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:
Ulla Drewitz, journalist, media consultant and founder of Generation BOLD
What does content mean to you?
Content is the foundation of my work as a journalist, but also the foundation of all communication. When I think of content, I primarily think of the transmission of knowledge and information, of "qualified content and informational value"—the common definition of content—and less about entertainment, although this is certainly often associated with content today.
What was the worst piece of content you encountered?
We encounter poor content, for example, when journalists copy from other journalists without checking or updating the facts. When news is quickly "thrown out" due to time pressure without critical examination. When content is produced and distributed without the target audience. Or when facts are mixed with opinions without making that clear. Basically, whenever poor research, poor preparation, and poor presentation come together. I don't see this as "bashing" my industry at all—quite the opposite. Many journalists no longer have the opportunity to produce well-researched, high-quality content because most publishing houses have been cutting staff in recent years, meaning that more and more work is being shouldered by fewer and fewer people. There's often no time left for thorough research, fact-checking, and current target audience analysis. Unfortunately. I deeply regret this, as my journalistic beginnings took place in a time when high journalistic standards still prevailed.
How does good content work?
The three most important points: 1. Know your target audience. 2. Thoroughly research the topic. 3. Offer added value. If you then manage to appeal to the heart, the gut feeling of your user, then that's good content for me; then the reader stays engaged, then my content remains memorable.
This requires a significant commitment, strong motivation, and ample time. First, I need to understand my target audience – and this needs to be done repeatedly, as target groups, especially younger ones, can change very rapidly. What makes my readers/viewers tick? What are their needs? How do they want to be addressed? How should the content be tailored for this specific audience, and on which channels should it be distributed to reach them? Only then can I find suitable topics for my target audience, topics I need to delve into thoroughly. This means the facts must be current and well-researched. And above all, I must offer added value, presenting the topic differently and in a fresh way than other media, with a different perspective, new aspects, and facts. If I can then manage to engage not only the mind but also the heart of the reader with an emotional story within the story, I've already done a great deal right. The final, crucial element is a well-developed communication strategy to ensure I reach my target audience on the right channels.
These standards are unfortunately very rarely met. That's why good content stands out so much from the crowd.
Content is always...
…the basis for our thinking and actions. That's why well-made, high-quality content is becoming increasingly important for all of us today, in a time when we are constantly bombarded with content on all channels.
Another interesting content buzzer: Konstanze Hacke on content
