I think that the word content means in message and communication. In this context, Container is the tool to deliver and transmit that message and communication to the mass. There are ways of using these containers to make the content interesting. Modifying and stylizing these containers is a way to make this happen. Modifying and stylizing using the right set of texture, colours, and elements. Elements include posters, photos, and print ads, and even exhibition. This transformation makes the container interesting and nice so the mass will be interested about the content and also they will have a better understanding.
Example is the posters. The posters make the wall interesting and also it will communicate the message well. 
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