1. An apparatus comprising: at least one processor; a memory coupled to the at least one processor; a repository of content in the memory; and a content management system residing in the memory and executed by the at least one processor, the content management system comprising: a plurality of rules that each specify at least one criterion related to content in the repository, the plurality of rules including a multi-element burst rule that specifies to burst multiple elements into a single object in the repository; a multi-element burst mechanism that analyzes a document, determines when multiple elements in the document satisfy the multi-element burst rule, and when multiple elements in the document satisfy the multi-element burst rule, bursting the multiple elements into a single object in the repository.