Good content is more important than ever! That's why SCRIBERS[HUB] connects top-notch copywriters, authors, and journalists with high-quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every two weeks:
Katja Werner, Communications Manager PIABO PR
What does content mean for you?
Bill Gates summed it up perfectly: Content is King! And that's ideally how content should be viewed. It's content that reaches people, perhaps even touches them emotionally, thus creating a touchpoint between two parties, such as a company and its target audience. For me personally, content always reflects the sender's DNA and therefore significantly contributes to their public image. Content can take many different forms – be it text, images, videos, or other types of material.
What was the worst content you met?
A very interesting question! Like everything in life, the evaluation of content is subjective up to a certain point and lies in the eye of the beholder. For me personally, any content that is poorly prepared, outdated, and lacks a coherent narrative is bad content. This starts with inconsistent messaging and ends with racist and discriminatory campaigns, which unfortunately still appear today.
How does good content work?
As mentioned before, good content is subjective and not equally effective for everyone. Therefore, one thing is crucial: know your target audience and their needs! Only then can you create content that is relevant and therefore effective for that audience. Tell stories that are engaging and compelling – the key is storytelling. And above all, remain authentic and credible! This builds the necessary trust and significantly contributes to establishing and maintaining relationships with your target audience.
Complete the sentence: Content is always...
…subjective, too rarely unique, and a reflection of the respective sender.
