Our Method

the tracc way

We start with your objectives and match them with your audience’s thirst for information, guidance and expert help. Which forms the basis for creative content. We find our where your target audience lives online and then serve them with your freshly created content and measure their response to your videos to help inform your commercial strategy.

THE FOUR PARTS TO A SUCCESSFUL CONTENT MARKETING CAMPAIGN

insight: MATCHING CLIENT GOAL WITH AUDIENCE NEED
25%
create: FROM WRITTEN TO VIDEO CONTENT
50%
distribute: REACHING THE RIGHT AUDIENCE
75%
measure: demonstrating campaign EFFECTIVENESS
100%

Insight

Mind the gap. We love gaps, we study your audience and find out what they’re interested in. Then we map out what the competition are doing and focus on the content gaps. Using your objectives we craft potential themes and validate them with opinion formers in your space. This helps shape the content.


insight specifics

A: GAP ANALYSIS

Tracc’s Video Strategy always starts with our Insight phase. We’re thirsty to know more about your target audience. We find out who you want to target and what sort of content they consume. Once we’ve built up an audience profile we analyse the content gaps i.e. what topics they’re searching for and deliver a set of content options for you to consider ranked by search popularity.

B: CONTENT OPTIONS

Once we’ve navigated our way through the content jungle, we map it out for you. We can tell what video content your competitors are publishing and what news sites, publishers and opinion formers are broadcasting. Tracc then points out the gaps and the content generation options to grab a greater share of your audience’s attention, which also match your goals such as generating leads, increasing traffic or creating brand awareness. This helps shape the Create phase.

C: CONTENT VALIDATION

Rather than guessing whether your videos will ignite your audience into action, we think it’s good form to validate your content themes. Together, we’ll identify who’s influencing the opinions of your audience and consult with them. Using their feedback we can refine and adapt the messages we sculpt in the creative phase.


Create

We take care and time to find out what audiences are interested in, we then shape messages and stories, which rock them into action. It’s an inspired, informed process, sometimes it’s a lightbulb moment, other times it’s a labour of love. We create and execute ideas, which captivate and excite.


Create specifics

A: IDENTIFY THEMES AND SHAPE KEY MESSAGES

You’re here because you probably want to know three things:

Q: Are we any good and what does our stuff look like?  >  A: Check out our work here, it's diverse and delivers results

Q: What’s our creative approach?  >  A: Check out our process below

Q: Does our approach work?  >  You bet. Here's some stories from our clients

B: CREATIVE DEVELOPMENT AND PRE-PRODUCTION

Once we’ve completed our Insight investigation…sounds serious! We start developing ideas which stands head and shoulders above the competition. We produce potential creative routes for you to consider, this may involve filmed content, animation, motion graphics. This is where we allow our creative capital to shine, through illuminating the audience’s needs and your goals. We’ll create a look and an approach, which will get you closer to your result and make you proud.

C: PRODUCTION AND POST-PRODUCTION

Our production team oozes with broadcast experience across TV, commercials, film, brand and digital platforms. They’ll get cracking with the agreed creative route and do all the heavy lifting. We’re picky when it comes to using talent, so our Directors, film units, animation artists and editors are carefully selected for each campaign. We will share with you first cuts for each project encouraging your feedback so that we can shape and polish it before your audience devours it.


Distribute

If content is king, distribution is queen and she wears the trousers. After spending time, money and energy into making your content, you need it to be discovered by those you want to influence. You tell us what you want to achieve then we activate a plan across owned, earned and paid media to surface your video.


distribute specifics

A: RESEARCHING THE OPTIONS

Whilst our creatives are busy working on the style of your content, our distribution planners will beaver away to create an ecosystem of established, new and emerging channels to get your video out there reaching the right people, with the ultimate aim of converting your audience into doing or thinking something. Using tools, expertise and experience we navigate the distribution landscape like natives.

B: SELECTING THE BEST ONE(S)

Once we’ve agreed where to target your content, we give you the best options to reach your audience based on cost, relevance and performance, across earned, owned and paid for media. The strategy could include placing your video on premium or niche sites, through using search terms we could supercharge your campaign through video SEO, or complement it with contextual cookie content (wow that’s a mouthful). We even know-how to get your videos recommended on major news sites.

C: CONVERSION RATE OPTIMISATION

Performance and conversion go hand in hand like ribs and hot sauce. So to get a sizzling picture on who’s seeing your content and what they’re doing when they watch it, we obsess over Conversion Rate Optimisation. This involves creating a landing page on your site or channel which can be tracked. This means you can drive a real call to action and measure the results. Ask yourself this question, what will you give someone in return for watching your content? We’ve got some answers.


Measure

Can’t measure it? Don’t do it. To help our clients gain greater share of voice, influence decisions or acquire new customers we use Google approved tools and techniques to measure how your content is performing. It may involve increasing traffic, obtaining data, getting leads, likes and downloads. Whatever the goal we Measure.


measure specifics

A: OUR SIDE

You can only treasure your ROI if you measure your ROI. We’ll agree your campaign goals..it could be driving brand awareness through the number of views for your content, or a click through to a landing page to capture data or maybe it’s about capturing new customers through influencing their purchasing decisions. Then we measure content performance through using clever tools and know how. We’ll then report back to you and give you the low-down.

B: YOUR SIDE

Our approach to measuring results is like a barrista’s blend for the perfect brew. We take page impressions, looking at the number of people who’ve been exposed to your content, then we review how many people have watched your video and by using audience tracking tools we analyse who’s clicked through to your site. Our reporting lifts the lid on how your content is doing and helps you make better commercial decisions.

C: CONNECTING OFFLINE WITH ONLINE

We need you to help us help you. That’s how it works, without your involvement in the process it’s harder to give you accurate results. We’ll work with you to use your Google analytics and data from your social sites alongside embedding audience tracking code on your landing pages so that we can give you a precise view on performance. We’ll connect the dots between online and offline behaviour.


what next

Ready to watch one of our films OR read a case study?