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:
Vera Hopp, Managing Director FORMBA Editorial and Design
What does content mean for you?
Primarily, it's about power. Regardless of whether the influence is intentional or a byproduct, visual language and vocabulary create a secondhand reality. The more skillfully the content is produced, the more real it feels to consumers. This can be both fascinating and dangerous: When we watch series or films, read, or listen to a podcast, we consciously seek a reality created by others—and desire an execution so skillful that we can absorb the content without interference. Conversely, this can also lead us to accept opinions without questioning them. In our agency, for example, we focus on representing clients in the skilled trades. Therefore, we witness how the image of skilled trades suffers from careless content creation. It's incidental elements, such as the flawed illustration in an article about the minimum wage, that make the content so dangerous, reinforcing a perception among the younger generation based on falsehoods.
What was the worst content you met?
Content that I only noticed on second glance influenced me with untrue statements or illustrations.
How does good content work?
With respect. As designers and copywriters, we should be aware of the power we have over our consumers. This applies not only to the content we consider relevant, but also to the content that is created incidentally. Every type of content is influential, sometimes more, sometimes less subtly. Therefore, we should pay attention not only to the big pieces of content, but also to the small and seemingly unimportant ones before releasing them into the world. After all, we can significantly influence the reputation of an industry, a company, and even an individual. As Kalle Lasn, the design anarchist, said: “We [the designers] are the creators of meaning. […] We have the power to change the world.”
Complete the sentence: Content is always...
… responsibility. If we learn to take on this responsibility, that's already a big step in the right direction.
