The New Rules of Content Marketing for Cannabis
- September 10, 2024
- Aaron Rosenbluth
- Marketing
Crush your cannabis industry competitors with fresh, authentic content.
Full disclosure, this blog is an update of one I wrote four years ago. Four years in the cannabis industry might as well be a lifetime.
Some marketing tactics have atrophied since then, and cannabis marketing specifically is an entirely different ballgame—with new players and much bigger arenas.
For starters, there are more states with legalized cannabis today than there were half a decade ago, and federal legalization seems closer now than at any point in history. Plus, the government has finally budged on rescheduling cannabis, which would ease restrictions and adjust the legal framework we all work under.
It all adds up to a seismic shift that alters the cannabis world for consumers. And if consumers are experiencing a change, we must go through some marketing changes of our own.
Today, the rules for content marketing in cannabis go far beyond “telling a good story.” Don’t get me wrong—storytelling is still a part of the process—but your story must be carried by a strong strategy that connects authentic content to specific target audiences.
Let’s get into it.
The Evolving Landscape of Cannabis Content Marketing
It’s wild to think about how much the cannabis marketing world has shifted in just a few short years. What used to be a game of dancing around restrictions and hoping for the best has progressed into a sector that is much more sophisticated, exacting, and, yes, challenging as hell.
First off, there’s the sheer volume of data we can now tap into. Back in the day, we were lucky to know what time of day our audience liked to scroll. Now, we’re obsessed with personalization, crafting content that feels like it’s created just for you—because, well, it is.
And then there’s SEO. It’s still the backbone of content marketing, but it’s gotten a facelift. We’re not just stuffing keywords into articles and calling it a day anymore (can you imagine?!). Now it’s about aligning content with what people are really searching for. It’s a conversation, not a megaphone.
And of course, we can’t forget about the rise of digital out-of-home advertising (DOOH) for cannabis. Traditional digital platforms like Meta are still throwing up roadblocks to the cannabis industry. So brands are taking a big swing with point-of-purchase screens, digital EV charging station displays, and sleek digital billboards that take the ads out of the smartphone and put them into the wild—while still maintaining the ability to target, track, measure results, and quickly refine as needed. It’s something to keep an eye on, but let’s get back to the point.
Establishing a Strong Content Strategy
Let’s zero-in on some real strategy talk. This is where the rubber meets the road in the cannabis space. A solid strategy finds your audience and puts you in the room with them—giving you the chance to understand them, connect with them, and ultimately, give them what they want.
Here’s what makes a good content strategy:
Deeply Understand Your Audience
You’ve got to know who you’re talking to. And I don’t just mean knowing their age, location, or what they had for breakfast (you should know that, too). I’m talking about understanding their goals, the challenges they face at work, what keeps them up at night, and what they daydream about. This is about creating content that feels real and valuable, like it was made just for them.
Content Styles and Formats
When it comes to style, your content needs to speak the same language as your audience, and not just in words. Think about the formats your audience prefers. Are they into quick reads or do they binge on long-form guides? Do they prefer videos, podcasts, or good old-fashioned blogs? Nailing this down will ensure your message hits home.
Distribution Channels
Now, where’s all this content going? It’s not enough to post and hope for the best. You need to cover all the bases—website, email, social media, you name it. And speaking of cannabis social media, just like love, it’s a battlefield. Whether you’re a plant-touching business or not, staying on the right side of regulations is a challenge. But it’s a challenge worth tackling because that’s where your audience is.
Key Performance Indicators (KPIs)
Finally, we’ve got KPIs—your best friend in content strategy. This is how you measure whether all your hard work is actually paying off. Are people engaging with your content? Is it driving traffic? Are you seeing conversions? These metrics tell you what’s working and what needs to be tweaked.
Creating Relevant and Authentic Content
“Be yourself; everyone else is already taken.”
Did I just quote Oscar Wilde in a blog about cannabis marketing? You bet I did! Relevance and authenticity is at the heart of everything we do in cannabis marketing. Why? Well, for one thing, cannabis consumers are notoriously allergic to BS and, more broadly, people are tired of being lied to.
Break through the barrier and reach your audience on their terms. Do that and they will actually care about what you’re saying and possibly act on it.
Use a Consistent Tone and Style
Consistency is key. Your brand needs to have a voice that feels familiar, no matter where your audience encounters it. Whether it’s a blog post, an email, or a social media update, your tone and style should feel like a conversation with the same person with a consistent sense of humor and set of ideals. And speaking of conversation, don’t be afraid to go first-person with your blogs. It adds a personal touch that makes your content feel more like a chat than a lecture. People connect with people, not faceless brands.
Provide Accurate and Up-to-Date Information
The cannabis industry should never peddle false or outdated information. Nothing turns off an audience faster than old or incorrect info. Keep your content fresh and factual. It’s not just about staying compliant—though that’s a big part of it—it’s about building trust. When your audience knows they can rely on you for the latest and most accurate information, they’ll keep coming back for more.
Quality Over Quantity
The internet is lousy with recycled content, especially in the age of ChatGPT and AI-generated content. If the content you deliver is suspiciously similar to something your audience read someplace else, they won’t trust it. Instead, they’ll click right past you in favor of your unique competition.
Stand out by creating content that’s fresh. Bring your readers a firsthand experience, something that only you could provide. Think of it like this: If you’re writing a blog about a new strain or a dispensary event, don’t rely on stock photos or generic images. Grab your phone and snap a few shots yourself. The difference is clear when the images come from someone who was actually there, capturing moments that no one else could.
Unique content means real value. Readers aren’t looking for a rehash of what they’ve already seen—they want insights, stories, and experiences that can’t be found anywhere else. So focus on creating something truly original.
Cannabis Content Strategies for Dispensaries, Brands, and Ancillary Businesses
When it comes to cannabis content, I always say, “different strokes for different folks.” What works for a cannabis dispensary might not work for a cannabis brand—and what works for those entities probably wouldn’t work for an ancillary businesses.
Here are some strategies for various corners of the industry to consider:
Dispensaries
For dispensaries, your content strategy should focus heavily on building trust and providing value to your local community. Think of your content as the bridge between curious newcomers and your more seasoned clientele.
- Educational Content: Dispensaries thrive when they demystify cannabis for their customers. You should be creating content that answers common questions, such as “What’s the difference between indica and sativa?” or “How do edibles affect you differently than smoking?” Blog posts, videos, and in-store guides that educate customers can make your dispensary a go-to resource.
- Local SEO and Social Media: Focus on local SEO so people in your area can find your dispensary. This includes optimizing your Google Business Profile and using local keywords in your content. Social media is also key, but here’s the catch: Platforms like Instagram and Facebook are notoriously tricky for cannabis businesses. Instead of direct promotion, share entertaining behind-the-scenes looks, customer testimonials, and community involvement. This builds trust and keeps your content compliant with platform guidelines.
- Visual Content: In an industry where in-store experience matters, showing off your products and atmosphere can be incredibly effective. Use high-quality, original photos and videos to capture the essence of your dispensary. Show off your displays, product close-ups, and even customer interactions (with permission, of course). This kind of authentic content resonates with viewers and helps them feel connected to your brand.
Cannabis Brands
If you’re building a cannabis brand, your content strategy should be all about differentiation and storytelling. It’s about what you’re selling mixed with why your brand exists.
- Brand Storytelling: Your brand’s story is what sets you apart from competitors. Are you focused on sustainability? Craft? Innovation? Luxury? Make sure that story is woven into all of your content. Use your website, blogs, and social media to tell that story consistently. Consumers want to connect with brands that align with their values, so be clear about what you stand for.
- Product Education and User Experience: Detailed product descriptions and educational content are essential. Explain the benefits of your products, how they’re made, and why they’re different. Create video content that walks customers through your process—whether that’s how your edibles are crafted or what makes your pre-rolls unique. This kind of content builds credibility and trust with your audience.
- Cross-Promotion and Events: Don’t just stick to cannabis-specific events—branch out to lifestyle events where your target audience might be. For example, setting up shop at music festivals or wellness retreats can help broaden your brand’s reach. Additionally, leverage cross-promotion opportunities with other brands or influencers that share your ethos. This expands your audience and adds an extra layer of credibility to your brand.
Cannabis Ancillary Businesses
For ancillary businesses—whether you’re providing packaging, technology, or legal services—your content needs to clearly communicate how you solve problems for cannabis companies.
- Thought Leadership and Educational Content: Position yourself as an expert. Regularly publish white papers, case studies, and in-depth blog posts that address the challenges your clients face. For instance, if you’re in the compliance space, create content that helps dispensaries navigate the complex web of cannabis regulations.
- Industry Networking and Collaboration: Engage in collaborations with other businesses or participate in industry events. Offering webinars or partnering with complementary businesses for joint content can help you tap into their audience while sharing valuable knowledge.
- Targeted Marketing and SEO: Optimize your digital presence for the cannabis industry. Use SEO strategies to target specific pain points and needs of your audience. Whether it’s compliance, packaging, or software solutions, your content should be easily discoverable by those searching for what you offer. Incorporate testimonials and case studies to provide social proof, further boosting your credibility.
Cannabis marketing isn’t what it used to be, and that’s a good thing. The old rules? Tossed out in favor of a brand new playbook. I’ve seen this industry evolve, and I know that staying ahead means doing things differently. Join the movement to create content that’s bold, authentic, and ahead of the pack.
Get in touch, let’s do great work together.
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Aaron Rosenbluth
- Aaron is Hybrid Marketing Co's Content Director. He loves writing blogs. He's written so many blogs that he's lost count. Beyond his skills as a writer and storyteller, he's an obsessive reader and researcher. Aaron writes on subjects ranging from cannabis to collaboration, social equity to HR software, and interior design to cybersecurity. His words attract, engage, and convert. By the way, Aaron hates the phrase "content is king."
