Quality content – authentic, approachable, and highly credible – is more important than ever, even with and through AI.
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In the "Content Buzzer" interview series, Sabine Fäth-founder of SCRIBERS[HUB] - Communication professionals these questions every 14 days ...
Melanie Oetting Editor-in-Chief of medLife Magazine
What does content mean for you?
Quite simply: content. Even raw content, like ingredients lying around in the kitchen waiting to be transformed into a dish that leaves a taste, a feeling, an experience.
I recently conducted an interview and afterwards was left with fifteen transcribed Word pages of really good content. Despite this, I struggled for days to create a coherent text from it. Only after frustration, some distance, more coffee, and a fresh start did it work. The text is finished.
What I'm trying to say is: Good content alone isn't enough. A good text only comes about through classification, context, and by triggering something in the reader.
A small confession: I deliberately avoided the term "content" in my active vocabulary for a long time. The term still makes me skeptical to this day. Because it lumps together very different things under one umbrella, and I often find more quantity than meaning.
What was the worst content you met?
For me, bad content is content that leaves no lasting impression. One of my mentors always asks, "What's the residue?" I think that applies to articles just as much as to books, films, or videos. If nothing resonates with me, content becomes interchangeable and seems superfluous.
How does good content succeed from person to person with AI?
I'm still figuring that out myself. I think AI can do a great job of organizing, structuring, and sprucing up content collected by humans. But it needs good guidance: someone who thinks along with it, puts it into context, and is empathetic.
What mix of talents and skills should a content team have today?
My immediate reaction is: "The more, the merrier." This stems from my frustration with the fact that teams have become so small these days. What an editorial or content team needs is curiosity, a passion for language, and the ability to contextualize information. Add to that the craft: writing, editing, structuring. And empathy—for topics, interviewees, and readers. Tools can be learned, but attitude and judgment are less so.
Complete the sentence: Content is always...
…modeling clay. Far too often, content is produced for content's sake. That's about as boring as the stuffing of a toy dog without its outer shell. Only the idea, the form, the meaning and purpose breathe life into it.
