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We have some content that it's outside the wordpress instalation like landing pages, or forms which sometimes must be embedded.

I'm wondering where to place them so I don't loose it if I update the wordpress installation or change the theme.

I thought about placing it on the wp-content folder, is it a good idea? If not where should I place them?

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Put them either in an individual folder next to /wp-content etc., or put the folder inside /wp-content. You won't lose the files either way.

Core updates take place in /wp-admin and/or /wp-includes only.

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