---
schema_version: "1"
id: 0d3150ae9c52918cb89d97bcd23e7ebd36ec48cfa1d410b34647e96c82312a4c
title: Content
collection: developer
version: current
locale: en-us
portal_url: https://docs.salesforce.com/developer/current/en-us/marketing-cloud/guides/mc-apis/content.md
canonical_url: https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/content.html
source_site: developer.salesforce.com
content_type: documentation
content_hash: d5fe3cad091fedcf2de6e7f23c1ae182c53eaf5a264c17d777a7ddf63907e1bc
products:
  - Marketing Cloud Engagement APIs and Programmatic Languages
  - Marketing Cloud
---
# Content

The content attribute contains the content that's sent to customers. The content attribute is used at all levels of the asset model to hold each asset's content and identify where sub-content should go. Add content to the asset as a string, using the `content` attribute.

**tip:** HTML that you paste into the content attribute contains certain reserved characters that need to be escaped in JSON. Run the HTML through a JSON escape tool first to ensure that the HTML is valid in the JSON payload.

## Sample Asset with Content

```json
{
  "name": "NTO Welcome Series Email",
  "channels": {
    "email": true,
    "web": false
  },
  "views": {
    "html": {
      "content": "<!DOCTYPE html><body>This is a simple message.</body></html>"
    },
    "text": {},
    "subjectline": {},
    "preheader": {}
  },
  "assetType": {
    "name": "templatebasedemail",
    "id": 207
  }
}
```

## Related Items

- [Asset Model](https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/asset-model.md)
- [Asset Model Example](https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/asset_model_examples.md)