Case Study: Omroep Gelderland drives more engaging, varied journalism with Smartocto

Omroep Gelderland sparks creativity with Smartocto as visitors stay longer and return more often

Omroep Gelderland, a Dutch regional broadcaster, faced the challenge of producing too many 'Update me' news stories and sought to better align its content strategy with the diverse needs of its audience. To address this, they partnered with the vendor Smartocto and adopted its user needs approach and analytics service.

The solution implemented by Smartocto involved developing a customized User Needs Model and integrating it into the newsroom's workflow. Editors tagged articles by user need, and Smartocto's data, including its CPI metric, was used to guide editorial decisions and brainstorming sessions. This resulted in a greater variety of content, which led to visitors staying longer on the site, returning more often, and a significant increase in organizational confidence.

Omroep Gelderland