Quality content – authentic, relatable, credible – is more important than ever with and through AI. That's why we curate SCRIBERS[HUB] First-class copywriters, authors and journalists for every niche and media channel.
In the interview series “Content-Buzzer”, Sabine Fäth – Founder of SCRIBERS[HUB] – Communication professionals ask these questions every two weeks…
Dr. Zita K. Lucius, Operations Manager at Siemens Gamesa
What does content mean for you?
From the perspective of a content consumer, content must first and foremost captivate me, convey messages, and be insightful. Content should offer space for inspiration and new perspectives; classically, it has substance and is not empty. Conversely, this means that content must be presented in an understandable way, especially scientific or fact-based content. As a content creator, content gives me the opportunity to express myself and share my thoughts with others. In a scientific context, it also means presenting and explaining facts and results in an understandable way. As a brand ambassador, good content is content that resonates with me.
What was the worst content you met?
For me, bad content is when the same message is repeated over and over again without offering new perspectives or fresh inspiration. We're seeing more and more copy-and-paste content, which I personally find a real shame, because content should be as individual as we are and not constantly repeat itself. It quickly makes me lose interest in interacting or reading it. Maybe that's better for my social media consumption, though 😉
Furthermore, content must be understandable; the latest scientific discovery is only as good and helpful as it is presented in an understandable way, an area where science often still has room for improvement.
How does good content succeed from person to person with AI?
AI allows us to rediscover ourselves and express ourselves differently, but it doesn't replace the initial impetus or ideas needed to create good content, nor does it replace the final quality check. Good AI-generated content is tailored to us as humans and ultimately reviewed by us; only in this way can we ensure that the message is conveyed correctly and that the content aligns with our intended message.
What mix of talents and skills should a content team have today?
With the use of AI, writing itself is no longer the primary focus. Instead, a content team should be able to listen and understand what the target audience needs or wants, and then creatively develop new ideas from that understanding. Furthermore, it requires critical thinking and questioning whether what is being written corresponds to the truth or is based on facts and fits the team's own profile, without simply following every trend. In summary, three key qualities are essential: critical thinking, creativity, and listening.
Complete the sentence: Content is always...
… a message from the sender. Even if it doesn't always reach everyone, it should be broadcast in such a way that one can remain true to oneself.
