If you want to connect with your readers, you have to give them value. Embrace a more creative approach to news and cover the facts from a different perspective. That's why we want to help you choose the right editorial approach for your next story. If you write stories that go beyond stating the facts and what has happened, your readers will keep coming back for more.

The Triple N project is where we work to enhance our smart notifications, inspired by the user needs model. We wholeheartedly believe in the user needs approach and are convinced that adopting it will help our clients create more impactful stories, with higher engagement and a stronger connection to their readers.

News needs

The project


The notifications

Expected outcome

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can smart notifications help editors choose the right user needs approach for their story?

News needs

Modern audiences are becoming more demanding when it comes to news. They're not simply looking for updates, they also want to be educated on certain topics, read inspiring stories, learn more about possible solutions to problems. This can give them the knowledge to participate in conversations, offer interesting facts to share with friends and family and provide a more positive outlook on current events.

The BBC World Service developed the user needs model to answer to their audiences' demands. This model states that audiences have 6 different reasons to consume news:

  • Update me
  • Keep me on trend
  • Give me perspective
  • Educate me
  • Divert me
  • Inspire me

'Update me' fulfils the basic news need: what has happened? Most of the news stories created today fall into this category. But research has shown that the others have a much higher engagement rate. They are worth the extra work.

we believe in impactful content and stories

The project

The goal of this project is to

  • highlight the value of user needs for the growth of media outlet's readership
  • prove how user needs boost the newsrooms' content commissioning efforts
  • facilitate journalists' efforts to engage with their audience more effectively

We want to provide our clients with notifications that go beyond simple news updates; a toolkit that helps them choose the right user need approach for every story.

Stages of the project

  1. Zero measure: we took a close look at the current content of our participating newsrooms and how well it performed. Maybe they are already using the news needs approach?
  2. Creation of the notifications: our data science wizards create an algorithm that recognises the user needs and offers the right notifications.
  3. Creating stories answering the user needs: the participating newsrooms start working with the notifications and create content according to the user needs approach.
  4. Evaluation: have the notifications and user needs approach helped the participating newsrooms to generate more engagement with their stories?

who's involved?

The news need notifications

This is what's going to make all the difference in the newsroom: smart notifications that tell you when to apply the user needs approach. Here are some examples of what you can expect:

  • After a big spike in traffic this story is still attracting readers. Try creating a follow-up from an alternative user need perspective.
  • This story meets your readers' expectations! Try engaging them even more with a ‘Give me perspective’ follow-up.
  • This story was very popular, can your team create a follow-up from the ‘Educate me’ angle?
  • Twitter is going crazy over this story! How about an explanatory follow-up or an expert’s opinion?

Alternatively, the algorithm can identify the Facebook reactions on a story and provides you with tips for suitable follow-ups.

People are truly connected to this story. Give them more context.

People are impressed by this. Is it possible to write a more emotional or personal story about this?

Your audience finds this amusing! Create a ‘Divert me’ follow-up.

This story resonates with and touches your audience. Try writing a follow-up that gives more context or provides an explanation.

People are expressing their anger at this topic! Make a follow-up that shows more sides to the story.

Expected outcome

We plan to integrate the news needs approach in our tool, the notifications and our consultancy. That's how convinced we are that adopting this approach will benefit editorial rooms everywhere. Editors tend to overproduce the content that is performing the least. If you make the switch to other formats and needs, you can expect a major change. So we say, let's put all that effort towards creating content that performs demonstrably better.

  • These user needs exist and are valid for newsrooms today
  • We are able to recognise from the data if the audience wants a user need in relation to topics
  • If we send out notifications in real time and they are followed up, the connection to the audience is much stronger
Actionability is the key to prevent data overload in the newsroom

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