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?
For me, content is the basis of my job as a journalist, but also the basis of every communication. At Content, I think primarily of the imparting of knowledge and information, "qualified content and information content" - according to the common definition of content - and less entertainment, although today this is certainly often associated with content.
What was the worst piece of content you encountered?
We encounter bad content, for example, when journalists copy from other journalists without checking or updating the facts. If news from time pressure is simply 'hit' quickly without critical again. When content produces and is spreading past the target group. Or when facts are mixed with opinion without making it clear. So whenever bad research, poor preparation and poor preparation come together. I don't see that as a 'bashing' in my industry at all - on the contrary. Many journalists no longer have a way to produce well -researched and high -quality content, because in the vast majority of publishers, more and more staff have been saved in recent years, so that more and more shoulders are becoming more and more work. Time for thorough research, fact checks and current target group analyzes often no longer stays. Unfortunately. I very much regret that because my journalistic beginnings took place at a time when high journalistic standards were still valid.
How does good content work?
The three most important points: 1. Know your target group. 2. Set ahead with the topic. 3. Offer added value. If you then manage to address your heart to the gut feeling of your user, then this is a good content for me, then the reader gets stuck, then I will remember with my content.
This requires great effort, great motivation and sufficient time. After all, I have to deal with my target group first - and that again and again, because target groups change very quickly, especially the boys. How do my readers/viewers tick? What needs do you have? How do you want to be addressed? How does the content have to be prepared for this special audience and on which channels should it be spread so that it reaches it? Only then can I find suitable topics for my target group with which I really have to deal with. This means that the facts must be current and well researched. And above all: I have to offer added value, the topic differently and newly prepared than other media, with a different 'shoot', with new aspects and facts. If I still manage to address the head with an emotional story within the story, but also the heart of the reader, I have already done a lot. The final linchpin is then a well-developed communication strategy so that I also address my target group on the correct channels.
Unfortunately, these standards are rarely met. Therefore, good content stands out from the crowd.
Content is always...
... the basis for our thinking and acting. That is why well -made content is with claims, especially today, at a time when we are constantly flooded with content on all channels, more and more important for all of us.
Also an interesting content buzzer: Konstanze Hacke over content
