01 Jun How To Use Content Marketing To Establish Credibility And Grow Your Business
By Alexa Divett
If you’ve read any of my other columns or heard me speak at various cannabis events, you know I often like to remind people of the old adage: “People do business with people they know, like, and trust.”
This is obviously not a new concept.
Most business owners understand the benefit of building trust with prospects and clients but don’t know how to go about it.
In many cases the million-dollar question becomes, “How do I establish the credibility necessary to make my potential clients trust me?”
One of the best ways to establish credibility in your market place, and thus grow your business, is through content marketing.
Why? Because people are hungry for information and if you’re an expert in your field, whether that is as a dispensary owner, edibles manufacturer, or cannabis consultant, the best way to show your stripes is by giving people what they crave.
What is content marketing? How can it help grow your business?
According to the Content Marketing Institute:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
In other words, it’s a marketing channel that gives your prospects the information they are looking for while positioning your company as their No. 1 solutions provider.
It’s the art of selling without selling.
Instead of back-to-back sales pitches, think about delivering valuable information that makes your prospects and customers more intelligent. The core belief behind a solid content strategy is that if you over-deliver value in the form of fresh, relevant, and much needed information, your buyers will eventually reward you with their business and loyalty.
Examples of content marketing may include:
- Blog posts;
- Case studies;
- How-To Guides;
Content as part of a successful marketing strategy
As a cannabusiness owner, you likely don’t have access to mainstream advertising channels such as radio, TV, billboards, and Internet pay-per-click. Therefore, it’s imperative that you get creative with your marketing strategy and find channels that you can own — such as your blog and your content.
Writing for a publication such as this one is a great way to begin your content marketing strategy. By providing valuable information to Cannabis Business Executive readers, all of the authors on this site are positioning themselves as experts in their fields and thus people who are desirable to do business with.
Additionally, this industry is brand spanking new and there are many people who are interested in joining the industry who have no clue about cannabis. Because of this, content such as case studies, how-to guides, and even video tutorials are incredibly valuable right now.
Think about your area of expertise and how you can create content that highlights your unique awesomeness while delivering what the people crave — valuable, relevant content.
Once you master this marketing strategy, you will be well on your way to success.
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