Warning: fopen(/var/www/web/web75119/cph-ink.dk/wp-content/plugins/delete-duplicate-posts/delete-duplicate-posts.php) [function.fopen]: failed to open stream: No such file or directory in /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php on line 4847

Warning: fread() expects parameter 1 to be resource, boolean given in /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php on line 4850

Warning: fclose() expects parameter 1 to be resource, boolean given in /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php on line 4853

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/wpomatic.php on line 2004

Deprecated: Non-static method WPOTools::pick() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/wpomatic.php on line 308

Notice: attribute_escape is deprecated since version 2.8.0! Use esc_attr() instead. in /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php on line 3852

Warning: session_start() [function.session-start]: Cannot send session cookie - headers already sent by (output started at /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php:4847) in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-limit-login-attempts/wp-limit-login-attempts.php on line 67

Warning: session_start() [function.session-start]: Cannot send session cache limiter - headers already sent (output started at /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php:4847) in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-limit-login-attempts/wp-limit-login-attempts.php on line 67

Deprecated: Non-static method WPOTools::getQueryArgs() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/wpomatic.php on line 878

Deprecated: Non-static method WPOTools::getOptions() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/tools.class.php on line 98

Notice: wpdb::escape har været forældet siden version 3.6.0! Brug wpdb::prepare() or esc_sql() i stedet. in /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php on line 3852

Notice: wpdb::escape har været forældet siden version 3.6.0! Brug wpdb::prepare() or esc_sql() i stedet. in /var/www/dezigncore.dk/cph-ink.dk/wp-includes/functions.php on line 3852

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 716

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Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 1632

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Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2413

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2435

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Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2922

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2930

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2938

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2946

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 2954

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3295

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3299

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3303

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3307

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3368

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3390

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3429

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3451

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3456

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3460

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3464

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3468

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3778

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3810

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3840

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3863

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3874

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3884

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3906

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3920

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3947

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 3973

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4162

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4175

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4196

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4209

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4237

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4251

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4273

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4287

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4491

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4527

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4563

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4589

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4618

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4632

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4663

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4693

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4846

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4871

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4903

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4929

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 4983

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5112

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5148

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5181

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5212

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5316

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5348

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5387

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5423

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5458

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5493

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5500

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5785

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5789

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5793

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5797

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5845

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5867

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5872

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5876

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5880

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5928

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 5950

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 6387

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 7583

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 7644

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 7725

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 12572

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 12637

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 12662

Deprecated: Assigning the return value of new by reference is deprecated in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 13218

Deprecated: Non-static method SimplePie_Misc::fix_protocol() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 809

Deprecated: Non-static method SimplePie_Misc::normalize_url() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8582

Strict Standards: Non-static method SimplePie_Misc::percent_encoding_normalization() should not be called statically in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8661

Deprecated: Non-static method SimplePie_Misc::parse_url() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8662

Deprecated: Non-static method SimplePie_Misc::remove_dot_segments() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8667

Deprecated: Non-static method SimplePie_Misc::compress_parse_url() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8669

Deprecated: Non-static method SimplePie_Misc::parse_url() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8583

Deprecated: Non-static method SimplePie_Misc::parse_url() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 1532

Deprecated: Non-static method SimplePie_Misc::get_curl_version() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 7609

Deprecated: Non-static method SimplePie_Misc::get_curl_version() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 7621

Deprecated: Non-static method SimplePie_Misc::xml_encoding() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 1730

Deprecated: Non-static method SimplePie_Misc::change_encoding() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 1749

Deprecated: Non-static method SimplePie_Misc::encoding() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8737

Deprecated: Non-static method SimplePie_Misc::encoding() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 8738

Deprecated: Non-static method SimplePie_Misc::absolutize_url() should not be called statically, assuming $this from incompatible context in /var/www/dezigncore.dk/cph-ink.dk/wp-content/plugins/wp-o-matic/inc/simplepie/simplepie.class.php on line 13244

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

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

To find out exactly how this worked, I spoke to digital marketing and planning manager Simon Swan…

Please briefly explain the problem you were trying to solve?

A key requirement of the Met Office is to disseminate our outputs as widely as possible to ensure that the public can take action for impactful weather and climate outcomes through all channels the public interact with, in my case pre-dominantly through www.metoffice.gov.uk. 

In 2009 we were the first government website to introduce advertising and sponsorship, and with this reach targets (measured through analytics) were defined for the team to meet.

How did you identify which parts of the site weren’t performing as they should?

In order to monitor, measure and manage our performance, we have an internal analytics dashboard set up to keep track of specific parts of the site. 

80% of visits to the site refer to our weather forecasts where we offer individual pages for 5,000 UK locations including severe weather warning content.

We also create separate pages to support our content plan, which aims to cater for people with specific weather interests (e.g. the pollen forecast) as well as supporting our social media activity with explainers, infographics, blog articles and video. 

We also created new pages to support targeted weather related content. For example, we have our events calendar, which has received sponsorship over the last three years.  

The calendar is used to promote tailored weather content for key target audiences and at the same time to drive incremental traffic – all linked to KPIs associated with the online marketing strategy.

What were the main areas that you identified for improvement?

A Gaps & Opportunities program has helped us understand where the Met Office is missing content, or has not optimised the content based on search volumes. 

It provides a good indicator where new content is required or existing content needs changing. We created Gaps & Opportunities reports for us to identify types of content that we needed to focus on. 

Merging this with our social media listening tools, it helps us to look to provide timely, relevant and authoritative content.

How has your content strategy changed since working with the new analytics platform?

It’s provided us with an external viewpoint in a rapidly changing weather sector and gives us insights to assist us in creating digital personas and to know our audience better. 

The reporting is used across our digital in a number of ways:  

  • Clickstream analysis assists our digital sales team to identify prospects to approach within different sectors for advertising opportunities. Clickstream also assists in identifying websites for us to syndicate our content out to.
  • Search data assists the development of our SEO strategy and helps us to monitor changes in search terms and phrases entering the weather sector. It also allows us to divide our brand and non-branded search terms.
  • Content planning – we’ve created seasonal content dashboards, helping us understand the different types of search terms that users search for, associated with the weather at certain times of the year.
  • Data from Experian Hitwise helps us measure marketshare. Growth in the weather sector (visits) means it’s essential we understand new entrants and what we can do to be proactive in growing our own marketshare.

Have you experimented with different types of content, and what kind of things have you found to be most successful?

Targeted content created for a targeted audience always achieves better results in terms of analytics measurement. Take the example of a pollen forecast – it is a seasonal content piece that drives search demand and social media coverage generally from April to September each year.

We begin to make a plan for this content in advance, ensuring our existing pages have been optimised, supporting social media activity is in place and necessary syndicated content has been created, such as video, infographics and weather widgets.

Do you produce all the content in-house or do you work with an agency?

The digital marketing team operates in-house and last year we created a cross-office, holistic content team involving our science, communications, press office and technical team. So there is a team of eight of us working off an editorial plan. 

The tactics deployed to launch and promote the content is managed and created in-house including SEO, videos and design.

Everyone is encouraged to add ideas to the content plan and from here we then begin to scorecard the content based on whether it will assist our reach, revenue or brand reputation. 

Each bit of content is then measured through analytics and this is shared across the content team so we’re all getting an understanding of performance. 

What changes have you made to your search strategy? How much have you changed your technical on-page SEO?

The Met Office is a well-recognised brand within the UK and to get a true reflection of success within a search campaign, it is important to segment the percentage of search traffic that comes from brand and non-branded terms. 

This provides us with a series of benchmarks to drive our content and means we don’t have to rely purely on the Met Office brand.

Our SEO strategy is managed in-house and involves several different teams across the business.

How has the increase in traffic impacted advertising revenues?

The growth in traffic has had a direct correlation to the growth in our advertising revenues. Advertising is run across our digital channels (apps, video and website) offering run of site opportunities through to targeted advertising for certain brands that want to align their brand with specific content (e.g. Pollen Forecast sponsored by Benadryl).

We operate in a highly competitive industry where we are constantly looking to differentiate our offering from the competition.

Rather than just providing CPM based advertising we look to build relationships directly with the brand by creating campaigns around their requirements and within our full digital mix (website, apps, social media, blog) – it’s proven to be a recipe for success with a number of our advertisers retaining their relationship.

Source: Econsultancy

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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