What is Primary Content?

The consumer purchase journey is different for every sector and business, but one thing that all buyer journeys have in common is the ultimate point of conversion.

Whether you define a ‘conversion’ as a straightforward purchase or another key action like requesting a quote, it’s inevitable that content – for example, product descriptions or buying guides – will play a crucial role in driving that action.

We call this essential online information, which all consumers interact with, and which informs and inspires them to buy, ‘Primary Content’.


Why invest in Primary Content?

Spending thousands on advertising won’t translate into revenue if you can’t deliver a first-class customer experience on your website, at the critical point of conversion.

Because Primary Content sits at the very end of the purchase funnel, it not only delivers tangible results and ROI in and of itself, but also improves the return on all marketing investment across the entire purchase journey.

The 5 major benefits of unique Primary Content:

  • Improved search rankings & traffic
  • Increased conversion rates
  • Larger basket sizes
  • Reduced product return rates
  • Brand integrity



Informative descriptions on product pages can increase conversion rates by 78%.

MarketingExperiments conversion study, 2014.



73% of consumers are more likely to make a purchase after watching videos that explain a product or service.

Animoto study, 2014.


Where does Primary Content sit in the content landscape?



Low volume, campaign-led,
inspirational, brand-elevating
Purpose: Loyalty/Advocacy


Timely, topical, engaging,
brand differentiating
Purpose: Engagement


High volume, evergreen,
accurate, informational, compelling,
brand-compliant, SEO-friendly
Purpose: Conversion

What does Primary Content look like?

Primary Content comes in many different forms, and varies according to sector. The most effective types of content include:


For online retailers:

  • Product & category descriptions
  • Buying guides
  • How-to guides
  • Product and catwalk-style videos


For online travel agents:

  • Hotel descriptions
  • Resort descriptions
  • Resort guides
  • Destination guides


For financial services businesses:

  • Product guides
  • Customer testimonials
  • FAQs
  • Downloadable guides

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