Index: core/install/install_schema.sql
===================================================================
--- core/install/install_schema.sql
+++ core/install/install_schema.sql
@@ -1171,6 +1171,7 @@
   l3_Content text,
   l4_Content text,
   l5_Content text,
+  PlaceholderLabel varchar(255) NOT NULL DEFAULT '',
   PRIMARY KEY (PageContentId),
   KEY ContentNum (ContentNum,PageId),
   KEY RevisionId (RevisionId)
Index: core/install/upgrades.sql
===================================================================
--- core/install/upgrades.sql
+++ core/install/upgrades.sql
@@ -3026,3 +3026,5 @@
 UPDATE Modules
 SET ClassNamespace = 'InPortal\\Core'
 WHERE `Name` IN ('Core', 'In-Portal');
+
+ALTER TABLE PageContent ADD PlaceholderLabel VARCHAR(255) NOT NULL DEFAULT '';
Index: core/units/categories/categories_tag_processor.php
===================================================================
--- core/units/categories/categories_tag_processor.php
+++ core/units/categories/categories_tag_processor.php
@@ -1219,6 +1219,7 @@
 	function ContentBlock($params)
 	{
 		$num = getArrayValue($params, 'num');
+		$placeholder_label = isset($params['placeholder_label']) ? $params['placeholder_label'] : '';
 
 		if ( !$num ) {
 			$name = getArrayValue($params, 'name');
@@ -1247,10 +1248,15 @@
 		/* @var $content kDBItem */
 
 		if ( !$page_helper->loadContentBlock($content, $page, $num) && EDITING_MODE ) {
-			$page_helper->createNewContentBlock($page->GetID(), $num);
+			$page_helper->createNewContentBlock($page->GetID(), $num, $placeholder_label);
 			$page_helper->loadContentBlock($content, $page, $num);
 		}
 
+		if ( $content->GetDBField('PlaceholderLabel') != $placeholder_label ) {
+			$content->SetDBField('PlaceholderLabel', $placeholder_label);
+			$content->Update();
+		}
+
 		$edit_code_before = $edit_code_after = '';
 		$inline_editing = isset($params['mode']) && $params['mode'] == 'inline';
 
@@ -1294,6 +1300,10 @@
 			$data = $content->GetField('Content');
 		}
 
+		if ( EDITING_MODE == EDITING_MODE_CONTENT && empty($data) && !empty($placeholder_label) ) {
+			$data = $this->Application->Phrase($placeholder_label);
+		}
+
 		$data = $edit_code_before . $this->_transformContentBlockData($data, $params) . $edit_code_after;
 
 		if ( $data != '' ) {
Index: core/units/content/content_config.php
===================================================================
--- core/units/content/content_config.php
+++ core/units/content/content_config.php
@@ -71,5 +71,6 @@
 			'formatter' => 'kMultiLanguage', 'using_fck' => 1,
 			'default' => ''
 		),
+		'PlaceholderLabel' => array('type' => 'string', 'max_len' => 255, 'default' => ''),
 	),
-);
\ No newline at end of file
+);
Index: core/units/content/content_eh.php
===================================================================
--- core/units/content/content_eh.php
+++ core/units/content/content_eh.php
@@ -38,6 +38,29 @@
 		}
 
 		/**
+		 * Occurs before updating item
+		 *
+		 * @param kEvent $event Event.
+		 *
+		 * @return void
+		 */
+		protected function OnBeforeItemUpdate(kEvent $event)
+		{
+			parent::OnBeforeItemUpdate($event);
+
+			/** @var kDBItem $object */
+			$object = $event->getObject();
+
+			$placeholder_label = $object->GetDBField('PlaceholderLabel');
+
+			if ( !empty($placeholder_label)
+				&& $object->GetField('Content') == $this->Application->Phrase($placeholder_label)
+			) {
+				$object->SetDBField('Content', '');
+			}
+		}
+
+		/**
 		 * Saves changes to a content block (+ creates draft if missing)
 		 *
 		 * @param kEvent $event
Index: core/units/helpers/page_helper.php
===================================================================
--- core/units/helpers/page_helper.php
+++ core/units/helpers/page_helper.php
@@ -368,8 +368,9 @@
 	 *
 	 * @param int $page_id
 	 * @param int $num
+	 * @param string $placeholder_label Placeholder label.
 	 */
-	public function createNewContentBlock($page_id, $num)
+	public function createNewContentBlock($page_id, $num, $placeholder_label)
 	{
 		$sql = 'SELECT pc.PageContentId, pr.RevisionId
 				FROM ' . TABLE_PREFIX . 'PageRevisions pr
@@ -395,6 +396,7 @@
 
 		$content_block->SetDBField('PageId', $page_id);
 		$content_block->SetDBField('ContentNum', $num);
+		$content_block->SetDBField('PlaceholderLabel', $placeholder_label);
 
 		foreach ($revisions as $revision_id => $content_block_id) {
 			if ( is_numeric($content_block_id) ) {