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:
Annika-Sophie Butt, Director Marketing & Communications at Pia Group
1. What does content mean for you?
Content means attention, identity and emotion. Content is the connecting element between the message and target group, i.e. central linchpin of my work as a director marketing & communications.
2. What was the worst content you met?
I am surrounded by so much content every day, there is always a mixture of good, boring and bad content. Fortunately also highlights that get stuck for a long time. This year unfortunately I think of two Low Lights of large brands, which I have remembered negatively due to racist content. Brands need open and honest communication with their entire target group - I always lack sensitivity.
3. How does good content succeed?
For me, good content is synonymous with storytelling & commitment. This requires a holistic content strategy that communicates across all channels and offers added value. Our Experience Economy clearly shows us, especially in times of "New Normal", how important it is to communicate a clear attitude as a brand and also personally in order to offer orientation and exchange.
4. Complete the sentence: Content is always ...
… Creativity brought to life. Regardless of the platform or format. Good content convinces with ideas that attract emotions and keep taking us on a trip.
