We have created a simple framework known as ‘the four P’s of content’. We deploy the thought process below, in varying degrees, for each campaign we are involved in.


  • Research the kind of content our prospective audience find engaging
  • Decide what message needs to be distributed
  • Review the best forms of media to carry the message
  • Consider the resources required for production and hosting
  • Fine tune tracking, ROI levels and integration into current initiatives


  • Host the content in front of its target audience
  • Make sure the content is accessible via all necessary devices
  • Consider physical distribution of the content
  • Track engagement across all published locations


  • Create prompts such as briefs, scripts and bullet points
  • Choose a location which complements the recording (rich media)
  • Review the content for desired output
  • Edit and render the content ready for distribution
  • Ensure all stakeholders are consulted for sign off


  • Inform the audience of our creative content
  • Make it easy to share the content virally
  • Attach to existing communications
  • Make the content easy to find for prospects unfamiliar with our company


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