The main function cannabis content marketing fulfils for your business is increasing your brand awareness and SEO for dispensaries. The business-to-consumer landscape has dramatically changed over the past 15-20 years, and traditional advertising methods have become non-effective or even obsolete for many niches of business. The consumer now educates themselves on what products they want and what companies they want to buy them from. This is all done online, long before any contact is made to any companies. The earlier you enter these curious consumers into your sales-funnel, the more likely they are going to become a customer. Here are some statistics regarding content online from popular CRM software giant ‘Hubspot’:
“75% of HubSpot’s blog views and 90% of blog leads come from old posts.”
“47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.”
This number is likely much higher for the cannabis industry, as there are so many new users learning about the plant due to legalization rolling out all over the world. I don’t want to sound like a broken record- but if you position your business as the source of educating the intrigued public, you will gain a devoted life-long client with every conversion. This is personal relationship based, and completely consumer driven marketing.
Is Content Marketing Good for SEO?
According to Hubspot, 40% of marketers say the most challenging obstacle to search engine optimization success is changing search algorithms.
This is generally due to the fact that an even larger percentage of SEO companies use black hat techniques to cut corners. While this may work for some, you are always at risk to be penalized by the next Google algorithm update. That said, there are certain ‘grey hat’ techniques that can safely help expedite the ranking process. But I would suggest against it, and focus only on a high quality content marketing strategy.
The only truly ‘white hat’ method of acquiring backlinks is to create valuable and ingestible content that will keep visitors engaged on your site.
A strong content marketing strategy is by far the most effective, but often most underutilized weapon in your marketing arsenal. It is a solid, penalty-free long term investment into your business and brand. Doja Marketing is here to answer any questions you have about cannabis content marketing.