There’s no argument about it: a solid content marketing strategy is still the best way to promote cannabis businesses. So, we find it surprising that many cannabis businesses still tend to neglect the content on their websites. They usually lack content, have content that optimized properly, or content that targets the wrong audience.
Recognizing that you need a strong cannabis content marketing strategy is your first step towards boosting your online presence and attracting more relevant leads. With ads facing heavy regulations, and social media channels being limited, you need a strong base of organic traffic. All of this depends on you putting out solid and consistent content.
Here are some tips and guidelines to steer you in the proper direction for content marketing.
A Quality Cannabis Content Strategy Will Increase Your Web Traffic
An immediate benefit of producing and publishing your own original cannabis content is that it will improve your cannabis SEO and increase traffic to your site. The more original content that you host on your website, the higher your chances are of being found when customers search on Google. Ask yourself, “What are the main goals we’re trying to achieve with our business? Do we have enough content on our site to support internet searches for those areas?”
Google will only know what your business does based on what’s on your website. And when you have a strong body of content in a specific area, such as cannabis products or CBD edibles, Google will know that this is what your business focuses on. In turn, this will aid in potential customers finding your business when they search for those topics.
Don’t forget to push and promote your quality content through various channels once it’s been published. This will help spread your content around on the web and increase your overall web presence. This includes pushing out press releases, social media posts, and other platforms for content (directories, blogs, publications, etc).
Your Content Marketing Strategy Lets People Know Who You Are
Besides satisfying search engine needs and goals, an effective cannabis content marketing strategy will help paint a clearer picture of who you are as a company. There’s really no way for people to know what your company stands unless you tell them through your content. Let your customers know who you are and what you are trying to accomplish.
Bear in mind that content is not just writing. It includes many other tools and approaches, including:
- Images and videos
- Awards and other mentions
- Speaking engagements
- Interactive posts (such as surveys)
- Social media posting
- Various other strategies
Be creative in your approach and include visuals, YouTube posts, whatever you need to let your cannabis brand shine and be known apart from the crowd.
Fully Utilize Your Cannabis Blog
In the early days, many companies used their blog in ways that were ineffective. For one, many cannabis blogs injected too much personal opinion in their blog posts. While this might sometimes be needed, be sparing when it comes to highly opinionated posts and content. Steer more towards neutral content, so that it appeals to wider audiences and doesn’t shut anyone out.
Secondly, don’t use your blog in ways that might lead to compliance issues. This includes trying to make direct sales online, or making various medical claims in your content. Regulatory authorities have been cracking down recently on companies that make unsubstantiated claims. These can lead to a drop in readership, or even worse, compliance issues for your company.
Ideally, cannabis blogs should be used for:
- Discussing relevant issues in the cannabis market
- Announcing new information about your company
- Talking about new cannabis laws or regulations
- Rehashing cannabis events or conferences
- Celebrating company victories or developments
Engaging Content Can Boost Referrals and Company Partnerships
While a majority of your content should be geared to customers, don’t forget that other businesses will be reading your content too. This can open the door to B2B referral or partnership opportunities that can greatly benefit and expand your business.
For instance, a company might read in your content about a certain service that you provide. Suppose that they don’t handle this service, but know someone who needs it. They might remember your content and your company brand or cannabis logo and refer them to you. Be aware that content is a powerful way to grow your network, both with your client base as well as your industry business peers.
Cannabis Consumers are Very Well-Read
Finally, you should know by now that cannabis consumers are very well-read. They will take the initiative to research products and brands before they buy, and they usually stay current with cannabis news and events. We’d say that this is probably more strongly pronounced with the cannabis industry than with consumers in other markets.
If you need help with content that is fresh, original, and high-quality, get in touch with us today. We can help you devise a content marketing strategy that works and that your customers will appreciate.