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:
Marcel Dalichau, Head of Creation power plant
What does content mean for you?
Content is essentially everything, always and everywhere. Working with content means working with (real) material, providing insights, uncovering new things, and presenting and telling familiar stories in a fresh, interesting, and relevant light. Content creates added value for the recipients of the message, bringing them closer to the brand, the product, or the company. Content should evoke emotion and inform without seeming redundant, and above all, it should engage the recipients. Success is achieved when you can capture the recipients' full attention—at least in the short term. Whether in text form, as a video, podcast, or even in the event and experience sector, everything thrives on and is, in some way, content.
What was the worst content you met?
Oh dear, there are quite a few things that keep catching my eye… but to answer the question briefly and concisely, for me bad content is inauthentic and/or tries to be and say too much at the same time.
How does good content work?
Focus, emotion, and rigor are the cornerstones. And then you need someone who simply knows how to play with language and understands the goal and the target audience. Unfortunately, there's no magic formula you can follow to guarantee success.
Complete the sentence: Content is always...
…and everywhere.
