Author: Li Anxin
Drawing on his expertise as a digital consultant to WAN-IFRA’s expert panel, Clifford outlined a plan to balance audience engagement with editorial integrity.
By responding to specific user needs, from real-time updates to deeper storytelling, media firms can move from reactive content creation to proactively engaging audiences, strengthening loyalty and trust.
Traditionally, newsrooms have operated on a content-driven model, prioritizing quantity over quality to capture audiences’ attention. But as Clifford told attendees at the Singapore event, lots of this content doesn’t really connect.
“Eighty-five percent of articles fail to generate significant engagement or conversion,” Clifford said, calling them “ghost articles” that take more time to create than the total time spent reading them.
Shifting to user-centric journalism
The user needs framework addresses this inefficiency by categorizing audience requirements into actionable clusters corresponding to “update me,” “educate me,” and “inspire me.”
Clifford told how the sports office once overproduced stories on area of interest topics corresponding to rugby league, ignoring high-profile coverage of the Premier League for example. Refocusing efforts on audience priorities resulted in significant increases in engagement.
Transform data into motion
Data is the foundation of a user needs strategy, but data alone just isn’t enough. Clifford emphasized the need for editorial review. “Metrics guide us, but they shouldn’t dictate everything. Balancing data-driven decisions with journalistic instincts is key to maintaining credibility and value.
In practice, data can be used to identify content gaps while ensuring that high editorial standards are maintained. When tackling complex topics like climate change, newsrooms can combine “educate me” and “help me” strategies to clarify issues and provide readers with actionable steps to make a difference.
Success stories in user needs journalism
Real-life examples illustrate the transformative power of user needs strategies. Clifford pointed to election coverage in which breaking news (“update me”) is supplemented with explanatory articles (“educate me”) and expert evaluation (“give me perspective”). This multi-layered approach maximizes audience engagement while providing depth and context.
Clifford also added that simplifying the framework is crucial. “If you overcomplicate it with too many categories, editors and reporters will have a hard time implementing it effectively. Start with the basics and repeat over time.”
Another challenge is ensuring inclusivity. User needs frameworks must reflect diverse audience demographics to avoid marginalizing underrepresented groups. Clifford really helpful repeatedly engaging the community – through surveys, focus groups or social media – to ensure all voices are heard.
Transformation plan
For editors looking to adopt user needs strategies, Clifford offered practical advice:
Define your brand’s purpose: Understand what your organization stands for and the way it serves its audience. This transparency will guide content strategies.
Leverage data: Use analytics to discover what’s working and what’s not, but contextualize data with editorial insights.
Start small: Initially, deal with a number of user needs, corresponding to “update me” and “educate me,” after which expand on them as your team adapts.
Train and support journalists: Provide clear guidelines, checklists and feedback to help reporters tailor their work to user needs.
Repeat over and another time: Treat user needs strategies as a living process, refining approaches based on audience feedback and performance data.
By applying strategies that address user needs and creating stories that actually matter to audiences, news organizations can construct stronger connections, construct trust and achieve sustainability.
“It’s not about what we think the audience needs – it’s about listening to what they tell us, what they want,” Clifford said.
For media leaders ready to adapt, the user needs framework offers a path to relevance and influence in an increasingly competitive landscape.

