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:
Melanie Müller, Content Marketing Manager at roomle
What does content mean for you?
For me, content encompasses informative, advisory, and entertaining material – across various channels and in different formats. Fortunately, there's now a wide variety of options available, allowing me to be creative and continuously learn – so it never gets boring.
This content should be targeted, i.e., aimed at a specific, clearly defined group of people (or: persona) and follow an intention (e.g., fulfilling a need at a specific time and at a defined touchpoint).
What was the worst content you met?
Ugh – I encounter this every day. It annoys me and I find it downright intrusive when I realize that the sender doesn't really care about my needs and is more interested in pushing something on me that I don't even want.
I also find clickbait annoying and manipulative. It's not really "bad"—because it still seems to work. But it's questionable. I often experience it as an attempt to steal my attention for things that don't deserve it. The economics of attention is an important topic for me. Being a mindfulness teacher also helps me enormously in not constantly being on autopilot, but rather in consciously deciding what gets my attention and what I want to focus on.
How does good content work?
By truly engaging with the needs of the recipients and building a genuine relationship. For me, good content always pursues more than just sales. Then it also has relevance. And: Good content is creative, fun, surprising, and moving.
Complete the sentence: Content is always...
…a two-way street. A dialogue. And content is always a contribution to this world. That might sound very philosophical, but it's quite important to me not to blow more content junk into the world, but to create content that has added value for someone.
