Why Content is King in Cannabis Marketing
As the cannabis market continues to mature, it becomes increasingly difficult for Cannabis brands to set themselves apart from the competition. Most brands attempt to invoke a feeling associated with their products, a purpose or principle but the ability to communicate this message is handicapped in the Cannabis space.
Most traditional marketing channels are restricted to Cannabis businesses; Digital Ads, TV, Billboards (depending on the city), and many forms of social media. Cannabis businesses are constantly being censored indiscriminately; not to mention limitations in tax codes and marketing expenses. In most cases, Cannabis companies are operating with a hand-tied behind their back.
Still, while the landscape is evolving, some brands have managed to create their own channels to disseminate their message. The core to all these channels? Content. Content is the foundation on which all marketing efforts are built, put in another way it is the top of the marketing funnel.
Let’s start by defining Content Marketing. The Content Marketing Institute says “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” This includes blogs, images, videos, infographics and podcasts.
The beauty of content marketing is that in most cases, the engagement it creates is organic. Unlike paid ads, where you can spend money on a limited-time campaign, content survives. The ability to reuse and reposition content gives it an almost limitless life span. The ease of content dissemination and the multitude of free channels give a higher probability of ‘reach’. Hubspot calls this the “surround sound” strategy, where your content and thus brand appears everywhere your potential customer may be looking *. Content is essential for increasing brand awareness and shaping consumer perceptions. By investing in content marketing, companies take control of the narrative, curate the message and strengthen their brand identity.
Yet content alone is not enough. For content to justify its survival it cannot be mediocre, it requires quality and purpose to stand out. After all, it deserves the attention to detail. The content you create is a reflection of your brand image. Therefore, if you create mediocre content, you reflect mediocrity on your brand. Furthermore, if your content is created without a purpose, viewers will miss the message.
Keep in mind that for many consumers, especially in the Cannabis Industry, content may be their first interaction with your brand; and we all know first impressions matter. This is true for most CPG products but more so for Cannabis where customers are quick to choose a brand and stick with it. ‘Brand loyalty’ often starts with first impressions, the content you produce and its associated message will determine whether viewers would engage with your product or services.
But even for the most loyal consumers, consistency is key; after all, it's what made them fall in love with your brand and product in the first place. If there is a disconnect between the content and the products you produce, consumers can become disengaged, leaving room for competitors to grab their attention. Providing consistent, high-quality content keeps your followers engaged, helps generate quality leads, and positions your brand as an “authority” in its space.
Ultimately, content is always the best long-term marketing strategy. “In the long term, when compared to paid advertisements, video marketing, and traditional marketing, content wins the battle with Frank from finance every time.” - Rebecca Riserbato.
References:
https://blog.hubspot.com/marketing/benefits-high-quality-content-consistency-brand#:~:text=Content%20marketing%20is%20important%20because,content%20from%20their%20favorite%20brands.
https://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/?sh=6852100410b9
