When it comes to branding and marketing, cannabis companies must operate within strict regulatory guidelines. Building a brand and developing marketing strategies that comply with that framework can be difficult, but the effective use of communications and content marketing can help your brand thrive, even in the darkest of markets.
Here, in the second installment of a three-part series, Jenn Larry, president of CBDStrategy Group, a Canadian marketing and communications firm, shares insights on how to use communications and content marketing to connect with and educate your target audience in a way that upholds your brand’s philosophy and maximizes your return on investment (ROI).
1. Communications should consist of a database of factual content that can be redistributed to target audiences.
When considering communications for various audiences—shareholders, partners, customers or the media—businesses should have a large database of factual content that is not promotional with claims and guarantees, but that focuses on the company’s processes and products, Larry says. Communications should first focus on what individual audiences need, and then move back to the center to continue a single, overarching brand conversation.
Communications efforts should be separate from promotion, advertising and marketing—taking an informative, educational and factual approach that helps people navigate the brand and make stronger decisions along their user journey or purchase journey, she adds.
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