Good content is more important than ever! That is why Scriber's [Hub] also conveys first -class copywriters, authors and journalists for quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of Scriber's [Hub] Communication professionals, asks these questions every 14 days: Alexander Schell, Head of the European Institute for Applied Customer Management EIFK What does content mean for you? For me, Content means the revolution of marketing and the refinement of communication to generate unique selling points and of competition differentiations. What was the worst content you met? I encounter the worst content in the entire communication landscape every day in advertising emails, whether print or email. The old inside-out monke and product orientation still rule here, the old seller psycho-tricks are still used here and and here you can still find the most stupid advertising sayings. How does good content work? Good content succeeds every entrepreneur and communication manager if he knows the positioning and strengths of his brand, with his customers and stakeholders is in an intensive dialogue, knows special stories from his own house and from the world of his customers and if he is on self -loving product advertising and diverse Can do without sales pressure. Complete the sentence: Content is always... ... just as good as the creative head behind it ... and always bad when there is a lack of customer orientation and customer understanding.
