Good content is more important than ever! That's why SCRIBERS[HUB] also provides first-class copywriters, authors and journalists for quality content. In the “Content Buzzer” interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every 14 days:
Judith Klose, VP Communications Civey
What does content mean for you?
Content is ubiquitous, from tweets you scroll through in seconds to three-hour documentaries on Netflix that you sometimes find yourself inexplicably hooked on. Navigating this information jungle on a daily basis is therefore an exciting challenge, both as a communicator in a company producing content and as a media consumer who has to decide which information is relevant or simply captivating.
What was the worst content you met?
I was involved in politics for a long time. Sometimes it was truly appalling how cobbled together some social media posts or posters looked. At best, you could laugh at them. But the worst, of course, are the posts that deliberately spread misinformation or take quotes out of context. These clearly cross the line.
How does good content work?
By telling a story that resonates. This might be easier to achieve with a company video at Christmas time than with a press conference about quarterly results. But even single images can evoke nostalgia, anger, or curiosity in viewers. Numbers and data also help to convey content more clearly. Therefore, good content requires combining facts with creativity and empathy. Those who truly understand their target audience, what interests them, what values they hold, and ideally, which media channels are crucial, have the best foundation for successful content.
Complete the sentence: Content is always...
…embedded in a larger communication strategy so that individual pieces of content have a lasting impact as a whole.
Another interesting content buzzer: Elena Geiger on Content
