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The cannabis industry is full of creative, ambitious professionals aiming to leave their mark, making the competition steep for businesses that want to generate more brand loyalty, stand out in a crowded online space and connect with target customers.
Attracting the right attention requires cannabusinesses to use “owned media channels” (i.e. online media properties that a company has complete control over) to their highest potential, including their websites, social media and blogs. Blogging can tie many marketing efforts together, driving more traffic to a website, providing valuable content for social media outlets and serving as an avenue to educate prospective customers in an industry where propaganda and half-truths are rampant. If your cannabis company doesn’t yet have a blog, or you need to reignite this tactic, consider the following:
Blogging Dispels Misinformation
Despite a burgeoning market hosting an abundance of sleek and modern brands, stubborn misconceptions continue to surround cannabis. What’s more: much of this misinformation swirls online.
Blogging is an effective way to quickly disseminate educational content and context related to your cannabis products or services, dispelling myths and proactively answering common questions customers might have. The most effective blogs aim to educate customers about solutions to their pain points, rather than teeing up overt sales pitches.
Maintaining a Blog Helps with SEO
Search engine optimization (SEO) can help your website rank better on search engines like Google, creating more opportunities for prospective customers to find you when researching certain topics online. A blog is among the more important aspects of an SEO strategy, providing a space for new content that drives more traffic, supports social media activities, aids credibility and boosts authority. Consistently crafting and promoting blog content – while avoiding common SEO pitfalls like keyword stuffing – can help get the right eyes on your website.
A Blog Contributes to Thought Leadership
Thought leaders are recognized authorities in an industry, sought out for their expertise and perspective on a topic. They contribute high-quality content to their field, often leading to new innovations, industry advancements or greater public acceptance. Over time and through outstanding contributions, they build a positive and respected reputation as a credible and respected resource.
A blog is an ideal place to drive thought leadership. Through blogging, you can shed light on your industry or your business’s services or offerings. You can also share your personality and passion. As a cannabis industry thought leader, you could disprove negative stereotypes about cannabis and affect positive change.
Blogging Amplifies Your Brand
A thoughtful blog strategy can strengthen your brand through compelling storytelling, eye-catching graphics and video, and consistently fresh content. It supplements and enhances your existing web copy, linking to pages that can lead to a sale, inquiry or partnership. Further, you can share blog content on social media, or repurpose the information through traditional PR media outreach, spreading your message across numerous channels.
As your blog develops, your audience will recognize your unique tone and style – your brand voice – and come to you for your expertise.
A Blog Can Lead to Fruitful Partnerships and Opportunities
Who knows who might stumble across the content on your website? Not only can a blog entice a customer, but it can expand your professional network, potentially leading to speaking engagements, partnerships and exclusive events. Additionally, editors at industry publications might see your high-quality blog and invite you to share insights in a guest article or column, uncovering additional chances to promote brand awareness and thought leadership.
So, why should your cannabis business have a blog? Because not having one means letting valuable opportunities pass you by. When executed well, a blog can pave the way for improved search engine rankings, position your company as an industry thought leader, debunk myths about a still-controversial plant and lead to rewarding PR opportunities. And in a competitive industry like cannabis, a quality blog can be a major differentiator.
We get it: blogging takes time and not everyone enjoys writing. At Aker Ink, we’re a team of experienced content marketers who bring a combination of deep digital marketing experience and cannabis industry knowledge. We understand that successful content marketing combines the art and the science of effective digital writing. Reach out to see how we can help you elevate your cannabis brand.