Good content is more important than ever! That's why SCRIBERS[HUB] connects top-notch copywriters, authors, and journalists with high-quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every two weeks:
Ulrike Grandi-Haferstroh, Communications Strategist/Team Lead Marketing & Communications
What does content mean for you?
Content is like a gift to me. If it's good, it's not just beautifully wrapped, but its form and content both meet the recipient's needs and reflect who I am. Good content can connect people.
What was the worst content you met?
I'm one of those people who might not finish a book if I don't like it, or simply ignore advertising if it's annoying. So, quite honestly, I just don't remember bad content.
How does good content work?
I always start with one question: Who is my audience and what do they need to know? What is my narrative? To create good content, I need to be clear about what I stand for, as well as what motivates and interests my listeners. Think buyer persona, customer journey, etc. Then I start writing, subsequently stripping the text layer by layer of everything superfluous and unnecessary. For me, good content is content when there's nothing left to take away.
Complete the sentence: Content is always...
It's good if it's simple and clear and commits to a message. And only when the content is tangible can it move people and connect them with their messages.
