Good content is more important than ever! That is why Scriber's [Hub] also conveys first -class copywriters, authors and journalists for quality content. In the "Content Buzzer" interview series, Sabine Fäth, founder of Scriber's [Hub] Communication professionals, asks these questions every 14 days:
Karina Nasaeva, Communication & Marketing Manager at Nepos GmbH
What does content mean for you?
For me, content is an empathetic dialogue, especially in times of great uncertainty like the ones we are currently experiencing. It should never be just storytelling. Far more important is listening carefully, exchanging ideas, and creating clear added value for the target audience. Even if an idea is born in someone's mind, it only truly becomes content through the perception, processing, and dissemination of the target audience.
What was the worst content you met?
Hate speech, because it is a cruel and very loud monologue of content. It preys on the fears of vulnerable people, strikes at their core of anxiety, lets no one finish speaking, fuels anger, and divides our society. Currently, there is a more targeted approach than before against conspiracy theories and dangerous fake news. I hope this understanding of how to live together will remain with us even after the coronavirus crisis. There should be no room for hate speech – neither today nor tomorrow.
How does good content work?
My recipe for good content: Let a fresh idea mature, add insights about the target group, thorough research, a handful of empathy and a pinch of courage, mix well and serve via the right channel – Voilá!
Complete the sentence: Content is always...
…a combination of mutual attention.
