Content is more important than ever! That's why we teach SCRIBERS[HUB] also top-notch copywriters, authors, and journalists for quality content. In the interview series "Content Buzzer," Sabine Fäth, founder of SCRIBERS[HUB], asks communication professionals these questions every two weeks:
Simone Brett-Murati, Personal Branding Coach
What does content mean for you?
Content is communication, and communication always goes both ways—unlike advertising. Ideally, good content sparks conversations, both online and offline. Then it becomes enjoyable, and the motivation to create more content comes naturally. Many companies, including medium-sized businesses, have recognized that authentic content from corporate influencers resonates more strongly than perfectly crafted posts. Excellent communication skills in a professional context today also include making leadership tangible through content. This requires opportunities for self-reflection and skilled communication. What was once reserved for board members and CEOs is now accessible to many. I very much welcome this.
What was the worst content you met?
Male board members discussing their mothers and grandmothers as role models on International Women's Day (2019), and any fabricated or racist content. In 2016, SZ Magazin published the report "Inside Facebook." In this undercover investigation, members of content moderation teams spoke for the first time about what it's like to have to see hate speech, fake news, and much worse every day. This, too, is content that is publicly available. I felt so sick that I couldn't read any further.
How does good content work?
By listening and being clear about your own message and the recipients you want to reach. In sales and marketing, many make the mistake of trying to reach everyone who potentially belongs to the target group. The result is interchangeable content that could just as easily have come from ChatGPT.
My tip: Companies should create opportunities for marketing to connect directly with customers. This is the only way to learn firsthand how to engage B2B customers with content. Those not working in sales lack these points of contact. Leaders who want to build their personal brand with content should ideally share personal stories from their professional lives and stay true to their own values.
Complete the sentence: Content is always...
… the beginning of a personal conversation.
