Quality content is more important than ever! That's why we teach SCRIBERS[HUB] also top-notch copywriters, authors and journalists for this.
In the "Content Buzzer" interview series, Sabine Fäth, founder of Scribers [Hub], communication professionals ask these questions every 14 days:
Nicole Thurn, journalist & founder NewWorkStories
What does content mean for you?
Content production is initially just the stringing together of words, images, or videos and is essentially neutral.
However, the term is generally met with disdain in journalism. I am very reluctant to describe myself as a content producer or blogger, because my work is about making connections and explaining things, interviewing people and telling stories. Sometimes, content is simply produced on an assembly line. This doesn't necessarily have anything to do with thorough research or creativity.
Content can also be soulless – keyword ChatGPT. Although ChatGPT is surprisingly creative and can be valuable if used correctly. I also use it occasionally now as a research and brainstorming tool and for drafting simple texts, almost like a virtual assistant that knows the answer to everything. The results of ChatGPT But first I need to examine and question how relevant it is to my story. I also notice that ChatGPT not only inspires me but also makes me mentally lazy – so I rarely use it so far. It's better to gather my own thoughts and creative ideas first and then consult ChatGPT.
What was the worst content you met?
I encounter this daily on social media, especially with pushy coaches who, with their "5 tips on how to generate six-figure revenue in just four weeks" (and this secret they've been keeping from you), try to fleece unsuspecting readers. Ugh, it makes me shudder, please stop it already.
How does good content work?
By informing, explaining, connecting the dots, challenging existing ways of thinking, and making people sit up and take notice – thus offering readers (or listeners, viewers) added value compared to mass-produced content. And by touching and inspiring them emotionally.
Complete the sentence: Content is always…
…necessary. It is the vessel for stories. The fact is: without content, experts, employers, and companies are invisible and non-existent to their target audiences.
