Here’s a scenario. A startup cannabis brand gets compliance and licensed, but struggles when they’re trying to explain what makes them unique and different beyond the percentages of THC in their product.
Or how about an established cannabis company that enters a brand new market and they’re looking to establish themselves as an authority and win over skeptical buyers?
These are just two situations where long-form content helps to elevate the brand.
Here’s what this type of copy can do for you and why it needs to be written by a professional copywriter.
- It explains complicated processes like cultivation methods and extraction techniques, plus compliance and terpene profiles, in easy-to-understand language that buyers understand and engage with. Shorter posts tend to oversimplify, and graphics are a good starting point for a more detailed explanation.
- The right kind of long-form copy also positions your brand as an industry leader and authority rather than someone promoting goods and services. Written properly, one of these posts can leave the impression in a prospect’s mind that you’re leading the conversation rather than just selling a product.
- Evergreen posts last. They keep working for your brand long after they’re published, and that makes them different from social posts and paid ads the minute you pause a budget or an algorithm changes. Plus, they can also act as an excellent reference point after someone’s watched a video and wants to refer back to the information.
A good copywriter understands the industry. They can stay professional and within the bounds of compliance and education while being persuasive without tilting the words and phrases too far in any direction.
What Brands Should Expect When They Hire
A good marijuana brand will want to find a writer who can place editorial judgment over word count. A cannabis brand has been weighed down with years of technical knowledge and language of compliance, plus internal jargon.
Watch out for a writer who dumps that all into the mix because it’s long form. A real professional can find details that are better suited to a future article.
Control The Flow
Any product should expect that an excellent copywriter can control the flow without being excessive.
In other words, clarity is better than completeness. Plus, there are some more traditional levers to pull.
Chris Thompson, Director of Operations and Marketing for The Daily Green in Times Square, explains.
“Most of the time, what actually ends up driving traffic to the store is SEO-rich content that helps us appear in more Google searches and online recommendations,” he says, “which in turn gets more visitors to our site and in our store.”
He goes on to say that people are looking for “authenticity and honest education.”
“Whatever we’re trying to produce, we’re always making sure that our content speaks to our consumers in a real way.”
Good Cannabis Writers
A good cannabis writer also understands the regulations and can translate them without quoting them. They know how to thread the needle so it doesn’t sound like a lawyer wrote the content.
Finally, brands should look for a writer who can grab insights from operators, formulators, growers, and founders. Interview skills are a must. Try to stay away from someone who can just regurgitate the industry trends without capturing lived experience.
With that last part said, here’s a few more insights I got from industry experts about how strategic long-form copy supports a cannabis business.
Rachael Carlevale, BS, CYT, is a certified regenerative cannabis and hemp farmer. She’s the Founder | Instructor at Ganjasana.com.
It’s no surprise that her credentials, which include being a hash judge at the Spannabis Spain Cannabis Convention, have her suggesting a copywriter with experience.
“Because this industry sits at the intersection of science, agriculture, and spiritual lineage, it is essential to work with someone who understands the language of the plant, not simply a generic copywriter,” she writes in an email.
Location, Location
Tyler Jacobson has another suggestion. The Director of Marketing, Hybrid Marketing Co., stresses proximity is an important calling card for content.
“The three most important words to focus in cannabis content are ‘Dispensary Near Me,’” he says. “Sending location signals through well-considered content is the best possible way to motivate sales and attract buyers.”
Jacobson also says that the local strategy should be 80% of any marketing effort, with content that highlights consumption categories and strains right behind.
The best brands in the cannabis industry aren’t built on THC percentages and hype. Clear narratives in the form of long-form content are the consistent messaging that works. Get in touch and we can discuss cannabis culture, regulation, and your business realities so I can write some content for you to get you to where you need to be.
Rob Starr has been writing digital content, web copy, and industry features across the United States and Canada for a decade in the cannabis industry. He provides clear and compelling takes on industry trends, businesses, and culture. You can reach him on his LinkedIn page at rrstarr@gmail.com or 905 404 5090.