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Strictly Structured Content

Virtual Types or Lists enable users to more easily work with content in Picturepark that adheres to a defined structure, without having to worry about the output format of the content. Common to Lists or Virtual Types is a defined structure. 

Structure for Virtual Types

Virtual Type


Press Release

Headline; Subhead, Body; Footer

Landing Page

Title; Overview; Details; Form Link

Job Listing

Title; Description; Requirements; Contact

News Item

Headline; Subhead; Body

Structures for Lists




SKU; GTIN; Bricks; Name; Short description; Description; Unit; Price; Supplier; Hero Shot


Project ID; Name; Duration; Topics; Project Managers, Lead Organisation


Name; Managers; DUNS; NAICS; Website; Contact


Name; Place; Date; Audience; Organizer; Duration; Keywords

No matter how different the content of two press releases might be, it is common for their structures to be similar, if not identical. Content using the same layout structure is the basis for creating content that is based on templates when using a program like InDesign, and it is the basis for creating content based on Picturepark Virtual Types.

Strictly Structured Content

The content created from within Picturepark is Strictly Structured, which means the content has a structure that remains consistent. The Strictly Structured content approach enables external systems to access the content for publishing or further processing reliably.

Using the example above, an external system that publishes your press releases would know to expect a Headline, Subhead, Body, and Footer in each release. Further, the boundaries between each content section would be clear, so the system could more reliably publish the content without formatting errors.

Strictly Structured content should not be confused with structured content, which describes the approach used with XML-based authoring, whereby tags surround content and define the structure. With Strictly Structured content, you enter each piece of content into a unique field, where it is isolated from surrounding content without the use of tags.

Separating Content from Formatting

The goal of Picturepark's Strictly Structured content approach is the creation of content that remains independent from the formatting and assembles from reusable content blocks, where possible.

Separation of content and formatting offers several benefits:

  • Content can be more easily re-purposed across publishing channels and devices because it can be formatted as needed

  • Content remains usable after branding changes

  • Users don't need to worry about formatting when creating the content

  • Localization (translation) is straightforward because the structure provides context

Concepts such as content as a service require that content remain unformatted and tailored to the requirements of the licensee. (See

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