5 REASONS WHY YOU NEED TO CREATE REGULAR CONTENT
Let’s face it, if you are like most Cannabis | CBD business owners that know even a little something about marketing, you have heard the mantra that content is king. But what most Cannabis | CBD 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 an effective 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 | CBD 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. lead generation
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. Website Traffic + SEO
When You Create Regular Content, You Improve Website Traffic + SEO
The other main reason why Cannabis | CBD 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Google algorithms are becoming more sophisticated and competitive, and having a couple of web pages stuffed with some outdated keywords just don’t cut it anymore.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 | CBD 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. Authority & Credibility
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 | CBD 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 | CBD business becomes legitimate in the eyes of your prospective clients.
#4. Brand Awareness
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. client retention
When You Create Regular Content, You Keep Current Customers As Well
A lot of marketers and Cannabis | CBD 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.
take home message
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.
ABOUT THE AUTHOR
Lieze Boshoff (B.Psych, M.Sc (HCN)) is the founder of LBC3 Marketing + LBC3 Academy a leading Cannabis Marketing agency + training academy for the CBD | Cannabis Industry. Additional work experience includes working as an account manager and then a corporate training and development manager in London, and a university lecturer + researcher in Germany and The Netherlands.
Her areas of expertise encompass all aspects of Cannabis Marketing, including Content Creation, Copywriting, Email Marketing, and Lead Generation. As a specialist in her field, she helps small to medium sized CBD | Cannabis businesses with her work as Cannabis Marketing professional, educator and mentor.