CBD Blog Posts Increase Your ROI: 7 Reasons How

“74% of B2B buyers share blog posts with colleagues.”

Demand Gen Report’s 2018 Content Preferences Survey

They said reading died in 1991 and again in 2007, so marketers’ most significant challenge is creating content that drives sales. With video as the latest digital marketing tactic, anything wordy doesn’t seem like it would get your one reader’s attention, but written content still helps consumers make decisions.

Whether it’s B2b or B2c, data-driven CBD blog posts generate more sales because they drive qualified leads to your website. Creating actionable and educational content targeting your audience draws them from searching online, through discovery from social media, or word of mouth. Blog posts prime your site’s visitors to become great customers maximizing your return on your investment. But how?

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They’re assets to your content marketing because they improve your one reader’s experience by answering their questions. If your content is always helpful, people will engage with your brand. They may share:

• It on social media
• via email
• by word of mouth
• by linking to your posts
• by commenting onit

And you can repurpose the highest-ranking posts across other channels or use them as lead magnets.

1. Build a Community with Converting CBD Blog Posts

The community-building ability of blog posts is the number one reason it’ll increase your revenue. Building a high-converting community starts with asking your audience what they want from your content. Write for your visitors first, then search engines later. Build a relationship with each post. Everyone provides an opportunity to:

• Interact with your audience
• Share valuable information
• Increase your online presence

Promote helpful, high-quality posts that answer your one reader questions and provide solutions to their problems. Become an authority by using:

• Examples
• Statistics
• Testimonials
• References

Increase your credibility with useful assertions supported by demonstrations. Optimize every element of your posts to convert. Optimize your blog posts:

• Titles
• Meta descriptions
• Text
• Images
• Infographics
• Videos
• Gifs

Community building occurs naturally since most of your visitors have a common need or interest. You can host a forum-like environment on your site as people will comment and react to those comments on your blog posts. You’ll gain insight into needs and wants, which can drive product innovation. Feedback on your product can reduce your support costs.
Getting to know your audience can only help your customers, so encourage engagement between potential customers, loyalists, and your support staff. An online community is more valuable than a forced-focused group or even audience research because you can learn in real time.

“Companies that blog get 55% more web traffic.”

Hubspot

2. CBD Blog Posts Fit into Your Content Strategy

94% of B2B marketers use content marketing, but you must define the specific goals of your content strategy for it to be effective. Define it by starting with the power of why.  Then you’ll be able to decide if your blog posts serve as an entry point for your website since it educates customers about your product.

You eliminate guesswork and find data that will push you to get consistent results when using your blog post as part of your content strategy and sales funnel.

People sharing your CBD blog posts on social media works as a funnel, building your authority and credibility while driving leads to your website. Your audience’ll ignore some posts, and others will go viral.

The two most significant factors for successfully generating traffic for your website are quality and consistency. Educational content that tells a story about trends/insights, FAQs, and more will improve your relationship with your audience because you build trust.

Generate more organic search traffic, social shares, and authority by crafting CBD blog posts that move your One Reader to the next stage of their journey. 

How to Fit Them into Your CBD Content Strategy

“92% of marketers said their organization sees content as a critical business asset, but only 35% of markets have a documented content marketing strategy,” according to Neil Patal. 

Audit your current content funnel and determine what topics will impact your business the most. Find relevant content from your competitors using these content strategy tools:

• SemRush
• Buzzsumo

You’ll learn what keywords, questions, and phrases your audience uses the most. Create premium posts by addressing their problems with relevant topics they’ll search for. It’ll drive traffic back to your website. 

Define who your One Reader is

Your content marketing should guide your One Reader through the challenges they’re facing. Join the conversation your One Reader is already having in their head. But first, you must know who you’re talking to, so learn their motivations and anxieties.

Target market research will show you where your audience hangs out:

• Social Media
• Search Engines
• Forums

What their biggest gripe is:

• Concerns
• Needs
• Interests

What type of blog posts do they enjoy reading the most:

• Practical guides
• Listicles
• Checklist

You must understand who your one reader is before you create long posts that resonate with them. Define their search intent by trying to solve the problem they are most likely to look for. Prioritize your CBD blog posts by what your one reader needs the most. Then personalize the content to make it far easier for your audience to connect with it. 

Get a great understanding of your audience’s pain points and write about the issues that kept them up at night.

Define the Purpose of Your CBD Blog Posts

Define the purpose of your blog post with your content strategy down to specific details. Map out your One Reader’s customer journey and align your content strategy accordingly so you can focus on relationship building. Content converts visitors into customers as it builds brand awareness and authority.

Smart Goals

Start with your S.M.A.R.T goals:

• Specific 
• Measurable
• Attainable
• Relevant 
• Time-bound

It is essential to define what content pushes your one reader down the slippery slope during the decision-making process. Identify the type of content and channel that will have the most impact on your converting content funnel. Measure the success and failures of each blog post with key performance indicators.

Define:

• The goal of each post
• What the competitors do
• What topics will convert the most
• How often do you have to create new posts
• What platform it’ll be promoted on
• How you’ll repurpose the content
• How to measure and track views, shares, clicks, etc

Blog Posts KPI

Most health and wellness companies measure the following to define success:

• Comments and shares
• Views based on the channel 
• Clickthroughs and conversions 
• Bounce rate and average time on page 

CBD Blog Posts Promotion

Research where your audience hangs out and what time they are active on the platform. Reimagine your blog posts into smaller pieces of content to share on social media. Turn the repurposed blog content into:

• Infographics
• YouTube videos
• Podcasts
• Presentations

Optimize your blog post for search engines by using keywords so your one reader can find your content organically when they are searching for answers. It’s link-building. Answer questions on Quora and post on Subreddit to promote your post. Reach out to an influencer in the CBD industry to see if they will promote your content.

To promote your blog posts, you can write a guest post in publications your audience reads. Email your current subscriber list so it doesn’t seem like you are always trying to sell them something.

Some health and wellness companies elect to sell directly on social media, but with the CBD restrictions, it is ideal to just create brand awareness. Invite your one reader to read the blog post so they come to the site.

Tools for Promoting CBD Content on Social Media

Use automation tools to post to Facebook, Instagram, Twitter, LinkedIn, etc.

• Buffer
• Hootsuite

Content Calendar for CBD Blog Posts

Having an editorial calendar defines when and where you’ll share your content. Plan out the week, the month, or the quarter to generate the most leads with a specific task.

Create a content calendar with these tools:

• Trello
• Google Drive

Win your audience’s trust with stories that demonstrate the outcomes they are looking for. Create a UTM link to track the post. Use the following tools to measure the success/failures of your CBD content:

• Google Analytics
• Google Search Console
• Kissmetrics
• Semrush

CBD CMS or SaaS

Building a robust online CBD store starts with content marketing but ends with sales. Customization and optimization enhance your visitor’s experience, so your website has to push your potential customers to buy. Make your product stand out from the competition with your self-hosted (CMS) or SaaS platform. Both are used for CBD e-commerce since your website’s role as an information hub, storefront, business card, and more are vital to success.

Your educational and engaging content will drive your one reader to your website, retain them, and create word-of-mouth marketing.

CMS

WordPress is the best-known platform for having a simple interface with completely customizable options like WooCommerce.

• WordPress
• WooCommerce

SaaS

Software as a Service platforms combine all the e-commerce, branding, and marketing tools in an easy-to-use service.

• Shopify
• BigCommerce

No matter what platform your store is set up on, your converting content is the driving force for conversions.

3. Organize Valuable Information as a Hub

Present valuable information in entertaining and educational multiple formatted, media-rich posts. Encourage your audience to click through. Format your well-written CBD blog posts for skimmers using introductions, headings, subheadings, and conclusions to present valuable information in an easy-to-read way. Ignite the growth of your brand with content that answers all their questions about CBD, the endocannabinoid system, CB receptors, and how they are connected.

Example of an Information Hub

Hubspot is known for being an educational source for digital marketing. Take a similar approach focusing on providing your target audience with every detail about CBD relevant to their experience using it.

Your blog has to communicate quality and expertise since the medical application of CBD is still relatively new. Health and Wellness is predicated on accurate information. Deliver that health info in a realistic manner that relates to your ideal demographic.

Most Common Blog Posts Formats

The format of your posts is one of the most important aspects of connecting with your audience. For example, “How to” blog posts are effective because they promise your audience you’ll show them how to solve a problem efficiently. Many headlines for blog posts start off as “How to,” but they remove the first two words to prevent redundancy.

“How to” blog posts imply step-by-step guidance, a classic direct response copywriting technique. Since they are inherently educational, most content marketing uses them as a go-to. Also, they allow you to be ultra-specific. Include visuals that help you explain the steps to increase the conversion power of your post.

“According to 72% of marketers surveyed, ‘how-to’ guides are the best traffic drivers.”

Semrush

The most popular blog posts formats are:

• “How-to” post is the most popular format
• Listicles
• The ultimate guideposts
• Thought leadership posts
• Curated collection posts

Listicles are second in popularity because they organize the information in a standard format. They are great to use when sharing tips, tactics, or resources. Of course, your blog will probably contain multiple formats to make sure it captures customers.

How to Create High-quality CBD Blog Posts

I like to start with my audience’s search intent to:

• Find out their pain point
• Narrow down what content is most likely to convert
• See what long-tail keyword is the most popular

Don’t try to solve every problem associated with that long-tail keyword. Create a list of blog post topics addressing each concern. Leverage marketing statistics, trends, and data to tell problem-solving stories that resonate in your one reader’s heart and mind. Create an outline.

1. Step one is picking a topic and title that answers the problems your One Reader is searching for
2. Create a working title based on the topic
3. Narrow down the topic with long-tail keyword research and info about your One Reader
4. Focus your content around one long-tail keyword
5. Include the long-tail keyword at the beginning of your working title
6. Make the value of your blog post clear to set the expectations
7. Deliver on your promise with well-written content

CBD Attention Grabbers

Headlines are one of the most potent ways to make people read your content and increase conversions. Make a promise. In the headline use:

• Real outcome
• Use a testimonial
• Cause-and-effect

“8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest.”

CopyBlogger

Your need to craft a headline that entices your readers’ curiosity; it should be compelling and include your target keyword. It should consist of powerful adjectives, address your reader’s pain point and offer them a solution. Using statistics in blog posts improves consumer trust.

Try these headlines tools if you’re struggling to write a compelling one.

Intros

Your headline got your reader to click on the blog post, but your introduction has to get them to continue. The lede sentence needs to hook your reader. Address your one reader directly by using the word “you” to make an emotional connection.

Persuading the visitor to scroll down isn’t easy, so highlight:

• A common problem
• Tell readers what to expect
• Use a quote
• Showcase the benefit
• Describe an emotion
• Ask the reader a question
• Take on a stance on a controversial topic
• Interesting stat/fact
• Offer the “why” of the blog post
• Start with the end of the story
• Use an anecdote
• Use a cliffhanger

Hooks continue with the promise made in the headline. Your one reader wants to solve a problem, so let them know you’ll show them the way. For example, use phrases like “I’ll show you how” or “It’s easier than you think.”

Then hint at how you’ll show them the solution to their problem with phrases like “follow these tips” or “read on to learn how.” To help out search intent, ensure the target keyword appears within the first 300 words of your content.

Top content writers craft the introduction last after they’ve crafted the main starting points. Try to summarize your content without giving away the surprise.

Subheadings

Way back in 1997 (Nielsen and Morkes found), only 16 percent of visitors read blogs word for word so imagine the percentage today. Optimize your subheadings to enhance the reading experience for your visitors. Not only do they provide structure, but they also pull the scanners in. As they break up long blocks of text and add white space, the subheadings’ role is to direct attention to the body content.

Use subheadings to:

Naturally, adding the keyword in the subheadings and your blog will perform better in search results. You avoided plain subheadlines that give away what the body content is explaining or too vague subheadlines.

Your reader must be intrigued by the subheadline, which makes it surprising; add personality and emotions to create curiosity.

• Hook
• Entertain
• Shock

Data

Blog posts that produce increased user engagement, click-through rates, generate more social shares, and drive sales are data-driven. Back up every claim with concrete data. The creative process didn’t seem like a place for reliable, trustworthy, and well-research data, but it’s a must to gain your one reader’s trust.

Having an objective perspective using credible data sources sounds more like journalism, but it’s the best way to build a genuine relationship with your audience. Being authoritative in your industry by using trustworthy media publications to find relevant data.

Use the following as Sources of Data:

• Newspapers
• Magazines
• Journals
• Annual reports
• Brochures

15 of the Best Sources for CBD Data:

• High Times
• High Yield Insights
• Leafly
• The Green Paper
• Business Wire
• Leafreport
• Healthline
• Loud Cloud Health
• Mayo Clinic
• Green Market Report
• Green Entrepreneur
• Investopedia
• Statista
• PRnewswire
• Hemp Industry Daily

Find health and wellness statistics and trends to aid your content. If you can’t find relevant data, try your experiment. The key is to interpret it and tell a meaningful story that benefits your one reader. Accurate data used in entertaining blog posts will increase social shares.

SEO

Design your SEO strategy around long-tail keywords, people who search for these keywords are 2.5 times more likely to buy. Use the keyword in the:

• Page title
• Headline
• Image alternative
• Image file name and title 

Use these tools to ensure your SEO is optimized:

• SEMRush
• YoastSEO

Conclusion

Sum up your position, circle back to your promise, and show your one reader how you fulfilled it. Remind the audience of the main takeaway in a phrase, sentence, or paragraph. Point out the information you used to support your stance.

Try using a statement like, “now that you know this,__.” Always include a call to action.

CTA (Optimized call to actions)

Your call to action should convince people to take the desired action and lead your one reader to the next funnel stage. Add the call to action at the end of the blog post so your visitors know what to do next. Maybe your CTA is at the end of a blog post, urging people to subscribe to your newsletter or download your latest e-book.

User Experience

Ever click on an article you want to read only to get to a page filled with pop-ups and ad panels? It’s awful and most of the time, I close out of the page without reading anything. Your audience is likely to do the same. Your one reader stays on your website when they love what you write about and find precisely what they’re looking for.

Another key to your user’s experience is the loading time of the post.

Visuals

The human brain processes visual data 60,000 times faster than text. Improve your audience’s experience using high-quality and highly relevant:

• Custom Graphics
• Images
• Memes
• Infographics
• Gifs
• Screenshots
• Videos
• Visual Data

Enhance viewership by adding 7+ visuals per post. More visuals allow your one reader to consume your content faster. They make it easier for your visitors to absorb your blog posts.

“Bloggers are 2.5 times more likely to report “strong results” when they use 10 or more images in a single post.”

OrbitMedia

If you use an image, credit the source from within your post. Also, remember to resize the image so it doesn’t take your post long to load. Think about the color palette, contrast, and keeping it simple. Images attract more people and help them retain more of the information in the post.

Graphs, charts, and other data-driven visuals make your content more likely to be shared because people love visual data that backs up their stance.

Make your quotes visuals when you use them to back up your point. Tell a visual story.

Length

The length of your bost post depends on your audience. It does affect bounce rates, reader engagement, SEO, views, and more. Your one reader may prefer an in-depth explanation or 5 quick tips. Posts that are too long feel like the company is rambling; posts that are too short leave them wanting more. The choice is yours.

4. Turn Blog Posts into Other Content

Since you researched your audience, keywords, and pain points, it’ll be easy to create additional content based on the best-performing content. Or you could even transcribe your YouTube videos and distribute them as a blog post. It’ll drive traffic back to your website. 

Take your blog post and repurpose it into other forms of content, such as:

• Checklist
• eBook
• Newsletter content
• How to guide
• Podcast
• Emails
• Social Media Posts
• YouTube Video

Social Media Posts

Utilizing social media channels, create shareable content based on the content from your posts. Breaking up your blog posts into snackable social media content that can be used on multiple platforms.

Promote your other content through your social channels to regularly drive traffic back to your blog. Meet your one reader at the awareness stage with social media posts that transition your target audience to visitors. Use gifgraphics and other visuals to make your blog post content more likely to be shared.

Lead Magnets

Convert your top blog posts into lead magnets to create sales because having your One Reader’s email address is the #1 priority. Compelling your visitors to exchange their info is easier when you already know it’s valuable to them. Make your blog post into a lead magnet by making it a downable PDF or even refine it by making it more practical.

Checklists

Convert your blog post with the highest traffic into a downloadable checklist that customers can print out and fill out each time they need to use it. Everyone can utilize a checklist to maximize their efficacy and minimalize their errors with CBD. Checklists tend to reduce guesswork and provide instant value. You can simplify your CBD blog posts into a series of checkboxes and bullet points.

Use the checklist as content upgrades to sweeten your offer. They’re easy to digest, practical, quick, and reusable.

Examples of Checklists

• “What to Look for When you Buy CBD: 10 Point Checklist”
• “How to Purchase CBD Checklist”
• “Are you Cooking with CBD Ingredients Checklist?”

Guides

Offering a guide saves your audience time and provides value since you’ve provided step-by-step instructions for solving their problem. Define the guide’s purpose, include examples and statistics, and show your One Reader how to apply it to their lives. Actionable guides can be downable PDFs of the blog post so your audience can return to it offline or print it out.

Examples of Guides

• “The Beginner’s Guide to Using CBD Gummies”
• “Understanding the Calming Power of CBD: The Ultimate Guide”
• “The Essential Guide of Must-Haves for Cooking with CBD”

eBooks

Take 3 or more of your highest converting blog posts with a common theme or solve a common problem and turn them into an ebook. Create an introduction, table of contents, glossary, etc. Highly organize all the blog posts so your PDF is an informative tell-all and not just loosely connected. eBooks can position your brand as a leader in the CBD industry and are the best way to compile your best advice.

Repurposing blog posts into eBooks provides leads with helpful info that makes their lives easier in a convenient bundle they can refer to anytime.

Examples of eBooks

• “How to Transform Your Anxiety with CBD Oil in 30 Days”
• “CBD Breakfast Smoothies (Recipes)”
• “Everything you Need to Know About Using CBD”

5. Persuasiveness

Each element of your blog post is used to get the following sentence read. Make your writing clear, concise, and credible so it flows from point to point until the reader reaches the call to action. Focus on making a promise to your reader in the headline and tell them what the blog post has that’ll be useful. 

Each section of your content should support the main idea and purpose of the post. Back every statement made with specific facts or other forms of credibility. Use the word “you” so the One Reader knows every post is directed towards them. Also, use the word “because” to be ultra-specific to enhance the credibility of points, arguments, and sales pitches. And provide a reason why. 

Active voice makes writing more concise, efficient, engaging, and easier to understand. It creates a faster-moving narrative while making sentences clearer. Write at an eighth-grade level so it can be easily understood, but it ultimately depends on your audience.

Use simple words and a simple structure to be as persuasive as possible. Create high-quality original posts with plenty of helpful information that’ll catch the eye of your reader.

The best persuasive strategy is to create a strong desire in your content by highlighting the strongest benefit. Offer exceptional value with your blog, and your One Reader will begin to see your website as an authority.

6. Funnelize Your CBD Blog Posts 

Start the funnel with content that answers questions about solutions your One Reader is searching for. Match their level of awareness and their intent with relevant content that is easy to read. Even though it is nonpromotional, CBD blog posts build your brand awareness.

Most people seek relief from pain, stress, inflammation, or sleep aid. Some are looking for wellness benefits for their pets.

Knowing the purpose of your blog posts in your content strategy and aligning them with your sales funnel maximizes your revenue. Google Analytics can help you map the customer journey using a report, showing the user flow.

“More than 90% of all internet searches are taking place through Google and the company subsidiary Youtube.”

Business Insider

Convince potential customers to purchase your product by starting with more basic content targeted to a broad audience in the first stage. Then by moving to more educational, actionable, and problem-specific content in the later stages, you can draw qualified prospects into your funnel and prime them to become great customers.

7. Sell Your CBD Products

With as many as 24 million e-commerce stores out there, your USP has to stand out. You have to present your one offer explicitly. Companies that blog have:

• Better lead generation
• More qualified lead
• Increase their sales

The key is positioning your product as the solution to their pain point. CBD blog posts that are informative, valuable, actionable, and relevant empower your One Reader to make complex buying decisions independently. Your products’ USP has to speak to one of the benefits people use it for. Issues like stress, anxiety, insomnia, pain, and cancer-related symptoms must be addressed depending on the positioning of your product.

Your USP can highlight:

• Highest quality/ Superior grade
• CBD contents
• Product’s taste/flavor

The minimum USPs are:

• Chemical Free
• Made in the USA
• 3rd party tested

The better you communicate the promise you made with your blog post content, the more you will sell. To have your CBD product sitting in homes and the hearts and minds of customers, define what’s unique and highly desirable on three levels:

• The Brand Level
• The Product Level
• The Features Level

How to Pick the USP

Turn your positioning into a value proposition. Start by listing 5 to 10 benefits, then choose a “strong” benefit that outweighs the importance of the other benefits. Flush out the benefit using subtitles, bullet points, and content to make it understandable, easily accessed, and perceived as significant. Focus on what makes your brand different from everyone else in your market.

USP Formulas

Use the following formulas to create a unique selling proposition.

{Superlative} {category} {qualifiers}

What. How. Why.

The {adjective} way for _____ to _____, {benefit/outcome}.

You’ll have to tell your audience what’s in it for them. Be transparent. Do audience research to determine what messaging will motivate your one reader to purchase your CBD product. If your product is focused on nutrition, craft a blog post about how CBD can be incorporated into their lifestyle. If your product is focused on reducing anxiety, compose a blog post about how CBD is proven to reduce “scary” moments.

When your blog posts drive in qualified traffic, they’ll be more likely to purchase your product since you lead them to the solution. The best USPs directly address a specific need experienced by your one reader. Tie your messaging together by weaving in your product’s USP with the content of your blog posts.

How Content Marketing Funnel Leads to Sales

Encouraging users to move through the funnel is considered one of the most challenging tasks when building a funnel, according to 50% of marketers surveyed. 71% of our respondents use email follow-ups to achieve this goal, while 67% improve internal links, and 56% suggest related content to ensure descent through the funnel, according to SEMRUSH.

Be clear about the value you offer. It goes beyond “buy this product for this specific reason” because you have to fulfill your promise. Add a layer of concrete value by emphasizing what individual quality separates your brand from your competition. The value you provide with your blog post leads your one reader down the path to your one reader.

Use your product’s unique selling proposition, your one big idea, and your one promise to persuade them to purchase. Start with a small step like asking for their email address or to comment on your blog posts.

Social Proof

Always provide social proof, a principle of persuasion that uses word of mouth or borrowed authority to convince your one reader to buy. The most popular forms of social proof are testimonials, influencer or approval endorsements, and sales. Build trust using star ratings, reviews, or current views to increase your conversions. The key is to make sure the social proof is relevant and overcomes their objections.

Other social proof techniques include:

• Showcasing best sellers
• Showing the visitor what other people have purchased
• Promoting a curated list of products that solve a particular issue

Social proof is substantial because it provides external validation from real customers, companies, and organizations generating trust within your One Reader. They can see the evidence, so it’s not hard for them to believe your claims.

One Offer

Your one offer depends on your goals for your content. You may want your one reader to sign-up for your email list, so your offer may be an exclusive coupon if they provide their email address. Reducing prices by offering savings is a great way to attract the price-conscious one reader.

Common offers for CBD companies are free delivery, freebies, or samples of their best-selling product.

Make it irresistible with optimized offers ranging from limited availability to combining more than one Offer. Reduce the friction for the visitor to accept the offer and create urgency by speaking about what will happen if they don’t take it.

Make the most of your offer with better product images, screenshots, and inaction shots to make the items more desirable. Elevates your offer with an expensive-sounding copy that’ll increase its perceived value. Sweeten the offer with a guarantee like white-glove service or a money-back guarantee.

Conclusion

With a blog, your business will have promotional content for social, improve your SEO, gain authority, generate leads, and close more sales. You can share insights, stories, and thoughts that’ll drive traffic to your website: case studies, instructions, product information, and industry findings. Create a checklist so you can ensure the quality of each post. Review the work. Your blog is essential for showcasing your expertise to your future customers.

How have CBD blog posts improved your sales? Have you noticed a difference? Let me know in the comments below.

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