How Creating Original Content Can Help Your Cannabis Brand

Posted by Refined Bud on August 3, 2016 in blog

This is part one of a two-part blog about creating compelling content for Cannabis brands. Look for the second blog post to be posted on Wednesday, August 10.

At Refined Bud, we talk a lot about the importance of original content, but how can we create outstanding original content? To create compelling content, you must understand what we mean by the word “content. Content in social media refers to any material that you create or share on an online platform, such as how-to videos, infographics and more. It is the substance of what makes information travel on social media channels.

Outstanding content is content that could go viral. People see it and are compelled to share it with their family and friends. Successful content, in general, is original, practical and accessible. It is “sticky” content as it sticks in the minds of your audience and they want to come back for more content without being prompted. Especially with Facebook’s recent algorithm change, original and outstanding content is vital to keep your brand visible.

Some types of content are more successful than others in engaging your audience. For example, infographics are the most popular form of content. People have an easier time understanding information that is presented in a visual form, rather than reading only text.  

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Buzzsumo and OkDork’s study of 100 million articles on social media was published in 2014, so it it’s natural that other forms of content have gained popularity since then. One type of content being short how-to videos.These are the videos such as Buzzfeed’s Tasty that flood your Facebook feed with delicious snack and meal ideas that make you drool. They again draw on visual aids to share a recipe and spark an emotional connection. You may share these how-to videos of an eight layer chocolate cake because it looks delicious, appears to be simple to make, and you are possibly thinking of a certain occasion in which to make that cake. A short, engaging and entertaining way to present information.

Why do brands need people to share their outstanding content? There are few reasons, all of which can create revenue or interest for your brand.

Increases brand awareness
Inc writes, “Despite the Field of Dreams notion some business owners have that “if you build it, they will come,” if people are unaware of a business or a website’s existence, they can’t shop there.” They add that 75% of Americans gather product information online through social media influencers.  When you create original, outstanding content, your audience is more likely to share with their fans and your brand becomes known to a whole new set of people.

If you are creating content that isn’t worth sharing there is a chance you are losing customers and followers because there is no value in what you have to say. Consider every piece of content you create as a tool to gain new customers to drive your business.

Demonstrates your skills and represents your credibility
Your outstanding content should represent what your brand does best to verify the quality of your products or services. For example, if you are cannabis farmer known for your Clean Green Certified standards and natural practices, your content should reflect that. It is perfectly acceptable to humblebrag about your products and services because if you don’t, nobody else will.

Showcasing the work you can do and have done successfully through content on your social media channels will show potential customers and investors that you are a successful business and have proof to back it up. It also gives your current customers the opportunity to verify your skills through sharing and commenting.

Build brand loyalty
When you create outstanding content, your audience is likely to continue coming back to your page to see and share new information. The more content they like and share, the more they are likely to purchase your product and services over your competitors. As Nielsen reports, 84% of people trust recommendations from family and friends over traditional advertising. The more people who share your content organically online, rather through paid advertising (which isn’t always possible for cannabis brands), the more likely you will be able to retain loyal customers and grow to new markets.

With all this being said, it is safe to say that brands need to start creating original and excellent content to grow their business. How can you create content worth sharing?

Check out Refined Bud’s blog next week that will highlight some tips and tricks to creating outstanding content. Until then, we want to know hear from you — what types of content have effectively caught your attention? Is there one brand out there creating exceptional content that you share with your community on the regular?

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