Content Marketing in the Cannabis Industry – What’s Working Today?

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Are you ready to move from cold outreach to warm requests? From outbound to inbound focus? This is possible with content marketing. In fact, content marketing should be the foundation of your entire digital marketing plan. Why? Because content drives everything today. Content really is king, and that’s not about to change anytime soon.

Why is content marketing important today?

I’ve already written here on the Cannabiz Media blog about some of the top reasons why content marketing is essential for cannabis and cannabis-related businesses, and all of those reasons are still valid today.

In summary, content marketing can help your business create brand awareness and consumer perception of your brand. It can also help you generate leads cheaply, nurture those leads, and convert them into customers.

Content marketing can also support your consumer research efforts and inform your future marketing strategies and investments. Importantly, content can increase your website traffic, improve your search engine optimization and search rankings, and encourage sharing on social media.

Bottom line, content marketing is a catalyst for all your digital marketing efforts to increase sales and ROI because content offers something valuable for people to consume and share. There is no more cost-effective way to increase brand awareness, brand recognition, brand trust, brand testing and brand loyalty than content marketing.

What is working today in B2B content marketing for the cannabis industry?

B2B content marketing for the cannabis industry is no different than other industries in terms of building a strong foundation. Blogging is vital these days, and if your business isn’t already publishing at least one new blog post a week, you’re missing out on the opportunity, demand generation, and revenue that can come from great blog content.

Why is a blog so important? It’s easy. When you publish authoritative, useful blog posts on a consistent basis, those posts create more entry points to your site for search engines and individuals to find. In other words, more blog posts lead to more search engine traffic and more social sharing.

As a result, more people will find your content, visit your website, and learn more about your brand. Eventually, some of these people will likely become customers, but that won’t happen if you don’t publish the content that leads them to your site.

In addition, blog posts offer you advertising opportunities. You can use blog posts to feed your social media marketing, email marketing, programmatic advertising, and more!

The more people you can bring to your website with amazing content, the more you can learn about your target audience(s) and the more people you could potentially convert into customers and loyal brand ambassadors. And guess what? When you attract loyal brand ambassadors, they’ll share your content for you, further increasing your brand’s reach (and your potential sales).

Steps to ramp up your content marketing plan

Today, content marketing is where everything begins in digital marketing, and with so many marketing tactics inaccessible to companies working in and with the cannabis industry, content marketing becomes even more important. If you’re not already using a significant portion of your marketing budget to create, share, and promote content, then you need to make some adjustments as soon as possible.

Prepare to build a team of content creators, designers, and promoters to enhance your content marketing plan. That doesn’t mean you have to hire a whole team of people. There are many freelancers who offer these services at affordable prices. Just make sure you’re working with writers, graphic designers, email marketers, and social media marketers who understand the cannabis industry and have proven expertise. Poor quality content can do more harm than good.

Once you know who is creating and promoting your content for you (e.g. sharing via email marketing, social media platforms, ads, etc.), develop a calendar to include at least one new blog post per week to create. The calendar should include the topic for each post, where you are promoting it (e.g. email marketing, social media, ads, etc.) and any items you need to publish and promote (e.g. images, videos, charts, statistics and source links, etc.).

Make sure to include some blog posts in your calendar that promote lead magnets, such as: B. E-books and checklists that you can offer in exchange for people’s email addresses. These blog posts are great for sharing and promoting on social media, and the lead magnets will help you build your email marketing list!

Once your content marketing team and processes are in place, you can increase the amount of content you generate and promote (eg, increase to two blog posts per week). Ideally, you should publish 11-16 blog posts per month to generate the maximum amount of traffic and brand exposure.

However, don’t expect to be able to produce this level of quality content right away. Give yourself some time to rise to this level. You never want to sacrifice quality for quantity.

Key insights into content marketing in the cannabis industry

Not convinced that content marketing is essential today? Here are a few stats that might change your mind:

Now it’s time to expand your content marketing plan and when you’re ready to start promoting that content through email marketing, you can get verified cannabis and hemp license holders with the email marketing tools. Reach Tools in the Cannabiz Media License Database. Schedule a demo to see how it can help you achieve your business goals.

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