Where to keep content for custom sites?

I’m new to Jekyll and I’m trying to build a site that isn’t a blog. For example, let’s say I’m build a page like this. As you can see the page doesn’t have a linear structure and has different content types like headings, paragraphs, videos, and images. I can’t simply have a markdown file aurora.md and a corresponding aurora.html layout file to create that page.

Is the solution to hardcode the content inside the layout aurora.html or am I doing this wrong?

you can use html files no problem - doesn’t have to be just md files. So I do the layout to pull in the header and footer includes, and then the actual pages is an html file that just has all the stuff inbetween.

Heres a walk thru of how I build my website for my small business - little long but maybe helpful: