Decide what to say and who needs to hear it.
Spektra combines audience research and narrative strategy to decide which messages to test, with whom and why, before anything is produced or distributed.
- You bring
- Your objective, existing material and the evidence behind current distribution
- You get
- A direction for what to say and to whom, as a plan the team can act on
- Starts with
- The Distribution Blueprint; deeper research is scoped from its findings
01 / What is included
Research first. Then the message.
Content inventory and platform benchmarking
Existing content, compared across platforms to find the gaps.
Competitor and creator mapping
Who draws attention in your category, and the formats they use.
Audience behaviour and opportunities
Where attention is uneven across topics, and what is worth testing.
Narrative pillars and audience questions
The themes and questions your content must answer for each audience.
Source-asset map and message library
Each proposed message tied to material that can support it.
Format roles and launch themes
A purpose for each format, and launch themes tied to the wider narrative.
02 / How it fits
The planning stage, before production.
More content does not settle what the content should say. This service settles it: which audience, which question and which message, before anything is filmed or posted. It draws on content intelligence as the planning stage of Distribution Engineering.
It hands Content systems the messages to produce and Audience intelligence the measures to assess. A competitor's format that works is a reason to test, not proof.
03 / When it fits
When it fits. Does it sound familiar?
- Content that performs well on one platform but poorly elsewhere
- A team that needs better market awareness before deciding where to focus
- A valuable product that is hard to explain
- Messaging that changes across channels or lacks a recognisable point of view
04 / How it is measured
One objective. One primary measure.
Evidence coverage, message clarity and testable opportunities establish the value of the research. Once distribution begins, branded search, site traffic and demo requests can indicate intent where tracked. They do not establish revenue or causation.
- 01DistributionPrimary measure
- 02Audience response
- 03Intent
- 04Commercial
- 05Attributed outcome
Reach is reported as reach, never as revenue.
05 / Questions
Before you start. Short answers.
Do we need a live distribution programme first?
No. It uses public and client-supplied evidence, a valuable source asset and an objective. Reporting on a live programme belongs to Audience intelligence.
Does this replace our existing positioning?
No. Your positioning and approved claims are inputs. An unresolved strategic question goes to your decision owner first.
Are production and publishing included?
They are scoped separately. A strategy does not guarantee reach, views, leads or revenue.
What is not travelling?
Tell Spektra why it matters now. If there is a fit, Spektra comes back with a starting point.
See how Distribution Engineering works