Quality content is more important than ever. Therefore conveyed SCRIBERS[HUB] First -class copywriters, authors and journalists for every industry, every topic, every channel. In the "Content Buzzer" interview series, Sabine Fäth-founder of Scriber's [Hub]-communication professionals ask these questions every 14 days ...
Arne Gottmann, Head of Campaign Content at Motor Presse Stuttgart
What does content mean for you?
Content is a colorful, abundant bouquet from diverse worlds, sometimes informing me, sometimes entertaining me, and sometimes inspiring me. Unfortunately, it also increasingly leads to a certain boredom, because it often follows similar patterns in structure and presentation.
That's why I'm very selective. Content has to convince me – with quality and expertise, and if it's also entertaining, then it's great.
What was the worst content you met?
Most of the time, it comes from social media. The worst thing is when it's not authentic. For example, when people who actually have nothing to do with cars try to sell me on the advantages of a particular model. The lack of expertise then undermines their credibility. From a marketing perspective, I wonder why a client would launch such campaigns?
How does good content succeed in times of chatt and Co.?
By not simply being content. By clearly defining its purpose: an article, a report, a feature, or a service article. And by engaging its target audience, guiding them, helping them, and ultimately remaining true to their mindset. AI assists with research and concept development. So, it's a great foundation, but ultimately, our clients need individual content that weaves their communication needs together with the needs of their users. That still works better with the brain than with bits and bytes.
Complete the sentence: Content is always...
… a chance for more: More communication, interaction and connection.
