CBD businesses do not have the advantage of social media and other kinds of online ads, so they are particularly reliant on content. There are all kinds of content that they can produce, though, so if you run a CBD company and are nervous about not being able to use traditional advertisements, there are still ways you can spread the word about your brand. Here are a few tips for content marketing if you are in the CBD industry: 

Publish a quality blog

Blogs are an excellent way to boost your brand’s authority. You want to go for quality more than quantity, but it does help if you publish regularly. The CBD industry is still swamped with misinformation, so while demand is undoubtedly increasing, there are many people out there who are still in the learning stages. Newcomers to the landscape are not going to purchase from brands that only list their products and expect customers to know what they are getting; they are going to go to businesses that provide a wealth of information and other resources about CBD in general. 

So, what should you talk about on your blog? You should start with the basics: what is CBD, and how does it work? How is it related to THC, and what are the differences? People will be interested to know more about the body’s endocannabinoid system and brain receptors that benefit from cannabidiol. You should also educate your audience about the CBD landscape as an industry: what makes you different from other brands? There is an abundance of shady companies out there that sell inferior goods and cut corners because there are no industry standards, so tell readers about the lengths you go to provide quality products and why those steps are necessary. 

Optimize it for SEO

You want to provide your readers with value through your content—but if you want people to actually see it, then you need to account for search engine optimization. Google’s Keyword Planner provides the average number of searches for a multitude of terms, but it does not do so for cannabis-related queries. You can, however, use Bing to research the most commonly searched terms online and use them as keywords in your content (just be careful about keyword stuffing—you want your content to be digestible, not just packed with key phrases). 

It is also practical to focus on a niche. While it’s a good idea to provide general education about CBD, attempting to optimize your content for frequently searched keywords like “CBD” and “CBD oil” will probably result in you being drowned out amongst other businesses trying to do the same. Instead, target a specific audience that is popular but not widely covered, such as CBD for seniors, insomnia, or another area where there is less competition. This way, you won’t spread yourself too thin, and you can become a go-to brand in the space. 

There are plenty of other ways to optimize your content. Customizing post URLs, for example, helps search engines notice your content, as does using the right tags and writing a comprehensive meta description. On the technical side, remember to optimize your site for mobile viewing and create a sitemap. If you need help with anything SEO-related, partners like 180fusion can give you some guidance.

Use social media the best you can

Despite not being able to run ads on social media, you can still use various channels to publish compelling and informative content. Instagram, for instance, is an excellent place to share videos through posts and stories. Ideas include interviews with experts in your field, animations about CBD, behind-the-scenes looks at your growing and extraction processes, etc. You can let people know that you publish your third-party lab results on your website via Twitter and offer discounts through Facebook. Social media is also an opportunity to participate in online communities so that you can establish yourself as a leader in your niche and people already interested in CBD hear about your brand. 

Don’t forget to optimize it, too

SEO is essential to social media, too—your channels will hopefully appear after your website when people search for your brand or niche. Continue to use keywords in your content (without overstuffing) and interlink your accounts with your website and blog posts. Images are essential—not only are they more attention-grabbing, but you can also use keywords in alt text so that Google’s “spiders” prioritize your posts. 

CBD companies face challenges other industries do not when it comes to building their online presences, but content marketing is an advantageous way to reach new customers and retain current ones. If you run a CBD business, how will you use content marketing for advertising your brand? 

Published by Christina Woodard