The Basics of Content Marketing for Your CBD Brand

The CBD industry has absolutely exploded over the past few years. A recent study by BDS Analytics and Arcview Market Research reports that the CBD industry will likely sell over $20 billion of products in the US by 2024.

This exponential growth means plenty of opportunities for your brand. But, with that opportunity comes fierce competition, too. New CBD brands are popping up every day, drawing a lot of comparisons to the now over-saturated craft beer industry.

So where does that leave your business, a new company trying to find their place in the crowd? Probably with plenty of marketing questions like:

  • What is the best way to market a CBD brand?
  • How do I stand out from the competition?
  • How do I define and reach my perfect target audience?

In this article, we’ll answer all these questions. You’ll find some potential solutions through the lens of using a solid content marketing strategy.

What are the best practices in marketing a CBD brand?

This is a massive question with a lot open to interpretation. But, for simplicity’s sake we’ll look at 4 points that are important for all CBD companies and their audiences:

  • Educating Your Audience: Most people have heard of CBD at this point. But, how it works, what it can do, and how it’s different from marijuana remains a mystery to many. Your brand should work to answer these questions to build trust and goodwill.
  • Crafting a Strong Brand Voice: With so many brands out there, yours needs to have a clear mission and set of values that resonate with your audience.
  • Tailoring Marketing to a Highly Specific Target Audience: CBD often gets labeled as a panacea to cure anyone’s problems. Not only is this misleading and bad for building trust, casting a wide net isn’t always best. Choose just a few of the problems CBD might help with within a specific demographic. This is the basis of a clear marketing strategy.

I get it.

Trying to take care of all these is a lot. Maybe you’re not sure who your target audience even is yet. Or, you’re not sure how to craft a brand voice or even what your value proposition or mission is.

Content marketers can do a lot of this heavy lifting for you.

Firstly, they can often offer consultation on effective marketing strategies to help define your brand.

Secondly, content marketers can boil down complex ideas to convey your vision. They can take all that heavy science and condense it all into digestible, easy-to-read content.

Photo by Resilience CBD on Unsplash

Why Content Marketing?

  1. Educate Your Audience

CBD may be all over the news and available nearly everywhere at this point, but there are still tens of thousands of basic questions about it getting searched every single day.

There is no shortage of people who still associate CBD with smoking marijuana and getting high. There are people confused about the differences in extract types. Many question whether CBD will help their anxiety, pain, or depression.

All these questions mean that high-quality, education CBD content is in demand more than ever before.

Your brand can be the assist most CBD-curious people need.

Establishing your authority as a helpful guide can build trust with your audience. It makes them more likely to choose you over the competition.

Content marketing with genuinely helpful, well-written articles generates nearly 8x as much traffic as a site without any. It earns about 3x the leads, too.

2. Craft a Strong Brand Voice

You’ve sourced quality hemp. You use the best extraction methods available in a professional lab with the reports to back it all up. Your labeling and website are all stylish and attractive. Your products practically scream to be put in the hands of someone who needs them most.

Not good enough.

Photo by Resilience CBD on Unsplash

There are plenty of brands out there with all of the above. What most of them are missing is a cohesive, clear voice.

  • Who is our brand’s target audience?
  • What unique challenges do they face?
  • How do our products make their lives better?

These are questions you must be able to answer to market effectively.

There are a ton of companies out there making high-quality products with beautiful labeling. But, when you go to their “About Us” page, you’re treated to a bland, generic message that doesn’t say much.

Which customers? The elderly? Active lifestyle athletes? People with anxiety?

Who are they and what can you help them with?

Your brand must keep these questions in mind throughout your marketing process.

A content marketer can help identify your audience and make sure your brand speaks directly to their needs.

3. Articles Tailored Perfectly to Target Audience

This is where a content marketer can really shine. Identify your target audience and define their pain points. Let a good content creator generate ideas and craft articles made just for them.

For example, a brand targeting athletes might post a blog like, “How CBD Topicals Can Reduce Recovery Time Post-Workout.” Or a brand promoting mental health might post something like, “What are the Effects of CBD on Depression?”

These types of articles are an incredible tool to use at the top of your sales funnel. They are genuinely helpful which gives your brand a positive image while creating brand awareness that lasts.

Photo by Jordan Nix on Unsplash


The future looks bright for CBD companies in 2021!

But that doesn’t mean you can ignore your marketing strategy. Now, more than ever before, people are looking for relief and comfort in CBD. And they’re turning to the internet and consuming more content than ever to learn more about it.

Before they choose your brand, make sure they’ve got all they need to know. Make sure they know you’re the brand who’s thought ahead and got their specific needs taken care of.

Create quality educational content. Have an intimate knowledge of your audience, and a strong brand voice that resonates with them. With all these in place, choosing you will hardly be a choice at all.

Looking for a writer to craft your marketing strategy or add to your existing content? Connect with me on LinkedIn or check out my site and say hello. I’d be happy to help!



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Andy Tellier

Andy Tellier

I’m a former teacher turned freelance writer. When I’m not dreaming of a new destination, I write about travel, language learning, and teaching.