We can keep calling it "thing" or "stuff", but allow us to introduce the definition we will be using throughout this document: entity​.

An entity in the world of Sitecore Content Hub is a set of data that belongs together as one. E.g. “a product”, “a campaign”, “a project”, “a story”, “a recipe”, “a file”, etc.

The typical rule is to start defining entities is as follows: anything that can be found and displayed as a result when searching for content is a candidate for an entity. Sitecore Content Hub is designed to allow to creation of one’s own entities, relevant to the way he/she conducts their marketing operations.

As mentioned above, an entity can live either in Sitecore Content Hub or in another system. When one links to an entity in another system, we call it a “proxy entity”. Proxy entities can be used in Sitecore Content Hub just like the other entities, but they are read-only by nature since master-data ownership for that entity belongs to the other system


An entity is made up of properties that describe the entity details. E.g. “product number”, “benefit”, “campaign brief”, “file size”, etc. Properties are available in multiple data-types (Text, number, option list, yes/no, date, etc. View the entire list elsewhere in this document) and can be freely assigned to all entities. Properties can be multilingual when relevant.

As many properties can be defined on an entity as are needed. Users can also define additional properties to a proxy-entity that are not available in the source system. While proxy entities are not editable in Sitecore Content Hub, these additional properties will be.


Relations between entities give meaning to the marketing domain model. By creating relations between entities, one makes each of the entities more defined and richer without duplicating data, e.g. a product can have multiple variants and each of them can have a pack shot. A recipe can use multiple products. A campaign can contain a story and some associated files.

Relations will make the search engine smarter and give the necessary context when browsing through content, allowing marketers to find their content quickly and easily.

Relations example:

Can we improve this article ? Provide feedback