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Q&A with Tracy McBeth: the content virtuoso

Meet Tracy, the best journalist in the business at mapping a compelling story arc and seamlessly delivering it across print and video. She talks about emotion, shyness and content.

Tracy is the face and name many of our clients look to for world-class content. Her ability to map a compelling story arc and seamlessly deliver it across print and video is second to none.

 

She earned her stripes in television newsrooms across Sydney, Brisbane, Perth and Melbourne, working on stories that shaped the nation: high-profile court cases, the 2004 Palm Island riots and subsequent inquest and supreme court trial, numerous election campaigns, as well as major national disasters such as the 2011 Queensland floods and MH17 Ukraine plane crash in 2014.

 

However, Tracy found her true calling when she entered the corporate world in 2015. Now a content marketing superstar, she knows how to flawlessly layer journalistic flair with data, SEO and social to ensure content is both strategic and audience-led.

Her superpower is working with senior executives and talent to put them at ease and elicit the best story and, ultimately, package it into compelling content.
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Tracy graced living rooms nationally before taking the corporate world by storm

Her journalistic and corporate experience also means she’s equally adept at navigating complex editorial processes as she is media-training executives and working in unison with myriad big business teams – from search and brand to reputation and performance marketing.

 

One of the things that drew Tracy to journalism was her drive to understand what makes people tick and how their experiences have shaped and changed them.

 

What would come as a surprise to anyone who meets Tracy, the people-person, now is the fact she was actually painfully shy through school and university.

 

Despite this, she went on talk to millions of people via a live-cross most nights – something she suspects may have made her old school friends fall off their chairs.

What do you do?

I’m a bit of a jack-of-all-trades when it comes to journalism and comms.

 

I’m lucky enough to work at ULab, finding creative-content solutions for big corporates who are doing incredible work across areas including finance, health, gender equality, environmental, social, and corporate governance.

 

I also work part-time at Bupa, creating engaging content across multiple platforms in the wellbeing space. It’s the same job Matt lured me into six years ago – and I still absolutely love it.

I feel incredibly honoured when people share their experiences with me and with others through the content.

Some days it’s CEOs and executives, other it’s students, vulnerable workers or someone who has lived through a life-changing experience, good or bad.

 

It’s such a privilege to be trusted to share corporate stories in a way that resonates with everyday people.

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Tracy is world-class at mapping a compelling story arc and seamlessly delivering it across print and video

And just as importantly, we present a lens informed by the JTBD framework that helps brands and their partners tune what they deliver at important moments along their customer journeys.

What mantra are you living by this year?

Say “yes” more. COVID has taught me not to put things off. Things can change really quickly, so do the thing, book that flight, spend time with friends, pursue that passion and do what YOU want to do because who knows what’s around the corner?

What’s the most important thing that marketers can do to drive commercial outcomes?

Stay true to your audience and speak to them in a way that’s meaningful.

Too often, businesses get caught up in corporate messages and forget that your message will never land with your audience if you can’t first get their attention.

What’s a cracking book you’d recommend or podcast you swear by?

I recently listened to Greenlights by Matthew McConaughey, which he also narrates. There’s something about hearing someone’s life story in their own words – particularly when it’s in an unashamedly southern American accent.

 

From his humble, and somewhat hillbilly beginnings, to his dysfunctional family whom he loves and respects, to his stint in Australia where he questioned his sanity after staying with a bizarre family, to his journey to Hollywood… I was laughing, cringing and crying.

 

Too often we pigeonhole people, thinking things came easy for them, that they came from a privileged position or coasted along on their good looks or charm. But as McConaughey points out: life is full of red and green lights – it’s how we deal with it that sets us apart

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Lisa Wilkinson’s empathy compassion makes her a great storyteller.

Who are your go-to thought leaders, and why?

I’m not sure this counts as a thought leader per say but there are a lot of journalists I really admire and follow with interest.

 

I’ve followed Lisa Wilkinson’s career before I even knew I wanted to be a journalist, and I admire the way she has evolved with the ever-changing industry, all the while staying true to herself.

 

She has a knack for connecting with people and capturing the emotion of a story.

There’s a lot of pressure on women in the media and other industries to be aggressive or be masculine to be seen as strong. But in my view, it’s her empathy and compassion that make her a great storyteller.

Our favourite qu: What’s your top beer or wine recommendation?

I can never go past a glass of French champagne.

 

But as the mercury drops, I’m partial to a pinot noir. New Zealand’s Central Otago region produces some lovely pinots, and locally you can’t go past Red Hill Estate on the Mornington Peninsula.

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Get the ultimate content marketing strategy blueprint

Learn our 20-step methodology to formulate a content strategy, operationalise it, and embed it to drive commercial outcomes.

 

Plus, access our monthly missive Story Lab – brilliant content to grow your business.