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From Würzburg into the world

05/31/2019

He studied German philology at the University of Würzburg and will never forget discussing his first term paper with his prof. Today, Max Schmitt manages a text agencies and loves playing with words.

Max Schmitt
Max Schmitt is one of two equal managing directors of Contify, a Würzburg-based text agency. Photo: Katrin Heyer (Image: Katrin Heyer)

Which jobs do graduates from the University of Würzburg work in? To present different perspectives to students, Michaela Thiel, the director of the central alumni network, interviews selected alumni. This time, she talked to Max Schmitt. Schmitt studied German philology at the University of Würzburg and did a traineeship in a publishing company. Today, he is one of two equal managing directors of Contify, a Würzburg-based text agency for "superior content that adds value", as their website puts it.

Mr Schmitt what do you find fascinating about text? The clarity. You need clear words to translate a thought or idea into text. There are innumerable synonyms or alternative terms for each word I use. Opting for one word means rejecting numerous other solutions. I give a clear connotation to the content. Playing around with language, creating a specific reality in the minds of the target audience is what fascinates me.

How did you get your current job after university? After my second year at university, I did a traineeship in a small Würzburg publishing house where I met my co-founder and business partner. Being enthusiastic about journalism and interested in text, I already knew that I wanted to pursue a career in this field before starting university. In order to embrace what were then the "new media", starting your own business was a logical – and necessary – step. After my traineeship, I was looking for a niche to suit my goals and skills which quickly led me to online marketing. Today, our agency helps businesses with managing their digital content from strategic planning to implementation.

What does your work as a managing director typically involve? My daily activities at work concern two areas: working in the company and working on the company. Besides administrative tasks, customer contact, coming up with ideas and project planning, the team has the most important role. Our staff of 17 dedicated employees are the heart of Contify and significantly contribute to making each single job a success. In order to respond to all needs, promote individual talent and build team spirit, it is crucial to communicate on a regular basis. And ultimately it is all about never running out of coffee. 

What would you recommend to students who want to pursue a similar career? Even the longest journey starts with the first step. If you are toying with the idea of starting your own business, you should take the first step – maybe while still studying. Time will tell where you are ultimately heading. How is the market going to react? Do I have to discard my idea or rethink? What can be my niche? The answers to these questions change over time. However, it is very important that your friends and family support you. Doubt and pride, failure and success come and go. To me, close friends were and still are my strongest support.

What is your best memory of your time as a student in Würzburg? The grade I got for my first term paper. The prof asked me to see him to discuss my paper. I still remember his question: "Full marks for content but a complete failure in terms of formal requirements. How do you expect me to grade this?" Fresh from school, I was rather unfamiliar with scientific work methods to put it mildly. So I threw together hypotheses, considerations and statements by guess and by gosh. Instead of citing sources to support my assumptions and statements, I debated and argued, applied what I had learned in seminar and elaborated my theories. He told me that I was not the "instance in the history of literature" to formulate my own thoughts. What sounds harsh taken out of the context of our conversation is beneficial in my everyday work: The user must trust the content, the publisher and the brand behind it. Using sources, truths and facts to build trust is indispensable to communicate a message in a credible and lasting manner. Moreover, my prof inspired me to do better.

Thank you for the interview.

If you want to learn more about the alumni network of the University of Würzburg or to register, follow the link below.

By Michaela Thiel / Gunnar Bartsch

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