Content Writing to Support Digital Reach Paper

Tender description

Why the Work is Being Done There is a need to deliver incremental reach and engagement to the Met Office digital channels and to support the growing need for syndication partners. Research suggests that 82% of what drives engagement through social media is content rather than Data. Search engines are the Met Office key reach channel accounting for >50% of traffic (and for content, >70%). Problem to Be Solved Research has been completed identifying gaps and opportunities for content to be created with reach volumes that could be driven to the Met Office. There is a need for content writers to turn these opportunities into content, working with the Met Office as guidance and support to ensure brand consistency and scientific insights are included. Who Are the Users The users are general public and leisure specialists (e.g. mountain, photography) looking for information to satisfy their needs and requirements associated with weather and how the weather impacts their specialist hobby or event. This content would be used to support our reach channels to help the Met Office “be found” informative, trusted content that helps to drive further reach and engagement, measured through analytics. Early Market Engagement Work Already Done Insights and keyword research has already been completed for example within the following areas of the site and each section has shown considerable increase in “reach” and engagement due to the creation of content Holiday Weather- year on year growth: 80% increase Learning section – 40% increase Existing Team Head of Digital, Senior Communications Manager x 2, Social Media Manager. Current Phase Alpha Work Location The content writers primary location will be offsite due to limited space within the Met Office HQ but available via phone, email, skype. Occasional travel to Met Office HQ in Exeter may be required. Working Arrangments Working with the internal Met Office team through weekly communication on objectives and requirements. Security Clearance Security clearance is not required but Baseline Personnel Security Standard would be desirable in case of the need to attend Met Office HQ in Exeter. Additional T&Cs Skills & Experience Content Writing for the web, mobile, social channels Experience in keyword mapping techniques Experience in content writing for other education domain sites Online competitor research Working externally but comfortable with communication with a remote team for direction Ability to research and deliver content within an agreed timeframe Nice to Haves Basic understanding of SEO - ensuring the content delivered is created with Met Office brand and authoritative tone of voice Experience in working with other Government organisations No. of Suppliers to Evaluate 5 Proposal Criteria The proposed approach and methodology How the approach to the content meets the needs and objectives to drive reach and engagement Cultural Fit Criteria Work as a team with the Met Office, potentially across a number of different departments within the organisation. Payment Approach Time and materials Assessment Method Written proposal Case study Reference Evaluation Weighting Technical competence 70% Cultural fit 10% Price 20% Questions from Suppliers Budget range tbc – up to £200 a day