The decision on what content should be on a company website and to what extent always depends on the industry and specific goals. There are certain elements that are now considered standard and are almost always recommended, as well as individual solutions. In general, the list of possibilities is very long: blog articles, content pages, newsletters, eBooks, forms and contact forms (also for lead generation), images and image galleries, portfolio galleries, documents, whitepapers, infographics, videos, podcasts, streaming services, seminars and other online courses, interactive content, surveys, maps, statistics, FAQs, microsites, landing pages, extra pages for social media portals like Instagram, online shops, games, etc. However, the most important insight is not to use as many of these elements as possible, but to choose the right ones. What you always need first is a content strategy – a plan on which target audience, with what content, and for what purpose you actually want to reach. In marketing, we talk about the „customer journey“, in which all phases are precisely defined, like a route planner.