VS_DEPLOYMENT_CONTENT

Mark a source file as content for deployment with a Windows Phone or Windows Store application when built with a Visual Studio generator. The value must evaluate to either 1 or 0 and may use generator expressions to make the choice based on the build configuration. The .vcxproj file entry for the source file will be marked either DeploymentContent or ExcludedFromBuild for values 1 and 0, respectively.

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https://cmake.org/cmake/help/v3.9/prop_sf/VS_DEPLOYMENT_CONTENT.html