Are not we all a bit ... journalist !?
The importance of journalism has remained the same from the beginning of time; but the way to pursue a journalistic activity has changed drastically. Here, too, digitization is clearly noticeable. If you paid close attention to writing style and social aspirations years ago, the work today seems somehow "freer" to work.
With the pencil in his hand and the camera around his neck, the rapporteurs threw themselves into the flood of events to bring us a little closer to the world. The lyrics and TV news sounded ghetto-perfect and high-pitched. Of course, the media was limited to newspapers, TV and radio. The reader, viewer and listener was unapproachable, the instruments clearly structured and the procedures retracted. Editorial tasks are an integral part of journalism, and here, too, the writer goes hand in hand with the Zeitgeist.
The liaison of zeitgeist and editor
Then came the "new land" Internet. Suddenly, stuck structures became flexible options; cross-media channels that needed to be used. On the computer, on mobile devices, video channels like YouTube or social media platforms like Facebook. News, articles, posts, posts, and more.
The writing pad was yesterday - well, not quite - and the smartphone became a Swiss army knife for journalists. Videos, photos, voice recordings, bundled in a friendly pocket format. The "Upload" determines the timeliness and the range by clicking numbers success. Whom Meerkat, Twitter and meme are not familiar terms, it will be hard these days. Podcasts and Twitch remain unused? "Which generation do you belong to, please ?!"
Outcry for quality
Journalism has adapted to the fast-paced society. Inevitably, this development led to the point where the quantity of quality leaked past. Unfortunately, that was exactly the time when I decided to pursue my passion as an editor professionally. "Editor, they are now like sand on the sea!" Right. Dumber could not have been the time for me.
But there was also a positive aspect. The fact that everyone in the meantime could somehow be an editor, writer, author, or other scribe, promoted the phenomenon of selection. Natural selection in virtual reality - paradoxical. No one just wanted to read "just anything" anymore. The cry for quality became louder again.
Although one concentrates diligently on the so-called tendrils with Google, by creating SEO-optimized texts, but again meaningful and without alphabet soup, as well as an unpleasant abundance of nonsense. Recently, a valued colleague from my circles was rewarded with a critical commentary for his penchant for "free writing" and linguistic flexibility paired with a touch of satire. It was a torture to read his texts and would correspond to the pure, commercial zeitgeist, nothing more.
The flavors are different
Of course, tastes are different. This also applies to all existing articles: It is well received by 150.000 readers, but not by one. Where wood is chopped, splinters must fall. And we know that we live in a country of freedom of expression. Without this critical comment I would never have come to the decision to write this column. But is writing after the "pure zeitgeist" so wrong? Since we have an "interesting" topic (since interesting is a relative term, I justify myself briefly at this point to counteract any reflections on who is interesting and who is not), a grammatically correct written, living text with high-profile synonyms for read-out 08 / 15 words and even a little personal charm that seems to betray something about the author. I am of the opinion:
Society wants to feel what we experience. She wants to smile when we write humorous lyrics and be sufficiently informed, as well as honest, when something serious happens. Above all, the lyrics may be made linguistically more flexible today. That does not necessarily mean "colloquial", with no grammatical structures, but definitely "more alive". Why? Because the proximity to the reader is created. Not artificial, but honest. It's more fun to read something that I can identify with. If I am interested in the current stock prices or if I follow the real estate market, I am aware of knowing factual facts. But even here today, it should no longer bother anyone to get a lively report on current facts.
The content and its marketing
What should an editor in the 21. Century actually distinguish? Certainly the ability to write, no doubt. A certain amount of professionalism he is allowed to bring with him. At least he should know what he's doing. Otherwise, the reader probably puts a lot of emphasis on authenticity. Maybe he also wants to feel the passion for writing. That's exactly what I want to achieve as an editor; that my articles "arrive well". I want to be able to pay my rent with the satisfaction of the readers. For that I do the whole thing.
Good content is so important today that it can replace traditional online advertising in some places. Text replaces flashing, popping up, with annoying music underlay advertising banners, which are placed for horrendous sums. The user wants to be skillfully kept in a good mood. What use is there a lettering that can be closed within a few seconds by cross-clicking. Content seems to play an increasing role. It is time to market this. But that has to work, just like everything else. The advantage: Good content does not simply "pop", it tells a story, is more durable. If you combine the written part with a not insignificant component in this day and age, you are on the right track. This component scolds itself for "visualization".
Eye-catcher and quality content
The perfect eye-catcher for quality content: The photo as a hanger. Of course there is more to it than just a simple contribution. It may be target-oriented. He must be well written. And if we already feel at the cutting edge of time, it would also be great if the contribution achieved a good placement.
Unfortunately, compressed nonsense is not yet a thing of the past, and commercial mainstream H1-style headlines continue to appeal to readers, such as "The 10 Best ...", "5 Reasons Why ..." and the Overkill "You Will do not believe what ... ". Unfortunately, they all often have one thing in common: they barely live up to their promise. I'm getting tired of such headlines, which does not necessarily mean the posts are badly written, but content marketing works better on some levels than on others. For me, these content brands are similar to the puffing ads; I do not even click on it anymore.
The optics do it
Why can content marketing hold its own against the desire for visualization at all? Everything seems to revolve around the perfect picture. With the generation of readers it is similar to the everyday life: the first impression counts. This is definitely the picture for us in digital marketing. If the visual aspect is skilfully set, the first click on the article is saved. The introduction, however, should make it clear where the picture stops: to maintain the interest that has been aroused. In the ideal case the article is read to the end. Perfectionism is when the reader can finally be satisfied by the Eye-catcher, the content of the article up to the last line and ... return. Only because articles in the language may now be more flexible, it does not mean that there are no high expectations to be met. A free writing does not contain a good content.
The situation is similar with this opinion contribution. Freely arranged thoughts with content interesting to appearing approaches entice to read on, but do not make any quality article. How quality is defined, however, is an open question. In addition, I have made a lot of effort, my "linguistic flexibility" not completely scattered on the screen - after all, we are here on a serious blog with quality contributions and not the poetry slam in a grubby Berlin club.
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