Customer clicks buy pay button --> Your wallet creates a new address for each payment, and returns that unique address back to the customer.
Customer makes the payment to that unique address --> your script/site should validate if the payment to that address has been made --> If the transaction is confirmed, (update your database or something) to give the customer access to the content.
BTCPayserver is a self-hosted solution.
Or go with something like Coinpayments or SpankPay.
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