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5 Content Marketing Mistakes + What to Do Instead

5 Content Marketing Mistakes + What to Do Instead


Content Marketing for CBD & Medical Cannabis Brands:  5 Content Marketing Mistakes + What to Do Instead


Content marketing is one of the cheapest, most effective and easiest way to market your cannabis or CBD business and get new leads. But, the internet, blogosphere and content marketing is crowded, and it is becoming more and more difficult to rank for target keywords and reach your target audience.  So now, more than ever it is important to be “on point” as the cool kids say, about your content marketing strategy.

Through the years I’ve noticed that many small to medium cannabis and CBD businesses are making the same content marketing mistakes, sabotaging their best efforts, and leaving them feeling that, in principle, content marketing sounds great but that it just doesn’t work for them.

Let’s take a look at these five content marketing mistakes and what to do instead.


Content Marketing Mistake #1: Not Researching What Content Your Audience Wants

Probably one of the biggest content marketing mistakes I see business owners making is to start creating content on a whim.  Without a plan or strategy.  And without really understanding what it is that their audience are interested and what to read about.

Did you know that 55% of people think that brand content is simply not relevant or interesting to them?


The Fix: Research Your Audience Interests

There is this misconception that any content is king.  If only it was that easy… If you really want to drive traffic and generate qualified leads, you need to really understand what your audience find interesting. 

Start by analyzing your audience and what they like.  Take a look at your blog and social media metrics to see what type of content and which topics appeal to them.  Chances are your competitors will have an audience very similar to yours.  Take advantage of that by seeing what they post and what does well for them. 

The goal is to identifying trends. Do you see any common topics and themes emerging? Are there specific types of content your audience is actively engaging with?  Do they prefer long-from content or shorter articles?  With this information you can start generate content topics, in formats that will resonate with your audience.


Content Marketing Mistake #2:  using Only One form of content

Unfortunately, we live in a world where our audience is expecting you to cater to them, their likes and their needs.  This means that just having a blog, or just having a podcast, or just having an Instagram account is not enough to really get the most out of your content marketing strategy.

That is why it is vital to create content that you can repurpose (to see how to do this, read my article How to Repurpose Content & Why You Should) and post on different channels, in different formats. 


The Fix: Repurpose Content

A good strategy is to repackage the information from one piece of content into a different medium.  Knowing which content formats your audience like, you can focus on one or two formats that will really drive engagement but without getting overwhelmed.  For instance, turn blog posts into something more visual like slide shows or infographics. Or turn them into podcasts for those people in your audience who prefer that type of format.

The goal is to produce a few different types of content formats that you can post on a variety of platforms, in order to maximize your efforts and reach a wider audience.


Content Marketing Mistake #3: Not creating evergreen content

Evergreen content your content that is always relevant and will remain so over time.  In other words, it is content doesn’t get outdated.  Although it’s great to tap into viral topics or daily news articles, this shouldn’t be your focus because evergreen content is vital in order for you to be found online by search engines and drive traffic for many years.


The Fix: Find Consistent Trending topics

Google trends is a great way to find topics that’s been popular for a significant amount of time and see if it will continue to be so.  You can explore a specific keyword to see its trend history.  If it is on the up-and-up, it could be a perfect topic for you to start creating evergreen content around.  Also make sure that you really get the topic down - really put in the work to make sure that you create in-depth, useful and informative content that provide your audience with all the answers they need.  That way they won’t go anywhere else to get their information.

The goal is to maximize your content creation and marketing efforts with evergreen content and creating something that will still be relevant and still drive traffic in five or ten years' time.


Content Marketing Mistake #4: Not having Effective CTAs

I’m a firm believer in content without a goal is simply stupid.  No one is spending hours creating content from the goodness of their hearts - there needs to be a return on investment.  And this is why I am still amazed to see that so many people either don’t optimize their call-to-actions (CTAs), or in many cases even don’t have any.  But just having a bunch of CTAs sprinkled all over the places not a good idea either.  You want them to be strategic and effective, helping you collect qualified leads and guiding your audience through your sales funnel (take a look at What is a Sales Funnel & How It Works if you want to know more).


The Fix:  Create and Insert (effective) CTAs

This is such a simple fix: decide what it is that you want your piece of content to do and then create and insert some CTAs to achieve that goal.  CTAs can take various forms, from a simple button that takes them to your products or services page, to email sign-up forms and even landing pages with downloadables (look at my landing page here as an example) to capture email addresses for your newsletter. 

The goal is to make the most of each piece of content you produce by giving it a purpose and crafting a strategic and effective CTA to serve that purpose.


Content Marketing Mistake #5: Not promoting your content enough

Content marketing doesn't stop after the publishing process. I’ve found that many people spend a ton of their time creating content but then forget to promote it.  If you don’t physically put your content out there, in front of your audience, and do so repeatedly, you will not have and impact and all your best content marketing strategies will be for nought.  But the good news is that with some careful planning, a content calendar (here you can find out how to Create the Ultimate Content Calendar for your cannabis or CBD brand) and some diligence, you easily side step this common content marketing mistake.


The Fix: Promote, Promote, Promote

You should spend more time promoting your content than creating it, in fact, four times as much.  Research shows that you should follow the 80/20 rule where you spend roughly 20% of your time creating content, while using the other 80% to promote it via social media, blogs, email, and other channels.

The goal is to not only create interesting and relevant content, but to actually get eyeballs on it by making sure they can find it on a variety of platforms. 


Final Thoughts

Content marketing is a great way for cannabis and CBD businesses to get their brand out there, drive traffic and generate qualified leads.  I’m sure by now you know that content marketing costs 62% less and generates 3 times as many leads as other forms of marketing and advertising does.

But for it to be really effective, you need to do more that slap together a couple of blog post, some other some bits and pieces of content, sit back and hope to reap the benefits - there is simply too much competition for that.  But by fixing the common content marketing mistakes I discussed here, you definitely have an advantage over the vast majority of other small to medium cannabis and CBD brands.  When you identify the content marketing mistakes you are making and implement some of these tactics to fix them, you will be able to not only save but also optimize your content marketing strategy for maximum results. 








lieze boshoff lbc3 marketing

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.






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