For cannabis dispensaries, content is the name of the game. You need to have a lot of it, it needs to be consistent, and it needs to be good. Most dispensaries miss the boat by focusing on just a couple specific types of content, for example, Instagram and twitter posts. There’s certainly nothing wrong with a strong social game, but you need variation in your content offerings. Don’t put all your eggs in one basket! You need diversity, and where most dispensaries fail is long-form content. For example, ebooks, white papers, guides, and checklists. That’s why we’ve put together our Ultimate Long-Form Cannabis Content Ideabook. Any of these ideas would be great as resource available on your site, and would provide a healthy SEO boost. Or, gate them to boost sign-ups to your email list.
The Cannaseur’s Cannabis Grading Book
You hear it all the time: focus on the experience. It’s not just about a customer getting high, it’s about what happens before, during, and after. You may have heard about cannabis users “journaling” about their sessions. That’s a tall order, and despite the hype, I see no evidence this will ever become a widely-adopted practice. Grading books are a different story. People like to collect things, millennials like to collect experiences, and the checklist/report card format takes much less effort than a journal. We’d recommend a separate page for each strain. There should be a place to record information like the strain name, date purchased, date consumed, and place purchased. Create rating categories other than just the “high.” For example, aroma, appearance, and taste. Use a 1-5 scale for each category, but be sure to leave a space for Notes. Canadian Licensed Producer 7 Acres created a beautiful grading book that’s only available in printed form. That’s a great giveaway or promotional item for dispensaries, but be sure to offer a downloadable/printable version as well.
Senior Citizens Complete Guide to Cannabis
You’ll see much of what’s in this idea book are guides. That’s because the terminology works; it sounds long enough to be valuable, but less intimidating than an e-book. Think of creating guides that are tailor-made for the personas you have targeted as your ideal customers. One of the most desirable and growing demographics in the cannabis world are senior citizens, and (surprise), they are vastly under-served. Yes, typical digital marketing tactics may not be as likely to work on seniors, and you may need to add physical presence to some of your touches, but it will pay off. Seniors are exceptionally habit-driven, and if you can bring them in and make them comfortable, they will reward you with their loyalty. A Senior Citizen’s Complete Guide to Cannabis should include a basic look at all aspects of cannabis types, uses, methods of consumption… And, of course, where to get it. You really want it to work? Include a direct contact PHONE NUMBER to a Senior Specialist at your organization. If you really want to make a commitment to the senior citizen demographic, keep in mind your Senior Specialist shouldn’t be a 22 year old. It needs to be somebody that’s old enough to relate!
Ultimate Cannabis Extract Checklist
The world of extracts is vast and ever-growing. It seems like new extract products are popping up all the time, and older categories go in and out of favor. Providing somebody with a way to navigate the complexity is valuable, especially if there is some sort of incentive. Imagine a checklist that has an explanation of each type of extract, a specific product suggestion for that category, and a place for a signature or stamp next to each listing. When they complete the checklist, they get a free piece of branded paraphernalia of some kind. Now they are not only incentivized to download the checklist (in exchange for their contact data), but they have a reason to print it out, physically bring it to your store, and purchase a whole range of products. Want to take it up a notch? Give them a 10% discount on any product on the checklist that’s purchased when they bring the list into the store with them.
Complete Beginners Guide to Cannabis Extracts
Newcomers to the cannabis world rarely go straight to extracts or concentrates. It’s like tattoos- you don’t go straight to the neck, face, or hand tat, you work your way up to it. But when cannabis users are considering making the jump from more traditional cannabis products (like dried flower, pre-rolls, etc) to extracts, it can be an intimidating experience. That’s no surprise, just one look at somebody firing up a dab rig with a blow torch can send folks running. That’s the purpose of the Complete Beginners Guide to Cannabis Extracts. It’s a way to break down some of the intimidating barriers with facts and information in an easy-to-read format. Smooth out your customer’s journey through your product line, and give them a comfortable transition into a high-margin category.
Complete Beginners Guide to Cannabis Edibles
This is a similar concept to the above Extracts guide. People are curious, but there are a lot of stories out there about poor experiences for first-time cannabis edible users. This would be an opportunity to remove the stigma and fear, and educate potential consumers on safe and slow edible consumption. For many, edibles are a preferred consumption method. With a guide to edibles, build the messaging around the fact that it is a viable alternative to smoking. There’s no paraphernalia required, and edibles can be very discreet. Traditionally, smoking was what first-time cannabis users started with. But that isn’t necessarily the case for some newer cannabis demographics (like seniors citizens) who have an aversion to smoking, or were perhaps raised in the Reefer Madness era. To them, edibles seem completely different. A Complete Beginner’s Guide to Cannabis Edibles could be an excellent introduction.
There are many, many cannabis cookbooks available these days, and many recipes that are available online. However, there are very few free collections of cannabis recipes that are of substantial quality. Start with something seasonal, and sweet. 5-7 recipes are enough to call it a book, and everybody likes cookies, cakes, and treats. The Fall Cannabis Cookie Recipe Collection, for example. Or Winter Baking for the Cannabis Sweet Tooth. You can get recipes out of an already-published book and modify it to make them your own. Make sure to accompany each recipe with high quality photos and detailed instructions. This one may take more effort, but has the potential to be very valuable content.
Tourist’s Guide to Cannabis
This guide should be localized, for example, the Colorado Tourist’s Guide to Cannabis. Cannabis tourism is thriving, and will continue to do so as long as the pool of adult-use legalized states remains small. Most tourists rely on yelp or google to find places to purchase and consume. Make it easy for them, drive traffic to your site, and send excited consumers to your business. While most of these lead magnets will work as both gated or un-gated content, this one might be better off un-gated for the potential SEO boost. You can still have a downloadable version offered in exchange for an email contact.
A Tourist’s Guide needs to have several elements:
- Where to purchase (your dispensary!)
- Where to consume
- Where to stay (cannabis-friendly hotels, for example)
- Local laws, regulations, and restrictions
- Cannabis-themed attractions (ex: cultivation facility tours)
- Things to do in the area when you’re under the influence
This is by no means an exhaustive list, but meant to help you generate new ideas or variations of your own. Long-form content creation is challenging and time-consuming. Luckily, you don’t need to do it yourself. At Hybrid we are PROS at writing valuable, long-form cannabis content. Fill out our specialized Contact Form and one of our cannabis content specialists will get in touch.
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