Good content is more important than ever! That's why SCRIBERS[HUB] connects you with top-notch copywriters, authors, and journalists for high-quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communication professionals these questions every two weeks: Victoria Knauf, Kids Content Manager, The LEGO Group What does content mean for you? The most beautiful way to inspire: to think, to act, and to become creative. Especially in times of crisis, good content can offer comfort and small oases of escape from reality. For this to work in the long term, it also requires courage – courage to embrace new formats, topics, and voices. Our users are the greatest source of new ideas. Therefore, it's most rewarding when a cycle of inspiration develops: content inspires the audience to generate new ideas, and the audience, in turn, inspires us to innovate our content. What was the worst content you met? Empty, shallow entertainment saddens me. Especially in our industry, anything that's out of touch or desperately tries to be young is misplaced. Children and young teenagers can think for themselves; we can't treat them like idiots. But they also don't want the lyrics to sound like they were written by their own fathers. Not everyone can walk that fine line. How does good content work? By listening carefully to the target audience and meeting them where they feel comfortable. A good strategy today must also offer deeper messages and added value, encouraging reflection and action. The next generations increasingly expect companies to take responsibility and address current issues. Those who manage to package this material in relevant formats with a consistent tone are already halfway there. Ideally, the result will be so engaging that viewers want to participate by commenting, asking questions, or sharing it with their friends. If it goes really well, they'll have learned something in the process and hopefully had a good laugh too.
Content is always... …a domino: a thought-provoking idea that, in the best case, sparks creativity and sets as many other stones rolling as possible.
