You need a good cannabis content marketing strategy very seriously if you’re in the business. Unfortunately, the cannabis industry is still regulated, making cannabis marketing difficult. Both recreational and medicinal cannabis types are considered Schedule 1 substances and are banned at the federal level. These have been legalized in many states by their government, but the federal government hasn’t made any modifications to its policy yet. Thus, cannabis marketing still encounters strict regulations for its marketing and the ways of promotion in the marketplace.
This is where cannabis content marketing accurately falls at its place. Content marketing is the creation and distribution of informational content to prospective customers. Cannabis content marketing is an avenue for any cannabis business that functions by altering and enhancing its marketing strategies. Simply, it is a strategic marketing method that stresses concocting and delivering attentive, creative, relevant and influencing content to make aware and build relations with a specific target audience to drive profit ultimately.
It also aids in building relations and creating engagement with both new and old customers. Moreover, the clearly defined goals aid the development of effective strategies to attract the audience and attain profitability. Though content marketing is leading all across the various business industries, still it’s much more conductive and fruitful in the case of cannabis marketing as its legal circumstances, and unique clients create better scope for it. Moreover, there is a lot of misleading information regarding the cannabis industry, so cannabis content marketing will be extremely valuable to such companies.
Features of Cannabis Content Marketing
Content marketing can be done rightly in multiple ways, like writing blogs, newsletters, white papers, social media posts, podcasts, vlogs, and whatnot. It demonstrates the brand’s competence and value in the market. These content marketing ways can be used for several fruitful purposes like-
- Depicting ingredients of marijuana
- Effects of marijuana on its consumers
- Ways marijuana helps as a medicinal aid to tackle various health symptoms
- Ongoing legislation and protocols in the cannabis industry
- Learning diverse kinds of cannabis
- Informing about all the parts of cannabis plants
- Attracting new customers while building good relations with the existing ones
- Convincing new customers that your cannabis products are of high quality
- Generating new leads and entering newly developed markets with effective latest marketing methods
Majorly used marketing methods include paid advertisements, and using effective cannabis hashtags while doing social media marketing, which face unlimited restrictions in the case of cannabis products. Thus, good content marketing is a better alternative for the marijuana industry and its products. Thus, it permits your cannabis brand to exercise past existing regulations affecting conventional advertising techniques.
Methods of Cannabis Content Marketing
There’s no fixed recipe for cannabis marketing. It is a rapidly growing industry and what works for one isn’t mandatory to work for all. Keep a try-and-error mindset approach and experiment with all the different marketing methods. Be authentic and enjoy while learning the process.
- Social Media Marketing
It is now an age-old approach, which can earn you massive exposure. Be specific with your target audience and goals. Social media is crowded and hence experiences short waves of new trends that open many marketing opportunities. The posts you upload must be intentional and based on your goals. Include graphics and images to uplift the viewership. Make the visual engagement of your social media posts your priority.
An interesting blog can earn high traffic, directly contributing to increased cannabis sales. Start a blog with engaging and interesting content that caters to your target audience’s needs. That’s why one must decide the target audient before doing anything else. The writing style varies with varying audiences. Specify who you want to write for, the experienced cannabis users or the new ones. SEO is a must, so give thought to the length of the blog, headings, relevant trending keywords, etc.
- Video Content
The increasing viewership of video content has raised the inclusion of video content in the marketing plan of various cannabis companies. Though the process is costly and time-consuming, it still generates a high ROI. For example, consider filming an educational video like honest reviews or manufacturing procedures. The basic requirements for the same include a camera and basic editing software. It can also balance the production costs.
Podcasts are another excellent method of offering auditory content to entertain and make your target audience aware. However, it is not such an acceptable approach when it comes to the cannabis industry. These are fun to produce and a unique way of sharing your stories and experiences about the cannabis industry. Be candid and speak your mind out. Hire a professional for your podcast production to not compromise with its quality.
- Email Marketing
Email is the best way to retain old customers. Developing a strong list of clients is a must for this. Include all kinds of leads, past customers, newly added ones, and prospective buyers. Considering the target audience beforehand is a necessity. Your mail must be created in the format of a sales pitch. Starting a weekly newsletter is also a great idea.
Conclusion Drawn- Right Kind of Content Marketing Strategy for Your Cannabis Business
Cannabis content marketing and digital marketing have no fixed formulas. It is an expanding industry, so what works for one cannabis dispensary may not be fruitful for the other one. Be true to your brand, choose a specific target audience and formulate your goals. Then, develop a strategy based on that. Begin with small strategies and find ways to integrate them into other wider cannabis marketing strategies. Enjoy the process, as it’s just one phase of a successful cannabis marketing campaign.
To ease the process, consider the below-mentioned steps to begin-
- Formulate your goals, choose a specified target audience, and create a well-planned marketing strategy
- Start production and delivery of the marketing content
- Engage advanced SEO techniques and focus on relevant trending keywords
- Monitor and analyze the outcomes of the marketing practices
Follow these steps to get started with the cannabis content marketing strategy.