display text inside ContentPlaceHolder of master page.

 I have linked master page to content page. I am not able to see text or control inside ContentPlaceHolder of master page. What modification is needed??
<div style="background-color:Blue">    
I can see this text.
<asp:ContentPlaceHolder id="ContentPlaceHolder1" runat="server">        
<div>        I am not able to see this text.      </div>              
 </asp:ContentPlaceHolder>
</div>
...