The met office

How The Met Office used analytics to improve its content marketing strategy

Content marketing has definitely become something of a digital marketing buzzword, but the basic principle of creating interesting content to attract customers and improve search rankings is still valid.

A good example of this comes from The Met Office, which recently implemented a new content strategy as part of its plan to boost ad revenues by attracting more visitors.

As a recognised weather service the site was already pulling in an average of 4.5m unique monthly users, peaking at 6m in busy periods, but the digital teams felt that it could improve on this number by producing more targeted content.

To achieve this The Met Office began working with a new analytics platform to gain a better understanding of visitor behaviour and improve its content plan.