Inner Content
Content Blocks are usually added to pages as Dnn Modules. But there is another way: as Inner Content. What this means is that a Content Item like a Blog-Post says "Show this other content-block right...here". To help 2sxc keep track of what is used where, this relationship is stored as a Content Block Reference.
Inner Content from Another App
Usually an App is self-contained, so everything it shows comes from the same App. This also means that exporting/importing an app will result in the same stuff arriving at the destination.
The following diagram shows how Content can come from multiple apps
Important
So if you're using Inner Content and referencing content from another App, this crosses the borders between apps, and you'll need to export/import both Apps to get the same result.