Understanding the user needs necessary to generate meaningful engagement

Date:

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.

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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.

Rome
Romehttps://globalcmd.com/
Rome: Visionary Founder of the GlobalCommand Ecosystem (GlobalCmd.com | GLCND.com | GlobalCmd A.I.) Rome is the innovative mind behind the GlobalCommand Ecosystem, a dynamic suite of platforms designed to revolutionize productivity for entrepreneurs, freelancers, small business owners, and forward-thinking individuals. Through his visionary leadership, Rome has developed tools and content that eliminate complexity, empower decision-making, and accelerate success. The Powerhouse of Productivity: GlobalCmd.com At the heart of Rome’s vision is GlobalCmd.com, an intuitive AI-powered platform designed to simplify decision-making and streamline workflows. Whether you’re solving complex business challenges, scaling a new idea, or optimizing daily operations, GlobalCmd.com transforms inputs into actionable, results-driven solutions. Rome’s approach is straightforward yet transformative: provide users with tools that deliver clarity, save time, and empower them to focus on growth and achievement. With GlobalCmd.com, users no longer have to navigate overwhelming tools or inefficient processes—Rome has redefined productivity for real-world needs. An Ecosystem Built for Excellence Rome’s vision extends far beyond productivity tools. The GlobalCommand Ecosystem includes platforms that address every step of the user’s journey: • GLCND.com: A professional blog and content hub offering expert insights and actionable advice across business, science, health, and more. GLCND.com inspires users to explore new ideas, sharpen their skills, and stay ahead in their fields. • GlobalCmd A.I.: The innovative AI engine powering GlobalCmd.com, designed to turn user inputs into tailored recommendations, predictive insights, and actionable strategies. Built on the cutting-edge RAD² Framework, this AI simplifies even the most complex decisions with precision and ease. The Why Behind GlobalCmd.com Rome understands the pressure and challenges of running a business, launching projects, and making impactful decisions in real time. His mission was to create a platform that eliminates unnecessary complexity and provides clear, practical solutions for users. Whether users are tackling new ventures, refining operations, or handling day-to-day decisions, Rome has designed the GlobalCommand Ecosystem to meet real-world needs with innovative, results-oriented tools. Empowering Success Through Simplicity Rome’s ultimate goal is to empower individuals with the right tools, insights, and strategies to take control of their work and achieve success. By combining the strengths of GlobalCmd.com, GLCND.com, and GlobalCmd A.I., Rome has created an ecosystem that transforms how people work, think, and grow. Start your journey to smarter decisions and greater success today. Visit GlobalCmd.com and take control of your future.

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