Prepr’s Agency Talks are exclusive video interviews with top agencies, where industry experts share key insights and invaluable tips. In today’s interview, Chris van Persie, Managing Director of Good News, shares his insights on how agencies can develop their propositions, collaborate effectively, and adapt to emerging technologies to stay competitive.
Main discussion points:
- Evolving from one-off websites to ongoing digital platforms.
- The impact of headless architecture on development.
- Optimizing workflow with AI technology
- The importance of audience segmentation.
- Leveraging customer feedback for continuous improvement.
“We’ve learned that to stay relevant, agencies need to continuously adapt their approach, embrace new technologies like AI, and focus on customer feedback to ensure the platform evolves with their needs.” Chris van Persie - Good News
Key topics and takeaways
Continuous development
At Good News, the focus is on supporting companies with digital platforms that are no longer just one-off projects. Instead, these platforms require continuous development to keep up with evolving business needs.
There’s a growing recognition that digital platforms, like websites, are now integral to business processes; this reflects a shift from the old mindset of building a website every few years to a more dynamic approach, where digital platforms are continuously updated and improved. This shift highlights the need for adaptability and long-term digital engagement to improve customer retention and drive operational efficiency.
Technology adaptation and trends
Good News made a major shift from using its own CMS (Content Management System) to adopting headless solutions, which offer greater scalability, flexibility, and long-term sustainability. This transition was a big change for the team as they moved from traditional systems to newer technologies. Headless architecture makes it easier to update or replace the front-end and back-end systems independently, providing clients with more adaptability and control over their platforms.
When discussing trends, it’s impossible not to mention emerging technologies, especially AI. AI is becoming a key part of their workflows, with tools like GitHub Copilot helping to improve coding efficiency, and AI-driven tools being explored for content generation and SEO optimization.
The importance of segmentation in strategy
Segmentation plays a key role in strategy, helping to target specific audiences more effectively. For example, in a project for Breda's city marketing platform, the team focused on 19 sub-target groups and narrowed them down to 5 key segments: tourists, residents, students, and entrepreneurs. This approach allowed them to present more relevant content, such as festival information for students and networking events for entrepreneurs, boosting both engagement and user satisfaction.
Customer-centric approach
Good News focuses on a customer-centric approach to improve user experiences. Chris Van Persie shares a story of a client who received more than 6,000 feedback messages from users. These insights helped improve the platform and tailor the content to users’ needs. By using this feedback, Good News continuously optimizes the platform to ensure it delivers relevant and easily accessible information.
Reflecting on the company's evolution, it’s clear that Good News has adapted to both market demands and technological trends while evolving as a business.
Despite a 25-year legacy, the company made significant shifts to stay relevant and future-proof, like moving from an internal CMS to a headless architecture. The decision to make these changes wasn’t just about technology but was driven by the changing needs of clients and the market.
Good News - Agency Background
Good News is a digital agency focused on building impactful digital platforms that align with customers' business goals. They work across various sectors, focusing on clients whose digital platforms are essential to their operations, such as hospitals, healthcare providers, and both B2B and B2C businesses. While they don't specialize in particular industries, they prioritize clients that have a positive societal impact. Good News is also a member of the Handpicked Group, a collective of 12 digital agencies.
