It’s hard to run a cannabis business today without your own website, and a website doesn’t exist without content. The engine, the design, the loading speed, the beautiful fonts – without high-quality site content, all of this is meaningless. And the specifics of the niche force entrepreneurs to be careful.
In the United States, each state has its own laws regarding cannabis and dispensary services. So, before you start working on a website, it is essential to know all the up-to-date legal information for your state, as well as the states in which you plan to expand your business. If you are unsure if you can handle the whole process on your own with sight of all the legalities and niche specifics, leave the promotion task to SEO and content marketing professionals like MJ SEO.Aggence who knows how to properly promote this sensitive content.
Content for a Cannabis Site: The First Steps
Website content is not content for content’s sake. These are texts, infographics, visual information that solve specific problems and address a specific audience. Therefore, preparing site content is work that begins remotely. Here are some strategic steps you need to follow.
Understanding who you’re making a business offer to, and why it’s profitable and valuable to potential customers is critical to success in business today.
Consumer behavior is determined by a variety of criteria, including:
the presence of children;
profession/field of activity;
national and cultural characteristics;
The more you know about your target audience and the more accurate their segmentation, the more likely your offer will hit the target. Even within the cannabis niche, there is a lot to study. Depending on the specifics of your business and average control, determining the target audience should always be one of the first steps.
The structure and functionality of the resource and, of course, the content of the site depend on it. If you have an online cannabis store, the site should have a catalog, the ability to add products to a cart and place an order, and the product sheets will become the basis of the content. If you have a small business that offers dispensary services, a landing page with a consultation order form will suffice. The content of this type of site should be short and promotional.
Competing sites can be viewed in Google search results, as the first thing to consider is which ones are receiving paid and organic traffic in your niche. To do this, you just need to go to the search engine, enter a key query on your topic, and then click on the “Show all” sub-item. You will see all sites whose owners pay for contextual advertising. Also, study the first and even second pages of the SERP to assess your competitors.
Browse websites, write interesting article topics, take screenshots of unusual features used by competitors. This knowledge will help you make your site content compelling, engaging, and useful. And at the same time, you will avoid errors that you will find on competing resources.
Choose formats and content types
The functionality of your site, which will be designed by developers, depends on the selected content formats. They need to understand if the site will contain graphics and graphics, GIF tips and videos.
The types of content on the site are also important: educational, entertaining, informative and promotional. Diverse content will help make your content strategy as effective as possible. After all, an article section or a blog needs to be constantly updated and replenished with unique content.
Additionally, the content should be SEO optimized so that you can drive organic traffic to your website. Follow CBD SEO keyword tips and use services like SERPSTAT. You can also hire an SEO specialist or outsource these services.
Sources of information for content
If you plan to post photos and videos, it is crucial to understand which of the company employees will do it or to plan the budget of the outsourcing specialists in advance.
Information for items can be taken:
from open sources on the Internet — thematic sites, forums, blogs, news feeds;
from customer surveys;
from surveys of company employees, eg, marketer, mail specialist, web analyst, sales manager;
from your own experience.
How to create unique content for a website
Think of unique content for the main page of the site. It should answer the main questions a person opening your site for the first time asks:
What does the company do?
How long has it existed?
Why can we trust a company?
How is it different from dozens of competitors?
What do you have to do to buy a product or order a service?
What do those who have already become customers of the company say?
Then you can prepare a detailed content plan for the site – what topic, in what format and when you will post on the resource. And then start working on preparing unique content for the site.
If you are a small cannabis business owner and can devote the time to it, you can prepare the content for the site for free and on your own. If you have little time, a budget and you are ready to delegate this task, contact a professional agency who will prepare the content corresponding to your expectations and serving the objectives of your website.
This article does not necessarily reflect the views of the editors or management of EconoTimes