Cannabolish Outshines a Crowded Field of Competitors with Strategic Content

Cannabolish, a Fresh Wave sister brand, entered the burgeoning commercial cannabis market with a unique solution: an odor eliminator tailored to cannabis consumption. Amidst the pandemic-fueled cannabis boom, they faced intense competition and the longstanding stigma surrounding marijuana.

To stand out, we implemented a strategic, organic content approach. By targeting low-competition keywords related to cannabis, cannabutter, tinctures, terpenes, and industry trends, we created informative and engaging content that educated consumers about Cannabolish's innovative product without perpetuating negative stereotypes.

Crafting Cannabolish's content strategy was particularly challenging due to the delicate nature of the cannabis 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 organic reach and visibility in a crowded market.

To balance the client's concerns with strategic goals, we devised a content strategy that focused on indirect, yet relevant keywords, ensuring both brand safety and effective audience targeting.

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 pioneered in-depth coverage of terpenes and cannabis science. This strategic approach boosted Cannabolish's organic search rankings and established them as a trusted brand.

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.