Guide: Primary and Supplementary Content

Primary Content (sometimes referred to as Hero Content) is the main piece or pieces your campaign is built around. This is the core content your audience is intended to engage with, and where your key messaging, story, or product narrative lives.

Common Examples Of Primary Content Include:

Important: Some formats like social video can be either primary content or supplementary content, depending on how the campaign is set up. For example, a Reel might be the main campaign asset in a social-first campaign or it might simply support an article or video.

Supplementary Content (also called Supporting Content) is used to promote, amplify, or drive audiences to your primary content. These placements help build awareness and encourage people to discover and engage with the main primary content piece.

Common Examples Of Secondary Content Include:

These placements usually link to, reference, or promote the primary content but in some campaigns, a secondary placement may also act as a standalone touchpoint to build awareness.

Supporting content increases reach and helps ensure your primary content gets seen by the right audience. It plays a key role in driving traffic and engagement, even if it isn’t the main storytelling piece.

Your review and approvals will focus on the content types configured in your campaign settings. Depending on your workspace setup, this may include reviewing primary content, supplementary content or both.

Supplementary Content often follows the direction set by the primary content and may use templated or standard formats. In many cases, these placements don’t require the same level of detailed review but you may still be asked to approve key elements such as:

Knowing which pieces are primary vs. supplementary helps you prioritise your time. You can focus detailed feedback where it has the most impact, while still having visibility over the placements that support performance.