Quality content – authentic, relatable, credible – is more important than ever with and through AI. That's why we curate SCRIBERS[HUB] Top-notch copywriters, authors, and journalists for every niche and media channel. The interview series "Content-Buzzer" presents.. Sabine Fäth – Founder of SCRIBERS[HUB] – Communication professionals ask these questions every two weeks…
Stefanie Waldeck, PR & Communications Advisor and Communications Manager at ROBUS CAPITAL
What does content mean for you?
For me, content is an opportunity to give a topic relevance – so that people understand why it affects them. This is particularly motivating for me in the financial sector, because, as we all know, people don't like to talk about money. And for many, economic topics still seem abstract, complex, or far removed from their everyday lives.
I too used to think that finance and economics were dry, difficult to understand, or "not for me"—until my path led me, rather by chance, into the asset management industry in the mid-1990s. With my first steps toward financial independence, I quickly realized: money is not a "fringe topic" that only concerns experts.
It forms the basis for how we can shape our lives with a wide variety of goals and plans. Economic news is not just headlines; it influences job security, housing costs, what kind of retirement planning is worthwhile, and what opportunities arise.
This is precisely where good content comes in: It provides context. It makes connections visible. It creates a link between seemingly abstract financial and economic topics and real life.
What was the worst content you met?
"This investment guarantees double-digit returns." Despite all the painful experiences in the financial markets of recent decades, such statements are unfortunately still encountered today. They are experiencing a remarkable revival, particularly among younger audiences on digital channels.
The simple truth is: potential returns and risks are inextricably linked. Those who strive for higher returns must also be prepared to withstand greater fluctuations. Guarantees exist, but they come at a price and generally reduce returns. The crucial question, therefore, is: How much risk can, am I willing, and am I allowed to bear?
Bad content begins where complexity is replaced by unrealistic promises. Good content begins where transparency builds trust and enables realistic assessment.
How does good content succeed from person to person with AI?
AI processes what it has been "fed." It can efficiently and scalably translate content into different languages, tones, and formats in a matter of seconds. But it doesn't develop any further ideas that go beyond the status quo.
Further development requires thought leadership. It arises from experience, sound judgment, and the courage to formulate new perspectives. These are human strengths.
Ideally, a productive tandem emerges: The human is at the helm, determining the direction. The AI pedals, ensuring speed, structure, and scalability. However, the responsibility for content, approach, and impact always remains with the human.
What mix of talents and skills should a content team have today?
In a world constantly bombarded by waves of more or less relevant information, I consider listening to be one of the most crucial skills. Those who don't understand the needs of their audience will be lost in the noise and will be drowned out.
Strategic thinking is equally crucial. Good content doesn't happen by chance. It answers fundamental questions: Who do I want to reach? With what goal? Through which channel? And in what language – both verbal and visual? Harold Lasswell already captured this in 1948 in a formula that remains valid today: "Who says what in which channel to whom with what effect."
In financial communication, this clarity is also crucial in determining whether content provides guidance or merely creates more noise. A strong content team therefore combines empathy, strategic clarity, expertise, design skills, and technological understanding.
Complete the sentence: Content is always...
…an invitation to a conversation. Whether it is accepted depends on trust – the most important currency, not only in the financial sector. Here, substance matters, not volume. Because trust is not built through attention, but through responsibility.
