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:
Dr. Stephanie Robben-Beyer, Communicator & Coach
What does content mean to you?
I want my content to fulfill certain aspects: provide technical information and, above all, inspire. That's why I personally always ask myself four questions before editing content.
➡️ Who are the readers?
➡️ What interests you?
➡️ What is the use of my content?/Which benefit gives you my contribution?
➡️ What does my contribution say about me in my job?
In addition, after writing a contribution, I check the answer to the questions at the top and check my "three Jas":
I say yes through my post on the topic, yes to readership and yes to me?
I like to keep my content close - as long as necessary and as short as possible.
We live in a 24/7 "information overflow society",
That's why I like to get topics in my articles.
Content of others that I like to read myself must - according to my own
Inform standards (see above) and / or inspire.
What was the worst piece of content you encountered?
In my eyes, this is the inflationary own-pr / self-advertising
A la: I'm proud of ... Yesterday I was allowed to ... have been ... for many years ...
Coupled with namedropping.
PR is good and important - but please not as often and sometimes "narcissistic".
I personally work in every respect like a doctor:
Act and remain silent.
How does good content work?
Please see above 😉.Plus a good, attractive visual presentation makes sense - appropriate to the respective medium:
➡️ Written post
➡️ Picture
➡️ Infographic
➡️ Small film, video, animation ...
➡️ Podcast, audio file
The technology is a good, important "horse" - but no more and nothing less.
PS: I love storytelling - combined with concrete, practical and pragmatic tips of action.
Complete the sentence: Content is always...
... well if he can ask himself certain questions (see above),
➡️ is correct in terms of content,
➡️ is easy to understand
➡️ is visually easy to read.
➡️ Self-PR / self-advertising, if it has a positive effect on the image of the editor, creates trust, binds customers and can be well divided into social media.
➡️ Keywords: brand awareness and brand loyalty.
