I'm trying to write a filter (in panflute) to convert ruby characters 
<https://en.wikipedia.org/wiki/Ruby_character> from HTML to ConTeXt.

Input HTML: 

<p>This is an example: <ruby>例<rt>レイ</rt></ruby></p>

After conversion (what I want my output to look like):

This is an example: \ruby{例}{レイ}

What's a good way to approach this kind of conversion?  I don't know how to 
target the ruby tags.

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