…and why is content marketing strategy important for the cannabis industry.
So…umm….why is content marketing important for the marijuana industry? That’s a great question…
Once upon a time, a shiny new cannabis business wanted to write some content. Eager, motivated, and full of ideas, they wrote blogs, shared interesting tweets, recorded videos, and posted all sorts of stuff on social media…
…and no one ever cared.
Don’t let this be you. Don’t waste a word. Don’t waste a minute. Start with a plan. Craft a Content Marketing Strategy with attention and care.
“Lots of companies might be engaged in content marketing, but they don’t have a strategic plan behind it. Anyone who has a blog and social media channels is, technically, engaged in content marketing. Content marketing strategy is simply deciding to be more deliberate about the content you create.
Not having a strategy is kind of like showing up at a random job interview without knowing what job you’re interviewing for, and then trying to sell what you do.”
Yeah. That sounds kinda…hard.
Don’t worry. We’re going to help you.
- What do your customers want to know?
- What are their questions?
- What are their problems?
- How can your cannabis related product or service help them?
When you think about these questions and do the research to find the answers, you’re doing it right. When you strategically decide what you want to say, before you say it, that is the part that will get your company on that path of where you want it to go. Ideally, you want to plan out several months ahead.
The answers to your customer’s questions and problems will become the titles and subjects for the information you create. Make sense?
This brings us to keywords
Keywords are those little things you type into a search box. These are the words that you need to find in order to discover what your customers are searching for. It’s the difference between those customers looking for a blueberry muffin edible to purchase from your cannabis bakery, and those looking for the recipe to those muffins.
You don’t want the “recipe” traffic. You want the “edible” traffic. While you can’t help people using the “wrong” terms, but what you can do, is get all the terms they are looking for to show up in your article so that they know you’re speaking to them.
The right keywords will get you the right kind of visitors, the ones only looking to buy those muffins. Keywords end up being one of the most valuable and high return components to any marketing strategy.
*There are SEO tools to help you find out how to generate your keyword list if you choose. It can be quite in depth however. For a comprehensive list we recommend our services. You can still create a basic one on your own by doing searches online just like I’m describing and with a wee-bit of poking around.
Once you find out your keywords, these precious words and combinations of words need to be organically and naturally threaded throughout your content. This way, those internet crawlers think those words are actually what you’re talking about. Make them right! This leads directly to increased visibility which in turn, can lead to higher rankings, which lets people find you, and then…your company can solve their problems…right?
“Just listening to customers’ questions can tell you what topics they are most interested in. Answering questions on your blog is simply a way of showing up as the person with the answers when customers type the question into google.”
Listen to your customers. Think of your customers as just any person you are building and maintaining a relationship with. It takes a foundation of trust, value, and care. One of the best ways to build all three is by listening to them.
Answering your customers questions is how your customers are going to find you.
If you were following us last month and caught the post on how to help your customers find you, pat yourself on the back. If not, don’t worry, we’ve still got hugs! And way more useful in marketing, we’ve still got the link!
If you do a search for…ummm….”cannabis edibles,” you’ll find over 466,000 answers. I mean, we know you won’t look past page 5 of those searches, and that’s if you’re really looking. Even if the very best answer is on some page past 465,000 most of us will miss out on that.
The perfect answer doesn’t do us any good if we can’t find it easily.
Keyword research can save you from this fate. Make sure you thread your “cannabis edibles” keywords into your blueberry muffin edible blog and web content. This way, your genuine “cannabis edible” shows up for them, rather than in front of people making Sunday brunch muffins!
Work those keywords! (Or hire us to do it for you.)
What do you say? Where do you say it?
4 Critical Components
- “Publish topics on a blog: Optimize each blog post for search by making sure to include keywords in headlines, as image alt tags, in the post url, and several times throughout the content. This means you are being strategic about being found in organic search results. Don’t forget a free download!”
This also gives you the opportunity to do competitive research and learn as you go, if you’re a small business.
- “Videos: Choose topics you know your audience is interested in and make sure there is a call to action at the end – ‘go to this page for more information,’ or ‘get this free download…’”
Video is key. If your customers like your product video ad, they are 97 percent more likely to purchase from your brand. Let me say that again… 97 percent. So make videos and make them good!
- “Social media channels: Which ones you will use is based on where you think your customers are most likely to be. Build your communities on each channel by interacting with people and publishing content they will like. If you build a strong community on social media, then you have groups of people to promote blog posts to!”
This is really win-win. The more you seek to help your customers, the more they will do business with you and naturally help you by speaking about honest experiences with you online. We humans love to share!
- “Email marketing: This is more effective than you might think.”
Consumers want to receive information about companies they have favorable transactions with. Consider that:
- Email is 40 times better at getting new customers over social media channels.
- A staggering 81 percent of customers were at least somewhat likely to make a purchase based off of a targeted email.
So, yep, it works!
“Everything should work together: Blog posts are written to be found in organic search results and linked to and from social media. Blog post readers and social media fans are given options to subscribe to email, video tells people where to go – to a blog post or services page or to an email sign up…
Being strategic about content marketing means that nothing you create is ever a “stand-alone” product. Strategic content marketing lays out the path for customers to take and then uses content to lead them down it.”
— Thanks Rebecca!
Time for the recap!
- Content is needed to develop your presence as an authority on a subject and to create something of value for your customers.
- Good content is important for the cannabis industry especially, as it is one of the few usable channels to get any marketing across, and for the rebranding of an entire industry.
- The content marketing strategy is vital to the success of your business so that the targeted content you’ve created, gets in front of the right people and in the right places. Otherwise you’re creating awesome content for people who aren’t in your client or buyer personas which means you are essentially wasting your breath. Creating great content for the wrong people.
That’s it for part 3 of 3 for our Content Marketing and Why is it important for the Cannabis industry series!