Content writer for social media

Why Content Writing is Needed in the Cannabis Industry

In advertising, branding, buyer persona, content writing, marijuana marketing, strategy by Josh Whitaker

Quite simply, the marijuana industry is booming. There is so much excitement, so much potential. On one end of the spectrum you have the National Institute of Health admitting there are  cancer fighting properties in cannabis and 25 states with legal medical marijuana, to the small yet, quickly growing recreational market. It makes my fingertips tingle just as I’m typing this.

What does this have to do with content writing? Well, let us tell you…


Content writing informs your readers of the constantly changing landscape within the cannabis market, as well as telling readers about your business. As cannabis gets rebranded, how it is portrayed through words has a big part in all of that, but more on that in a moment…


For now, think about that rebranding: new packaging, new ideas, and entirely new marijuana products with a plethora of different forms to explore and expand upon. It is doubtful that any one company can keep ahead of it all. You need friendly, well written, informants to drive your business, and steer it where you want it to go.


Content writing isn’t secondary, or tertiary, it’s primary. It’s the first thing someone sees when they click on your page, read the description of your products, your company, or your mission. The words on your site become  your words, the words of the business you want to promote, not just spoken allowed and quickly forgotten, but put in bold typeface, forever indexed in the bowels of the internet. These words tell your readers about who you are and what your business represents, so choose them wisely. Or, better yet, spend your time on your business practices and hire a professional writer to help you craft your vision. You may not have thought of particular language usage yet, or had the time to put an idea down. Quite frankly, you have more important things to do, but that doesn’t mean that the writing isn’t vital to ultimate success.


So now that we’ve got you thinking about how important content writing is, we are taking that a step further: building that vision.


What idea do you want to give your readers about your company?


We are going to let you have some fun with this. Below is a little exercise to help you think about what we mean. Consider four different portrayals of a business selling the exact same thing with the exact same image. You tell us which one fits the audience you are trying to reach. Are you ready? Set. Go.


Exhibit A: The Clean Professional:

Our company is excited to release three new products on retail, as well as medical, shelves, in the next three months. Customers now have the option of a healthy carbonated tonic, a delicious chocolate bar, or a liquid tincture. These products focus on quality, using sativa strains from only local, certified organic growers, all with laboratory tested dosing. Enjoy the drink with dinner, or serve it at your next social gathering. Use the chocolate as a relaxing treat or gift. The tincture has a variety of uses, as it can be used both topically or taken by mouth. Enjoy responsibly.


Exhibit B: The Excited Friend:

 Yay! Come celebrate with us. We finally have a release on three new products. Our suppliers have been innovating, cultivating, and designing these new blends for months. We’ve got a fizzy drink, some tincture, and even a chocolate bar! It’s local! Organic sativa! We even had it fancy tested in a laboratory because we mean business. Bring some for the whole party next Saturday, or use them as great gifts, or just items to have on hand at home. The tincture is super cool as you can take it by mouth, or even use it topically on your skin if you want to. Think about the possibilities with that one! Yay! 


Exhibit C: The Young Enthusiast.

OMG you guys! Check out the new nugs! Sativa! OMG! So frickin’ exciting! We’ve got this stuff stuffed into a soda pop and a chocolate bar, you can drink it and then get the munchies and each chocolate and a tincture too. Gr8 stuff! It’s organic and measured out THC. Get down here now before we use it all ourselves!





Exhibit D: The Medical Patient.

For those experiencing medical symptoms that disallow the usage of smoking your prescription marijuana, or seeking an alternative, we now offer three new products. Our new items are all organic sativa, fully laboratory tested for THC levels so you know you are getting your exact prescribed dose. We are hopeful that our new carbonated beverage, pleasant chocolate bar, or oral/topical tincture will suit your needs and offer relief.



…So what did you think?


Do you see how the words chosen, even descriptors on the same image, can shape how readers come to think of your products? Honestly, more than one of these “exhibits” may serve your purpose for what you are trying to inform your customers about at any given time, the point is that content writing has the power to give a feeling for your company and attract a particular clientele. It’s part of the rebranding of marijuana.


Original content writing makes your site rank higher in searches. Really.


The folks over at  Nextfly say, “content is the most important part of a website.” They talk about all sorts of reasons why this is true, the most important being ranking on Google, Yahoo, and Bing. Those search crawlers like sites with lots of content and sites that are always adding more. You can never have too much content, they say. That is a big thing to express if you think about it. They even suggest adding blogs every day, not just weekly, if you can. You need a content writer for that, and one with original content. As for Google, the last Panda algorithm gives preference to those sites with original content and obviously plagiarizing is a huge no-no, it’s honestly so unprofessional we won’t even bother going on about it here.


Content is king, (or queen, or gender non-conforming royalty)


There are 3 things that good content writing should do for your business: make people want to read your content, teach them something, and inspire or motivate them to do something. Social media posts should link to content, and once the readers are there, you have to hook them in, get them interested, get them to remember your name and products.


Content writing goes beyond marketing to actually saying something, something hopefully interesting and important. You want your readers to share your content, increase your brand recognition. It is also a way to build and maintain your following. Blogging with a steady stream of comments and responses drives engagement and interaction. It keeps it fun, relevant, and part of the ever-changing landscape.  


The marijuana market, as it goes through its transformation and rebranding has even more at stake with the words chosen to represent it over the next key years. Whether it is social media, blogs, any other content on websites, even hard copy magazines, brochures, press releases, or white pages, the content is primary. People are reading about marijuana. Just like you, right now. They are listening.


What do you want to tell them?