Marketing Consultant Katharina Lewisch up close and personal: „If content is king, structure is queen.”

| January 31, 2019 | | Reading time: 3 Minutes


Good content does not live by substance alone. It is the structure which makes all the difference between generic content and glorious one. And in this area, Katharina Lewisch, our Marketing Consultant, is a true expert.

She is the godmother of content production. She develops communication strategies and optimizes editorial processes, she is the brain behind content calendars and text reviewer who misses no spelling or grammar mistakes. Her approach is sometimes revising, often scrutinizing, but in all cases one thing above all: thorough.

At the interface between clientes, editors, partners and content managers she always keeps the overview and the content machine up and running. In the interview she tells us what she particularly likes about her job and why she came to be the chief teapot officer.

So you work with content?

Exactly, I organize editorial meetings, develop content clusters and content offers together with our clients – putting it shortly: I coordinate the entire content creation process and manage all tasks accompanying the production of articles, videos, podcasts, etc., from the collection of ideas to their implementation, from planning to publication.

How do you explain the concept of content to your mum?

Funny you should ask because when I started here my family kept asking the same question. So, what I told them is this: Content can be very diverse (text, video, audio, etc.) and its purpose is to get information to people who – consciously or unconsciously – search for it, and to whom it is particularly valuable and relevant.

Do you prefer to create or consume content?

I think that both is important, but I especially enjoy consuming content. In order to be able to develop great initiatives together with clients, you need to stay open for new ideas and get inspired via different channels, events and by exchanging yourself with others. I’m not so much into copywriting myself, but I really like working with our editors and reviewing their texts. Often they put a smile on my face (e.g. when a turkey appears in a consulting context). So, in this sense, yes, I prefer consuming content because I enjoy it and I always learn something new. :)

Or perhaps you’d rather eat instead? What does content taste like for you?

For me content tastes like a mixed salad with a great topping. You need many high-quality ingredients in order to prepare a yummy salad that does not only look good but also keeps you satisfied for a longer period of time. And the topping is that little bit extra, that makes me want to have it again and recommend it to others.

If content is king, who is queen?

Structure. Not only the topic itself, but also how it is transported is important to me. Cutting it short: the line of argumentation, a distinctive way of writing, spelling and grammar.

Content creation: What kick-starts your content machine?

The exchange with friends and colleagues. I realized early on – already during my studies – that a change of perspective can work wonders. Sometimes when you are routine-blinded all you need is a small impulse to further develop an idea.

Early bird or night owl?

Definitely a night owl. It is in the evening hours when I get particularly creative and develop ideas that I can bring into my projects over the next days to come.

CrossFit or yoga?

In the past I often participated in Cross-Fit classes. But since a lot of my friends keep on talking about yoga, I’m intrigued to try that too.

Coffee or tea?

Definitely tea. At the office I’m the chief teapot manager.

What is your desktop background?

I have to admit that it is still the preset picture of mountain scenery. Note to myself: next todo = change desktop background

Social content: Facebook, Insta, YouTube – what is your favourite channel to stalk?

Instagram and YouTube, since I’m a rather visual type and this is how I like to get inspired :)

Binge watching – we know you do it too! What series has you hooked?

There are a lot of good series, but Game of Thrones definitely is among my very favorite ones. I look forward to the 14.4. already, when the new season is released.

What’s the content of your milk carton: cow milk or soy?

Neither. I prefer oat or rice milk.

Hidden content: Just between us – what skeletons are hiding in your data closet?

Nothing comes to my mind spontaneously. But for sure there are some pictures or posts from back then that would make me laugh today.


Katharina Lewisch

Katharina Lewisch

Credit: © Fischer Food Design/Adobe Stock | Portrait: © Rafaela Pröll