The theory of content is concerned with pinning down various features of cognitive, representational content of the mind. Recently an interesting, important disputation has occurred in the name of “conceptualism versus non-conceptualism”. Conceptualism takes it that all the cognitive, representational contents that the mind entertains are entirely determined by conceptual apparatus and capacities given to us. Meanwhile non-conceptualism simply denies the claim, and maintains that our cognitive, representational contents are, at least partly, non-conceptual. Considering the varieties of our mental experiences, non-conceptualism appears to be, to some extent, plausible. But the difficulty is that there do not yet seem to be clear-cut and definitive arguments for non-conceptualism. In this respect Cane's and Heck's philosophical strategy for laying out the existence, and the significance, of non-conceptual content, i.e. pinning down the character of non-conceptual content via explicating and specifying what conceptual content could be, surely deserves notice. In this paper, while giving an exposition of Crane's and Heck's ideas of non-conceptual content, the author provides a critical notice of Crane's and Heck's philosophical strategy characterized above.