How to Write Cannabis Marketing Blogs That Actually Convert
Content is king but it goes deeper than that. Your cannabis blogs have the potential to convert casual readers into real customers.
You’ve probably heard it a million times. Content is king. So why is it that some companies generate content but see no results?
It goes deeper than having content. If you want blogs for cannabis companies to be successful, they have to convert. You can’t just whip up a blog post on whatever topic grabs your attention, post it, and expect to see results.
Illustration by Jarita Hui
Successful cannabis marketing blogs are crafted carefully to be successful. They’re optimized for SEO, they’re relevant to the target audience, they are accessible for a large demographic, and they have a strong call to action.
Optimize your cannabis blogs for SEO
SEO, or Search Engine Optimization, is a free way to market your cannabis brand, but you have to do it right. Search engines work to pull up the most relevant webpages for readers, so your job is to make your blog the most relevant option to land on the first page for searches.
This means you’ll need to cater to the ever-changing Google algorithm in order to optimize your content.
It’s painfully obvious when people try to optimize their content so extremely that it’s difficult to read. You can’t jam-pack keywords left and right and expect the content to sound natural. Relevant, well-written content is more important than jampacked keyword nonsense, and Google knows this.
Naturally incorporating relevant keywords (this means researching keywords and choosing ones that aren’t impossible to compete with), linking to other authoritative websites, and optimizing images are great ways to step up your SEO game.
Consistent content is important too. So long as you continue to produce well-written, relevant pieces, your ranking is sure to go up over time. But with diligence and some SEO-expertise, you can boost this process.
Answer relevant consumer questions in your blogs
Don’t just write blogs to write blogs. Have a goal in mind and come up with an overall blog strategy.
This means you’ll need to come up with a list of topics and a natural order to post them in. Start with the most basic questions users may have that will lead them to your product and build from there.
Let me offer an example.
Let’s say you are selling a scent-proof storage container for cannabis products. Here’s how you can come up with a blog strategy:
Start with blogs to answer basic questions
A perfect starting point would be “How to Cover the Smell of Weed” or “How to Store Weed Without Any Odor.”
From there, you can write more in-depth blogs that will link back to your first blog, “How to Cover the Smell of Weed” and keep visitors on your website for longer.
People will come across your blog as they search for ways to cover the smell of their weed, not even knowing a product exists to solve THAT EXACT PROBLEM. Congratulations.
The more content you produce, the more you can link back to other content you’ve published and keep visitors on your website.
The magic will happen at the end of each blog.
Have a strong call to action
A CTA, or call to action, is an extremely important part of cannabis blogs. If you’re just offering advice on how to cover up the smell of weed, then you’re just helping people out of the kindness of your heart.
If you’re ending that blog with something like:
“Sick of having to cover up the smell of your weed? Toss the air freshener and give our scent-free storage boxes a try. They prevent all smells from escaping so you can keep your stash fresh and discreet at all times.
Order today and get 15% off your first order!”
Now THAT’S what is going to convert.
Hopefully, when users end up on your blog seeking a solution to a problem, they will have been given VALUABLE advice followed by a solution they can buy to cut out the need to follow that advice. It’s a win-win.
Oh, and one more note for making your blogs convert:
Use accessible language
Sometimes people think they need to use flowery language or big words to establish authority, but what that actually does is scare readers away.
First of all, nobody wants to feel alienated by a blog post. If you’re not using accessible language, you’re doing it wrong. Write at the middle school level.
You want your readers to be able to connect with what you’re saying and if you’re making it too complicated they won’t be able to and they’ll reach for a brand that has their best interests in mind instead.
Final thoughts on cannabis marketing blogs
If you’re looking to boost your marketing efforts, blogs are a great way to do it. Over time, you can naturally show up in Google searches without the ugly “SPONSORED” next to your piece. Users tend to trust that more.
You should be providing valuable information with each piece you publish. This keeps old customers believing in your brand and helps to convert new readers into customers themselves.
If you’re ready to make your cannabis blogs convert, it’s time to step up your game and come up with a blog strategy.
And if that sounds like the worst thing ever, don’t worry. That’s what freelance cannabis writers are for. Keeping up with a blog is a lot of work, and many brands choose to offload that work onto a freelancer.
Send me an email today if you’re looking for a freelance cannabis and CBD writer to help with your content!