The User Needs Model is an innovative approach that empowers publishers to build their engagement strategy based on what readers truly want from news. By identifying and addressing their readers' needs, publishers can forge genuine connections with their audience. In this series, we explore how publishers can use user needs and live blogs to enhance their content strategy. In the first part, we discussed why live blogs are effective for providing updates, offering perspectives, and inspiring readers. Today, we’ll focus on how publishers can use live blogs to connect, educate, and divert their readers.
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"Connect Me"
This need reflects readers' desire to connect with others who share similar ideas, experiences, and backgrounds while also inspiring action. Articles addressing this need should illustrate how news is relevant to readers' everyday lives and how it ties them to their communities. People appreciate feeling part of a broader narrative, and providing that sense is an effective strategy for journalism to combat news avoidance and win readers back. With its interactive features and opportunities for conversation creation, live blogs provide numerous ways to meet this need effectively.
1. Let Readers Share Their Experiences
A powerful way to connect people to their communities is by allowing them to share their stories and see that they're not alone in their experiences. This approach transforms readers from passive observers into active participants in the story. Publishers can achieve this by integrating user-generated content (UGC) into their live blogs, which engages readers and makes them feel their opinions are valued.
Stuff, for instance, employed UGC in their live blog "Finding the biggest potholes in NZ." They invited readers to submit photos of the largest potholes in their areas, which were featured in the live blog alongside their quotes and thoughts. These potholes were plotted on an interactive map integrated at the beginning of the live blog and updated as more photos were submitted. In addition to user-generated content, Stuff included external content explaining how government decisions impact local road conditions, further connecting readers to their communities. This approach not only fosters a sense of belonging among readers but also enhances Stuff's reputation as a trusted news source delivering stories that truly matter to people.
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2. Dialogue Over Monologue
3. Provide Readers with Agency
The "connect me" approach is action-driven, meaning your readers want to feel part of something bigger and act on that feeling. Publishers should not only cover issues or problems but also offer their audience concrete ways to address them: What steps can they take to combat the problem? Where can they sign a petition? Who can they talk to? This approach is especially effective in regional or local journalism, where communities are closer-knit and publishers have more opportunities to establish meaningful connections with their readership.
During natural disasters, publishers can use live blogs to provide timely, essential updates while also offering crucial information on where to donate, how to assist with sandbagging, whom to contact for help, and more. For instance, during the recent floods in Germany, Zeitungsverlag Waiblingen used a live blog to deliver prompt updates on the situation in the region, share images from the scene, and include external articles for comprehensive coverage. At the end of the live blog, they added an external article detailing all possible ways to help and donate, along with essential information about the flooding for each affected community. Additionally, they provided their email address, inviting readers to suggest any other ways to assist, further engaging them in the response efforts.
"Educate Me"
1. More Multimedia for Better Comprehension
In content-rich live blogs, like RND's historical coverage of September 11, incorporating images, videos, social media embeds, and other multimedia aids readers in digesting information without feeling overwhelmed. For educational content seekers, visuals enhance comprehension - "seeing is believing." These visual elements not only boost engagement and retention but also foster reader trust and understanding. RND's live blog, for instance, supplemented facts with YouTube videos, tweets by notable figures, and multiple scene photos and videos.
2. Provide Additional Context
Integrating external articles into a live blog, as demonstrated in Sueddeutsche Zeitung's Olympia 1972 coverage, offers readers more background information and a broader perspective on the story. Those seeking educational content are likely interested in delving deeper into the topic and integrating additional articles enhances their understanding while keeping them engaged on the website longer.
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"Divert Me"
"Divert me" articles give readers a much-needed break from hard news, interrupting the negative flow with fun or entertaining content. When readers find a story that brings a smile to their faces, they're more likely to stay on the website longer and return to regular news after a short break. This is where live blogs shine. Their versatile format, similar to social media, delivers the experience readers crave: short, engaging updates filled with various types of media that keep them amused and scrolling for more. To meet this need, publishers can use live blogs to complement broadcasted events like concerts or sports games or to cover unique topics, such as Stuff's Rare Blue Supermoon live blog.
1. The More Visuals, The Better
Nothing tells a story better than visuals - whether it's an image, video, or GIF. This is especially crucial for readers with a "divert me" need, who prefer engaging visuals over long text blocks. RTL, for example, used a live blog to complement their "Let's Dance" TV show, offering additional background context and behind-the-scenes content to build a stronger connection with the audience. The feed is packed with various visuals: single images, slideshows, social media embeds, and screenshots from participants' social pages. Even though the live blog is lengthy, the entertaining topic and various multimedia elements make it easy for readers to consume.
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2. Adjust Your Tone of Voice
Consider not only what you cover but how you cover it. Live blogs allow you to inject a personal tone into storytelling and bring more reporters, and therefore more voices, into a single story. This approach can make your coverage even more captivating. The possibilities are endless: RTL's "Let's Dance" live blog uses emojis to create a casual tone, Der Spiegel has reporters interact in lively dialogues, and Stuff includes videos of reporters speaking directly to readers in their Taylor Swift ticket sale live blog. By humanizing reporters and bringing them closer to readers through live blogs, publishers can better meet the "divert me" need and provide readers with the engaging content they crave.
Part three of this series focusing on other user needs is coming soon. Stay tuned!
