2. 4. Identifying data structures

Choose the right data structure for different requirements to make data management simple for business users, and data re-purposing easy for developers.

Data design process

  • Define data structure (e.g., fields, field types, etc.) for each data object (e.g., news, products).
  • Define relationships between your data objects (e.g., related articles).
  • Identify functional requirements of data objects (e.g., workflow, versioning, security).
  • Identify which data objects to use (e.g., page type, custom tables, custom modules).

Structured vs Unstructured Content


Use structured content when you have data that can be expressed as a discrete set of fields. These fields make it easier for content editors to enter content reliably. They also allow developers to digest the content more easily and reuse it throughout the web site. This type of content is dynamically added to a page through various means such as transformations or macros.


Use unstructured content when the data cannot be expressed as a discrete set of fields. This kind of content is generally entered directly by content editors as HTML or assembled from web parts or widgets.

Storing data in Kentico

Kentico allows you to store data in: 

We highly recommend reading the Planning your data structure article and reviewing the comparision of data storage options to better understand the limitations.

  • Scenario: Faculty bios requiring approval

  • Scenario: Manageable course catalog

  • Scenario: Searchable phone directory