel, and is neither informative nor emotionally engaging should be quickly dismissed, and we should devote as little of our already limited attention to it as possible. This is especially true for racist or discriminatory content. Unfortunately, that's often easier said than done.
How does good content work?
It all starts with data. Those who understand their target audience through analysis can provide them with what they need, where, when, and how. Then, it takes sensitivity and courage to communicate a clear stance through content, provide guidance, and facilitate dialogue. Crucially for brands, this dialogue means engaging with the recipient, listening to them, and responding to their needs.
Complete the sentence: Content is always...
…Emotion and information. Anyone who manages to tell emotional stories in which they convey information that reaches the recipient and triggers the desired reactions has made optimal use of the individual's short attention span.
