Blogging For Cannabis Businesses: 5 Reasons Why You Need to Create Regular Content For Your Blog
Let’s face it, if you are like most cannabis business owners that know even a little something about marketing, you have heard the mantra that content is king. But what most cannabis business owners either don’t know or overlook is that it’s even more important to create regular content to really experience the benefits of a content marketing strategy.
You’ll hear marketing teams going on about engagement and content very much creates and drives it. But if that content isn’t delivered regularly and consistently, it is just never going to do what it needs to do, i.e., drive engagement. It’s a simple fact, cannabis businesses that produce engaging, consistent and regular content, see the greatest benefits from the content marketing and content creation efforts.
Let’s take a deep-dive into why it’s vital to create regular content for your blog.
1. When You Create Regular Content, You Generate Leads
Seriously, although providing customers with valuable information, the one of the main reasons why most companies bother with content creation and content marketing is to generate leads. 26% of US adults are almost always online, looking for information, trying to find answers to their questions and solutions to their problems.
Not only is content an effective way to provide those people with what they want and need, but if you create regular content you are much more likely to deliver that information to prospective customers than if you only post sporadically.
2. When You Create Regular Content, You Improve Website Traffic & SEO
The other main reason why cannabis businesses bother creating content is to improve their Google rankings and drive traffic organically to their websites. Search engine optimization (SEO) is crucial in driving this process, but Google algorithms are becoming more sophisticated and competitive, and having a couple of web pages stuffed with some outdated keywords just don’t cut it anymore.
Google have said it over and over again, two of the most important factors that affect SEO are quality and frequency. For your cannabis business to really take advantage of the power of content you need to have both characteristics. Consistent content shows search engines like Google that a website or blog is well maintained and that the information within it is valuable to specific search criteria.
3. When You Create Regular Content, You Establish Authority & Credibility
Another purpose of content and content marketing is to create a sense of trust between your cannabis brand and your prospective and current customers. And the only way (online anyway) is to build a sense of authority and credibility through their content.
But, now that more and more businesses are realizing the value of content creation, the competition is increasing. It is estimated that by 2020, an estimated 1.7MB of data will be created every second for every person on earth.
That’s a LOT of content!
One of the easiest and best ways to stay ahead of this curve and distinguish your cannabis business from your competitors is through consistency. When you create regular content that’s useful, informative and entertaining, you establish yourself as a thought leader, an authority and a credible source for information.
In short, the more consistent and the longer you create content, the more credibility you have, the more trust you build and the more your cannabis business becomes legitimate in the eyes of your prospective clients.
4. When You Create Regular Content, You Build Brand Awareness
The way people view and use information now is completely different to the way they did a decade ago. People are now faces with an unlimited amount of choice and in complete control of where, how and what they consume in the media.
This means that successful cannabis brands must also evolve with their audiences in how they communicate with them. The one-way communication style of years gone by simply doesn’t work any more to help them connect with or motivate them to action.
That is why more and more cannabis brands are creating blogs, videos, webinars, white papers, and other types of content that is easily shared through their network of social media followers to build brand awareness. And the most successful among them are create regular content and do so consistently.
5. When You Create Regular Content, You Keep Current Customers As Well
A lot of marketers and cannabis business owners are incredibly focussed on getting new customers, gearing their content marketing strategies to generating leads and driving new traffic. It’s sometimes easy to forget that you already have customers who are loyal and with whom you already have a relationship.
But in my opinion this is a big mistake…
Keeping your current customers engaged not only has the potential to continue generating additional revenue with very little effort, but it is also much cheaper than trying to attract, engage and persuade new ones to get in on your action.
Creating regular content that is consistent in with your brand will create a sense of community, familiarity and loyalty in your current customers, keeping them coming back for more. If you don’t, they are very likely to feel a bit neglected and let down, leaving you are very likely to lose them forever.
Content marketing will continue to be one of the easiest and most successful strategies for cannabis companies and brands to connect with both potential and current customers. But now that more than ever you need to be strategic about how you produce your content and consistency is often what distinguishes effective content marketing strategies from ones that are not.
But to create regular content for a blog is often times one fo the biggest content marketing challenges cannabis business owners face - especially smaller ones who don’t have a dedicated in-house team.
Getting a bit of outside help can be life saver.
If you don’t know how, or simply don’t have the in-house resources to develop, plan and execute an effective content marketing strategy or create content regularly and consistently, I can help. Feel free to get in touch with me here or email me directly.
INTERESTED IN SOME MORE AWESOME IDEAS ON HOW TO GET YOUR CANNABIS BRAND AHEAD OF THE CROWD? CHECK OUT THESE ARTICLES TO GET YOU STARTED
- Which Social Media Platforms Should I Use For My Small Cannabis Business?
- How to Market Your Cannabis Business Effectively & Legally
- 5 Major Blogging Mistakes & How To Fix Them: A Guide for Cannabis Businesses
- Benefits of Blogging for Business: A Guide for Cannabis Brands
- Why Your Social Media Follower Count Doesn’t Matter
ABOUT LIEZE BOSHOFF
Lieze, is the founder of LBC3 Marketing, a leading content marketing and copywriting consultancy, working exclusively in the cannabis industry.
Lieze is a passionate and data-driven content marketing consultant with over 3 years of medical cannabis and CBD industry experience. Working with a wide range of brands and businesses globally, Lieze specializes in helping her clients get clear on their content strategy, creating educational and engaging content, and crafting conversion-focussed copy that resonates with their ideal customers.
If you're ready to see the impact a strategic Content Marketing plan and well-crafted Copywriting can do for you and your cannabis business, take that first step, contact her here for a free consultation.
LET'S GET SOCIAL!
Subscribe to Receive the Latest Cannabis Marketing & Industry News Straight to Your Inbox