Quality content – authentic, relatable, credible – is more important than ever with and through AI. That's why we curate SCRIBERS[HUB] First-class copywriters, authors and journalists for every niche and media channel.
In the interview series “Content-Buzzer”, Sabine Fäth – Founder of SCRIBERS[HUB] – Communication professionals ask these questions every two weeks…
Dr. Christian Fill, Managing Director of Kammann Rossi
What does content mean for you?
Content is for me attitude expressed in wordsIt's an attempt to create genuine resonance in a world full of noise. Good content isn't created on a drawing board or via prompt – it emerges from.. Experience, conviction, and the courage to say something that not everyone says.
Content is not an "asset" to me, not filler material, not an SEO or GEO gimmick. Content is the foundation for a Dialogue on equal terms which arises when someone has something to say and convey.
What was the worst content you met?
I experience bad content dailyWhen I scroll through my LinkedIn feed, I wonder how much time the authors think their readers have. I open posts and find myself staring at a sanctimonious 2,000 characters, structured with emojis, all in a sans-serif font. That's Grey value with symbolsDifficult to read and not written from the reader's perspective.
And it gets even worse, for example with content that pretends to create closeness but in reality cements distance. When companies want to be authentic but put every word through three or four rounds of approval. That's not communication. That's fear in paragraphs.
How does good content succeed from person to person with AI?
Not at all – at least Not if humans completely relinquish control to AIAI is one tool among many, a very powerful one, admittedly, that can assist, research, and structure. AI can deliver designs, explore variations, and process data. But it cannot feel, doubt, or develop an opinion.
Good, human-to-human content emerges when people use AI as a tool, not as a replacement for their own thinking, conceptualizing, and verifying. The rule is simple: AI accelerates, but never replaces. Those who confuse this will create problems Quantity over quality.
What mix of talents and skills should a content team have today?
Today, a content team primarily needs.. People with know-how and backboneSpecifically:
- journalists, who can do research and know what a story is – not just what a keyword is.
- strategists, who understand that content is not an end in itself, but must produce an effect.
- Experts, those who have mastered their craft, who can write, edit, and design – in such a way that consuming the content is a Gain in fun or insights brings.
- technician, master the tools – but know that the tool is never more important than the idea.
- critic, who have the courage to say: “That’s bullshit, we’re not publishing that. At least not like that.”
All in all, we need People who want to say something and be able to convey this. If we don't have this as a foundation, then content teams will just be blowing more hot air into their content bubbles.
Complete the sentence: Content is always...
… a decision. It's a decision about what you say – and what you don't. A decision about whether you dare to show your stance, to stand up for something, or whether you'd rather just please everyone and try to make everyone happy. This is especially true in corporate journalism.
Creating and designing content is the decision of whether you take people seriously or just want to entertain them. Content is not neutral. It positions. It has an impact. Or it fizzles out.
