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:
Gabriele Sorg, Journalist and consultant for innovation and sustainability
What does content mean for you?
Good content is true, honest, explanatory and written as understandably as possible, even when dealing with complex topics like my core themes of innovation and sustainability.
Good content adheres to humanitarian, ethical, and democratic values. It respects human rights and contributes to the United Nations (UN) Sustainable Development Goals (SDGs).
Ideally, it's written with heart, courage, and common sense. And it's authentic. For the textual result, this means: The content suits my client and me.
For good content, I like to give a voice to people who know far more about the topics I write about than I do. In my view, this is especially important when dealing with complex economic or scientific subjects.
As a service to the readers, I visualize the content, for example with infographics or images.
Good content encourages further exploration: I am happy to name my reputable and validated sources and provide direct links to them.
Good content needs a relevant context. This can vary depending on the topic: history, current events or outlook; economics, society or environment; geographically global, European, German, regional or local.
Where thematically appropriate, a touch of wit and subtle humor round out the content. Even a text on due diligence or supply chain legislation should be easy to read.
Really good content activates, encourages, and invites people to share it on social networks, talk about it with others, and become active themselves, for example in matters of sustainability.
Something that is absolutely crucial, but unfortunately often taken for granted in our part of the world, is freedom. Good content is created in freedom. This freedom is sadly under threat in many places right now, including on the Ukrainian-Russian border, in China, Iran, Afghanistan, and Syria, to name just a few current examples.
What was the worst content you've ever encountered?
Quick question beforehand: How much time do I have to list the worst content?
Unfortunately, there's far too much of it. Every day. It's being created right now, at this very second.
Certainly, deliberate lies and deceptions are part of it, be they political (as is often the case in dictatorships), social (like the Taliban's statements on women's rights), scientific (like the absurd theories of some corona protesters) or natural science (like the denial of global warming) à la: "Fluctuating temperatures have always existed. That's changing weather, not climate change."
When bad content of this kind is combined with polemics, personal attacks and hatred, and thus becomes hurtful or threatening, then we have almost reached the bottom drawer of bad content.
If, in addition, quotes from scientists or politicians are taken out of context or misquoted, then one can confidently say:
This content isn't just bad, it's no content at all.
How does good content work?
First and foremost, it is guided by fundamental human rights and societal values.
It is truthful and explains things clearly.
It is inclusive: readers of all ages and educational levels are welcome.
Really good content is very often a collaborative effort: it is based on first-class research and on conversations with clients, colleagues and experts.
I am very happy to let them have their say, because quotes provide a change of perspective and increase credibility.
For example, when I write about plastics recycling, the circular economy, or the energy transition, I like to have my texts proofread by network partners from completely different professional fields. Or by my 96-year-old mother, who always finds something to criticize.
If too many questions arise, then the writing isn't "well-rounded" enough yet. So: go back and revisit it.
Good content takes time: Starting with the communication goal, I first develop a content strategy together with the client. Then comes the research phase. I let the results sink in, sort and prioritize them. Then I take a break.
Only after a walk or the next day do the next steps come into play: outlining, drafting, and brainstorming ideas for the title, if one hasn't been provided. And then: another break.
This is followed by the finishing touches, corrections (preferably from esteemed colleagues), formatting, and visualization with images, infographics, animations, and videos.
Let me clarify: This step-by-step approach is not my own. I learned it from esteemed colleagues: A big thank you to Dr. Anja Straßburger and Thomas Wilsch.
And what also helps is to read your own text aloud. It should sound fluent and suitable for radio broadcast.
Even this is not the end of the road to good content, because the customer always has the final say!
Complete the sentence: Content is always...
I hope I may also focus on "the good" here: Good content is always…
- True, thoroughly researched and validated.
- Clearly written and explanatory.
- embedded in a relevant context.
- Written with heart, courage and common sense.
- authentic and inclusive.
- empathetic, motivating and activating.
- No, not always, but where it fits: humorous, positive and optimistic.
- No, not always, but in the best case:
An inspiration and worth every second readers spend engaging with it.
