Thanks for answering, Jackson.
I'm thinking more of the second kind, something like, for example:
Content template -> "Product page"
Fields to fill: product name (inserted in an <h1> tag, prepended by a "Buy: " string), product description (will end up in a <div> with a specific id or class), technical specs (comma/newline separated, will end up in a list with its own id/class...).
Use case: the user selects the content template thingy and gets a form to fill, or at least a normal page editor screen, but pre-filled with sample data defined in the template.
That's how I visualize it, it should not necessarily be this way, I just want to get the point across... is it clearer now?