Cannabolish Outshines a Crowded Field of Competitors with Strategic Content

Cannabolish, the daredevil younger sister of Fresh Wave , entered the burgeoning commercial cannabis market in 2019. They offered the market a unique value proposition: an odor eliminator tailored to cannabis consumption derived from natural ingredients. Amidst the pandemic-fueled cannabis boom, they faced intense competition from other emerging D2C brands as well as the longstanding stigma surrounding marijuana.

To stand out, we implemented a strategic, organic content approach. We were both strategic and bold. Our content strategy included targeting low-competition keywords related to cannabis, cannabutter, tinctures, terpenes, and industry trends, we created informative and engaging content that we knew would resonate with cannabis users without alienating those who were new to cannabis. In a word, we went there in an incredibly smart way.

Crafting Cannabolish's content strategy was particularly challenging due to the delicate nature of the market. Unlike previous content strategy projects I led, the client was adamant about avoiding terms like 'weed,' 'marijuana,' and 'pot,' fearing negative associations.

While understandable, these terms had high search volumes and low competition. Ignoring them risked limiting Cannabolish's ability to grow crowded market.

To balance the client's concerns with the business’s goals, we devised a content strategy that focused on indirect, yet relevant keywords, ensuring both brand safety and effective audience targeting while keeping the content engaging and interesting to read.

1. Outlining interesting topics. My team and I researched and outlined Cannabolish blog topics, focusing on high-impact keywords like "Cannabutter" and "Cannabis Legality." We also covered topics on terpenes and cannabis science when it was a nascent topic on Google. This strategic approach boosted Cannabolish's organic search rankings and established them as a trusted brand.

However, to ensure we kept topics relevant to the audience, we tactfully wrote pieces like “How to Clean Your Bong” or “Everything You Need to Know About One-Hitters”. These pieces became incredibly popular reads for Cannabolish users and they helped the brand surpass competitors on search pages.

2. Creating an editorial calendar. I created editorial calendars for Fresh Wave and Cannabolish, aligning topics with product launches and seasons. This ensured consistent content and maximized campaign impact.

3. Establishing Cannabolish’s brand voice. As a new brand, Cannabolish needed a professional edge in a crowded market. I crafted a distinctive content strategy, avoiding industry clichés, conducting in-depth research for every piece, and establishing Cannabolish as a reliable source.

4. Creating a brand kit. To ensure consistent branding, I created tone guidelines for Fresh Wave and Cannabolish. These guidelines streamlined content creation, maintained a professional tone, and upheld brand identity.

Cannabolish, a sister brand of Fresh Wave, successfully navigated the competitive and sensitive cannabis market through a strategic content approach. By focusing on organic search and avoiding industry stigmas, we achieved remarkable results:

• 238% increase in website traffic

• 251% growth in revenue

• Established Cannabolish as a trusted authority

• Successfully navigated the challenges of a regulated industry

Our content strategy, centered around informative and engaging content, effectively educated consumers about Cannabolish's innovative odor elimination solution, positioning the brand as a leader in the market.