Who reads what and in which format?

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What content is interesting for your website visitors?

The content should be fact-based, credible and individually tailored to your potential business customers.

Furthermore, the creation and use of buyer personas helps potential customers find your website, read your content and possibly even recommend it to others.

In addition, your content should be based on the influencing factors along the purchasing or decision-making processes of your buyer personas. This is because the selection and production of content is primarily overseas chinese in worldwide data about addressing the right topics and problems of the people that are crucial for the respective phase of the customer journey .

Therefore: Ideally from the beginning, develop gated and ungated content for all phases of the decision-making process or customer journey.

customer journeyblog.hubspot.com

Certain content formats are particularly well suited to certain phases of your potential customers' customer journey. There are:

Written content, such as

e-books and white papers,
Checklists and infographics,
case studies,
buying guides and comparison charts,
topic guides,
Product brochures, online manuals or operating instructions
Content offerings for different senses, such as

videos,
podcasts,
online training courses
Interactive content formats such as

opinion polls
Trials (time-limited product use)
webinars
For example, webinars or online seminars are very suitable as gated content. The content is more differentiated and comprehensive and usually appeals to readers who are already at the end of the customer journey.

Learn more about webinars in this article:

This is what makes a good webinar – with 8 valuable live tips
There you will also find a good example of an offer that is specifically tailored to a company that offers or wants to offer webinars.


More examples of gated content: The customer journey as a guideline
What do your customers' decision-making processes look like? Think about how you can divide the content that will pave the way for your potential customers to make a purchase decision into several content offerings that build on each other.