While a beta release refers to the rollout of an early, mostly untested version of software, the beta phase (and the iterative form of software development in general) is an excellent way to pretest communications projects, too.
Software development usually proceeds from a pre-alpha phase (where R&D is completed), to an alpha phase, (where core functionality is built), to a beta phase, and finally to release.
That beta phase is so crucial because it puts the software—usually ugly and incomplete—out into the world. Chosen users can then play with it and provide the targeted feedback so necessary to completing and releasing the work.
Communications projects (reports, technical manuals, strategic plans) follow a somewhat similar route. First, there is the research and development; then, the outlining, drafting, and collating; finally, execution and testing.
But a beta release is rarely figured into this execution—and it definitely should be.
While most of us pay close attention to after-the-fact metrics, a beta release tests whether content is functional in a way that meets readers’ needs before delivery. Communicators can use the release to gain on-the-ground feedback and integrate it into a project ahead of publication.
To make the most of this opportunity, make recruiting beta readers (using a generic application like Google Forms to help identify members of your target audience) a part of R&D. Later, when the project is almost complete (but still malleable!) push it to beta readers with another form soliciting the feedback required. Common questions include responses to SME material or to calls to action.
For any client-facing project with a long development phase, a beta release creates a space in which meaningful info can be gathering and used. It’s a bit of a time investment, but the payoff makes it absolutely worthwhile.