Quality content is more important than ever. Therefore conveyed SCRIBERS[HUB] First -class copywriters, authors and journalists for every industry, every topic, every channel. In the "Content Buzzer" interview series, Sabine Fäth-founder of Scriber's [Hub]-communication professionals ask these questions every 14 days ...
Torsten Panzer, Board Member of PR Club Hamburg, Keynote Speaker and Trainer
What does content mean for you?
Content is, was, and always will be king! 😜
The crucial question here is, of course, relevance; that is, whether content is good or not is not decided by the producer, but primarily by the consumer, or rather, the target audience! The day of customer centricity has therefore finally arrived in the digital age with regard to algorithms – making GOOD CONTENT (with target audience relevance) all the more important!
What was the worst content you met?
I couldn't really answer that specifically... Since it was bad and didn't have a good story, I simply forgot about it, or rather, I couldn't remember it because it was irrelevant.
How does good content succeed in times of chatt and Co.?
Just like before. In my opinion, you should always clarify the strategic foundations (goals, target groups, brand/brand affinity) before creating any piece of content and only then begin production. I still see far too much content developed based on "gut feeling," often focusing too heavily on the brand perspective and lacking a relevant story for the target audience – in the end, everyone wonders why it doesn't work or why social media is bad. AI can certainly help with the initial draft or brainstorming, but developing a strategy and generating high-quality content from it at the push of a button is definitely still a long way off.
Complete the sentence: Content is always...
… King, or rather, the crucial element in any kind of communication is always the story!
Good content, and above all a good story, will find your audience, reach, and awareness; if I spend a lot of money on ads, I may have reach, but I still won't have any effect on the target group – that only comes from the STORY, or rather, the "good content," not vice versa.
