Good content is more important than ever! That's why SCRIBERS[HUB] also provides first-class copywriters, authors and journalists for quality content. In the “Content Buzzer” interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every 14 days:
Karoline Malke, Head of Content at nwtn
What does content mean for you?
Content surrounds me every day. Every time I pick up my smartphone, countless pieces of content flow through my feeds. The term "feed" describes it perfectly: I'm "fed" content—but only if I allow it, if I pause and engage with a text, video, or podcast. Anything else is like browsing through a supermarket. If it's good content, I feel a little wiser, inspired, entertained, or thought-provoking afterward. Ideally, I want to share it—with friends, colleagues, or business contacts.
What was the worst content you met?
There's now a lot of content that's supposedly free, but we pay for it with our data. If I go online as a so-called lead, I expect the content to offer me something truly special and exclusive. Unfortunately, I've all too often experienced that a touted white paper or study turned out to be nothing more than a two-page "token PDF," which was also 50 percent promotional. Nobody needs that.
How does good content work?
Good content reaches me at my current stage of life, quenches my thirst for knowledge, sparks new ideas, helps me solve problems, or simply provides a few carefree minutes. To achieve this, we need to ask questions, listen, and consider existing habits. A compelling headline, a creative image, or an entertaining video can go a long way. However, every target audience has a different definition of what constitutes compelling, creative, or entertaining.
Complete the sentence: Content is always...
…there – at any time, in ever-new formats, across a growing number of channels. When we create content, we often draw on tried and tested methods. We find a different twist, a trendy term, and the new trend is born. It's similar to food: you take a special ingredient, a different preparation method, and suddenly a salad becomes a bowl and wedges replace fries. But here, too, the target audience decides whether it tastes good or whether they prefer to stick with the old ways. Both have their place.
