Use Content Marketing to Build Credibility & Grow Your Cannabusiness

If you’ve read any of my other columns or heard me speak at various cannabis events, you know I often like to remind people of the old adage: “people do business with people they know, like and trust.”

This is obviously not a new concept.

Most business owners understand the benefit of building trust with prospects and clients but don’t know how to go about it.

In many cases the million-dollar question becomes “how do I establish the credibility necessary to make my potential clients trust me?”

One of the best ways to establish credibility in your market place and thus grow your business is through content marketing.

Why?  Because people are hungry for information and if you’re an expert in your field whether that is as a dispensary owner, edibles manufacturer or cannabis consultant, the best way to show your stripes is by giving the people what they crave.

What is content marketing and how can it help you grow your business?

According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

 In other words it’s a marketing channel that gives your prospects the information they are looking for while positioning your company as their number one solutions provider.

It’s the art of selling without selling.

Instead of back-to-back sales pitches think about delivering valuable information that makes your prospects and customers more intelligent.  The core belief behind a solid content strategy is that if you over-deliver value in the form of fresh, relevant and much needed information your buyers will eventually reward you with their business and loyalty.

Examples of content marketing may include:



Blog Posts

Case Studies

How-To Guides


As a cannabusiness owner you likely don’t have access to main stream advertising channels such as radio, TV, billboards and pay-per-click.  Therefore it’s imperative that you get creative with your marketing strategy and find channels that you can own such as your blog and your content.

Writing for industry publications is another great way to begin your content marketing strategy.  By providing valuable information to the readers of various industry magazines and blogs, cannabis business leaders can position themselves as experts in their fields and thus people who are desirable to do business with.

Additionally, this industry is brand spanking new and there are many people who are interested in joining the industry with no clue about cannabis.  Because of this, content such as case studies, how-to guides and even video tutorials are incredibly valuable right now.

Think about your area of expertise and how you can create content that highlights your unique awesomeness while delivering what the people crave; valuable, relevant content.

Once you master this marketing strategy you will be well on your way to success.