In all the self-praise, those who are actually the focus are left behind

Good content is more important than ever! That's why SCRIBERS[HUB] connects top-notch copywriters, authors, and journalists with high-quality content creators. In the "Content Buzzer" interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every two weeks:

Prof. Dr. Manfred Uhl, Marketing Management and Corporate Communications, Augsburg University of Applied Sciences

What does content mean for you?

Content is, fundamentally, content. But is everything that contains content also content? Is an advertisement with content the same as content marketing? Probably not. You have to look more closely. The crucial question is: when does content have an impact? Content has an impact when it is valuable. Not for the sender, but for those who discover it. Effective content is relevant, profound, moving, and memorable. It should quicken the pulse and silence the listener – like a good movie.

What was the worst content you met?

I can't think of a specific example off the top of my head, but I can think of the countless examples of self-promotion. Companies that pat themselves on the back and want to tell people: Look how great we are! You can read this self-aggrandizement in editorials, discover it in the choice of topics, or admire it in the visual language. In all this self-praise, those who are actually the focus get lost in the shuffle. This phenomenon seems ineradicable – despite all better judgment.

How does good content work?

By first focusing on the people you want to reach. All so-called stakeholders are, after all, primarily people. And we humans are more emotionally driven than some in the business or technology sectors might believe. Anyone who doubts this is welcome to consult current findings in neuropsychology. We need to find out what is relevant to people and what truly resonates with them. Products, by the way, are never the answer. But perhaps it's the experiences one can have with products and brands that do resonate. This experience then needs to be thoroughly researched and presented in a high-quality editorial format, using text, images, video, and the right channel. A multisensory mix of digital and analog communication certainly doesn't hurt. If the content itself, its presentation, and its distribution are all effective, then companies will be rewarded with interest, positive feelings, and trust quite willingly.

Complete the sentence: Content is always...

…there it is, but is it relevant? An information overload and the experience of a “new normal” are currently showing us vividly what is truly important in life. Real life always writes the best stories.