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 ...
Kristina Appel Journalist, presenter, podcaster
What does content mean forAre you?
I love stories: books, films, reports, podcasts, magazines, and social media content. I'm easily captivated, inspired, and even distracted by content. As a journalist, presenter, and podcaster, I produce a wide variety of content for different channels. I always strive to create content that is emotional, easy to understand, and constructive. My goal is to create pieces that listeners and readers remember for a long time and, ideally, quote or share.
What was the worst content you've ever encountered?
"Bad" is highly subjective. Content can be entertaining but poorly researched. It can be informative but poorly placed. Arts and culture articles can feel arrogant, commentary can be boring, and service articles dry. In all these cases, important information misses the mark with consumers.
For me, a piece of writing is particularly bad when it makes false promises: headlines that promise solutions the text doesn't offer; questions posed in a teaser but not answered in a conversation; or the promise of an editorial piece that's been sanitized and smoothed over by PR professionals. Real stories have rough edges.
How does good content succeed in times of chatt and Co.?
Of course, there are journalistic parameters that objectively make content "good." But perception is always subjective. For me, good content reflects diversity: at the very least, through a variety of sources and opinions, but ideally through intersectional perspectives, experts, and protagonists. The search for such perspectives and the encounters with these people cannot be replicated or replaced by AI.
The most important ingredient for my own content is time. My moderations and texts need time to mature. I read, listen to opinions, write a lot, delete a lot, rewrite. For the nuances of wording, deepl.com can sometimes be helpful. But the absolute luxury is developing a topic and a narrative angle together in an editorial meeting – then writing, gathering feedback, writing some more, and finally refining and optimizing the piece with a copy editor. Feedback is incredibly valuable, even if it sometimes hurts.
Complete the sentence: Content is always...
… an opportunity to raise awareness.
He does this when he
- It illuminates the spaces in between and stimulates discourse.
- also asks the unpleasant questions.
- is constructive and transparent.
- It sparks curiosity about the unknown and encourages reflection.
- It will be remembered.
