Entities combined with a knowledge graph approach and JSON-LD representation is what aids content findability and portability. When the data is structured, it can be easily reproduced in another content format, populated in a different database or moved from one place to another in general. According to Aaron Bradley, a well-established knowledge graph strategist world-wide, it is how “we liberate the meaning of content from its visual representation”. Content structure is the physical organization of content within systems. It is as simple as that.