Targeted social strategy pinpoints key content areas for audience growth and engagement for global weather forecasters

ClientMet Office

IndustryInformation Services

Search insight boosts social performance

NUMTEXT

“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


The Challenge

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 their digital presence and visibility. In short, they wanted to reach a wider audience.

The Solution

We undertook an in-depth social research project to analyse the client’s audience and understand their interests. This in turn allowed us to identify the intersection between topics that would captivate them and Met Office’s offering.

Follower interest categorisation

The Met Office has a broad audience with a huge range in social authority. We investigated the interests of their most influential followers, then overlaid the sum of their reach across each interest category. This insight gave the Met Office a quantitative understanding of how to most effectively plan their content and capture this audience.

Our work highlighted key trends in the competitive landscape, as well as the strength and weakness of Met Office’s own content. Our analysis enabled them to develop pieces that resonated with both their key followers and a more expansive audience.

Met Office's social followers

Our work highlighted key trends in the competitive landscape, together with the Met Office’s own content’s strengths and weaknesses. Our analysis helped them develop content that appealed to a wide audience and resonated with their key followers.

The Results

Over a two week period:

  • The content was retweeted 7,681 times
  • Infographic was shared 4,480 times
  • Tweets had 1.9 million impressions
  • We generated a 2,419 increase in followers

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