Including a blog on your cannabis brand’s website might sound very 2010, but that’s not true at all! Consistent, quality blog content is still a vital part of any digital marketing strategy. And while that goes for companies across all industries, blogging is especially vital to cannabis brands.
Because cannabis-related companies often lack access to many popular forms of online paid advertising, a focus on organic reach is important. Having a cannabis blog will allow you to not only build a voice for your brand outside of your products or services but also drive new users to your site. And making sure that cannabis blog doesn’t just exist, but produces great quality blog content in a consistent manner can be a huge boost for your business all around.
Why Having a Cannabis Blog is Important for Your Business
There is merit to building your brand as a thought leader in the cannabis industry and a blog can help you do just that (more on that later). But beyond the branding appeal, a consistent, good quality cannabis blog can actually drive potential customers to your site and bring attention to your products or services.
Online advertising opportunities are very limited for cannabis companies. The largest paid advertising sources online do not allow cannabis brands to use their services. Google, Facebook, Instagram, and Twitter all ban cannabis-related paid advertisements. That’s why building a strong organic search strategy is vital. And blogging the right way can increase your likelihood of showing up in search results at the right time.
Plus, many people are new to cannabis. And research, marijuana legalization updates, and marijuana news are always changing. It can be a confusing consumer landscape for many people and a well-maintained and relevant cannabis blog can help your potential customers sort their way through all of the noise.
By building a strong cannabis blog, you can help them become more informed consumers, answering all the questions they have right when they are looking for the answers. Soon enough, you’ll be their trusted source of information and, hopefully, products. And if your content is really great and very consistent, it just might convert customers to brand evangelists.
5 Tips for Managing Your Cannabis Blog
- Make Sure it’s Relevant
A blog creates the perfect opportunity to build your brand as a thought leader in the cannabis community. But to really rise to that status, you will need to get into the mindset of your consumers. Walk around in their shoes so you can anticipate the information that will be relevant to them. Share the latest on marijuana legalization or marijuana news. Explain the basics of how cannabis works; the difference between certain categories of products; and how to dose it properly. By providing this information, your potential customers will know they can come to your brand for not only your product offerings but the collective wisdom you bring to the table.
And don’t forget: relevant content is timely content! Always consider the time of year or upcoming holidays. If it’s the holiday season, consider putting together a cannabis gift guide or infused holiday recipe.
- Do Keyword Research
The subject matter of your blogs is very important, but not all relevant content is going to drive traffic to your website — which is the ultimate goal for your cannabis blog. All content topics have to align with your brand’s keyword strategy. What are the words that best describe your product or services? What five words would a potential customer type into Google to find your business?
These keywords should be at the center (and included in) all of your blog posts. If a topic you are considering doesn’t fit with those keywords or there is no way to include them, then it’s probably a sign you should find a new topic.
- Add Engaging Imagery
The words you write in a blog post are important, but images can be powerful as well. Without an image, a post just looks naked. Not only do photos help put an image to the story you are telling, but they can be a great boost for SEO (search engine optimization).
Every blog post should have at least one engaging photo and that photo(s) should be optimized for search. For every image, make sure the image file is named something productive for your keyword strategy (use dashes to separate the words). Once the image is uploaded, always add a title, alt title and description.
- Use Internal and External Links
Besides relevancy, keyword integration and imagery, there’s one last thing every blog post should include: internal and external links! Let’s talk about the basics of each and why they benefit you.
An internal link is a hyperlink in a blog post that leads to another relevant page on your own website. The benefit of these is to keep people on your site longer. An external link is one that leads to a different website. These should always lead to trustworthy, informative sites that are relevant to what you are writing about. It’s even better if these link out to very popular content that is highly ranked (like a big news story).
- Always Cross-Promote
Now that you have a blog post with relevant information, good keywords, beautiful images, and links, it deserves to be seen by the world! Hopefully, your company has already established a great presence on social media. And if you haven’t yet, take this as a sign that you need to start.
Content is strengthened by sharing it far and wide. You should always be cross-promoting your content across platforms. Share it on your Twitter, Instagram, Facebook and/or email newsletter.
Building a consistent cannabis blog for your brand can be incredibly time consuming, but it’s a vital part of any cannabis brands’ digital strategy. If you need help creating or executing your content strategy, Agency 420 is ready to help.