Embodiments of the present invention address deficiencies of the art in respect to structured content storage and provide a novel and non-obvious method, system and computer program product for managing structured content stored in a BLOB. In an embodiment of the invention, a performance optimized structured content management system can include a content repository, a content manager configured to provide access to structured content in the content repository and multiple different performance optimized containers disposed in the content repository. Each of the containers can store a portion of the structured content, and each of the containers can include a flattened form of original structured content in a primary binary large object (BLOB) and a parsed form of the original structured content in a secondary BLOB, the parsed form of the original structured content in the secondary BLOB indexing the flattened form of the original structured content in the primary BLOB.