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IN THIS ARTICLE
What Is This Guide For?
This guide explains how to structure content within a campaign using Campaign Manager, including the difference between primary content, supplementary content, and traffic drivers. It helps ensure your content setup is intentional, streamlined, and aligned to campaign goals from the start.
What Is Primary Content?
In Campaign Manager, every content product should have a clear hero: the primary content.
Think of primary content as the centrepiece of your campaign. It’s the most significant asset—where your creative energy, time, and production effort go. This is the content that does the heavy lifting in achieving your campaign objectives.
Examples of primary content:
A long-form article in an article-based product
A core video in a video-focused campaign
The hero image or story in a visual-first campaign
You can only nominate one primary content piece per product. This ensures clarity for both internal teams and clients when briefing, reviewing, or approving content.
What Is Supplementary Content?
Supplementary content refers to any additional creative assets that support, promote, or extend the reach of your primary content.
These assets are typically lighter-lift to produce and are designed to build visibility, drive engagement, or add complementary value.
Common examples:
Social posts
Native tiles
Sponsored email blurbs
Display ads
These should reference or support the primary content piece—reinforcing your key messaging and creating multiple entry points for audiences.
What Is a Traffic Driver?
A traffic driver is a specific type of supplementary content with one key goal: drive audiences to your primary content or to an external URL (such as a client’s landing page).
For a piece to be classified as a traffic driver, it must include:
A clickable link
A clear call to action that encourages engagement with your primary piece or external destination
You’ll typically use traffic drivers across paid or organic social, native, and display placements.
How to Nominate Content Types in Your Product Form
When building a product in Campaign Manager, you’ll be prompted to nominate content types during setup.
Here’s how:
Select the Primary Content checkbox for the main piece
Add any Supplementary Content, and choose whether each is:
Standalone (no link required)
Traffic Driver (must include a link to another destination)
This helps ensure content is built with purpose, clarity, and alignment to campaign goals.
Need more help?
Contact PubSuite Support via the chatbot button located in the lower-right corner of your screen.