What is the "iOS rich content paste pasteboard type" when copying from Safari?

When I copy text from a website in Safari, two pasteboard items are created. This is the output of [pasteboard items]

 

(

        {

        "Apple Web Archive pasteboard type" = < [...archive...] >;

        "public.text" = "pages of a journal,";

    },

        {

        "iOS rich content paste pasteboard type" = <694f5320 72696368 20636f6e 74656e74 20706173 74652070 61737465 626f6172 64207479 7065>;

    }

)

 

What is the "iOS rich content paste pasteboard type" all about? What does the data actually represent? Is this representation ever used by other apps?

 

Thanks.

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