By structured content, we mean small content modules that are tagged for use by different devices, applications, or media types.

Structured content is fast emerging as a necessity for content marketers for a variety of reasons, including search, reuse, and content merchandising applications. The main reason for structured content is adaptive content strategy; meaning, different devices need to display different content depending on the use case. It’s not enough to code your pages as Accelerated Mobile Pages (AMP), per Google’s specs. Though important, AMP pages just improve load times for your mobile users. You also have to deliver on the promise of offering different experiences to your users depending on the device. That means not just responsive design, but adaptive content.