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.

First: Know who you’re creating content for.

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.

Collaborate with people who embody the same values of your brand.

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.

Second: Have content that’s easily digestible for your audience.

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.

Can’t I just copy and repost content from other Cannabis pages or businesses?

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.

Third: Organize and manage your content creation and publication.

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.

Fourth: Audit your content on a routine basis.

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.

Fifth: When in doubt, always go back to your brand.

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.

How can I be sure that what I’m creating is good?

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?

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