Media campaigns are intended to affect their audiences – such as convincing people not to text and drive, or persuading people to purchase a product or vote for a particular candidate. There are various touchpoints where media can help lead an audience from awareness to action on an issue. Being able to track these touchpoints — and the audiences engaged — enables organizations and media distributors to more efficiently and effectively test their content as well as intelligently move audiences from awareness to action at a faster, more effective rate.

Referencing the four key stages in a media campaign, this post focuses on the second stage: content development. Informed by the information and process of the design phase, a content developer works with an evaluator to test ideas and content before significant investment is done in the form of a polished set of products and broadcasting. This is where individual pieces of content that support the larger campaign are designed and created.

There are three key points in the content development process where content can be tested:

  1. Early in development (through story boards or similar methods)
  2. After draft content is developed
  3. Finalized content, just prior to broadcast

Assessment of the content at all three points will significantly increase the likelihood of the content being successful. “Success” is determined by the goals outlined in the design phase, with the role of the content identified at the beginning of the process.

Read the full article about content development in media campaigns by Charles Gasper at TCC Group.