Use relative source binding:
Text="{Binding RelativeSource={RelativeSource AncestorType=ContentControl}, Path=Content}"
Edit: I should probably point out that in terms of binding purposes this is equivalent to {Binding} , since the DataContext in the ContentTemplate is Content .
However, the binding directly to the DataContext will not extend back to the DataContext source, so the Content ContentControl will not change when using this binding (or the two-way {Binding .} Match, which does not change anything, as far as I can tell).
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