NOTE: This post was originally posted by Studio 420: A Cannabis Friendly Creative Agency
If you’ve been fortunate enough to be able to enlist the professional design services from companies like Studio 420, you’ve only done half the work so far to get you noticed.
Having a strong brand that resonates and is visually attractive to customers is important in today’s cannabis marketplace, but looking good isn’t enough anymore.
For your cannabis business, content is king for getting the attention it deserves.
Here’s why professional content is a necessary component to growing a cannabis business:
1. Filling communications gaps between companies and cannabis stakeholders
While a cannabis business may be experts in their field and niche within the industry, they don’t always have the professional communication skills required for this market.
As a cannabis writer, I have had the privilege to work with some of the most brilliant legal, financial, medical, and business minds. While these clients have important, high-level knowledge to share, their skills in communicating their expertise can unfortunately lack and the quality of their message tends to get lost.
When working with a professional cannabis writer, a cannabis business will have the support to structure information in a way that it becomes palpable to stakeholders and the general public. By translating complex ideas into more general language and illustrations, more people understand and engage with certain ideas, products or services.
2. You need to be in the conversation
Being noticed within the cannabis industry goes beyond having a high-quality website. That website needs to be regularly updated with relevant, in-depth, and informative content that keeps your customer coming back for more. In the Internet world, information can become outdated within days.
By being present in conversations around current events in the legal cannabis industry, your firm can place their unique spin on how your product or service addresses evolving needs.
Cannabis businesses can use blogging, Infographics, eBooks, white papers, and other informational tools that communicate their messages to reach different stakeholders with different learning styles and ways of taking in information.
By keeping content flowing, and your brand active in conversations on social media platforms such as Facebook, Twitter and Instagram, you get noticed as a relevant and driving source for the cannabis industry.
3. All cannabis businesses have a role in cannabis education
With legalization creeping across the world at rapid rates, it’s a crucial time for the whole cannabis business to be a part of cannabis education. With legalization has come fear and confusion in some areas, and the cannabis industry has had a difficult role in establishing its place within financial, political and societal spaces.
As a cannabis writer, I’ve observed a great deal of ignorance and gaps in knowledge when it comes to people’s understanding of cannabis and its role in our communities. Even I’ve been surprised at times to find out stuff about cannabis when I thought I had a good handle on the plant. I don’t think this gap in understanding is because people are anti-cannabis, but they simply haven’t been exposed to cannabis aside from the obvious stigmas we all know.
A cannabis writer works with others’ businesses goals so that they can be a part of the forces that educate local and global communities on the benefits of legal cannabis. Having relevant and informative content on a regular basis will allow the cannabis industry to advance as a whole and will allow your voice to be strong in an emerging worldwide industry while guaranteeing the security of the industry as a whole.
4. A failure to plan content could mean a failure to gain an audience
In this day and age, understanding the inner-workings of how content works with the Internet is incredibly important. In order for your website to show up in your target audience’s search, you need to carefully research relevant and effective keywords and come up with a sophisticated Search Engine Optimization (SEO) strategy.
A qualified cannabis writer will not only look to write you awesome content but will also do the behind-the-scenes work necessary to ensure your content gets noticed by Google and other search functions.
5. Potentials for collaborations and exposure
There is a large network of cannabis investors, growers, media specialists, entrepreneurs, dispensary owners, POS services, and other ancillary services that are all eager to gain exposure within the cannabis market.
A dedicated cannabis writer’s job is also to help people and companies make connections for cross-promotion. When you work with a full-time cannabis writer, you never know what more exposure you can get through that affiliation!
Do a Content Overhaul Now
Simply put, good design isn’t enough. People need to read good content to help them see that a company not only has a great product or service, but they are effective communicators who are dedicated to the advancement of the cannabis industry as well.