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Structure your content

6 min read
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When drafting an editorial article or composing a landing page, you'll want to enrich your content with something more than just a piece of text. You might want to include calls to action, testimonials, or other predefined structures to make your content more appealing. Let's look at structured content, ways to use it once or multiple times, and understand its benefits in

Table of contents

    Structured content 101

    You've probably heard about structured content. And you might have seen examples of content modeling in But what is structured content and how can structuring your content benefit you? Find out in this short video.

    Find out more about structured content

    Learn more about structured content in our Focused on content micro-course. It only takes 15 minutes to finish!

    Create single-use content

    For content that doesn't need to be reused in multiple places, we recommend you use content components. This type of content is also sometimes referred to as one-off, channel-specific, or non-reusable. You'll find single-use content useful for things like images, tweets, videos, quotes, code samples, and more.

    Content components exist only within a specific rich text element in your content items and become their integral part. They share the content item's workflow and behave as one. This means you won't find components in your list of items in Content & assets.

    You can insert content components in rich text elements by clicking and then . You can even insert components in other components and go up to 6 levels deep.

    Whenever you need to use your content in only one place, pick components as your tool of choice.

    From single-use to re-use

    If you later find another use for the content in your component, you can always convert it to a content item by clicking .

    This conversion cannot be undone. If done by accident, archive the new item and create your component again.


    Here are a few worked examples of how you can model and structure your content with components.

    You can also use this approach to create other types of content such as carousels, call to action buttons, callouts, or embedded content.

    For any of these scenarios, both single-use content (that is components) and reusable content (that is content items) work just fine. The decision to use either one depends on whether you need your content in more than one place at a time.

    Create reusable content

    For content that you want to reuse or use on its own, we recommend you use content items. For example, you may find reusable content useful for a customer testimonial you want to put in different parts of your website. Or whenever any of your existing single-use content needs to be reused.

    Unlike content components, content items have their own workflow and you can find the items in Content & assets. You can insert content items in rich text elements by clicking and then . You can also insert them in linked items elements. You'll find which element you might want to use in Examples.

    You can use content items inserted in rich text elements in the same scenarios as components, such as when creating blog posts or landing pages. The difference is that content items are independent of the rest of the content. The inserted items have their own workflow and you can publish them separately from the item they're used in.

    Examples #2

    Content items can work on their own but you can also insert them in rich text elements and linked items elements.

    When used in rich text elements, the use cases and scenarios are often the same as with components. You're structuring your content with components and reusing some of them as content items. Some may call this component-based structured content.

    When used in linked items elements, the inserted content items usually represent a link between the items. A relationship whose meaning depends on your content model.

    Here are just a few worked examples of how content items can be reused through linked items elements.

    Reuse unstructured content

    If you need to reuse just a sentence or a paragraph with no metadata attached, create an item with just a single rich text element and reuse that item wherever you need. It's simple yet effective.

    What's next?

    You've seen how structured content can help you add information-rich pieces of content to whatever you're creating. Use components often to keep your work within one place and save your list of items from clutter. Use content items to reuse content and to create new content by linking it together.