Content analytics company smartocto, which heavily focuses on user needs, published an analysis this month on the Audiencers, featuring a case study of one of its clients, Nederlands Dagblad.

What it found

The newsroom produced a large amount of “update me” and “educate me” stories. Yet, stories aligned with five other user needs generated higher median pageviews and stronger engagement.

The recommendation

Produce fewer of those stories and instead increase output on other needs, specifically “give me perspective,” “connect me,” and what it calls “move me” stories.

The results

Overall reach improved and engagement increased significantly across all user needs, with an average rise of 29%.

Smartocto’s recommendations:

• Focus on one or two things to have a clear view on the outcome.

• Identify what metric you want to improve. 

• Make user needs part of every content planning meeting.

• Check in weekly on results to understand if you are achieving your goals.

• Make sure the tagging is accurate.

• Make it fun and celebrate wins!

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