So what is Avisa Nordland's recipe for success with these two user needs? Said Christian: "If we are able to combine the best selling user needs, Connect me and Benefit me, with the most popular content, such as health and lifestyle, we can actually see that reach and sales are going up."

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"We focus on a solution and success story every time. To deliver this, we try to combine both of those user in one story and also in the headline. We look for cases that people can relate to – some sort of belonging and relevance. If we also can make an emotional impact on our readers, it's great for the story." The newsroom uses social media to push stories out beyond their own properties, and this is also how they usually find new cases – i e local experts who have a story to tell and a solution to provide, where the key is they should have personally experienced something that relates to their expertise, like in a recent example where a dietary consultant lost weight and explained how.

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About the user needs: Connect Me stories draw readers in through emotional resonance, relatability, and authentic personal cases, while Benefit Me ensures that the reader gains something concrete — practical advice, solutions, or insights they can apply in their own lives. 

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The process follows a clear structure: start with a relatable case that fosters connection, pair it with expert insights that deliver tangible benefits, and communicate one clear message throughout. Reporters use AI tools to generate tailored interview questions aligned with each user need — for example, asking subjects about their motivations, lessons learned, and tips for others. Headlines and framing are crafted to highlight both the emotional connection and the practical takeaway. Ultimately, each story should leave the reader feeling both moved and empowered — connected to someone’s experience and equipped to make a meaningful change in their own life.