Creating content around CBD: informing to sell better

With CBD still poorly understood and stigmatized, creating content that combines emotion and education can make all the difference. The goal: to demystify CBD in order to reassure consumers, build trust, and legitimize your brand. Reliable information comes in the form of high-quality articles that refer to scientific studies or product sheets containing specific usage advice (dosage, precautions, etc.). In a sector where the reliability of information is paramount, this type of content helps to strengthen your brand's authority.

One thing you shouldn't overlook when writing is SEO. Plan to write in-depth blog articles that also answer frequently asked questions about CBD. Well-structured, clear, sourced content with a catchy title is more likely to hit the mark and reach a new audience.

However, be careful to comply with regulations. In particular, it is prohibited to sell CBD products as medicines and to make false claims. As a precaution, avoid terms such as "treat," "treatment," or "cure," and focus your message on well-being and the possibility of alleviating the symptoms of certain conditions. To implement an exemplary and transparent content strategy, regulatory monitoring is essential.

> See also: CBD and advertising: what rules should be taken into account and what are the legal limits?

2. Create effective content on social media

To create a CBD content strategy that actively engages your community, use social media (Instagram, TikTok, or YouTube). Short-form videos are a particularly effective way to quickly gain visibility. These include:

• Interactive stories: quizzes, preference polls (oil or capsules?), etc.
• product unboxings with usage tips;
• articles focusing on hemp cultivation, product formulation, interviews with farmers, etc.
• lifestyle videos showing how to incorporate CBD into your daily routine;
• Reposts from customers who have identified your brand (with a thank-you message to express your appreciation).

For the more creative among you, storytelling, or the art of telling a story, is an effective way to spark interest and emotion. This could involve explaining where the idea for your CBD brand came from, your interest in hemp, the history of your products, or even your encounters with local producers. The benefit: giving your brand a soul and establishing a lasting connection with customers.

3. Influencer marketing: the key to gaining visibility

Word of mouth is a powerful marketing tool. And what could be better than personal recommendations from influencers to promote your products? To establish partnerships, target content creators who specialize in natural wellness or sports and whose community is likely to be interested in CBD.

Capitalizing on their credibility is no easy task: you need to offer a strategic win-win exchange that benefits both the influencer and their community. Since your goal is to have your products presented naturally and sincerely, focus on "small" influencers, who are more accessible and have a high level of engagement.

Possible collaborations include offering to test a new product over several weeks or creating a personalized wellness routine. To increase your chances of seeing CBD content related to your brand, give them complete creative freedom.

4. Participation in local events

A local event is the perfect opportunity to connect with people and build local awareness. It also allows you to engage in dialogue to understand consumers' real expectations and concerns. By presenting your products, you give people the opportunity to enjoy an experience: smell a resin, touch a flower, handle an oil, etc. Unlike 100% e-commerce brands, these events also allow you to offer value-added content such as videos, photos, stories, testimonials, and more.

This could be a trade show or conference, but also a workshop in partnership with a yoga studio or a sporting event. For example: an introduction to Pilates or meditation, as well as CBD products for a complete anti-stress routine. Another suggestion: a running race followed by a presentation of CBD creams for muscle recovery.

5. The newsletter, an underestimated asset

Often overlooked yet highly effective when used correctly, newsletters are a type of content that can build loyalty and create a stronger connection with your audience. For newsletters to work, write exclusive content that creates a sense of belonging, such as:

• A wellness routine: or how to incorporate a CBD product into your daily life;
• behind the scenes of your brand;
• an exclusive offer;
• lifestyle advice.