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TAC × Spokes — Content Strategy & Tone of Voice

CHALLENGE

TAC needed Spokes to earn genuine trust with the motorcycle community and make road safety messaging relevant to riders, rather than another voice telling them how to ride.

insight

Riders are more likely to listen when advice comes from someone who understands their world. 

OUTCOME

A rider-first Spokes website, underpinned by a distinctive Rider to Rider voice and clear content strategy. 

01 / 07

01

WEbsite redevelopment 

Rebuilt the Spokes website around the Rider to Rider voice. New navigation, content hierarchy and page templates designed so every visit feels like advice from a fellow rider, not a government platform. 

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02

content strategy

12-month content strategy anchored across four content pillars — Ride Ready, Road Smarts, Bike Life, and Rider Voice — with a full channel breakdown, content checklists, and a seasonal content calendar for EDM, social, video, and blog.

03

stats since the launch

  • 62% growth in indexed content pages (208 → 338)

  • 90%+ engagement rates on core gear and skills content

  • Female audience grew from 29.7% to 33.1%

  • 30% increase in sessions year on year

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