Good content is more important than ever! That's why SCRIBERS[HUB] also provides first-class copywriters, authors and journalists for quality content. In the “Content Buzzer” interview series, Sabine Fäth, founder of SCRIBERS[HUB], asks communications professionals these questions every 14 days:
Prof. Dr. Manfred Uhl, Marketing management and corporate communication, Augsburg University of Applied Sciences
What does content mean for you?
Basically, content is content. But is everything that content also has content? Is an advertisement with content the same content marketing? Probably not. You have to take a closer look. The crucial question is, when does content have an effect? Content works when it is valuable. Not for the senders, but for those who discover it. Effective content is relevant, goes deep, touched and stuck. The heart rate should increase and the language fall silent - as with a good movie.
What was the worst content you met?
I don't spontaneously think of a specific example, but of the countless examples of self -portrayals. Companies that knock on their own shoulders and want to tell people: look at how great we are! The self -adherence can be read in editorials, discover in the selection of topics or marvel at in the visual language. Out of all self -praise, those who actually do are left behind. This phenomenon seems to be inevitable - against better knowledge.
How does good content work?
By first dealing with the people you want to reach. All so -called stakeholders are primarily people. And we humans are more emotional than some may believe in the business or technology environment. If you doubt, you are welcome to consult current knowledge from neuropsychology. So we have to find out what is relevant for people and what really touches them. Incidentally, it is never products. But maybe what you can experience with products and brands touches. This experience then needs to be researched cleanly and editorially high -quality in text, image, moving image and the right channel. A multi -sensual mix of digital and analog address does not harm. If the content itself, its preparation and its way are correct, the companies will voluntarily give interest, sympathy and trust.
Complete the sentence: Content is always...
... there, but is he relevant? Information overflow and the experience of a "new" normal show us what is really important in life. Real life always writes the best stories.
