Content Marketing

Whether it’s framing your content strategy, executing a targeted campaign or providing consulting and training to help your team establish a more seamless editorial process—Shane Daniels' content team is here to empower your success.

Today’s organizations are thinking beyond simply marketing a product or service. Now, they must think and act more like journalists and content publishers to procure, write, share and measure content effectively. That’s because content is now the central touch point to engage, educate and motivate your audiences to action across every type of platform and channel.

Long before content became content marketing, Shane Daniels has been shaping and sharing the stories of clients in the B2B and B2C space. From energy and professional services to healthcare and consumer, Shane Daniels’ team brings deep expertise in developing message frameworks, content strategy and brand storytelling through public relations, marketing and digital programs.

Content Training and Presentation

From creating story and design concepts to developing entire presentation templates and systems, we ensure your presentation makes the right impact on your audience.

Content Strategy & Planning

Your web content must be skillfully planned in order for it to connect and convert. We will work with you to create strategies that are in line with your business objectives and user goals.

Message & Brand Storytelling

Good stories give big voices to small ventures. That’s why it’s mission-critical that companies take the time up front to fully develop their approaches to storytelling.

Analytics & Measurement

Data is the foundation of learning and activation. Our rigorous and integrated approach combines marketing tech and advanced analytics that drives more revenue.

Audience & Keyword Identification

If you want to increase conversions, you have to figure out who exactly is your primary target audience, what they want, what matters to them and what their sources of friction are.

Channel Specific Content Campaigns

Focus less on the logistics required to deliver the correct content and more on creating consistent and coordinated experiences for their customers, regardless of the channel.

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Are you ready to reduce your costs, while simultaneously generating up to 3x the leads?

Source: DemandMetric

Achieve Your Content Marketing Goals with Shane Daniels

It Starts with Our Proven Methodology

A Conversation

Step 1

First of all, we’ll talk to you about your website and what you hope to achieve. We’ll also offer suggestions on how you can reach your business goals.

Planning Meeting

Step 2

After we agree we’re a good fit, we’ll schedule a meeting. As a result of this meeting, we’ll gain better insight into your business, budget and goals.

Strategic Planning

Step 3

Now that we have a better understanding of your business, it’s time to create a strategic plan and proposal customized to your business unique needs.

Implement a Plan

Step 4

Now that we have a plan, it’s time to put it into action! We’ll get everything set up for your success and start work on creating your dynamic content.


Step 5

Over the length of the contract, typically 6 to 12 months, we develop content designed to drive customers and convert clicks into leads.

Analyze & Report

Step 6

Finally, we monitor your account daily to determine what’s working and what’s not working. Everything we do is measurable with expert reporting.

Engage and build your audience with content marketing

Frequently Asked Questions

The importance of content in an online marketing strategy has undergone a meteoric rise over the last few years, so it’s only natural that businesses have questions about just how to harness this marketing tool. If you have a question that we haven’t answered, call us (210) 899-1776 or send an email to

What is content marketing exactly?

Content marketing turns traditional marketing on its head. Instead of focusing on a company and its products or services, it focuses on the consumer’s needs first. The goal of content marketing is to provide valuable, genuinely helpful information to consumers for free, in order to create a relationship with them based on trust, which eventually leads them to make a purchase.

What qualifies as content?

When most people think of content marketing, they think of a blog. And blogs are certainly one of the easiest and most effective means of content marketing available. But they aren’t the only forms of content that can be employed in a content marketing strategy. Any valuable information, conveyed via any medium, can be considered content. Videos, infographics, slideshares, PDFs, blogs, articles, podcasts, white papers, ebooks, webinars – the list goes on and on.

How should I get started with content marketing?

Though it can be tempting to jump right in and start writing a blog without much forethought, the only way to ensure that your content marketing will be effective is to take the time to create a strategy first. Without a clear plan in place, all the time you put into developing content is wasted.

Do I need to constantly create new content?

Yes and no. Content creation does need to be ongoing, but there are ways to streamline and simplify the process. One of the easiest and most effective ways of doing so is to repurpose content. This entails creating content in one form, and then reworking it several times in order to utilize that same information in other forms, as well. For example, you might write an ebook about an important topic in your industry. Then, you could take the chapters of that ebook, and edit each one to make them into individual blog posts. Next, you could create an infographic illustrating the statistics mentioned in the ebook. And finally, you could give a webinar discussing the content in that ebook. Not only does this approach lighten the content creation load, but it also allows the same content to be consumed by people with different tastes in content.

How often should I post fresh content on my site?

There is still a lot of debate surrounding this question – every industry and every demographic sees different content consumption patterns. But in general, fresh content should be posted no less often than twice a week. As for an upper limit, there is none – studies seem to show that posting once a day, or even several times a day, is a very effective way to drive traffic to your website. It’s just a matter of deciding how much time and effort you can devote to creating content. Google is known to give more prominence to websites that update their data on a frequent basis.

How important is it to share my content on social media?

It’s not important – it’s essential. Posting content to a blog and then sitting back and hoping that visitors will find it is an exercise in futility. In fact, some blogging gurus maintain that only 20% of your time should be spent on content creation, and the other 80% on promoting that content via social media! It’s that vital.

Is guest blogging part of a content marketing strategy?

Yes! Content creation is content creation, whether it’ll appear on your site or someone else’s. Of course, guest blogging is also an essential part of outreach or digital PR, but the principles of content marketing still apply – you want to create valuable information that will help consumers.

How do I make my content engaging?

The answer to this question depends a lot on your particular audience. What’s engaging to teens will necessarily differ vastly from what middle-aged business professionals will find engaging. Speak to your target audience’s pain points or interests, let them see that you understand them and want to help them – and then open up the conversation. Ask questions, and invite them to respond. The beauty of content marketing as opposed to traditional marketing is that communication is not one-way anymore.

How can content marketing make me into an industry thought leader?

There’s a lot of talk about the importance of becoming a thought leader – and with good reason. Getting you known as an expert in your field is exactly what content marketing is meant to do. It’s what creates the sense of trust in consumers, which allows them to feel comfortable making a purchase from you. By creating unique, original content, in which you demonstrate your expertise and answer questions consumers might have, you’ll be on your way to becoming an industry thought leader in no time.

How can I create content that converts?

It’s important to remember that content marketing is just one step in the conversion funnel. It’s only through a combination of SEO, content marketing, social media marketing, outreach, email marketing, and website design that prospective customers are led to convert. That said, content marketing is vital in the conversion process, since each page of your website and each informative blog post or white paper plays a distinct and definite role in convincing visitors to buy. Craft different content with each step of the conversion funnel in mind, and don’t forget to include a solid call to action.

Ready to Get Started or Just Want to Know More?

There’s nothing worse than pushy salespeople, which is why we don’t employ any. Instead we let past victories speak for themselves. We can put you in touch with our existing clients, for an independent review of our services.

Our friendly team is always available and ready to answer any questions that you have. If you’re ready to kick-off a project, we can help with that too!

You can also reach us by phone (210) 899-1776 or send an email to We’re looking forward to hearing from you!

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