The document discusses two approaches to structuring content: content types and entity types. Content types refer to chunks of information like articles or case studies that provide an editorial focus. Entity types refer to structures about properties of things like products or people that have a data focus. Both terms can refer to similar things. The document proposes distinguishing content types, which focus on what audiences see, from entity types, which provide underlying factual details. Content types and entity types have different attributes and purposes in structuring content.