Three-dimensional content offers a powerful medium enabling rich, interactive visualization in virtual and augmented reality systems, which are increasingly used in a variety of application domains, such as education, training, tourism and cultural heritage. The creation of interactive 3D presentations is typically a complex process covering diverse aspects of the content such as geometry, structure, space, appearance, animation and behavior. Recent trends in the development of the semantic web provide new opportunities for simplifying 3D content creation, which may be performed at different levels of abstraction and may encompass the inference of hidden knowledge, which may influence the created content. However, the available approaches to 3D content creation do not enable conceptual knowledgebased modeling of 3D content. The main contribution of this paper is an approach to semantic creation of 3D content. The proposed solution leverages the semantic web techniques to enable conceptual, knowledge-driven content creation. The proposed approach has been implemented and evaluated. It has been shown that the approach can significantly simplify modeling of advanced 3D content presentations in comparison with the available approaches.