Content Writing to Support Digital Reach Paper

Tender description

Summary of the work Keywords and content opportunities have been identified for the Met Office to build their reach and engagement from analytics insights (keyword research). This project is to turn this into content to be used for the Met Office digital channels (Website, mobile, app, blog). Expected Contract Length 6 months with reviews in place to monitor and measure progress Latest start date 01/12/2016 Budget Range TBC – up to £200 a day 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. 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 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 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. 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 Evaluation Weighting Technical competence 70% Cultural fit 10% Price 20% Questions from Suppliers 1. Can you give an indication of how many content opportunities have been uncovered? Is the expectation that the new content will be added to existing pages within the website/app etc? Or is this for new content pages completely? Or a mix of both? The content opportunities depend on the subject area being worked on so specific numbers are hard to provide. The content is divided between existing and new content and the view is that this will be used for both desktop and mobile users. 2. Is the indicative budget range of up to £200 per day a full day rate or representative of the daily average over 6 months of activity? This is the day rate for the work.