The first question most dispensary owners have? What is content marketing? It’s pretty simple. Literally any content you use to market your dispensary counts. Videos, social posts, blogs, infographics, podcasts, flyers, mailers, and more fall under the “content” banner.
Look, until cannabis is federally legalized, you won’t be able to write off your marketing expenses. Is it unfair? Yes, it is. It also means you want to spend your marketing dollars in the most conscientious way possible, but did you know:
How much more often content marketing converts a user than other dispensary marketing methods.
What do the numbers consistently show? It’s cheaper to market with content and provides better long-term returns on investment than any other methods. Your dispensary isn’t dealing with an advertising drought, it’s facing a content marketing opportunity.
What’s the best tool in your entire marketing arsenal? If you answered, “our own website,” then you know that the assets you have the most control over are also the ones that will never let you down.
Your website doesn’t rely on another company like Facebook or Google allowing you to put content on it. Blogs advertise and brand your dispensary while adding new keyterms that can rank in Google searches. This is the reason a good dispensary marketing company will push content. It’s in your control, and is the single biggest contributing factor to your overall cannabis SEO.
Videos and blogs are a great place to start. Consider having staff review products or provide “how-to” video walkthroughs for smoking devices customers have frequent issues with.
Content should include a nice mix of broad cannabis content mixed with local content. You’ll have a much greater chance for ranking new keyterms at a local level, and including links to local business partners, events, and accompanying local websites will strengthen your local and MAP Pack signals.
Twitter, Instagram, Facebook, we’ve covered social media strategies for all of them. If you want to take a break and read up on the best ways to create and post content for each, we’ll wait.
Social media posts can be made using content you’ve already used in blog posts or email blasts and vice-versa. One of the smartest things you can start doing is to create a central resource for assets.
An asset database let’s you know what you have available for different mediums whether it’s a video post going up on Youtube and your dispensary site, a picture taken by a staff member on a hike, or a strain review you’ve posted on your blog.
The bottom line is this: If you aren’t willing to produce content yourself, you should pay someone to do it for you.
We specialize in SEO writing for dispensaries. Content is the easiest way to naturally increase your web presence and the number of searches your website shows up for in Google’s search engine.
If you aren’t hiring or training a cannabis content writer, we can take the hard work off your plate. Not only that, you’ll get content strategy to go along with it. We look at your website analytics and competitors to figure out what content they have that you don’t, and vice-versa.
Covering existing content niches keeps you competitive in a crowded market. Finding new niches and content opportunities helps you grow.