Earlier this year, part of The Editorialist team attended the Rencontres de l’Innovation Éditoriale, an annual event bringing together media and communications professionals to explore best practices and innovation in the field.
One approach stood out: the User Needs Model.
Why does this model make a difference?
The User Needs Model is based on a simple yet powerful premise: each piece of content should meet one of eight core audience needs, grouped into four categories:
KNOW / FACT DRIVEN
- Keep me updated: deliver essential, up-to-date information.
- Keep me engaged: encourage participation and interaction.
DO / ACTION DRIVEN
- Connect me: create empathy or affinity with the subject.
- Help me: highlight the impact of events and inspire action.
FEEL / EMOTION DRIVEN
- Inspire me: showcase uplifting or aspirational stories.
- Divert me: offer lighter, more entertaining content.
UNDERSTAND / CONTEXT DRIVEN
- Give me perspective: provide analysis and contextual insight.
- Educate me: explain the foundations of complex issues.
A model that transforms content strategies
Developed in 2016 by BBC journalist Dmitry Shishkin, the model emerged from a striking insight: although 70% of the content published by BBC Russia was news updates, these only accounted for 7% of total page views.
The imbalance revealed a key opportunity: diversify editorial angles to better capture and hold audience attention.
Shishkin and several publishers began experimenting with the eight user needs—particularly the six often overlooked: inspire, divert, educate, connect, help, and give perspective.
The result? Richer, more effective content strategies that align more closely with real audience expectations.
Today, the model is used by leading outlets including BBC World Service, Radio Télévision Suisse, The Conversation (UK), The Wall Street Journal (US), and the South China Morning Post.
“The BBC model applies about 80% of the time. Publishers should invest in audience research to better understand user needs and then adapt their strategies. When analysing performance, the most interesting insights lie at the intersection of three variables: user needs, formats, and topics. Start measuring content impact within this triangle, and you’ll make your production more effective—and build stronger relationships with your audience.”
— Dmitry Shishkin, quoted in Financial Times Strategies
The example of Radio Télévision Suisse (RTS)
RTS has integrated the User Needs Model into its workflow through the BakerStreet AI tool, which automatically analyses and categorises content based on audience needs.
By harnessing AI, journalists can quickly identify relevant angles and adapt their work accordingly. A few examples:
- Local newsletter: a curated mix of inspiring stories and regional initiatives.
- RTS WhatsApp feed: a smart balance of quick updates, in-depth analysis, and motivational content
A missed opportunity in France
Despite its success across Europe, the User Needs Model remains underused in France. Yet its potential is undeniable: it brings structure to editorial decisions and boosts content performance.
- Feedback from early adopters highlights four key benefits:
- Create useful, engaging content that builds long-term loyalty.
- Optimise resources: produce less, but better.
- Move beyond inward-facing messaging to build real audience connection.
- Align data and editorial with a clear framework for decision-making.
For media companies—and any brand seeking to innovate their content strategy—the User Needs Model offers a powerful tool to strengthen trust and relevance with strategic audiences.
