Content Creation: The King of Google

We all know how a potential customer will reach your small business website – Google. Yet, how does Google know to point that curious query in your direction? The search results are based on the content creation strategy of your website.

First, a Buffalo small business owner like yourself should be using textual content to explain what your service is, how it benefits the customer, and why they should trust your business as an authority on the subject.

Visual content is also king to Google. Video tutorials, Facebook posts, Instagram feeds, blog updates, photographs – they’re all content and can help attract new prospects to your business.

The bottom line is, if you’re not creating new content, you’re behind the eight ball.

The Importance of Content Creation

Think of content as free and useful information for your prospects and returning customers. says 20% of internet users’ time is spent on content, 68% of people spend time reading about brands that interest them, and 80% of people appreciate learning about a company through custom content.

Here’s some cool news. Content marketing costs 62% less than traditional marketing and per dollar spent, content marketing generates approximately three times as many leads as traditional marketing.

Content Creation Strategy

It doesn’t matter if you’re going to the grocery store, making a cross-country trip, or creating content for your website. You’re not going to attempt any of those examples with a plan.

You’re plan might take a hands-free approach and rely on Crabapple Media to provide content marketing services for your company or you may find a content strategy guide on the internet that will give you ideas and guidance on how to create your own content. You can ship it off to us and we’ll post it free of charge as part of your web design agreement.

In either scenario, here are some bullet points to remember:

  • Set Your Content Goals: the content should be centered on your marketing goals.
  • Create a Buyer Persona: make each reader feel like you’re speaking directly to them.
  • Rely on the Buyer’s Journey: A buyer has an issue. A buyer researches the issue. A buyer then makes a purchase after making a short list of businesses that could help their problem. Create content for each stage of the buyer’s journey.
  • Choose the Right Format: Is your buyer going to like a blog post, video, infographic, or podcast. As long as it serves your persona, you’ll be in good shape.
  • Content Promotion: Push your content out; social media, email marketing, or paid promotion.

All of this information may seem like a lot to digest. It takes time. Your best resource is sitting down with the owner of Crabapple Media – former Buffalo journalist turned solopreneur – Jim Herr.

He’ll develop an effective communication strategy with your input and implement it across your digital platforms.

If your Western New York small business would like Content Creation help from Buffalo web design and digital marketing company Crabapple Media, Please call or text Jim at 716-217-0036 or fill out our contact form to schedule an in-person consultation.