Cannabis Content Is King
I know every single one of you has experienced a time where you’ve gone onto someone’s website and just thought,”Nah.”
That feeling could be for a variety of reasons, including:
- Terrible design
- Difficult to navigate
- Too many grammatical and punctuation errors
- Plain, ol’ boring content
- …and tons of others
Unlike a brick and mortar store, where an associate can step in to help overlook the space’s flaws, a website has no person-to-person interaction. So, first impressions are crucial.
I’m going to let you in on a little secret: The most common mistake anyone can make on a website is to have terrible content. Once a workable design has been established, it’s of the utmost importance to populate your website with robust content.
How Do I Get Awesome Cannabis Content?
Too many times I see dispensaries or small start-ups looking for free or cheaply written content. I’m going to let you in on a second secret: Free or cheaply written content, well…comes across as free and cheaply written.
Handing your website’s posts over to some rando on the internet, willing to write you something at $.05-per-word is going to produce something that’s riddled with informational, grammatical, or punctuational errors.
Websites like UpWork or Freelancer are NOT the place to find a cannabis writer.
Why? Because everyone is bidding for the same jobs, trying to outdo each other down to pennies-on-the-dollar. Here’s the thing–many of these writers don’t speak English as a first language…and it’s apparent.
So, you’ll end up spending time editing your piece. And if it turns out semi-decent in terms of grammar, the chances that it’s engaging and actually enticing to readers is very slim.
Paying your content writer what she’s worth is absolutely necessary to produce great content.
Placing a job on Craigslist (see my post about that here) is always a great way to get in front of many cannabis freelancers.
But, that begs the question….
What Makes Good Cannabis Content?
It depends on your audience. Seriously. Sit down and determine exactly who your website is directed towards. Are you a recreational edible company, available solely in California? Think about exactly who is purchasing your product: Probably younger men and women, steazy, and enjoy the outdoor lifestyle.
Really create a persona for your ideal customer. Heck, you could draw out a person who embodies your audience.
Once you’ve nailed down your target demographic, then you can determine what’s considered good cannabis content.
Reviews range from smoking accessories, to strains, and edibles. The sky is truly the limit when it comes to reviewing cannabis-related products (check out my blog to get an idea of the breadth of reviewable products (plus so many others not listed)).
If you’re a head shop, review your favorite grinders. Or if you’re a dispensary, write colorful strain reviews.
The key here, though, is to be honest. People are there for your true opinion as a cannaseur. Keep it light, fun, and not sales-y.
How tos are a super popular way to create cannabis content. There are so many cool things you can do with dry herb, extracts, and accessories, it’s mind-blowing.
And, there are tons of super “basic stoner” things you can cover, such as “how to clean a dab rig”. If you have someone with awesome rolling skills, you could even do how-tos for various joints and blunts. Um, hello cross joint tutorial!
With medical marijuana (and subsequently, recreational) sweeping the nation, there are loads of awesome events to attend.
Of course, there are typical ones like 420 and all of the Cannabis Cups. But, there are more and more local things popping up. Provide awesome coverage on how to enjoy the event. You could even do a journalistic piece and interview a few attendees.
The sky’s the limit with events.
Brainstorming ideas for blog posts is awesome, and it definitely helps build traffic to your website. But, another great way to create amazing cannabis content is with video.
Any of the three things I mentioned above work exceedingly well as videos.
Video is actually the highest-consumed type of media, and people love to sit and learn, without having to put in brain power.
If you have a good camera, lighting, a tripod, and someone willing to be on-screen, then you’ve just opened up a whole new way to create content.
YouTube is the most popular video website. Uploading your videos there, and including an awesome description (with a link to your website), will bring in new traffic.
Make sure you then embed that video to your website. For even better content, write a blog post about the video, for those who are more inclined to read.
Remember, there are different types of learners. And just because that’s not how you learn, doesn’t mean that’s not how others learn. Covering all of your bases makes your entire target audience happy.
So, you’ve learned about how to find an awesome writer (and paying well is key), and that good content requires a writer with knowledge in the marijuana world.
Once you’ve established a writer with whom you’d like to hire, there are many different ways to create fantastic content. Both videos and written content work in tandem to keep your website fresh.
Reviews, How tos, and local events are just a few of the many things you can cover to keep your audience engaged and coming back for more. The key there is “audience”. Establish it, gear your content towards it, and you’re golden.
Instead of taking the time to go through resumes, you’re already on a cannabis writer’s website. Reach out to me if you’re interested in working together!