Cannabis content marketing is a crucial part of a successful business strategy. You may have an amazing product or service, but if you aren’t attracting your target audience to your website and products, your business will not live up to its potential.
You may have been considering incorporating digital marketing into your cannabis business, but you may not know where to start. And here are a few tips that you can use to up your content marketing game.
What is Cannabis Content Marketing?
Content marketing is involved in three primary digital marketing strategies: inbound marketing, social media marketing, and email marketing. Though each are very different and valuable in their own right, they all require a single constant: quality cannabis content that is both unique and valuable to readers. To better explain the interplay, let’s take a look at each.
According to Hubspot, “Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them.” Inbound marketing helps to form connections between you and your prospective clients while providing the information they’re already looking for and by solving the problems they currently have. As such, inbound marketing can help establish you as an expert in the industry. Having information on your website that’s engaging and informative communicates to your audience (and search engines) that your business is knowledgeable and trustworthy.
Some good examples of inbound marketing include blog posts, e-books, educational website content — basically, anything that will bring value to your target audience and encourage engagement with your business’s website.
Social Media Marketing
Social media marketing is the process of using social media platforms to connect with an audience. It helps build brand, increase sales, and drive traffic to company websites. An effective social media marketing strategy involves publishing great content regularly on various social media platforms, running carefully targeted social media ads, social media engagement, and “social listening.” Additionally, social media marketers must track their social analytics to determine when and where to pivot to keep up with public trends and social demand.
Email marketing utilizes emails to promote a business’s products or services. It helps develop relationships with leads and clients, even if they don’t regularly visit your site or follow you on social media. Cannabis businesses use email marketing to run promotional ads, engage readers with news and notable company milestones, and to promote other cannabis content marketing strategies.
Why Cannabis Businesses Need Content Marketing
In the wake of this new rise in the cannabis industry, there are a lot of restrictions regarding other marketing and advertising options. This is what makes cannabis content marketing so important. You create the content your audience wants to learn about. Then display that content on your website, social media platforms, and email marketing campaigns. In doing, you not only offer education about your product or service but also direct readers to your website and engaging information-rich media. This, in turn, appeases the SEO gods and thus, improves a website’s rank in search results.
Not only that, but the average cannabis user is already online, anyway. Using valuable cannabis content, clients and hot leads can easily find your website or social media page. Hence, you can circumvent many cannabis marketing restrictions. This not only helps build an online presence but also promotes your brand as a leader in your industry. Additionally, cannabis content marketing can help cannabis businesses reach a global audience to expand reach and improve sales.
How to Be Successful at Cannabis Content Marketing
A successful content marketing strategy must provide value to readers. Therefore, it is imperative that content is insightful, accurate, and engaging and that it only cites credible sources. Remember, cannabis copywriting must be easy to read and understand and must fill a need (entertaining, informational, emotional, etc.).
Cannabis content marketing must also employ keywords to help readers find the content. Specifying a keyword in your cannabis content helps the content (and, thus, your website) rank higher in search engines. The higher you rank in a search, the more likely someone is to click on your link, read your content, and (hopefully) make a purchase.
Additionally, we encourage you to write in a personable tone to avoid sounding too robotic and stuffy. Often, companies use a second-person perspective to encourage friendly dialogue and a more personable approach.
Finally, share content liberally on social media. The more you share, the higher the likelihood that people will read your content and reshare it. Best of all, you can reshare old content indefinitely (just don’t let it go stale). Hence, every piece of content has a potentially unlimited ROI.
Final Thoughts on Cannabis Content Marketing for Businesses
Cannabis content marketing can increase the amount of traffic to your website, and it can grow your business’s sales as you establish yourself as an industry leader. You can craft your own content in-house or outsource it to a company that specializes in creating cannabis content. In doing, your cannabis content marketing strategy can help your business reach its fullest potential.
Are you ready to get started on your cannabis content marketing strategy? Contact us to learn how we can help.