Facing increasingly stiff competition around weather-based search results, Met Office – the UK’s national weather service – needed a complete strategy refresh to organically grow its digital presence and visibility. In short, it wanted to reach a wider audience.
Builtvisible undertook an in-depth social research project to analyse the client’s audience and understand their interests. This in turn allowed it to identify the intersection between topics that would captivate both its and the Met Office’s offering.
“We hired Builtvisible to provide us with expert knowledge around content marketing. Specifically, we wanted to accelerate our keyword research to find new, uncontested content opportunities that would help us meet our company objectives of driving reach.” – Simon Swan, Head of Digital Marketing at Met Office
Follower Interest Categorisation
The Met Office has a broad audience with a huge range in social authority. Builtvisible investigated the interests of its most influential followers, then overlaid the sum of the reach across each interest category. This insight gave the Met Office a quantitative understanding of how to most effectively plan its content and capture this audience.
The work highlighted key trends in the competitive landscape, as well as the strengths and weaknesses of Met Office’s own content. Their analysis enabled them to develop pieces that resonated with both their key followers and a more expansive audience.
Builtvisible was able to highlight key trends in the competitive landscape, together with the strengths and weaknesses of Met Office’s content. This analysis helped it develop content that appealed to a wide audience and resonated with key followers.
Over a two-week period, the content was retweeted 7,681 times, infographic was shared 4,480 times, tweets had 1.9 million impressions, and 2,419 new followers were generated.