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"Need to Create" – An Important Phase in Content Management

The development phase in a media production starts with ‘a need to create’ platform, be it audio, text, visual, or any form of media output. Identifying the need becomes the seed for the development and thus the start of a creative process.

Occasions when the content is author generated, the person in charge of the content, should also perform a ‘need to create’ analysis before starting to develop the content. In such cases, the author contacts a content management team member, who is usually the publisher or content editor, and shares the idea for the content that needs to be developed. After the discussion and approval from the content management team, the author begins to develop the content.

A member from the content management team is identified who is accountable to find the ‘need to create’ of the content proposed by the author. The team then identifies an editor or publisher who will be responsible to recognize the media type apt for the proposed content. The editor or publisher then contacts the author and requests to create the necessary material that meets the need.

Other potential content development sources can be individuals that are not part of the content management team. For instance, a translator performs a gap analysis and identifies the gap in the content developed and brings the need to the editor’s notice. Similarly, the individual who is not affiliated to the content management team can identify and communicates the ‘need to create’ to the author, publisher, or editor.

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