Embed Content

Learn how to embed content to unstructured text like markdown or rich-text to close the gap between unstructured content and structured conten

Use Case

Let's consider we have built a travel website and have a content type for hotels. When a content author writes an article about new offers or a guide for a destination, they might want to add hotel information to his article. Because the article is unstructured and just markdown or rich text, there are limited options mentioned below and none of them really work.
  1. 1.
    The author can copy and paste the hotel information to his article. When the hotel is updated the article will contain outdated information.
  2. 2.
    Use a special placeholder in the markdown to reference a hotel and ask the developers to resolve this reference in the UI.
  3. 3.
    The developers can build a complex schema, for example with arrays, to structure the article.
Since none of the options are practical and convenient, this feature has been added.

How to

To use this feature follow the steps below:

1. Define which schemas can be embedded

When you create a string field, you can decide which schemas can be embedded.
Embedding schemas
In this case we only allow embedding the startups schema.
We can now use the markdown editor to add links to other content items:
Add links

3. Use the GraphQL to fetch references

Use the new GraphQL structure to fetch the text and references. When you allow embedding, the structure of the GraphQL response changes, and we can fetch the text and the references with a single request:
Get the references with GraphQL

4. Use the references to render the embedded content

In our frontend we can use both information together to render the embedded contents. In this sample code we use react and react-markdown for that. We can hook into the rendering process and render custom components for links.
We just check if the link is referencing to a content item and if this content item is part of our references. Then we render the hotel.
const hotelsRegex = new RegExp(`${CONFIG.url}\\/api/content\\/${CONFIG.appName}\\/hotels/(?<id>[a-z0-9\\-]+)`);
export const Markdown = ({ markdown, references }) => {
return (
<ReactMarkdown children={markdown} components={{
a({ href, children }) {
const match = hotelsRegex.exec(href);
if (match && match.groups) {
const referenceId =;
const reference = references?.find(x => === referenceId);
if (reference) {
return <EmbeddableHotel hotel={reference} />;
return <a href={href} target='_blank' rel='noopener noreferrer'>{children}</a>;
}} />
Because markdown is unstructured we have to use a regular expression for that. The result is an article with embedded hotel information:
Embedded Hotels in the UI
This feature gives the content authors a lot more flexibility and simplifies your schemas.
The template for the schemas and sample content is also available under: