As a marketer, you have one mission: convert visitors into customers. But how do you get people to buy? Content marketing is one of the best ways to do that. And as a cannabis marketer, your job is even more difficult because measuring results is hard. So how often should you post content on your cannabis blog?
This is a question that every good cannabis marketer will ask.
This is a question that every good cannabis marketer will ask.
Knowing the answers to these questions is important because your posts’ content quality, length, and frequency are some of the most important factors in determining whether or not you succeed with your blog.
- How often should I post?
- How long should my posts be?
- What kind of content should I create for my audience, and what kind of content should I create for different marketing channels?
The truth is there’s no one set answer that’s going to work for everyone.
The truth is there’s no one set answer that’s going to work for everyone. It depends on your goals, audience, and resources.
– If you’re just starting out with a new cannabis blog, it’s best to start with a low posting frequency and increase it as you get more traffic. You want enough content so people will want to come back often, but not so much that they’re overwhelmed by the number of posts in their feed or find it difficult to keep up with your content (which could lead them to unsubscribe).
– If you already have an established site and are looking for suggestions on how often you should post, here’s my advice: if people have subscribed via email or RSS feed, send them something new at least once per week—more often than this, if possible. But if they follow via social media channels like Facebook or Twitter (or both), make sure tweets are spaced out, so followers don’t feel like they’re getting hit over the head multiple times every day with information from only one source.
The best way to find the answer is to make a plan, set up some tools, and pay attention.
- Plan, plan and plan some more. You need to know what you want your blog to do for you and how much time you want to spend on it.
- Set up tools that can help measure your content and the results of those efforts (Google Analytics is a great place to start).
- Pay attention! Track your metrics over time, see what works well for your audience, see which posts perform best in traffic and engagement, and then create more content like those!
Figure out what your competitors are doing.
There are a few ways you can figure out what your competitors are doing. First, look at their blog posts and see how often they post new content. If the competitor has been active for a while, take note of how many days apart their posts are. Are they getting more engagement with their posts? How many likes do their photos get?
For example, if I were looking at Leafly’s Instagram account, I would notice that they post on average every two days and get over 200 likes per photo (I also counted them myself). This is great because it shows that people like the content they produce and want to engage with it as much as possible! Now let’s take this information along with some competitor analysis:
- What do we know about our competitors so far? We know that Leafly publishes new blog posts every two days or so on average (within a range from 1-3 days). We also know that when they publish blog posts, people seem to like them by liking and commenting on each one within an hour or two after publication. It might be safe to assume then that if we were posting content every week as Leafly does without fail, then our audience would probably see us as a reliable source of educational cannabis content which could lead them back here again next week….
Pay attention to SEO signals, and make a plan that allows you to post at the frequency your site needs.
Search engine optimization, or SEO, is important to your website’s success. You can get a good idea of how often you should post by paying attention to the signals that search engines use to determine what content is most relevant for search results. For example, if someone searches for “cannabis blog” and your page ranks highly in their results, they’ll click through to read more.
That said, don’t let SEO become a crutch—you shouldn’t ever just post stuff just because it’ll get traffic. Posting on a regular schedule is more important than posting whatever comes out of your head that day.
Make sure your content isn’t formal and dry.
Your content should be easy to read and entertaining. A good way to do this is by using a conversational tone, short paragraphs, bullet points and images, videos, infographics or other multimedia elements. Make sure you’re also not just regurgitating information from other websites. Instead, provide your own unique perspective on the topic of cannabis or related topics like investing in cannabis businesses or understanding how legalization affects different states.
Create content for different marketing channels.
When creating content for your cannabis blog, it’s important to remember that your audience will be different on each platform. On social media, for example, you may want to post more about the latest news and trends in the industry. On the other hand, when writing blogs, think about how much time people spend reading them—and what they might get out of it—before you decide how often to publish new posts.
While it’s still possible to create all your content yourself (or have one person do everything), most businesses outsource their writing needs so they can focus instead on their core strengths: growing their business or making sales calls rather than doing research or hunting down great writers themselves. The right agency will know how often you should post new content based on what type of brand identity fits into each channel at any given time.
Do research before posting to determine what’s best for your audience, goals, and resources.
When deciding how often to post to your cannabis blog, it’s important to do research before posting. Research what your competitors are doing, pay attention to SEO signals, and make a plan that allows you to post at the frequency your site needs.
Creating content for different marketing channels will help ensure your blog is reaching its audience wherever they may be looking for information.
I hope these tips have given insight into how often you should post on your cannabis blog. Keep in mind that there’s no one size fits all answer, but if you want to keep up with the competition and make sure your content is seen by as many people as possible, then it’s important to make sure you’re posting at a high enough frequency.