Anyone who runs a website for their own business, a client’s site, or other commerce-gateway oriented website knows that the content machine is always hungry. If it isn’t constantly fed, your social media presence, your user engagement, and your rankings can all suffer the consequences. What’s a small to medium business to do?
Many social media sites still view cannabis as a grey area. This will likely remain true until marijuana is legalized at the federal level or legalized at the state level by a majority. You have to remember that the vast portion of social media site revenue comes from Ad and Data sales. Sites that refuse cannabis advertising and dispensary accounts are facing greater monetary losses by violating Federal statutes than they would make by freely allowing cannabis advertising.
Twitter – Does not have a reputation for removing cannabis-industry social accounts.
Youtube – Frequently leaves cannabis-related videos and actual usage videos alone.
Instagram – The CEO of Massroots has had their instagram account removed three times
Facebook – Restricts advertisements because cannabis is categorized as an illicit substance.
Use your own website for content marketing. You can freely put up content that may be restricted on privately-owned social media sites. You can then link to this content via social media. This cannabis website marketing method provides multiple benefits. Traffic to your website increases and you don’t have to risk posting risky content directly onto your social media account.
Cannabis-related businesses may differ in what they sell, but the end goal is still the same. Every business wants to achieve three basic goals.
Increase your website traffic – This can be accomplished directly by linking posts to your website. You may also see a secondary boost in Organic or MAP Rankings due to increased traffic from social media sources.
Raise your brand awareness – A customer isn’t going to buy a product that they’ve never heard of. Just like soda, alcohol, and even soup-establishing brand trust with consumers and making your brand a name brand is critical to success.
Turn leads into conversions – The hotter the lead, the more likely the conversion. Content is all about establishing trust and growing a relationship with your customer. Maintaining that relationship once you’ve converted a lead is always going to provide a return.
Of businesses have a content marketing strategy in place
Companies use content to market their businesses in a variety of formats. They produce new pages, engage on social media using Twitter, Instagram, and Facebook, and create videos. These media types can all provide backlinks to a primary site or ancillary pages they are trying to rank, but even if you have a dedicated social media or content manager you may not be getting everything you can out of your marketing strategy.
If you’re new to the term SME, it stands for subject-matter expert. In the world of content, a subject matter expert is the cornerstone of interesting and relevant content production.
For the majority of content writers, reaching out to SME’s is a crucial part of the writing process. A writer can get great quotes, clarification on important issues, and answers to complex questions from the professionals who know them best.
Who knows your brand, store, merchandise, and customers better than anyone else? Your employees.
Talk to your staff about your content needs and find out how they’re interested in contributing. The best content comes from passionate creators. Use the individual strengths and knowledge of your staff to your advantage.
In the world of marketing, an employee obsessed with the latest cannabis gadgetry, terpene profiles, or cutting-edge CBD/THC science is an asset.
Allow your staff to work on content they are interested in. There are some golden rules every business should follow if your hourly staff is producing content.
Pride and accomplishment are built into the creation process. You want to attribute employees work to them whenever they aren’t using a company voice or profile. This develops a sense of ownership, humanizes your company brand, and provides a variety of voices your customers can get to know, follow, and identify with.
Continually updating your site provides Google with relevance signals you wouldn’t have otherwise. It sends the message that this site is continually in use, being worked on, and has new content that should get in front of users.
Firstly, don’t overdo it. You want a content schedule you can stick with, and that works within the framework your business and employee schedule provides. If you can’t maintain it, a content release schedule isn’t worth the time. Gauge initial interest for each content type, see when it makes the most sense to carve out employee time for content work, and revise your schedule if you need to.