“Responsible content doesn’t push—it guides,” Maximilian Obersteller 

What do you get after combining a dedicated digital journalist, a man with a knack for marketing, and an avid iGaming enthusiast? In a name, Maximilian Obersteller. Although much of his work has been dedicated to media and communication studies, he is also keen to highlight the latest content creation trends. We recently had the pleasure of sitting down for a short interview, and he chose to discuss the role of accountability. Let’s see why Maximilian Obersteller represents a new breed of analyst. 

Transparency Should Always Represent a Baseline Indicator 

We wanted to ask Mr. Obersteller about the current state of affairs associated with content creation, and he was surprisingly candid with his answer. 

“While there’s plenty of content out there, trustworthy material seems to represent a commodity,” he begins with a hint of disappointment. “Somewhere along the way, we forgot about the role of responsibility when engaging the end-user. This is why terms such as ‘fake news’ have become rife.” 

It is important to mention that this is not merely a personal opinion. Maximilian Obersteller has devoted a significant portion of his ongoing research to analysing forms of digital communication; particularly those relevant to the marketing ecosystem. He stresses that quality can often be sacrificed for numbers. The problem here is that more is rarely better. Content that is not imbued with an innate level of transparency will always fall short of the mark, and sacrifice what could have otherwise represented a successful marketing campaign. 

A Gentle Hand as Opposed to a Forced March 

Maximilian Obersteller is also quick to emphasise that responsible content is not only associated with transparency. It is directly related to the ways in which advertisers choose to interact with their intended demographic. He was kind enough to elaborate further. 

“Think about it this way. Would you prefer to be told what to wear, eat or drink? Or, is it better for a company to provide reasons why you should wear certain clothes, eat specific foods, or drink a type of beverage? The simple fact of the matter is that no one wants to be force-fed a product or service; regardless of how revolutionary it might actually be.” 

These observations are not without merit. Maximilian Obersteller states that a sizable portion of his Instagram followers feel the same following the results of a recently closed poll. 

A Touch of Empathy Goes a Long Way 

Some readers may still be able to recall the marketing campaigns that defined the 1980s. These tended to represent aggressive, sales-driven approaches primarily focused on the “bottom line”. Consumers were either in or out. There was little room for compromise. While profits may have risen, the notion of brand loyalty was frequently sacrificed as an unintentional result. 

“We are living in an era that is being defined by a more audience-centred approach,” Maximilian Obersteller continues. “Users want to be offered products linked with real value. They are no longer enticed by cookie-cutter advertisements. Those who are made to feel as if they are nothing more than a statistic will inevitably look elsewhere.” 

This is why he stresses the role that empathy must play. After all, why create pressure when it is just as possible to engender trust over time? The good news is that things have already begun to change, and Maximilian Obersteller is perfectly willing to state that there is a light at the end of the tunnel. 

The Role of Sensible Moderation 

“Just as my journalistic research is rarely black and white in terms of the results, content creators should not be afraid to tap into the grey areas. It is perfectly acceptable to develop an empathetic marketing campaign that also embraces an assertive stance. This is when the power of specific strategies, such as creating a sense of urgency, will come into play.” 

So, how can marketing experts straddle both sides of the proverbial fence? Maximilian Obersteller offers a morsel of insight that is as simple as it is effective. 

“Know your audience. Appreciate their needs. Identify their pain points. These are the only real ways that you will be able to establish an organic connection. Pushing too hard will result in nothing more than yet another lost sale.” 

Ultimately, a guiding hand is much more useful than twisting an arm. We only hope that more content creation specialists learn to embrace this maxim.