Here’s Why Cannabis Marketing Should Center Around Content

Looking to spice up your cannabis marketing but feeling pulled in multiple directions? As a cannabis content writer for the last few years, I have learned a lot about the world of cannabis marketing. And while there are several ways to navigate it, there is one tried and true method that will make the difference: content marketing.

If you are starting a business and wondering how to market cannabis, you’re in for a wild ride. Why? Because the world of cannabis marketing is so much different than marketing “fully-legal” products. 

Paid ads are a pain and can cause more harm than good

Before some marketer complains about me talking down paid advertisements, hear me out. I know for a fact paid marketing campaigns can work for several cannabis businesses. I also know first-hand that it doesn’t work for many. 

Why? Because the gray-area status of cannabis legality makes using any words even insinuating illegal drug use nearly impossible. Unfortunately for those wondering how to market a cannabis or CBD business, running paid ads with cannabis content can result in bans from the platforms you are using. 

The first time I helped grow a CBD company from the ground up, we ran into this first-hand. We tried to run an ad for CBD on Instagram and Facebook, only to result in the advertisement for these legal products to be flagged and rejected. So we tried a few more times. Aaaand….then we got our advertisements account banned. 

Google will do the same. Thankfully, I read up on the implications of using cannabis language for a paid Google Ad. You may have your ads account terminated permanently, blocking you from running ads for future businesses, whether they are cannabis-related or not. 

Paid ads can do a lot of good, sometimes 

We all want our content to reach as many people as possible. It’s why paid ads can be so beneficial to businesses, allowing companies to choose their target market and see a positive return. 

You’ve probably seen cannabis and CBD ads on Instagram and Facebook, at the least. I know I have and I’ve finally accepted that while frustrating, some people are able to get their ads to run and many many companies are not. One company I spoke with on the matter said that those who are running ads successfully may have connections to employees at Facebook who accept their ad proposals. 

Carefully concealing the product and not using cannabis-related language may help. But that doesn't always make it easy to explain your cannabis company’s purpose if you can’t even use the words. 

Some cannabis marketing agencies exist to fix this problem. These cannabis marketing agencies are well-versed in a plethora of policies and work hard to get your advertisements approved. They can be expensive, though, and are often busy with many cannabis clients at once. 

Content is a fool-proof way to market

So long as you run your social media accounts responsibly, you can still grow an organic following and advertise your products in a non-paid way. This works great for so many companies, especially on Instagram where they can showcase their products and produce a variety of lifestyle posts that appeal to certain demographics. 

Use social media. But don’t rely on it. As many in the industry know, cannabis censorship on social media is a huge problem. Don’t put all your eggs in one basket and market only through social media. It’s a harsh reality that any cannabis company is subject to a random ban or deletion from Instagram, Facebook, or Twitter.

That’s where the bulk of content marketing comes in: written content. Blogs are such a huge part of cannabis marketing. I am surprised by how many people have told me they do not care so much about their blog as they do other parts of their strategy. 

But your blog is where you can fill in the gaps in the industry. It’s where you can answer important consumer questions to bring traffic to your site AND provide useful information to prospective customers. It’s also at no risk of being deleted by the big guys. 

Blog right - otherwise, you’ll see no return 

While you may be ready to write a blog packed full of keywords to target, take a step back and recognize that content marketing with a blog is not as simple as it sounds. 

First, you need to do keyword research. If you are selling cannabis edibles, I hate to break it to you, but targeting “edibles” is not going to be easy. Do you know how many edibles are available on the market? More importantly, do you know how many years other companies have spent getting to the first page of Google?

If you know how to do keyword research, you will be able to fill in the gaps for Google searches. For example, “Where to find edibles in Alaska” is going to leave a lot more room to rank than just “edibles.” Plus, you’ll actually answer an important question for people seeking edibles in the area, meaning they’ll be likely to feel fondly about your brand. 

Beyond keyword research, you need to know how to edit the meta-descriptions and optimize them to each target keyword for every blog you make. You also need to add alt tags to your images. Please, don’t forget to include images!

Hire a cannabis marketing expert to curate your content 

Overwhelmed? Lucky for you, there are cannabis marketing experts out there ready to help you take on the task of content marketing!

As a freelance cannabis writer, I am well-versed in all aspects of the industry. I create cannabis content strategies my clients use to grow their businesses in a tried and true way: with content. 

If you don’t want to spend hours researching and making a cannabis content strategy, and then writing the blogs, it’s time to hire a freelance cannabis writer. 

I do all of the heavy-lifting for you. 

Whether you need captions for social media, blogs for your website, or other written cannabis content, I’ve got your back!

Send me a message today, or email Macey@MaceyWolfer.com.