In order to make really good content, you’ll need a variety of different ingredients and someone who keeps track and knows exactly what to do with them. And this is where our colleague Maren Waffenschmid, Marketing Consultant at Content Glory, comes into the picture.
As one of our project managers, she mainly organises, coordinates and plans. She always stays on top of things, be it internal projects, or those of her clients. Between strategy reviews, editorial meetings and process conferences, she ensures that the final product turns out glorious.
What she enjoys about it most? Observing and influencing the interdependence of content and medium up close. With an academic background in theatre, film and media studies, Maren passionately brings theory into the Content Marketing practice. Read the interview to find out what inspires her most and why chaos and order cohabit in the harem of the content king.
So you work with content?
What else? My heart beats for history and stories, information, data and knowledge – either social, emotional or factual – as well as its distribution. The content determines the medium and this in turn dictates the way of its presentation – wonderful.
How do you explain the concept of content to your mum?
Mum, content is all you need to answer your questions. No matter in which form – auditory, visual, atmospheric, haptic, textual, emotional...
But quite honestly: content only describes the provision of information and knowledge.
Do you prefer to create or consume content?
Create! Although, consuming is also important, otherwise you wouldn't know a thing. But creating content is definitely my favourite. Being creative, trying, failing, standing up and trying again. ;)
Or perhaps you’d rather eat instead? What does content taste like for you?
Content is like a slice of bread and butter to me. There’s nothing better! Substantial and nutritious for both mind and soul. Varied and tasty with salt or chives. Depending on the type of bread, the garnish can be surprising, interesting and flexibly adjusted. Just like the location where I consume content, I can choose those myself: Honey, sausage, cheese, vegetables, fruit, chocolate, pasta or meat – there is little that doesn’t taste better with bread. And if the bread is also homemade – awesome!
If content is king, who is queen?
Well, I think my king has a harem:
- Creativity and courage: Two components that the royal content needs by its side to deal with the surrounding, current events and the spirit of the times – and furthermore to govern in a future-oriented and foresighted way. I believe that without the courage to take risks, nothing really works.
- Then there's research, strategy, tactics and, of course, storytelling:
Equal players for a functioning government. How else can information be generated, prepared and served to the right guests in an appealing way?
- Order, chaos and structure complete the royal household: Sounds strange, but our content king needs the variety of the opposite pair order and chaos. Structure is still most likely one of the more "willing" servants.
Content creation: What kick-starts your content machine?
Boredom, passive locomotion (like a train ride) and my bathroom. Actually everything that has to do with time, fluctuation and water. Alcohol also helps sometimes...
Early bird or night owl?
That depends on the season. I get up with the sun – but I rarely go to sleep when it goes down. I don't need much sleep. But when I’m tired, I can fall asleep anywhere at any time. Is there a such a breed of birds or do I rather sleep like a log?
CrossFit or yoga?
Hm. The selection is a bit limited. I like variation and usually practice a sport ambitiously for several months or years. Currently it’s all about yoga and running for me. Otherwise, I liked dancing – until I had a knee injury – cycling, fencing, swimming, CrossFit, soccer and other physical activities that are fun and make me feel well-balanced..
Coffee or tea?
I drink coffee when I have headaches – that means quite often. Tea helps me to fight stress and a bad mood, because I am very receptive to herbal aromas such as lemon balm or fennel.
What is your desktop background?
Phew. On which screen? Something blue on my smartphone, an autumn picture with warm golden colours and a wide view of the landscape on my private laptop, a dreamy hill view in the fog on my tablet and so many open screens on my work PC that I can't even recall. I think it's a desert image that adapts to the time of day.
Social content: Facebook, Insta, YouTube – what is your favourite channel to stalk?
Facebook. I just grew into it. In the meantime, it has become my top information medium when it comes to relevant news for me: a mixture of personal news from friends and acquaintances, interesting events, articles and book tips. It also offers me a wide range of medially diverse content about culture, museums, marketing and the digital media world. It also keeps me current with news from home via Tagesschau, ORF and Heilbronner Stimme.
Binge watching – we know you do it, too! What series has you hooked?
Ui ui ui – you caught me. Last weekend I discovered another new series: Absentia. I've already binged through the two seasons... but since series always seem to become "depleted" so quickly, I've returned to fantasy novels. At least there is a nearly inexhaustible supply.
What’s the content of your milk carton: cow’s milk or soy?
Cow! In some cases almond milk. But soy...brrr.
Hidden content: Just between us – what skeletons are hiding in your data closet?
Which one? Photo chamber, self-written texts or textbook downloads in Mendeley, PDFs, presentations...? Honestly, it's not the skeletons that creep me out, but the mess that awaits me in my data closets (says the extremely organised project manager).
Credit: ©afxhome/Adobe Stock