On the Fence About Content Marketing? Here’s How To Make It Work

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Time is our most valuable asset. Many business owners and leaders in the cannabis industry will often huff and puff at how much time content creation takes up and then debate whether or not it’s driving business. “Is this doing anything for us?” they ask.

If this is how you’re feeling, it may be time to reevaluate how you’re approaching your content creation strategy. Here are five ways to fire up your content efforts into impactful business opportunities.

Related: Every Content Marketer Should Use These 9 Tools


1. Get hyper-specific about who you’re targeting

We’ve all heard the saying, “There’s a time and place for everything.” This also applies to whether your content strategy should seek a broad audience or be more calculated and targeted. The more tailored your content is, the more effective it will be in resonating with exactly who you need to connect with to accomplish your business development goals.


2. Identify your audience’s pain points 

Once you’re clear on who you need to connect with, you’ll need to identify what keeps them up at night, what’s constantly on their minds, and how you can be a part of the solution. This includes pinpointing your value proposition, what you do better than anyone else in your niche, and how you do it better and more effectively than anyone else.


3. Determine how they enjoy consuming content

Does your audience like consuming videos, listening to podcasts, or reading? If they’re more into podcasts and reading articles and books, then don’t feel obligated to create video content just to create video content. You need to approach content creation thoughtfully if you want to see your work turn into business development assets.


4. Collaborate to create quality content

Here is a small list of content vehicles that offer unlimited amounts of opportunities to leverage your content creation efforts as a high-ticket calling card:

  • Podcasts
  • Books
  • Guest Blogs
  • Webinars/Events

Think of it this way. If someone were to reach out and ask you to be a guest on their podcast, you’d probably be more likely to take that call than if they reached out about a business referral. Asking someone to collaborate with you on an article, be a guest on your podcast, co-host an event or webinar, or contribute to your upcoming book goes further than just reaching out cold with an ask and nothing to offer in return.


5. Cross-promote to amplify awareness

One of the many benefits of collaborating with others is cross-promotion. This is an effective way to exponentially gain exposure to new audiences who’d be interested in learning from you and potentially doing business with you. Applying this strategy and level of thoughtfulness to content creation is what can turn a simple podcast, article, webinar, or book into a game-changing opportunity for you and your business.

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