As you may have heard, the Israeli Parliament passed an amendment on December 25th that concerns the governance and regulatory aspects of exporting medical cannabis from Israel. This bill paves the way for Seedo to export medical grade cannabis, cultivated and grown by their commercial auto-growing facility, manufactured for the industrial sector.
“Israel is a medical cannabis power,” said Minister of Agriculture Uri Ariel, “The Israeli research conditions for growth in the field precede most of the countries in the world by 5-7 years because of progressive regulation.”
“Furthermore, the products in Israel are manufactured according to strict production standards, on a medical level, like in the pharmaceutical industry – including strict security rules for the entire value chain, developed following inter-ministerial work which took place over a prolonged period of time.”
Seedo is well positioned to take advantage of this legislation towards exporting medical grade cannabis, cultivated and grown by Seedo’s commercial auto-growing facility, which Seedo manufactures for the industrial sector.
The Automated growing facility is remotely controlled by algorithms that take into consideration multiple variables parameters data from within the facility. The automated growth ensures maximum yield of pesticide-free, high-quality medical grade cannabis which can be then processed and exported from Israel.
“This new legislation removes the last legal obstacle which remained in the path towards approving export and singing it into Israeli law,” Said Zohar Levy, CEO of Seedo. “By the end of the year 2019, Israeli companies will be able to take advantage of our edge technology and leverage the possibility to export high quality, pesticide-free medical cannabis to the world. We are proud to be able to offer this solution to the local Israeli and international growers.”
In this brand new interview series, I’ll be interviewing the most influential journalists covering the cannabis industry. The intent is for these interviews is to be fun, enlightening, entertaining and of course informative.
This time we’re talking to Mike Adams, a freelance writer hailing Southern Indiana. When he’s not carving out a juicy story for various publications including Forbes, High Times, Cannabis Now, and BroBible, you can find him down at the local tavern watching the Indiana Pacers. He’s been on the cannabis scene for the past six years, with his work appearing in Playboy’s Smoking Jacket, Mashable, Salon, and the New York Daily News, just to name a few. Mike’s writing is honest, unfiltered and sometimes even controversial, making him one of the best cannabis industry journalists today.
Ugh. I’m not really interested in talking about myself too much, these days. You should have interviewed me a decade ago, back when I thought I had it all figured out. I probably would have shared more about myself than you’d ever care to hear. But let’s just say that I’m a guy from Southern Indiana, who was lucky enough to climb off the fork truck many years ago to pursue his dream of becoming the best-goddamned writer alive. Not that I am, but it’s what I strive to be. Honestly, my resume from the pre-writing days – because that’s what it sounds like you’re asking for – is pretty dull. I’ve done every shit job known to man in order to do what I do now. And I’m still not where I want to be. My goals are mostly unrealized. I’m not interested in spending the rest of my days writing daily articles about marijuana. Don’t get me wrong, I’m grateful to be able to do what I do, but it’s not my life. I have a novel of fiction that I’m trying to finish and I’d like to have more time to focus in on that.
Honestly, if a publisher handed me a nice chunk of change right now to go off and finish the book, you probably wouldn’t see my words appear in a single publication for the next year or so. I’d disconnect from the scene, just like that! It’s funny because this cannabis journalism gig is more of a hindrance to my real writing endeavors than when I was slaving away in a factory for 12 hours a day. So, it’s always a struggle around here. I’m the portrait of “Be careful what you wish for.” But I’m making progress. I’m just far from happy…or dare I say, content with my place in the world. I can’t imagine that I’ll ever calm down and stop fighting myself. What else do you want to know?
Well, I won’t share all of my secrets. But I’ll tell you that it takes a lot of discipline and a certain level of crazy to churn out the sheer volume of work that I do all day, every day. I’m not one of these writers who gets up at the ass crack of noon and fumbles around the house drinking coffee for a few hours before planting his in the seat and going to work. Fuck that. There is no escaping my blue-collar DNA. I get up every morning somewhere around 4:30 am… sometimes five… six if I’m trying to sleep off a hangover, which is often. I don’t even eat breakfast until I’ve finished my first article for the day. And then I just keep knocking them down until all of my commitments are met for the day. I think I only took one sick day this year. I’m always working. But if you’re asking me, “what is the secret to being successful in this job?” I’d tell you there is only one — putting your ass in the chair and doing the work, day in and day out. I’ve been doing it like this for ten years or more. Back when I had a real, full time, day job, I was still writing for at least four hours a night. I suppose that’s why I’m always single.
Most people who do this job do not care about becoming great writers, they are only interested in publishing breaking news and telling some same old boring story over and over again. Good for them, but I don’t give two flying squirts about writing news. I’ve done it and its fucking boring. I just want to be creative and entertain my readers. If you see something of mine that isn’t fun or entertaining in some way, it’s probably something I did for the money. Plain and simple. We all need cash to survive. I’m not any different. So I take on some jobs that are just that – jobs – a payday. But if read something of mine and say to yourself, Whoa, this dude is fucking killing it,” not only did I make money but I had fun too. That’s the good shit.
I don’t know…and they don’t either. It’s funny because when I first started covering the cannabis scene for High Time magazine several years ago, I was under the impression that everyone associated with weed was just like me and wanted to have some fun. So, I wrote all of my articles that way. But I quickly learned through hate mail and internet trolls that the movement to legalize marijuana has become a legion of fucking squares. It’s no longer acceptable to use the words stoner and pothead, and we’re no longer getting high, we’re medicating, and all these other rules. I thought we were supposed to be the outlaws of society. Fuck the rules, right? None of the shit that is happening today is outlaw. And then there is all of this bickering and fighting between the medical marijuana folks and those pushing for full-blown legalization. It cracks me up because they’re all trying to legalize the same fucking plant. So I suppose the primary challenges I see with the cannabis industry is that all of these bastards cannot get out of their own way. It’s not just one movement out there, it’s many. Everyone wants legalization to happen a certain way, yet they complain that the federal government still has the plant by the balls. I’ve got news for them, once Uncle Sam finally embraces marijuana in the same way it has done for alcohol, which is where this country is heading, the concept of medical marijuana will become a dead scene. I mean dead as hell, man. Watch how everything shakes out in Canada if you don’t believe me. Or just take a look at the history of alcohol in general. During prohibition in the U.S. doctors were prescribing booze to people for health conditions ranging from anxiety to depression. It was considered medicine. None of that shit happens today because, well, all of us can just go over to the fucking liquor store or convenience store and buy what we need. Marijuana is not going to be any different in the long run. There are truly so many obstacles. There’s a reason it has taken decades to start chipping away at marijuana prohibition. A unified effort may have fared differently. We could have been fully legal a long time ago.
Anything that doesn’t bore me. I know this interview is supposed to be focused on cannabis, the industry and the journalism that surrounds it. But I’m making moves to get away from pot-related stories. I used to do a lot of the same news stuff that you see in nearly every pot publication from High Times to Merry Jane, but we are entering a turning point and that daily news shit is going to become mostly obsolete. Once weed goes legal, the publications covering this subject will be forced to go one of two ways – they’ll either have to become industry or lifestyle rags. They will not be able to continue the same narrative as they do now. All of these writers that you’re interviewing, if they expect to remain a part of cannabis journalism, they will have to start focusing on all of the products, entrepreneur success stories, stocks, etc. It will no longer be us against the system. It’s going to be, welcome to the mainstream motherfuckers. The fight is over. I don’t care how many people the Drug Policy Alliance says is still in jail or prison for pot possession, we’re now to the point where we’re just waiting for the government to embrace this concept and get on with it. Eventually, the people who got popped for possession will get out of jail. Or they won’t. Regardless, the industry is going to become just as strong and inherently evil as the alcohol and tobacco trade. Try and stop it.This is America…capitalism and greed is what we do best.
These industries have already infiltrated the cannabis trade and will eventually do what they can to absorb it. Big surprise. Most of the people working for companies like Medmen will probably go on to work for companies willing to pay them the big bucks for their expertise. But, as for me, I’m transitioning out. It was fun and equally excruciating while it lasted. But I’ll still come around from time to time. Once weed is legal everywhere, you will probably see me penning humorous pieces about some of the dumb shit taking place in the newly legal market. But I will not cover the cannabis industry post-legalization. I mean, how fucking boring is that? Listen, I drink a shit ton of beer, but I never write anything about the alcohol industry for the sake of just promoting new products or anything like that. I do however write stuff about the after-effects of booze consumption — the hangovers, the sexual oops moments, all that stuff. I sometimes touch on the new research that comes out on booze, especially if it is negative. I’ll still do that with weed after it goes legal. I thoroughly enjoy pointing out the dark side of things people love.
It’s changed quite a bit. Guys that were doing what I do four decades ago were writing like one or two feature pieces a month. There was no internet, only daily and weekly newspapers and monthly publications. I’m doing two to three articles a day. So is anyone else out there making a living in this business. But writers don’t get to spend as much time with their words as they used to. It was considered more of a craft back in the day. I don’t feel like most of them doing it today even try to be creative. They all probably fuck exclusively in the missionary position. But it probably doesn’t matter anyway.
The only thing the audience seems to be reading these days is the headlines. I could probably write a detailed account about how marijuana is this vile, evil plant and perhaps even take a position in favor of prohibition, but as long as I included a headline that reads, “New Study Finds Cannabis Cures Cancer,” nobody would ever know the difference. They would rejoice at the good news and click the “LIKE” button on Facebook and move on. You see, the people don’t really want the truth. They want a sensationalized account, what they believe this plant to be, not the actual details. I think that’s a lot of it. The reader has changed, so journalism is struggling to figure out what to do next to get their attention. Marijuana journalism is easy. Just tell the reader what they want to hear. I don’t do that. I typically find some way to make them mad.
Personally, I’m always searching for something different to write about, and I never know what that is going to be until I see it. I get bombarded with emails from PR firms every day wanting me to give their clients some kind of coverage, but I don’t do anything with most of them because I know that every other cannabis journalist received the same message. I need to feel confident that what I’m doing nobody else is working on. I have an affinity for the weird, so just having a nice product isn’t going to be something I can do anything with. If you really want me to pay attention to your pitch, send it to my office attached to a pizza.
Legal and boring. I know that sounds cynical and maybe it is to some degree. But I believe it to be true.
I don’t know that anybody is getting anything wrong. It’s such a new business that I think the concept of strategy is wide open. They just have to figure out what works, just like another other industry. But if there is one thing, it’s the industry’s preaching to the choir mentality. I’m looking forward to the day when I see weed ads showing up in Playboy and Rolling Stone and Chevrolet ads on the back cover of Cannabis Now.
I feel like that type of crossover is good for business across the board. Weed’s nowhere near fucking mainstream until those types of ad buys are being made on a regular basis. I just think there are a lot of opportunities that companies are missing – not only the cannabis firms. You have to realize that the cannabis consumer also buys other products. They shop for the same shit as everyone else. On the flipside, not every cannabis consumer reads cannabis publications. They just like to get stoned on occasion and read about their favorite band or chef. Whatever. Again, missed opportunities.
I just try to raise a little money for the local homeless shelters every year around the holidays. I was homeless for a short time (not like sleeping on the streets and eating out of the trash homeless but no physical address) and I know that all it takes is one bad day or one terrible situation and I’m back there again. It could happen to any of us. We’re all just one bad fucking day from losing everything. If you stop and think about that, it’s pretty scary. But these people are treated like pariah because most of society believes that homeless people just don’t want to work or pay their way. That may be true for some. But a lot of these folks simply had their asses handed to them at some point and just couldn’t recover in time to save themselves. I hate that, but it happens all of the time. So I feel the need to spread the wealth a little – even if it is just feeding a few people on the holidays. I know it’s not much. I don’t have that kind of clout to change the world. But I definitely don’t want to see anyone going hungry or suffering on the holidays. It breaks my heart. If you’re going to help, start by helping out your local rescue missions. That’s the way to do it. That’s some pure, roll up your sleeves and support your community shit.
SIDE NOTE – Here’s how to donate to Mike’s worthy cause.
I’m going to say Cannabis Now senior editor Ellen Holland. She’s also a journalist. I’ve never met anyone who cares about cannabis as much as she does. She’s fucking super smart and probably one of the most thorough and efficient editors I’ve ever worked with. She would make a good interview. I’m sure of it.
Thanks for sharing your insights with us Mike, it was a truly an eye-opener talking to you and getting your perspective of the industry.
On December 20th President Trump signed the 2018 Farm Bill into law, legalizing industrial hemp following decades of the crop being caught up in broader cannabis prohibition.
To make things clear, hemp is defined as the cannabis plant, which also produces marijuana. However, the distinction is that hemp cannot contain more than 0.3% THC — the chemical that gets people high. The legalization will promote research into hemp’s uses, including as a medical product.
The signing ceremony represents the culmination of a months-long debate over various provisions of the wide-ranging agriculture legislation. But after the House and Senate Agriculture Committees reconciled their respective versions, the final Farm Bill easily passed in full floor votes last week.
While the major milestone has been widely characterized as outright legalization, it’s essential to note that strict regulations aren’t going away any time soon. Although hemp will no longer be in the jurisdiction of the Department of Justice, prospective growers will have to submit cultivation plans to the US Department of Agriculture (USDA), either through the state government or the USDA itself.
One of the biggest challenges that the bill removes are obstacles farmers face in growing hemp, including restricted access to banking, water rights, and crop insurance. Hemp is easier to grow than cotton, corn or soybeans as it requires little water and can be viable in lower-quality soil that is not practical for other crops.
The hemp provision is just one of several aspects of the farm bill meant to aid farmers as exports of agricultural products such as soybeans take a hit as Trump engages in a bitter trade war with China and other countries.
John Hudak of the Brookings Institute wrote about this aspect of the legislation. He shared that a “big myth that exists about the Farm Bill is that cannabidiol (CBD) — a non-intoxicating compound found in cannabis — is legalized.”
“It is true that section 12619 of the Farm Bill removes hemp-derived products from its Schedule I status under the Controlled Substances Act, but the legislation does not legalize CBD generally.
As noted elsewhere CBD generally remains a Schedule I substance under federal law . . . The Farm Bill ensures that any cannabinoid — a set of chemical compounds found in the cannabis plant — that is derived from hemp will be legal, if and only if that hemp is produced in a manner consistent with the Farm Bill, associated federal regulations, association state regulations, and by a licensed grower.
In this brand new interview series, I’ll be interviewing the most influential journalists covering the cannabis industry. The intent is for these interviews is to be fun, enlightening, entertaining and of course informative.
We’re kicking off this new series of interviews with Warren Bobrow Author/Chef/Barman/Cannabis Alchemist. Bobrow has published five books on mixology and written articles for Forbes, Saveur magazine, Voda magazine, Whole Foods-Dark Rye, Distiller, Beverage Media, DrinkupNY and many other periodicals. Warran has also contributed to SoFAB Magazine at the Southern Food and Beverage Museum and has written restaurant reviews for New Jersey Monthly. It’s safe to say that Warren has a natural talent for words that simply flows through, as you will find out from his answers below.
Warren, take it away.
Please share your professional and personal background with our readers.
My degree is in film, from Emerson in Boston, and I had aspirations of working in the film industry- and did for a short time- but nepotism rules of the 1970’s permitted me to intern, but unfortunately, I could never get a full-time job in motion pictures. I worked in television for a time in NYC as an editor doing ‘hard news’ but mostly I spent my free time working with video artists and working in the video lounge at the world famous nightclub named Danceteria. I had moved to Maine to work in the TV industry back in the mid-1980’s- it didn’t last long and I found myself unemployed and hungry for meaningful work. I found it by washing pots and pans – then graduating to a dishwasher. It was rewarding and it framed the next ten or so years of my life. I lived and worked as a cook in Portland, Maine- before it was trendy to live in Maine, and I couldn’t wait to get out of there. Which led me to Johnson/Wales in Charleston, South Carolina, where I attended culinary school and did work towards my ACF apprenticeship in culinary arts. My professional culinary background frames my passion for flavor as a saucier. I worked in restaurants from Maine to Arizona and was the owner/founder of Olde Charleston Pasta, the first manufacturer of fresh pasta in South Carolina. September of 1989 I lost everything in Hurricane Hugo. It would push me forward.
I was also fortunate to have been raised as a global traveler and eater. My parents were determined to show my sister and I the world, like millionaires would see it- because they were- and they instilled fabulous, old money tastes into me. Problematic, because you need to make a bundle of money to have this kind of old money taste- something that has, to date, evaded me. Oh, don’t get me wrong, I’m certainly self-made, but not on their level. My luck! So, my parents made sure I knew about fine wine from age 5 or so on. Cannabis was my own discovery at around 12. More on that later. My grandfather was in the patent pharmaceutical business. It afforded me an upbringing few can understand. I’ll just say, it was unique and it made me the man I am today…
You’ve written for Forbes, Saveur magazine, Voda magazine and authored several books. Tell us about your writing process.
Writing is easy for me. The words just flow- it’s conversational and emotional. I love to bring my readers into my life- not to show off, far from! But to share and hopefully add value. To experience the best, without being a snob. I hate those people. They suck! I was massively bullied growing up and it made me the man I am today. Forbes is a great honor.
I write for their Vices section. It’s pretty laid back there. Saveur is a thrill for me because most people don’t know I literally was starving before I found that I had a passion for cooking. NO one ever went hungry working in a professional kitchen. This insight allowed me to speak the language of a cook because I started cleaning bathrooms and greasy, burnt pots and pans. NO ONE who I know who is a writer or even a blogger can say that- given my timeline. Not that I should ever compare myself to anyone else, just the timeline is long, from the mid-1980s to today!
What’s your favorite cannabis cocktail and how do you make it?
My favorite is the viet iced coffee with THC infused condensed milk, you decarb the cannabis in the Ardent Lift to 100% bioavailability. I spoke on this topic at SXSW this past March. Disrupting the cannabis kitchen.
I talked about how I infused cannabis into craft spirits. It’s so easy to gently heat the cannabis and condensed milk together, using my favorite machine, the Magical Butter Machine. It makes me look like a pro! You mix the cannabis-infused condensed milk into Vietnamese Iced Coffee and lazy away the afternoon!
Your writing sits at the intersection of cannabis and cocktails which is a very interesting mix. How did that come about?
I had a dream. Really. It’s that simple. I’m a classically trained mixologist from bar-back on up. My mentor, Chris James was not easy on me. I came to him at fifty years old- no youngster at the Ryland Inn located in the bucolic hunt country in NJ. People are extremely demanding there. It’s ultra-affluent and they want the very best without apologies. I learned from the best, Chef Anthony Bucco gave me a chance to become the Warren I am today. Not too many people start new careers at fifty.
Personally, I’ve never had a cannabis cocktail. What effect should I expect and what would you recommend I try?
It’s a lovely stone. I’d love to make a mint julep for you with THC infused Rye whiskey from Barrell. It’s barrel strength and quite luxurious!
What are some of the biggest opportunities and challenges you see in the cannabis industry?
I only see opportunity. I hate lipstick-stoners. I have to use cannabis as part of my medicinal regiment. If you can’t hold your cannabis, get out now. It’s different for everyone. Watch out for edibles, they can hurt you if you’re not careful. Don’t say I didn’t warn you! I see a massive opportunity for kind people to spread warmth and well- being to the world.
What stories are you most interested in right now? What topics do you enjoy writing about?
I love writing about Cannagars ( Handcrafted cannabis cigars made from organic flowers). I am enjoying one from Luxe at the moment, pure bliss. I’m also enjoying one from the Las Vegas Cannagar Company. I have no idea how I got any of them.
As I’m sure you know, reaching relevant media and journalists is a major challenge for entrepreneurs, especially in the cannabis industry. What’s the best way to reach you, in a way that captures your attention?
Twitter is the best way to reach me. I love LinkedIn, but to be quite honest, I don’t always check my LinkedIn emails. Twitter is always there for me. I have a massive footprint and it opens many doors that are usually closed. @warrenbobrow1
Going back to the cannabis industry, how do you see the state of the industry right now, and where do you think we will be 5 years from now?
It’s the wild west with the liquor- three-tier system running the integration of logistics. I’m pretty unhappy about this. We need more cannabis people in charge of things, not liquor people.
What do you think most entrepreneurs in the cannabis industry get wrong about their marketing strategies?
Lack of humility and certainly the lack of me time. You must be good to yourself and stop working so hard! What will be will be and the growth should be organic. Don’t try to force anything and by all means, do what you love. It will show!
Who would you recommend we interview next, and why?
I should suggest that you interview Zoe Wilder, also I suggest interviewing Rosie Mattio.
Thanks for sharing your insights with us Warren, it was a true pleasure interviewing you! Looking forward to raising a glass with you in the near future. Cheers!
Oh, and don’t forget to check out Warren’s book – Cannabis Cocktails, Mocktails & Tonics: The Art of Spirited Drinks and Buzz-Worthy Libations.
Running a creative agency, one of the things we always need more of is generating press. More traffic. More awareness. More exposure. More customers. You get the idea.
Generating news stories on an ongoing basis is hard work. Make no mistake about it. Add to the fact that the cannabis industry is in constant change, complicated and unpredictable, and well, you can see why we had to think bigger.
Creative strategies for cannabis ventures is always our top priority at CannaImpact, and although we create B2B content, we believe that we can deliver much more value to the cannabis industry.
So we’re starting a new phase of the CannaImpact business…
Rather than solely creating our own content in-house, CannaImpact has developed partnerships with up and coming cannabis industry media publishers in order to scale our growth, increase our reach, and offer targeted exposure for our clients, effectively saving brands time and effort.
Today we are pleased to announce the launch of the CannaImpact Media Network and the introduction of our initial media partners.
As a professional doula, Ozzie, founder of OOV.LIFE is seasoned in providing guidance to those looking for alternatives to traditional healthcare. In 2010, Ozzie founded Alternative Mothers Group and later sat on the board of advisors for Marin County’s first free-standing birth center. As she became more public about her cannabis consumption, her community met her with support and curiosity. Oov Lifestyle was born soon thereafter, starting with events and later expanding into media. Ozzie is a natural community builder who believes by creating safe spaces and fostering positive dialogue, we can celebrate non-conventional health and lifestyle decisions. She is excited to join Cannaimpact Media Network to continue to reach curious, new and returning consumers of cannabis, with relatable and informative content.
Strain Insider is a fast-growing Cannabis online magazine, that thrives to combine business related topics with lifestyle-focused content. Overall, the Cannabis sector is heavily dependent on its consumer circle, meaning that education is a necessary task to push forward Cannabis friendly legislation. We are glad to be part of the CannaImpact Media Network, since we believe that our visions are highly compatible and cooperation is, therefore, a rational choice for an effective business development.
HITVAPE part of the CannaImpact media network is a media that serves as an independent forum and voice for the Cannabis and Vape industry. Hitvape provides short-form coverage about trends affecting leisure and medical cannabis consumption.
CannaImpact is largely focused on curating a diverse portfolio of media sites and influencers. Cultivating cannabis media channels and working with leading publishers allows us to more effectively increase our client’s reach an intelligent and value-added manner. Above all, these partnerships are extremely important because CannaImpact and our partners are working towards the same mission: to help empower both cannabis consumers and entrepreneurs.
Today’s edibles experiences are nothing like those of just a few years ago. From chips to chocolates to chews to beverages, T.H.C.-laced products are now widely available in roughly 60 percent of the United States where weed is legal to some degree. According to Daniel Yi from MedMen—the largest publicly traded cannabis retailer in America—edibles consumption is growing exponentially. “The joints and the pipes—that’s been pretty steady at a little over 50 percent of the market,” says Yi. “But edibles and vaporizers were about 40 percent last year, and are gaining quickly.”
Research suggests that by 2024, the legal spending on cannabis would reach close to 63.5 billion US dollars. Gone are the days when pot brownies served at frat parties were the most fascinating (and only) cannabis edibles we had. The cannabis market now has a wide range of edibles from gummy bears to pastries, laced with your preferred strain of marijuana. In fact, a report by ArcView Market Research and BDS Analytics suggests that the marijuana edibles market alone will reach 4.1 billion dollars by 2022. That’s a huge leap from the estimated 1 billion dollars that was predicted for 2017. Marijuana edibles are a hot favorite, and this market is all set to reach the skies.
If you are planning on starting your own cannabis edibles business in this industry, now is the right time. Here’s what you need to do –
You need to stand out right at the start. If you want to be a differentiator in this industry, you need to have an idea that is different from the rest. A unique idea that meets the needs of your customers will be the first step to success. Make your business a pioneer in this industry. We know the magic of pot – it can be used for pretty much anything. Want to start a bakery that smells of fresh bread and cannabutter? Go for it. Or maybe you want to offer some therapy with cannabis oils and a massage? You can do this as well. There is no end to the number of ideas you can come up with to start a business in this industry.
Sure, marijuana is legal in most places. People are more welcome to the idea of rolling a joint. You don’t have to really score weed in a shady street, planning a rendezvous with an equally shady cabbie. However, you need to also know that we have only just stepped into the legalization of cannabis. There are people who are still skeptical to the idea of this plant. And the laws are tight, for good reason. You need to follow the rules and regulations. Make sure you set shop only in states where cannabis is legal. Get yourself an attorney who will guide you down the legal path. The last thing your business needs is trouble with the law.
This applies to every business. You need to have enough investment capital to launch your business. Since we are talking about marijuana, banks won’t be too forthcoming to fund your business. As mentioned before, cannabis has not completely done away with the social stigma attached to it. Chances are you will have to fill your own piggy bank. You can look out for some private investors as well.
Finally, put your heart and soul into your work. Brace yourself for highs (no pun intended) and lows – it’s all part and parcel of the big game that we call business.
Why does having a strategy even matter? As a cannabis business, your content strategy should be at the center of most decisions. When you get your strategy sorted out, that paves the way for finding a clearer purpose and motivation and essentially leads you to lay down your cannabis business’s content KPI’s.
Planning and following through with your content strategies makes it easier to assess and measure the impact you want to have. Here are some key points to follow when strategizing content for your cannabis business.
Who is your target audience? Are you aiming to reach more than one type of person or audience with your content? Just as your cannabis business might have more than a single type of consumer in mind, your content can cater to more than one type of person. You can have as wide or as narrow of a range in terms of content types and channels, depending on your goal.
Ideally, your cannabis business solves a problem that your target audience has. Your content is there to help educate them through that problem as they identify and address it. As much as possible, your content should reach people on both sides of your audience: those who already know you and engage with your business and those who are still learning about you.
Your content is there to reinforce your brand as a cannabis business and essentially convert those who are still on the fence about who you are.
Think of the persona of your cannabis business and search if there are people out there who fit that profile. It’s easier for people to really engage and connect with a brand when they see it in actuality. These people could be artists, chefs, doctors, public personalities or even celebrities.
Create a criterion of who or what your cannabis business is, and who your consumers or audiences are. You can do this by listing personality traits. Don’t be afraid to be blunt and cutthroat when making this list.
To figure out what form of content is best for your cannabis business, you need to first identify the topics you want to focus and take a stand on. Are you a cannabis business focused on the legalities and politics of cannabis? Do you lean more towards its medical use or recreational use? Is your business aimed towards veteran cannabis enthusiasts or for those still new to it?
When you’ve laid out your topics, you can start asking yourself what form would be the best way to convey the message? Would it be a photo? An infographic? A blog post? Or a video?
Just as you can create your cannabis business’s content using different formats, you can also have different platforms and channels to publish them too. These channels include your website, your blog, and your social media accounts like Facebook, Instagram, Twitter, and etc.
If you’re confused as to which channels to post your content to, it’s best to go back to your audience and kind of figure out which platforms they frequent the most. Many brands also choose the mirroring route, wherein they use the same content but posted and formatted according to the different social media platform they have.
So, for example, you could post a full-length video on Facebook, while on Instagram you post short clips from that same video and link back to the Facebook video. On top of that, you can also post a GIF or screencap on Twitter, and again link it back to the original video on your Facebook page.
Whichever format you choose and switch around with, just keep in mind that your cannabis business’s tone and voice must remain consistent throughout.
If you’re a smaller business without the capacity to create as much original content as you’d hope, reposting could be the most efficient way to go. If you do do this, always credit or ask permission before reposting someone else’s content, and never claim it as your own.
Though, we wouldn’t advise this especially if you’re copying content from a cannabis business or product that’s similar to yours. You’ll lose what makes your brand and your business unique and you could potentially lead your audience to your competitor. This also makes it hard for your brand to be differentiated from other brands.
Remember that you need to constantly prove to your audience and your consumers that you’re a cannabis business worth listening to.
For an effective content strategy, it’s important to organize how things are going to get done. Have a system in place so that it’s easier to manage your content—know who’s creating what, where your content is going to be published, and when it’s going to be posted.
With digital marketing being such a popular element of every business these days, it’s getting easier and easier to manage content. It’s important to keep these things clutter-free so you can better track each post’s performance.
It’s not enough to simply create content for the sake of creating it. Do a post-analysis of your content. Did you meet your KPI for that specific post? Were the projected numbers met? What could you have done better, and what will you do to improve your future content?
If you need an outsider’s perspective, don’t be afraid to go find it. If you hit a wall and get to a point where you’re realizing the current content you’re creating for your cannabis business isn’t working, take a step back to regroup or consult those more seasoned in the field.
For successful content, you need to get to the point of why you’re making it in the first place. Simple enough, this question can be answered with, “to gain publicity for the brand,” but as any content marketer will tell you, that’s too basic of an answer.
When creating or posting content for your cannabis business, ask yourself some of these questions: Why are you creating this or posting this? Are doing it to invoke action and reactions? Shares? A huge amount of likes? Are you looking for people to interact with you or put you on a pedestal? Is what you’re creating in line with your brand, and if someone says it isn’t, would you be able to defend it?