macey-wolfer

Here’s How to Build Topical Authority for a Med Spa Website

Thu, 07 May 2026 03:14:52 GMT

You’ve made it to this page which immediately signals one thing: you know what med spa SEO is and why it’s a core part of many brands’ success. So I’ll skip the background and hop right into giving advice for how to build topical authority for a med spa website.

What is topical authority for SEO?

Many med spa websites almost have the right idea but their content strategy goes sideways when they fail to hone in on their authority. Sure, you can quickly come up with 10 high-intent topics for your SEO strategy, but if there’s not a general thread weaving them together, your content is too scattered. Google doesn’t like scattered content.

That’s why topical authority is key. When you’ve signaled to the algorithm that your website is filled with factual, research-backed information, your med spa content will quickly rise in the ranks.

SEO has greatly evolved over time. Now, content strategies need to keep generative AI searches in mind, too. AI search results reward consistent, in-depth content that shows real expertise. Real-world perspectives (the kind that can’t be replicated by an AI writer ) are favored by Google, too.

How do I build topical authority for my med spa blog?

The best way to build authority is to post consistent, valuable content. Don’t focus entirely on volume, though. You’ll have better results by focusing on value and depth.

What does this look like in the context of med spa marketing?

Let’s say your med spa clinic offers botox, fillers, laser treatments, chemical peels, and microneedling. You might be thinking that’s too many topics to build authority over. But you’re not trying to become the top search result for every single one of those services. You’re trying to own the cosmetic treatment space.

All of those services fall under the same umbrella of nonsurgical aesthetic treatments. Writing blogs related to each of those topics will help you own the space. But more importantly, you should have multiple pages with multiple references to these treatments, with each blog building on the next. These are called clusters.

Here’s a quick example:

Cluster 1: Laser treatment

Blog 1: What is laser treatment?
Blog 2: Where to get laser treatment in Austin
Blog 3: What are the side effects of laser treatment?
Blog 4: How much does laser treatment cost?

→ All of these blogs build off of one another, with links referring to the other pages in each blog

Cluster 2: Botox

Blog 1: What is botox?
Blog 2: Where to get botox in Austin
Blog 3: What are the side effects of botox?
Blog 4: How much does botox cost?

→ All of these blogs build off of one another, with links referring to the other pages in each blog

And on and on and on. All of these blogs reference the general topic of aesthetic treatments, building off one another to create a beautiful content strategy that actually converts.

**DISCLAIMER** I use very generic topics to illustrate the general SEO concepts I’m referring to. As my freelance writing clients know, my SEO strategy goes much deeper than these examples.

Why is my med spa content not ranking?

I get this question a lot from people who hire me to write SEO blog content.

I hear a lot of variations of these same questions:

“Why aren’t my blogs ranking yet?”

“Why is my blog not the top search result?”

“When will my blog make it to the front page of Google?”

“Shouldn’t my blogs be ranking by now?”

For the most part, the answer is time. SEO is not a quick fix. It’s a deeply useful, longform strategy that continues to build on itself.

If you’re wondering why your med spa blogs aren’t ranking yet, here are some questions to consider:

Has it been several months since the blog has been posted?
If not, don’t expect to see much change. It takes a while for optimized content to really take off. However, it’s worth assessing if your pages aren’t getting any views after several months. If that’s the case, you may be targeting too broad of searches or making other SEO mistakes.
Is your med spa blog human or AI generated?
If it’s AI-generated, did you edit it well enough to not read like a generic, soulless post? Google prefers first-hand accounts and deep research to build authority.
Did you check the URL on Google Search Console ?
Google Search Console is a valuable SEO tool and if you’re not using it, you’re missing out. Check the URL to ensure it’s been indexed correctly. (Tip: check URLs of blogs you just posted, too, to speed up the indexing time and thus, rank faster)
Most importantly, have you demonstrated topical authority ?
The internet is filled to the brim with generic content on just about every topic. Med spas and wellness brands tend to struggle to stand out in the crowd without a solid SEO strategy.

Need a med spa writer?

Having started my freelance writing career as a cannabis content writer and journalist, I know all about writing in highly regulated spaces. Now, I serve cannabis brands, wellness brands, and other highly regulated businesses like med spas with content that actually converts.

Let me take your med spa SEO strategy off your hands. Send me a message today.

My Content Strategy: How I Turn One Health Topic Into 10 High-Intent Articles

Tue, 05 May 2026 20:45:33 GMT

In many ways, we’re in a new era of content strategy. You can no longer get meaningful results from rapidly posting keyword-stuffed content. But in some ways, the rules haven’t changed all that much. As a freelance health and wellness writer, I have maintained success through two core pillars: 1. writing good, valuable content and 2. thinking like my target audience. So let’s take a closer look at my content strategy and how I turn one single topic into 10 high-intent articles that convert.

First, identify the different search intents

There are a few core intent layers to identify before you begin writing health and wellness content: awareness, consideration, and decision-making.

Start with awareness. Your target audience can’t consider or decide to make a purchase if they don’t know what they’re considering. For this guide, I’m going to use my most recent blog post about ketamine clinic marketing as an example. Since it’s a highly regulated , niche industry, it’s a perfect example of how something so specific and regulated can expand into endless topics.

First layer: top-of-the-funnel awareness

This is where you first capture your target audience through basic education. And if you’re thinking that this basic-level wellness content marketing is too generic, let me stop you right there. You need at least some foundational content to link back to. Once you have posted the top-of-the-funnel content that centers on awareness, it can serve as a traffic magnet and a reliable link-back for most future posts.

Here are some of the top-of-the-funnel searches a ketamine clinics target audience may be searching for:

What is ketamine therapy?
Can ketamine help depression?

Second layer: mid-funnel consideration

Here’s where your target audience starts to wonder if they can benefit from your services, with searches like:

Ketamine therapy side effects
Is ketamine therapy a safe treatment for depression?

Final layer: bottom-funnel decision-making

Now you have readers who are ready to take the plunge. They’re looking for things like:

How much does ketamine therapy cost?
Where can I get ketamine therapy done?
How do I pick a ketamine therapy clinic?

Patch topics together for a cohesive strategy

For this example, we’ve identified the different parts of the funnel. The first step is figuring out what ketamine therapy is, the second step is figuring out the details of the therapy, and the third step is determining the best option for undergoing treatment.

But how do these general topics turn into a content strategy? Easily. By thinking like your target audience.

Based on the above, I rapidly came up with 10 topics that will actually convert. Here they are:

What is Ketamine Therapy for Depression? (and Who Can Do It)
Iit’s simple, clear, and allows you to go over the basics, rooted in educational content. It’s a chance to truly provide value to those wondering about the services.
How Does Ketamine Therapy Work?
This topic allows you to dive a bit deeper while still touching the basics of the services. You can easily link back to the first topic.
Is Ketamine Therapy Safe? What Patients Need to Know
Now we dive a little deeper for those starting to consider if they want to use ketamine therapy.
What are Ketamine Therapy Side Effects?
A direct jumping point from the safety blog, this one targets those seriously considering making the jump. It also provides an opportunity for clinics to be honest about the benefits and drawbacks of their services.
How Long Do the Effects of Ketamine Therapy Last?
At this point, readers are seriously considering the option but want to know that it’s worth their time and/or money.
Is Ketamine Therapy Worth It? Patients Share Their Stories
This captures the deep consideration stage while also offering real-life perspectives (that the Google algorithm loves and prioritizes.)
Cost of Ketamine Therapy in 2026
Your readers are so close to making the final call, but they want to make sure it provides real value for the cost.
How to Choose the Right Ketamine Clinic
It can be tempting to oversell yourself here, but focus on the core features of a good clinic – not just yours. Then, make it clear that your clinic aligns with all the best features of a good clinic.
Who Shouldn’t Use Ketamine Therapy?
It’s important to be clear and honest that not everyone will benefit from your services. Readers trust those who are honest about the potential drawbacks of a service.
Alternatives to Ketamine Therapy for Depression
Again, not everyone will benefit from your therapy. Use this to highlight the other ways they might find relief, while still offering your services at the end for those who still want to try it.

And there you have it! 10 high-intent searches all from the basic topic of “What is ketamine therapy?” I could go on and on with 5-10 sub topics from each of these examples, but that would be overkill, wouldn’t it?

Content strategy considerations

This is all well and good, but I have to make one thing clear: your specific searches are likely already saturated. The health and wellness space is a busy one and it takes a lot to stand out.

From the examples I gave above, you can see the general direction a content strategy should go, but keep in mind that I do intense keyword research to identify real places where my clients can rank.

It’s unlikely that I’d see “what is ketamine therapy?” rank high for a new client given that search is already rather saturated, but a variation of that topic is still key for creating a foundation to build more specific, tailored content from.

When I do health and wellness content strategies, I work to find a balance of high-volume, saturated, but foundational searches; lower-volume, easier-to-rank searches; and local search intent.

Keep in mind that the Google algorithm prefers authoritative, valuable content that contains real human perspective. For many brands, this means ditching AI-generated content, or at least polishing it to where it doesn’t read generic or soulless.

Need help ranking for health and wellness content?

I have you covered. Let me take the content strategy off your hands so you can focus on the core business functions that need you.

Let’s talk!

Ketamine Clinic Marketing: How to Succeed in 2026

Mon, 04 May 2026 21:16:35 GMT

Ketamine clinics are on the rise as more people become attuned to the potential benefits the medication can provide. Of course, ketamine has many uses – some legal and some not legal – that need to be clearly conveyed. In a licensed clinical setting, ketamine is a groundbreaking medication that has the potential to help people with treatment-resistant mental and physical conditions. Ketamine clinic marketing is heavily restricted because of the various factors and potential for abuse that come with the medication, though. Let’s dive into the basics of ketamine clinic marketing so you can stay compliant.

A quick analogy: ketamine vs. cannabis marketing

I’ve been a freelance cannabis writer for the last ~8 years. During that time, I’ve learned the ins and outs of marketing for highly regulated industries. And there’s a lot to keep track of. But if you understand a few key pillars, you can protect your business while still converting curious potential customers into loyal, returning ones.

One of the biggest challenges for cannabis marketing is compliance with social media platform regulations and state advertising restrictions. The same goes for ketamine clinic marketing, too.

In both industries, you have to be extremely careful about what you say and how you convey it. In cannabis marketing, you generally can’t make any medical claims or statements that could be taken as medical advice. Instead, you can highlight research and anecdotal evidence that points to a potential for certain effects.

Ketamine marketing faces the off-label challenge. Even though it’s FDA approved as an anesthetic, ketamine clinics aren’t using the drug that way. They’re using it for its off-label effects: depression, PTSD, anxiety, and pain.

But those uses are not approved by the FDA, and it’s crucial that ketamine clinic marketing uses careful language to not get in legal trouble.

Ketamine clinic marketing FAQS:

Whether you’re just launching your clinic or you’ve decided to step up your existing marketing efforts, here are some common questions you may be wondering:

What’s the best way to market a ketamine clinic?

Those who end up using ketamine clinics do so after heavy research and thought. It’s not a quick decision. The best way to market a ketamine clinic is with fact-based information that answers common questions and guides readers to their own informed decisions.

Educational content is key. This can be in the form of blogs, articles, or 101 pages that dive into different topics.

How do I pick SEO keywords for my ketamine clinic?

Professional SEO tools can help you narrow your search and target your audience more effectively. But if you’re just getting started and looking for ketamine clinic SEO keywords, think like your potential clientele. What would they search for? Here are some examples to start with:

“SSRIs no longer working”
“Alternative depression treatment”
“Depression treatments not helping”

Can ketamine clinics post on social media?

Yes, but with extreme caution and care. Most platforms do not allow any advertising of drugs, so you have to be cautious about the wording and imagery used. Successful social media strategies for ketamine clinics involve guiding the user off platform and back to your website where you can point them to educational content you’ve posted.

Does my ketamine clinic need a blog?

Posting educational content on a blog can do wonders for your ketamine clinic marketing. Because you own the website and content, you don’t have to worry about platforms like Meta taking down your content or banning your account.

How do I get ketamine clinic customers?

You have to find your potential customers where they’re looking. That’s often Google. Most people who end up discovering the potential therapeutic benefits of ketamine therapy find out through word of mouth or online research. By answering common questions and providing valuable information on your blog and website, you can build trust and credibility with potential customers.

Should I hire a ketamine clinic writer?

Even if you’re a great writer, if you don’t have deep SEO knowledge and understanding of marketing in complex, highly regulated industries, you’ll likely struggle with your ketamine marketing strategy. Your content needs to be optimized for search engines and target keywords that are relevant to your target audience but not too saturated to ever rank for.

Ketamine clinic writers can take this part of the job off your plate and allow you to focus on your core business functions. Just be sure to find a health and wellness writer or ketamine writer who knows the ins and outs of compliance, state-by-state regulations, and SEO.

Oh hey, that sounds like me! I’ve been writing for complex and highly regulated industries for nearly a decade now. I know how to convert casual readers into loyal customers. Let’s talk today!

Marketing Falling Flat? Brand Storytelling Writers Change the Game

Sat, 25 Apr 2026 01:08:40 GMT

Anyone with a little business savvy can come up with a decent marketing plan to get a brand off the ground and on people’s minds. But over time, most brands need to step up their marketing strategy to narrow down their target audience and build trust and loyalty among potential and returning customers. In spaces like wellness marketing, lifestyle markets, and so many other industries, brands are competing for customers in a sea of worthy competitors. So how do you level up your marketing strategy to actually stand out? If your marketing is falling flat, you might consider building more compelling narratives. Here’s why brand storytelling writers can change the game.

What is storytelling in marketing?

Marketing storytelling is, as the name suggests, a marketing strategy that focuses on telling real-life stories to compel readers to do learn more, subscribe, make a purchase, or otherwise engage with your brand.

It’s based on a very basic principle: people like stories. Stories move people emotionally. Emotions can often drive brand loyalty or encourage people to make a purchase.

While the principle of brand storytelling in marketing is simple, the execution is not always easy. Good storytelling writers do a lot more than just write. They find the hook in any story and tap into emotions authentically. Beyond that, they understand the business goals of a brand and can craft a narrative that achieves emotional resonance, memorable narratives, and a positive association with a brand.

Examples of brand storytelling in marketing

One example that always comes to mind when I think about brand storytelling is the copy written on so many different alternative food products. As someone who has eaten a diet with a lot of “-free” in the name, I have tried a host of different packaged foods from several small companies.

I recently checked out Siete’s website because I wanted to know more about the brand I discovered at my local grocery store. (If you haven’t tried their Mexican Wedding cookies, I highly recommend it.) One of the first things I saw on their website was this copy:

“a third-generation Mexican-American family of seven (Siete!), working together to overcome challenging health conditions, a stack of homemade tortillas created from almond flour, and the realization that a single tortilla can help more people feel included at the table.”

Instead of just saying “we’re a Mexican-American company that makes delicious products,” they led with a story that immediately drew me in. I pictured a family of seven bonding over good food and company, and it warmed my heart.

That’s an example of a short version of brand storytelling. Because nobody wants to read an entire case study about cookies to decide if they should buy them. But many other companies use long-form storytelling to reach their target audience in ways that short-form marketing can’t.

What does longform storytelling for brands do?

For example, when it comes to fitness marketing or marketing for health and wellness companies, longform storytelling shines. It’s difficult for discerning shoppers to decide if a certain shoe or watch is perfect for their needs when faced with simple marketing jargon. But if they read a blog post about how a comfortable running shoe helped an injured runner overcome pain, find their confidence again, and better enjoy their life, they just might find themselves compelled to make a purchase.

Likewise, when it comes to health marketing or marketing in wellness spaces, brand storytelling can get points across without ever making direct medical claims. This is crucial when marketing for highly regulated industries where one false health claim could ruin your business.

Many health-focused brands use longform storytelling in their marketing because it’s an effective way to convey success stories without direct claims. Plus, health conditions are sensitive topics that deserve thoughtful, humanizing stories that aren’t seeping in salesy language.

Here’s an example of a wellness brand storytelling marketing idea:

A contrast therapy club in NYC is looking to up its marketing and bring in new customers who want to engage with saunas and cold plunges. Instead of just putting out marketing materials that basically say “saunas are good for you” and “cold plunges can help you feel better,” they opt to use blog storytelling to reach their customers. They talk about a man who was facing chronic health conditions that vastly improved when he started visiting the bathing club, both from the physical benefits but the mental benefits too. Those who read the blog feel themselves reflected in the man’s story: some have dealt with chronic pain, while others relate to his mental health struggles. By the end of the piece, they feel some hope. And they consider that they too could benefit from the contrast therapy.

What industries benefit from brand storytelling?

Do you have all day? In all seriousness, so many brands in various industries can benefit from storytelling in marketing. The most common ones are brands that need to build trust and differentiate themselves from an otherwise crowded market. Brands with complex offerings also benefit greatly from brand storytelling because they can convey their services through the lens of results rather than confusing jargon about the process.

As a freelance writer who does a lot of brand features and brand storytelling, here are some industries I’ve created brand narratives for:

Cannabis storytelling: There are so many different brands out there and many are competing for the same sector of the market. Meanwhile, others offer something completely different from the competition but have failed to get the word out. That’s where cannabis marketing blogs focused on storytelling shine.
Medical cannabis storytelling: This one’s huge. I’ve written a lot of compelling narratives about patients and patient advocates that help boost the offerings of medical cannabis providers.
Wellness storytelling: Similar to the above, wellness storytelling for brands can help differentiate a product from a sea of other similar products, with an emphasis on the results that customers care about.
Fitness storytelling: Athlete’s journeys through hardship and recovery are extremely compelling for readers interested in the fitness world.

Does my brand need a storytelling writer?

Do you want to stand out from the competition? Is your marketing strategy falling flat? If so, you may be a good candidate for a brand storytelling writer.

Not all storytelling writers are created equally. Make sure you look for one who can interview subjects and get at the core of a person’s story while seamlessly blending it with the goals of your company.

Want to hire a brand storyteller? You found one! Contact me today to discuss.

How I Started As a Seattle Freelance Writer (and What Life Looks Like Now)

Tue, 21 Apr 2026 22:45:15 GMT

I’m taking a quick break from the regularly scheduled content marketing strategies blogs to give some more context on who is behind the work. It’s easy to get swept up in the big stuff: promoting my work, providing resources for those looking to boost their brand through content marketing, and of course, writing for my clients. But I know that it’s important to offer a deeper look into my work as a freelance content writer, because to those who don’t know me, I’m just another website selling services. To those who do know me, that couldn’t be further from the truth. So here’s a closer look at my life as a Seattle freelance writer.

How I became a Seattle freelance writer

I began my freelance writing career in 2018 (ah, a much simpler time). My first few gigs were from Upwork and allowed me to quickly garner a pool of testimonials and experience to leverage for future work. At this time, I was completely driven by the love of writing and the idea that I could help businesses find real results through the simple act of communicating better with their target audience.

Here are some examples of the first content marketing pieces I completed for clients:

Shopping roundups
How to find the best coffee makers, how to find the best watches, where to buy hair care products
Supplement marketing blogs
SEO pages for a dating advice website
SEO and keyword heavy, location-based content for a guy who ran a dating advice website

And then I got a writing gig I never expected could turn into a career: a major publication was hiring a cannabis writer. Why not throw my name in the hat?

I got hired and wrote my first piece for them: “What is a gravity bong and how to use it?” I thought it might be a one-off, lucky situation where I got to write about something fun and unique. But instead, it kick-started a nearly decades long career in the field of cannabis writing.

Then I discovered that the company that hired me as a freelance writer was actually based in Seattle. They invited me in to hang out at the office and pick up products to review. I was their only freelance writer in Seattle, so it was a beneficial experience for them to have a local writer who could stop by and write both local and broad-level content.

Scaling to content marketing for brands

As I continued in my career, I started to scale my business to offer content marketing services for brands in the cannabis and wellness space. I found that many businesses were looking for web content writers, but they weren’t exactly sure how to go about the entire process.

So I doubled down on the SEO knowledge and became well-versed in SEO best practices for content marketing. I began to pick up clients who were looking for a content writer to bring their brand to life through strategic communication.

I picked up some clients who wanted a Seattle writer to take their content needs off their hands from a local perspective. These Seattle freelance writing jobs allowed me to dive even further into the world of content marketing because I could visit the businesses, talk to the staff, and even get original images to go along with the content.

Where I’m at today as a Seattle freelance writer

Times have seriously changed since I first started a career as a content marketing writer. When I first started, the internet was run by SEO content and websites with high volumes of blog content–good or bad. Today, it looks a lot different. SEO still matters, but brands need to be extremely strategic about their content marketing. Plus, AI has made the need for real, human-written content even stronger, while eliminating a lot of roles those humans used to excel in.

In between my freelance writing roles a few years back, I took on a remote job as an assistant editor of a cannabis trade publication. That strengthened my niche expertise and gave me a competitive edge in the world of cannabis content marketing. But like many great publications in today’s world, the magazine was a victim of the great de-valuing of journalism . I got laid off.

But because I had built a robust client base and maintained good connections, I was able to hop back into some Seattle writing work as well as pick up a few extra roles as a content writer for wellness and CBD brands.

Years later, I’ve decided to take a step back from the heavy focus on cannabis marketing and content writing. I still have a handful of clients who need a cannabis writer that I love writing for, but I’ve decided to once again scale up and look at ways I can help other businesses grow, particularly in the health and wellness sector.

So here are some new titles I’ve gathered since broadening my focus:

Health and wellness writer
Fitness writer
Writer for highly regulated industries
Med spa writer
Storyteller for brands
Business features writer
Content strategist
(And yes, I’m still a cannabis writer and content expert, too!)

These aren’t all of my skills or interests, but it’s where my work has been centered lately. It’s also where I have deep knowledge and expertise when it comes to compliance, regulations, and writing that converts.

Thanks for joining me on that trip down memory lane. And if you’re looking to hire a writer for your brand, you know where to find me. Send me a message today.

Dos and Don’ts of Marketing Health and Wellness Products

Tue, 21 Apr 2026 19:45:21 GMT

Ah, health and wellness marketing. It’s a highly regulated and complex process, but when done right, it can be greatly rewarding for your brand. From SEO for wellness clinics to content marketing for small business operations in the wellness space, I’ll lay out some basic dos and don’ts to help you get started and actually see results for your brand. So let’s dive into the core of marketing health and wellness products.

Health and wellness marketing basics

If you’re just getting your business rolling, you’re probably looking for some basic level health and wellness marketing tips. Even if you don’t have a robust budget to work with, you will want to carefully invest your money into marketing avenues that actually drive results.

In health and wellness, this often means content marketing. The reason is simple: consumers want trusted, reliable products from brands that really care about what they’re putting out into the world. They want real results. And they don’t like being overtly sold to. That’s why educational content marketing is so beneficial for wellness brands. It provides value and information that customers can use to make their own educated decisions about their next steps.

Let’s start with the don’ts:

What not to do when marketing health and wellness products

When marketing for highly regulated industries like health and wellness, it’s just as (if not more) important to know what not to do. Wrong moves can isolate your target audience, push potential customers elsewhere, or even result in having your content flagged, removed, or put you in legal jeopardy.

Don’t get too technical

You need to strike a balance between educational and valuable content that teaches readers something new without using too much technical jargon. You can easily isolate your potential customers by getting too deep into a topic that they don’t need to understand in order to benefit from your product.

Instead, write wellness blogs that answer important questions that your target audience is asking. Go over studies and research on the topic, but don’t get caught in the weeds of all the technical stuff relating to the studies.

Don’t post content that feels like an advertisement

You can easily frustrate potential buyers by throwing sales jargon at them when they’re not looking for it. When people search the internet for solutions to their problems, they want to find content that actually helps them come to a solution.

Instead of posting content rich in sales language, go for educational content that provides real support and resources to those seeking answers. At the end of your useful, valuable content, you can add a small call to action encouraging the reader to check out your products. They might not buy, but the next time they come across your content, they’ll remember that you provided real solutions and they may eventually become a customer (or refer a friend to your page).

Don’t post nothing

A common wellness marketing mistake is to simply think your products will speak for themselves. But the health and wellness space is saturated with products – some good and bad – and it’s your job to make your brand stand out as an authority in the space among a sea of other options.

By neglecting to post blogs, which can then turn into email and social media content, you’re overlooking one of the best content marketing strategies for wellness brands. Well-written, optimized, and valuable content helps your brand and products to stand out from the crowd and can build positive associations between potential customers.

Don’t make medical claims

As someone who has written content for cannabis brands over many years, I can tell you just how important it is to not make medical claims about your product. I’ve seen firsthand how one careless post can snowball into ads getting rejected , customer distrust, or even legal trouble.

How do you write wellness content without medical claims? Easy. You write honestly and transparently. You can summarize studies and research without tying results directly to your product. Instead, you can talk about your product in relation to anecdotal evidence and point to promising research without making any concrete claims.

What to do when marketing for health and wellness products

Now for the more fun, actionable items:

Understand your health and wellness target audience

When marketing health and wellness products, it’s crucial to know your target audience. You need to zero in on who you are targeting, what their problems are, and how you can provide a solution. And you need to do so with care, because they are likely in need of a solution for a concern relating to their body. This can be extremely personal.

Here are some questions to consider when figuring out the target audience for wellness brands:

What problems do my wellness products solve?
What might someone with those problems be searching online when looking for a solution?
What has my target audience likely tried already?
Is my health and wellness target audience likely to be frustrated with their current options and burnt out, or excited and looking for something new?
Are their searches likely to be with the intent to buy something right away, or with the intent to learn more about a topic?

Avoid casting too wide of a net. It’s important to really zero in on the exact audience you’re going for, and create a wellness SEO plan that covers it all.

Repurpose your content

Some people worry about posting something more than once, as they think it might annoy their potential audience. And I agree. If you simply re-post the same story over and over again, you’re likely going to annoy some people.

But repetition works . It’s a key part of content marketing and developing a brand identity that really works. So while you shouldn’t repost your content regularly, you absolutely should repurpose the content into multiple channels to maximize visibility and drive the messaging home.

Here are some examples:

Turn a blog into a multiple-slide Instagram infographic
Take a quote from your blog and make a post across social media
Include a blog or two in your next newsletter providing additional reading
Or, send out a newsletter that just focuses on a highly valuable blog you posted

Focus on value, not volume

To build a successful SEO strategy for a wellness brand, you need to have a decent volume of content. You can’t expect to just post a blog or two and see great results. But you shouldn’t just post blogs for the sake of posting blogs. Each one should have unique content with valuable, educational content that actually helps your target audience.

Some people fall into a trap of believing that they just need to play the numbers game for blogs, opting for a large volume of AI-written blogs instead of fewer, human-written blogs . But the old days of SEO are over and now, Google prioritizes valuable, unique content written with human perspectives.

Ready to build a wellness content strategy?

I hope this blog helps you get a better understanding of what goes into a successful health and wellness content marketing strategy. It takes time to build success in this way, but it’s worth the wait as content continues to build viewership and momentum over time (when optimized and well written).

If the idea of learning the ropes of SEO, content marketing, and all things needed to drive real conversions and results is too much, consider hiring a wellness writer. But don’t just go for anyone who can write about the broad topic of wellness – hire a writer who understands the depths of content marketing, highly regulated industries, and how target audiences behave.

Oh wait, that’s me! Send me a message today to discuss how we can work together.

Health and Wellness Marketing Ideas That Drive Results

Mon, 20 Apr 2026 21:56:31 GMT

Not all wellness marketing strategies are created equal...

Marketing is rarely easy. It gets a whole lot harder when you’re trying to market in a highly regulated industry saturated with competitors. When it comes to marketing strategies for wellness brands, it can become even more difficult because you have to differentiate yourself from a sea of gimmicky brands pushing products that don’t work and make it clear that your brand is one of the good, reputable ones. So how do you build trust and conversions? Let’s take a look at health and wellness marketing ideas that drive results.

Health and wellness marketing challenges

Before we dive into strategies, let’s cover the challenges that make wellness marketing a beast of a task. As I already mentioned, the term “wellness” has become saturated with gimmicks. That’s not to say all wellness brands are gimmicky. That’s far from the truth. But it’s crucial that your wellness marketing strategies focus on differentiating your brand from the competition, including gimmicky brands that breed distrust.

Here are some other wellness marketing challenges to consider before putting together a strategy:

Ads are highly regulated. From cannabis to med spa advertising and everything in between, wellness brands face massive restrictions when it comes to paid advertising.
Regulatory compliance: Beyond advertising regulations, your wellness brand has to be careful about what’s said in every aspect of marketing. False or misleading claims can derail your operations.
Potential customers don’t like being explicitly sold to, especially when it comes to products they’ll put in or on their body.
High competition: Wellness products are everywhere. Some are legit, others aren’t so much. Still, customers are overwhelmed with options.

Health and wellness marketing ideas and solutions

I recently talked about how educational content marketing leads the way for brand success. When it comes to wellness marketing, educational content is crucial. While it might seem like plugging some AI prompts to create content is a quick and easy fix, keep in mind that your potential customers are not stupid. They want real, valuable information that resonates and solves problems for them. And according to a recent study, around 75% of respondents would be less likely to read AI-generated articles .

Here are some educational wellness marketing ideas that will perform better than generic content:

Success storytelling

People love stories and narratives . If you can get together some past success stories from customers, you can develop unique, valuable wellness marketing content that actually builds trust and converts. Just getting started? Ask a friend to try your product and give you feedback. Then turn their results into a blog post about a customer success story. Use that blog post across social media and newsletters to create a more cohesive narrative that reaches more people.

Here’s an example. Let’s say you’re working on marketing strategies for your supplement brand focused on healthier hair. You have a friend who has previously complained about dry brittle hair and they agree to try your supplement for three months. By day 30, they notice a meaningful difference in shine and strength.

Now you can have your freelance wellness writer (or in-house content marketer) talk to them about their results and create a unique blog post that highlights your product’s benefits.

Here’s why this is a seriously effective wellness marketing idea:

Google prioritizes unique, personal content that can’t be replicated by AI or re-written from other blog posts.
Potential customers love seeing reviews but are sometimes distrustful of short, impersonal reviews posted under a product.
The blog can be repurposed for newsletter content and shared across social media, driving even more traffic to your website.

Make sure that the blog utilizes SEO for wellness brands to maximize its reach and effectiveness.

Use blogs to answer questions your target audience is asking

While wellness brand SEO is highly saturated, there are plenty of opportunities to target questions your target audience is asking.

Here’s an example, directly from my experience as a freelance cannabis writer:

You have a CBD skincare line. You know that your product is helpful for rosacea, dermatitis, and acne. But you also know that you operate in a highly regulated industy and can’t make medical claims about how your product will help a specific condition. The solution is to answer common questions related to these conditions without asserting that your product can help. Instead, you can focus on educational content that subtly guides readers to your product.

For example, you could post a blog titled “can CBD help with acne scars?” Your blog should not ever say directly that your product can help with acne scars. Instead, you can focus on ranking for acne-related keywords as well as keywords for those seeking to learn more about CBD. Your blog might look something like this:

Intro and hook
What is CBD skincare?
What’s the root cause of acne scars?
Can CBD help with acne scars?
Your language might read like “we have promising studies that show CBD may be helpful in reducing appearance of scars, but we need more definitive evidence to say for sure. Anecdotal reports back this up, too.”
Where to buy CBD skincare products

Highlight transparency and good practices

One of the biggest health and wellness marketing challenges is simply differentiating yourself from low-quality brands trying to make a buck off common trends. There’s one common feature across gimmicky brands: they lack transparency. This makes your job easy – do the opposite!

Transparency builds trust. Wellness marketing is all about trust. Your customers want to know what is going in their bodies, so give them clear and transparent information.

You can easily do this through wellness marketing blogs. Go deep into your sourcing, production process, certifications, and any other relevant information about your products. Share these blogs across social media and email marketing.

Bring health and wellness marketing ideas to life with a wellness writer

By hiring a freelance wellness writer, you can bring your wellness marketing ideas to life without all the heavy lifting. Just make sure you hire a writer with experience in highly regulated industries who knows how to work within best practices for wellness SEO and can keep your content compliant with strict regulations.

The best wellness content writers know how to identify your target audience and answer questions they’re actually asking. They can write content that is valuable, educational, and doesn’t feel salesy or forced. These wellness content marketing strategies are tried and true.

But you should also know that wellness content marketing takes time. You can’t just hire a wellness writer for a few blogs and expect to have traffic rolling in by next week. In fact, it can take several months for blogs to start ranking in a meaningful way. It’s why the most successful wellness brand marketing strategies focus on the long game, with proactive leaders that hire wellness writers with real expertise.

Looking to hire a health and wellness content writer? Contact me today to get started.

Educational Content Marketing Leads the Way for Brand Success

Fri, 17 Apr 2026 18:13:24 GMT

With so many brands producing massive amounts of content to keep up, the ones that really make a splash are those that directly solve problems, educate customers, and improve decision making skills. At least, that’s what Kim Lawton wrote in her recent Entrepreneur article . And I can’t agree more. Educational content marketing is the missing link in so many content strategies.

I’ve been saying educational content needs to take the lead for years. That’s because I’ve been writing for highly regulated industries with restricted marketing avenues. As a cannabis writer, I know how difficult (often impossible) it can be to run ads or market products in traditional avenues. It’s why my freelance cannabis writing services center around educational content that actually answers relevant questions to drive traffic and conversions.

I’m grateful that my background as a cannabis content writer, journalist, and content strategist has helped me understand why education is so important. But that need for educational content goes far beyond the cannabis industry and into just about every line of business. Since I’m also a wellness writer and content strategist, I see the overlap very clearly in other regulated industries.

But let’s go back to the article.

The case for educational content marketing

Lawton’s article covers a lot, but the main takeaways center around customer overwhelm. Especially in the age of AI blog writing , customers are increasingly overwhelmed and distrustful of traditional marketing. Unfortunately, the internet is still packed with useless, generic content that brands try to leverage for quick views without realizing it’s actually hurting their efforts.

But think about your own internet behavior and habits. How often do you find yourself Googling a question in hopes of finding a trustworthy and thorough answer? I do it all the time. Maybe you even did it when you found this exact blog. When I find a well-written, credible blog to answer my question, I find myself trusting the company that put it out. I’m more likely to remember their name and might even refer back to them for future information or purchases.

Educational content marketing is helpful because it genuinely builds trust between brands and consumers. It humanizes the people behind a brand while elevating their expert knowledge. It creates loyalty.

Customers don’t like feeling sold to

When you produce educational content that provides real value, you are positioning your brand as a tool for customers to make their own decisions. Doing so is crucial in this day and age where customers are increasingly annoyed by overt advertisements or any situation where they feel aggressively sold to.

When you allow potential customers to make their own decisions, led by well-researched, fact-based content you produce, you’ll likely see better results.

Corporate news rooms on the rise as brands hire journalists

I saw this post from Noah Greenberg recently that highlights the growing trend of brands hiring journalists for their company content. Why? Because people don’t like being sold to. They like learning and making informed decisions on their own. And there’s no better way to do that then to read well-written, well-researched news articles.

Here are some major examples from his post:

“Salesforce's VP of Editorial spent a decade at WIRED

Tripadvisor's Head of Content was an NYT travel columnist

Hone Health's Editorial Director came from Women's Health Mag

Ramp's Lead economist was just interviewed by NYSE

Fora Travel's VP Content was Exec Editor @ The Muse”

That’s a notable list. These brands are tapped into the need for educational content written by humans. They know that their potential customers value transparency, credibility, and solid research.

As a freelance journalist, I think this is a genius new direction for brands. Journalists still get to do what they do best – research, interview, and write stories that matter. Readers get to learn and stay informed. Brands get to build loyalty and trust with their readers. Wins all around.

Hire a writer for educational content

If you’re busy running a company, you likely don’t have the bandwidth to stay tapped into every corner of your industry’s news and updates. That’s where expert content strategists and freelance writers come in. They understand the world of marketing and how it intersects with the news world. They can turn interesting news into valuable content that drives success for your brand.

Need to hire a blog writer ? Looking for an expert to write news articles for your brand? Whatever the case, I’m here to help. I’m a content strategist and freelance writer for wellness, cannabis, and other industries. My journalism background makes me a great fit for the growing trend of educational, journalism-forward content.

Contact me today to discuss working together.

AI Content Vs. Hiring A Writer: What’s Best for My Brand in 2026?

Fri, 17 Apr 2026 02:07:11 GMT

I’ll save you my AI spiel and cut to the chase of why you’re here: you want to drive more traffic to your website. You want that traffic to actually be in your target audience. You want that target audience to decide to make a purchase. It’s what everyone wants when they decide to add a blog strategy to their marketing plan. And you want the best return on investment. So what’s better for your brand, AI content vs. hiring a writer? Let’s take a look.

How does SEO work in 2026?

If you’re hiring a freelance writer for blogs, make sure you verify that they’re up to date with SEO best practices. How SEO works has shifted a lot over the years and some SEO writers have yet to catch up, opting to rely on outdated practices that no longer serve the 2026 algorithm.

Let’s go over a few 2026 SEO basics so you can better understand the pros and cons of using AI vs a freelance writer.

2026 SEO basics:

Content needs to actually be good to rank in 2026. Gone are the days of generic, keyword-stuffed blogs ranking at the top of Google searches.
Content should be structured around AI searches too, with an emphasis on question formats. (Eg: how does SEO work in 2026?)
EEAT is everything: Experience, Expertise, Authoritativeness, and Trustworthiness. If you don’t have it, Google couldn’t care less about your blog.
Think holistically. Google’s AI mode answers questions by pulling from a bunch of sources and expands a single question into several related subquestions. Your blog should cover more than just the main question it’s answering.

Is AI writing good enough for blogs?

I may be a bit biased as a freelance content writer and journalist, but I’m not so dense that I don’t recognize AI’s potential to write good blog content. In some cases, AI can write blogs for your company. But there are some huge caveats to look at before deciding between a freelance writer and AI for your company.

What companies should use AI for blogs?

If your company is looking to write general information about a topic that’s widely researchable, with no intent to make any sales or conversions, AI can be a helpful tool. With just a few seconds, you can generate a good-enough blog that covers the basics.

As a freelance cannabis writer, I’ve seen some companies use AI for blogs with success. Typically, these companies aren’t looking for conversions, but rather want to provide a pool of content that covers FAQ, without intending to use those questions for conversions. That’s not to say AI can’t produce content that converts, it’s just that the content needs to rank and actually be seen by readers in order to convert. And that’s difficult to do with AI these days, because the Google algorithm prefers human-written content that includes personal experience.

Here are some cases where companies might see success with AI written blogs:

Needing a blog to answer frequently asked questions
Launching a brand new website with zero content
Covering a lot of similar, low-stakes topics with no conversion goal
They’re using a blog to build an appearance of credibility and authority
Creating simple how-tos and glossaries
Writing product description-rich blogs

But here’s a main catch to keep in mind: these use-cases are often difficult to rank for. They’re the most saturated, generic content available, and Google knows that. If your blog is not being used as a lead generator, then that’s totally fine. But if your goal is to drive more traffic and make more sales or conversions, ranking will be much more difficult.

When should brands use human written content?

For companies that plan to use their blog as a lead generator, hiring a blog content writer is generally a more cost-effective option. AI can’t replicate the EEAT (remember, that's Experience, Expertise, Authoritativeness, and Trustworthiness) that humans provide.

When a freelance blog writer for wellness companies, freelance cannabis writer, writer for telehealth blogs, and other professionals write content for brands, they can insert their own human touch, which often helps the content rank higher. They can add nuance, personal (or brand-related) anecdotes that can only come from a real human.

As I said before, I’m not discounting AI as a useful marketing tool. For some, AI blogs can perform well enough to meet a brand’s goals. But for many situations, human writers outperform AI writing on many levels.

It mostly comes down to Google’s preference toward originality and perspective. But it also follows something crucial that many brands overlook: readers know when content is phoned in, generic, or feels overly recycled. By appealing to the algorithm through an emphasis on EEAT, content has a much better chance to rank higher, bring in more traffic, and result in more conversions.

Do people care if a blog is AI written?

A 2026 British study found nearly ¾ of respondents would be less likely to read an article if they knew it was written by AI – either partially or entirely. People generally want content that includes a human touch. After all, anyone can submit a prompt to get a well-written article, but only credible, authoritative websites can provide something that’s truly of value. Many of these are human-written.

As I promised at the beginning of this blog, I’ll save my AI spiel. But you can probably guess how I feel about it based on my content. But I’m not alone in my feelings.

Another 2026 study found that half of consumers would prefer to give their business to brands that do not use GenAI. Half! That’s worth reflecting on when it comes to deciding between a freelance writer vs. AI for your brand.

I will note that my personal experience with conscious consumers aligns with the above study, especially with brands positioning themselves as sustainable. For example, as a freelance cannabis writer, I often see companies talk about their commitment to sustainability. Some of these brands have lost credibility among consumers by claiming to prioritize sustainability while opting to use AI, which is well-known to take up a lot of resources.

Bottom line: AI content vs. hiring a writer

Hopefully this blog will help you decide whether you want to use AI blogs or hire a blog writer for your company. It comes down to your specific needs, but it’s important to weigh out the drawbacks and benefits of both options. Blog writers are obviously the more expensive choice, but the payoff is generally worth it as a skilled SEO writer will produce optimized content that actually converts.

Need a freelance writer for blogs? Send me a message to get the ball rolling.

What to Know When You Hire a Freelance Blog Writer

Wed, 15 Apr 2026 20:20:21 GMT

What do blogs do for brands? How long until they start to rank?

As a freelance writer for hire who talks with a lot of different business owners, I have picked up on many trends. As it turns out, a lot of people don’t understand the value or logistics behind blogs used for marketing purposes. That’s okay. As a business owner, your job is to grow the business, not understand the ins and outs of every mechanism that might help. To save myself time, and to make life easier for potential clients and businesses looking to hire a freelance writer, here’s what you need to know when you hire a freelance writer for blogs:

The basics: why does my brand need a blog?

When I was younger, the saying “you don’t need to floss all your teeth, you just have to floss the ones you want to keep” really stuck with me. I look at content marketing with blogs the same way. You don’t have to use a blog for your company, you only have to use one if you want to grow your business.

There are always exceptions to this, but as a general rule, it rings true. When I look at the top companies in the wellness space, most of the successful ones are currently or have previously utilized content marketing with blogs to grow the brand.

Here’s why your company can benefit from a blog:

Optimized blogs drive traffic from your target audience for brand awareness and increased conversions.
Blogs capture what people are actively looking for before they’re ready to make a purchase. Your content could be the final deciding factor.
Blogs establish credibility and authority, building trust among your potential customers.
People generally don’t trust brands they’ve never heard of. Valuable, specific content builds credibility before your target audience has even considered making a purchase.
Consistent blogs build topical authority. Google will associate your company with a niche, boosting rankings across all pages.
Blogs can provide solutions for problem-aware buyers
They’re especially useful to target people who are aware of a problem but haven’t even considered a solution yet.
No reliance on paid advertising
Ads can get taken down or lose effectiveness, especially in highly regulated industries. Blogs circumvent this problem and continue to build authority as time passes.
Blogs are a key part of the content ecosystem
One blog can get repurposed as a LinkedIn post, portion of an email newsletter, social media post, and sales collateral.
Blogs can position your team as experts in the space
This can be especially useful for startups and those operating in highly regulated spaces, where press coverage can be difficult to acquire.

When will my blogs start to rank?

This is where some business owners get impatient and frustrated. No, your blog isn’t going to suddenly start ranking a few days after you publish it. This is one of the biggest pain points faced when brands hire a freelance blog writer. They expect quick results, not understanding that blogs are a part of the long game.

Most blogs take at least a few months to begin ranking and even longer for serious, meaningful traffic to roll in . Blog marketing can be incredibly effective but it’s not a quick fix. It’s a part of a longer, more intentional strategy.

How to boost your blog while you wait to rank

You don’t have to sit back and do nothing as you wait for your blogs to begin ranking. You should continue to be proactive about your blog strategy and keep the content flowing.

When I speak with brands seeking a blog writer for hire, I always let them know that blogs take time and the more you post, the more results you’ll see when they do eventually rank.

I don’t recommend companies start with at least four blogs a month because I want more money, I recommend it because it’s what works the fastest (in fact, eight per month is an even better place to start). The more optimized content on your site when Google starts indexing your pages, the quicker you’ll see your rankings grow and traffic increase. If there’s just a few blogs on your site, there’s not a lot of traction to pick up.

So my top recommendation to boost your blog while you wait is to continue posting regularly. The results will pay off, if you use a blog writer who knows what they’re doing.

You can also use Google Search Console to request Google index your pages quicker. Doing so can speed up the process and allow you to see results quicker.

Hire a freelance blog writer

Here’s the thing about all of the info provided above: blogs don’t magically make your content start ranking at the top of Google searches. Well optimized, expert content written by expert SEO blog writers will.

You need to have a thorough understanding of SEO best practices, the algorithm, and your target audience and their search intent before you can produce a solid SEO strategy. If you’re a business owner, you probably don’t have time to become an expert in this space, too.

That’s where freelance blog writers come in. Whether you’re looking for a wellness blog writer to boost your brand, a cannabis content writer who can help you rank and stand out, or a med spa blog writer who understands search engine optimization and regulated content, you’ve found your solution right here.

I’m a freelance writer specializing in blogs for wellness , cannabis, and other regulated industries. I understand the ins and outs of content marketing and can help your brand grow through well-researched, valuable content that actually converts.

Contact me to get started!

How a Freelance Wellness Writer Can Boost Your Brand

Mon, 13 Apr 2026 21:23:51 GMT

And how to hire a wellness writer that knows what they're doing

If you’ve been following my work for any given time, you’ll know that I’ve mostly been a freelance cannabis writer for the last eight years or so. I write converting SEO content for cannabis brands and also operate on the journalism side, mostly writing business profiles and features and industry updates. That’s not going away. But I am shifting into the wellness space because I’ve realized there is space for me to offer my content marketing strategies and skills to more brands that I believe in. With that said, I’m going to walk you through what a freelance wellness writer can do for your brand.

Freelance wellness writers tackle common questions for your blog

One of the greatest ways to utilize a freelance wellness writer is to boost your blog strategy. Take a look at some of the biggest competitors in your space and see how many of them are actively posting on blogs. (Hint: some of the best wellness brands are using blogs to connect with their target audience with great success.)

Although SEO best practices have changed over the years and the algorithm continues to evolve, wellness brands can use their blogs to reach a much larger audience than other marketing methods. That’s because well-written, strategic SEO blogs are meant to answer common questions your target audience searches for.

When your blog comes up as a top result for a user’s question, they’re likely to automatically associate your brand with credibility, authority, and trustworthiness . That means they’re more likely to purchase from you.

Freelance wellness writers can bring real traffic and conversions

Here’s a quick example of a successful blog-to-purchase pipeline based on the information outlined above:

A middle-aged woman is dealing with hormonal changes and looking for real advice and answers online. She searches “how to manage perimenopause symptoms” and finds your blog on the exact topic. After reading your blog, which contains research-backed information and resources, she sees the call to action at the bottom recommending that she try your supplements for her exact condition.

Then she sees a list of recommended reading that points to other blog posts. “Can perimenopause cause skin dryness?” reads one headline. She already knows her skin has been getting dry lately, but never made the exact connection. So she reads through that blog and sees another call-to-action at the bottom of the post.

By now, she’s read through two blogs and learned valuable information to better manage her symptoms. Because your site isn’t just selling supplements and actually provides meaningful insight into their uses, she feels confident making a purchase.

And all of that began with a simple Google search.

Freelance wellness writers can create a content ecosystem for better marketing

I’ve talked about content ecosystems in the past and I don’t plan to stop anytime soon. They are a crucial and often overlooked part of SEO blog content strategies.

When a freelance wellness writer crafts a well-written, valuable blog, your brand is faced with a golden opportunity. Sure, you can (and should) post it online and wait for the traffic to roll in as outlined above (and trust me, with a well-optimized blog, the traffic will roll in.)

But your strategy shouldn’t stop there. Wellness blogs are great tools to include in other marketing materials. For example, you can convert key points from a blog written by a freelance SEO wellness writer into a beautiful infographic for Instagram. This will add another layer of credibility to your brand and encourage social media users to check out your website.

You can also include the blog in your next newsletter to provide another layer of value to your readers. Rather than just trying to push your supplements and other products in a newsletter, you can include a link to your wellness blog that provides wisdom, insights, and actionable advice for your readers without making them feel like they’re being explicitly sold to.

Looking to hire a freelance wellness writer?

Congratulations, you found me! I’m a freelance wellness writer ready to help your brand reach a larger audience through valuable, insightful content that converts. Ready to boost your SEO strategy? Contact me today.

SEO for Wellness Brands: What Works in 2026

Thu, 09 Apr 2026 21:51:35 GMT

Content marketing for wellness brands still works, when done right.

Let’s cut to the chase here: yes, most companies still benefit from SEO blogs and content to drive traffic to their website. But no, many of these companies aren’t following a solid strategy for success. Instead, they’re relying on outdated SEO tactics that drove conversions years ago and fall flat today. So here’s how to successfully do SEO for wellness brands in 2026.

SEO blogs for wellness brands: what’s the point?

Well-crafted SEO strategies for wellness brands, mental health startups, and other related fields can make a world of difference when it comes to marketing. But for many people new to the world of content marketing for wellness brands, it can feel like a waste of time and money. However, strategic SEO content for wellness brands can make a world of a difference when it comes to authority, credibility, and conversions.

Here’s why:

Educational blogs for wellness brands provide value by answering common questions related to your brand or product
When people search for common topics and your blog shows up, you’re seen as an expert in the space
The more people click on your content and actually read it , the more your content will show up in Google searches
Well-crafted SEO wellness blogs will include a clear call to action at the end that encourages readers to interact with your brand or product, leading to more conversions
If your blog shows up higher than competition and provides real value, you’re more likely to win over customers

Common mistakes with SEO wellness blogs

The biggest mistake wellness brands make when implementing a blog is posting without a clear strategy. Unfortunately, as a freelance writer for wellness brands and related industries, I see this all the time. Companies think they’re doing something useful by writing blogs on topics that come to mind, assuming their target audience is going to magically find them in a sea of content.

When their content doesn’t rank and they don’t see results, they give up and think that SEO strategies for wellness brands don’t work. But that couldn’t be further from the truth.

Here’s a closer look at common SEO wellness blog mistakes:

Keyword-stuffed blogs: If you’re operating a mental health app and post endless blogs with “mental health app” all over the place and no valuable content, you won’t see any success. In fact, Google might penalize you for spammy content.
Blogs without keyword research: Although you don’t want to stuff your SEO blogs with keywords left and right, you need to optimize them with keyword research and follow SEO best practices.
Targeting only difficult-to-rank keywords: It’s good to target some difficult-to-rank keywords to reach a larger number of readers. But the blogs that will convert are likely to come from a mix of keywords that are easy or medium-level difficult to rank for. Here’s an example:
Instead of trying to rank for “how to help anxiety” - a term that’s saturated on the web, you could target “anxiety tips for new mothers” or “where to find online support for overthinking.”
Failing to view the content strategy as an ecosystem: SEO blogs for wellness brands have so much potential. They build solid foundations for education and link building, but they also provide endless opportunities for cross promotion through social media and newsletters. Companies that only throw their blogs up and never promote them miss out on key opportunities to establish value and credibility with current and potential customers.

Should I hire a freelance wellness writer for my wellness brand?

If your in-house team doesn’t already have deep knowledge of content marketing and SEO best practices, they’re probably not the best choice to run your content strategy. Many wellness brands rely on their team to produce blogs when they have extra time, but these blogs often fail to include deep strategies and keyword research. As a result, they pull away from valuable time employees could spend building the company in other ways, while providing limited results for the company.

Freelance wellness writers know how to create content strategies for wellness brands that actually convert. As a freelance writer myself, I have been building SEO content strategies for wellness brands, cannabis brands , companies in highly regulated spaces, and other adjacent industries for years.

If you’re looking to boost your brand’s content strategy and drive real results, contact me today to get the ball rolling.

What Makes a Good Business Features Writer?

Tue, 07 Apr 2026 20:38:32 GMT

Feature stories and profiles can go a long way for businesses

After several years of freelance writing blogs, articles, emails, and other content, I was surprised to find out just how much I enjoy writing business features and profiles. Business features don’t have to be boring and corporate. They can bring to life parts of your company that never get a chance to shine while actually engaging readers – both in your industry and those who enjoy a good story. If you’re looking to hire a business feature writer, you’ll need to make sure you find someone who can turn an everyday story into something with life. Here’s what makes a good business features writer.

What is a business feature writer?

Business features writers wear multiple hats. They write engaging, in-depth stories either on one zoomed in aspect of a company, or the company’s story as a whole. Business profile writers combine investigative skills, interview skills, and storytelling to create compelling stories that end up in industry magazines, newspapers, or websites.

Business feature writer examples

When I was the assistant editor of a national cannabis industry publication, I wrote many profiles on businesses, executives, and organizations. These feature stories typically followed research, an interview, follow-up research, and a thorough writing process.

Since then, I have continued to write business features on a variety of industry professionals.

Here are a couple examples:

Why Women Are the Power Players in Cannabis – As Consumers and Entrepreneurs :

In this business profile, I interviewed several powerful women in the cannabis industry to see how they run their business, get insights into their philosophy, and understand them better as humans and business operators. The final result is a cohesive narrative that examines how and why women are such effective leaders in this space.

Rooted in Resilience: Inside Little Beach Harvest :

In this business feature, I interviewed the people behind Little Beach Harvest, an Indigenous-run cannabis company in the present-day Hamptoms. As a cannabis writer with a focus on Indigenous stories, this was an especially meaningful story to write. I tapped into the history of the space, the history of the people, and the effects that have rippled into the present-day business operations.

Why hire a business features writer?

You might not think a business profile writer is helpful for your company because you aren’t running a publication. But that couldn’t be further from the truth. While a business feature writer can certainly provide an excellent narrative for your company or executives in print, they can also prove useful internally, too.

How business profile writers can benefit a company

Business profile writers know how to find the compelling aspect of otherwise boring stories. (Sorry, but most readers aren’t fascinated by a founder’s love for entrepreneurship or commitment to success.) Feature writers know how to tap into the heart and soul of a business and its people to tell stories that genuinely resonate with the right audience.

Feature writers make excellent case study writers. They can pull the most important parts of business operations and weave them together through compelling narratives. Well-written case studies can demonstrate value and set your business apart from the others in the mix.

Business feature writers also make fantastic executive ghostwriters. They can produce compelling op-eds, expert commentary, and even LinkedIn posts that don’t read like generic marketing fluff.

Profile writers also know how to convert SEO content into solid narrative flows. They don’t just keyword stuff or write SEO blogs for the sake of getting clicks. Business writers can incorporate SEO keywords and best practices into already solid writing.

In addition, business feature writers know how to create brand storytelling campaigns that feel natural and non-salesy. They can subtly position your company as credible leaders without ever sounding like that’s the goal.

How to hire a business features writer

If you’re looking for a business features writer for hire, you’ll find them across Google searches, LinkedIn, and content writer platforms. The best feature writers will have vast experience, a strong online presence, and a genuine interest in finding the most compelling aspects of your brand’s story.

As a freelance feature writer, I’m happy to help get these stories out into the world. Contact me today to find out more!

What I’ve Learned From Years As a Cannabis Journalist

Fri, 03 Apr 2026 22:27:37 GMT

Cannabis journalists have unmatched skills...

I started my freelance writing career in my early 20s without a specific goal in mind. I just wanted to make money writing and work for myself. Fortunately, I’ve made that goal come true and expanded my services and expertise vastly in the years that followed. With many years of cannabis journalism behind me, I want to go over some of the things I’ve learned as a cannabis journalist.

What it means to hire a cannabis journalist

I’ve always been deeply entrenched in journalism, taking in the news from all angles and dreaming up ways to deliver it. My original understanding of journalism was broad and generic, thinking of the news as a singular product.

Now, I know that journalism is evolving daily. Companies are hiring independent journalists to run their newsrooms and many laid-off journalists are turning to independent publications where they can build an audience and own their content. Trust in the news is scattered and not all publications follow standards for fact-based reporting.

Niche knowledge is crucial. Instead of becoming fixated on the news as a broad subject (which, of course, I follow LOTS of different news), cannabis journalists must become tapped into the nuances of the industry. And there are a lot.

When setting out to hire a cannabis journalist, publications must look for complex industry knowledge. The cannabis world moves fast and regulations and news cycles flip constantly. It’s crucial that any freelance cannabis writer keeps up with the news on a regular basis to stay tapped in.

Everyone wants coverage, most things aren’t news

While not strictly a cannabis-related pattern, many brands are hungry for earned media. It’s no surprise in the cannabis industry, where traditional advertising methods are limited or prohibited.

Having worked on both the PR and editorial sides of cannabis, I know that earned media is essential for many brand strategies.

But as a freelance cannabis journalist, it’s crucial to differentiate between brands who are desperate for coverage and those offering actual timely news stories. Journalists are inundated with daily pitches in all industries, but cannabis is particularly saturated because of the other marketing limitations.

A good cannabis journalist knows how to quickly identify news vs. fluff.

Freelance cannabis journalists face work shortages often

Cannabis is a rapidly evolving industry. It’s exciting. It’s newsworthy. There are a thousand different angles I can come up with for a thousand different topics right now.

But ideas and news don’t pay the bills. And unfortunately, many publications don’t have the budgets anymore.

I say this as a cannabis journalist who was laid off from an editor job years ago. That layoff followed several terminated contracts due to budget constraints. Tragically, a lot of my favorite cannabis journalism pieces have been lost to the void as publications shut down and pages get deleted.

Because freelance cannabis journalists face work shortages and layoffs on the regular, many pivot to cover additional industries or offer content marketing services.

Cannabis journalists make excellent content writers

Excuse me as I pat myself on the back here, but I must say that the best cannabis content writers are also cannabis journalists.

The reason why is simple: cannabis journalists understand the complexities of the industry. They understand regulations and compliance and the rapidly evolving nature of this space. As such, they make excellent cannabis content writers because they already understand the nuances of the industry.

As both a cannabis journalist and cannabis content writer, I know that my work has benefitted on both sides from the other. My SEO skills I learned from becoming a cannabis content marketing expert have boosted my editorial work in cannabis publications. Likewise, my extensive cannabis industry knowledge has significantly boosted my cannabis content writing skills and made it easier for me to provide marketing support in such a highly regulated industry.

Looking to hire a freelance cannabis writer?

Whether you’re looking for a cannabis journalist for feature stories (my favorite!) or news reports, lifestyle articles and more, or you want a cannabis content writer to help your brand’s SEO and credibility, I have you covered.

With nearly a decade of cannabis content background, I am equipped to help you meet and exceed your content goals. Get in touch with me today to learn more.

Why Your Cannabis or Med Spa Ads Keep Getting Rejected (and How to Fix It)

Thu, 02 Apr 2026 21:29:54 GMT

A better solution to unreliable ad campaigns...

Welcome to the wild world of highly regulated industries. If your ads keep getting rejected, you’re facing a platform-wide problem that is not set to change. Cannabis ads, med spa ads, and advertisements in other regulated industries are ridiculously hard to get approval for and often lead to suspended ads accounts or worse. So if your cannabis or med spa ads keep getting rejected, let me introduce you to a form of advertisement that actually sticks: SEO content marketing for highly regulated industries.

What being a freelance cannabis writer taught me about rejected ads

I became a freelance cannabis writer about 8 years ago, writing feature stories, weed reviews, and other articles for a prominent website. I then picked up work writing content marketing for dispensaries, SEO blogs for cannabis brands, and much more.

Then I got a CBD marketing client who needed me to run ads. I didn’t think much of it at the time and figured since CBD was federally legal, it wouldn’t face the same compliance issues as cannabis ads. I set up ads across Facebook, Instagram, and Google on my personal account. (Facepalm)

And then I got notice that my ads account had been suspended. I tried to appeal the suspension with no luck. To this day, I still can’t run ads on Meta platforms. Fortunately for me, I’m not a company looking to run ads on products and can operate without the need for paid advertising. But for cannabis brands, med spa owners, supplement brands, and other companies in highly regulated industries, a blow like this can be a major setback.

That’s when the importance of SEO blogs and content marketing for cannabis became apparent.

The solution for rejected ads: quality educational content

If your ads keep getting rejected, you’re not alone. You might be looking for ways to fix a rejected ad. There’s plenty of information out there about how to push cannabis ads, med spa ads, and other advertisements in highly regulated industries out. But they all receive mixed reviews and some even suggest paying a company to help push your ads through.

While this method might work for some, it’s not a solution for all. For many brands in highly regulated industries, the easiest solution is to focus on content marketing. SEO blogs and optimized web pages can make a world of difference when it comes to web traffic that converts.

For the blog to convert, it needs to be educational, well-written, and unique.

How to write converting blog content for regulated industries

Back in the day, blogs relied mostly on one thing: keywords. Stuff enough into a page and you’d see results within a few weeks. But today, the algorithm has gotten a bit smarter. It knows when you’re keyword stuffing and it also evaluates content based on search intent, relevance, first-hand experience, and topical authority.

Nowadays, you’ll see the most success with a combination of broad educational topics as foundational content, specific location-based keywords and targeting, and well-written and researched content.

Here are some broad, generic examples of cannabis marketing blogs that convert:

For B2C cannabis brands:
What are fast-acting gummies?
The blog should cover search intent and answer the question clearly
It should consider customers may be interested in buying fast-acting gummies and include location-based keywords
It should be human-generated, relevant, and unique content
For B2B cannabis brands:
What to look for in a cannabis wholesale partner?
The blog should cover search intent and answer the question clearly
It should consider the needs of the business owners who may be reading it and provide actionable insights
It should be human-generated, relevant, and unique content

Here’s a broad, generic example of a med spa blog that converts:

What is the fastest way to get rid of wrinkles?
The blog should cover search intent and answer the question clearly
It should provide location-based information for readers looking for relevant treatments
It should be human-generated, relevant, and unique content

Of course, no matter the topic, the blog should always be compliant with regulations to avoid penalties, removal, or other trouble. As such, when writing or looking to hire a cannabis content writer or med spa blog writer, you should always look for someone who is compliance aware and knows to write without medical claims or non-compliant language.

Rejected ads solution: hire a cannabis writer or med spa writer

If you’re operating in a highly regulated industry, you already know the challenges you have to navigate daily. Take a load off your plate by hiring a content writer for regulated industries who understands how to write with a focus on education and without medical claims.

Looking to hire a cannabis content writer for your marketing needs? Or maybe you need a med spa blog writer to bring traffic to your website and patients into your clinic?

Whatever the case, I have you covered. Contact me today .

Med Spa SEO Strategies for Success

Wed, 01 Apr 2026 20:54:43 GMT

Compliant content marketing for regulated industries can be tough...

Med spa owners and marketing professionals know all about the perils of advertising in this highly regulated industry. You can’t make specific claims or promise guaranteed results. You’re operating in a space that is high risk for compliance issues and requires an in-depth understanding of state and federal laws. SEO for med spas can take your marketing efforts to the next level when done right. Here are some med spa SEO strategies that actually work.

Med spa writer mistakes

When hiring a med spa writer, some companies hire the first writer they find assuming that they simply need a good writer. But in this highly regulated industry, good writers aren’t enough to keep your company compliant and free from penalties.

Here are some of the most common med spa marketing mistakes writers make:

Overpromising results
Med spa writers shouldn’t make claims that promise specific results. If your SEO writer says things like “smoother skin in 24 hours, guaranteed” you’re looking at trouble.
Using concrete language
If your freelance med spa writer uses words like “guaranteed” or even indicates that something will happen as a result of your treatment, you could be dealing with noncompliant language. They should always be using softer, non-committed langauge like “is designed to” or “is suggested to” or “may help with.”
Describing non- FDA approved uses
Even if it’s legal for your team to perform certain procedures for certain results, if it’s not an FDA-approved use, your med spa SEO writer should not be talking about it without extremely careful language.

Focus on education for med spa content marketing

The key to successful content marketing for med spa companies is education. It’s the same framework for all highly regulated industry content marketing: focus on education, don’t make medical claims, and understand state and federal law.

This focus on education is how I first built my cannabis content marketing business. I knew that brands needed compliance-aware freelance cannabis writers who could create content that educates AND converts, without any compliance risks. So I figured out how to successfully build SEO strategies for highly regulated industries. Now, I take those same services beyond cannabis and help med spas, supplement brands, and other highly regulated companies find success.

So when it comes to successful med spa marketing, education is key. Think about the questions your potential customers are asking and how your brand can provide answers. By offering guidance and education, you position yourself as a trusted, authoritative expert–which is exactly what you need to convert casual browsers into paying customers.

SEO for med spas: answer important questions

Here are some examples of med spa content that converts:

Do chemical peels hurt?
Is laser hair removal permanent?
How do I cover acne scars?

These topics give you plenty of room to educate your potential customers without making any guaranteed claims. For example, you can answer the chemical peel question with anecdotal information you’ve heard from customers, while noting that the experience varies from person to person. You can easily create a converting SEO blog that makes zero medical claims about chemical peels with this one baseline question.

Likewise, the topic of acne scars gives you a lot of space to provide meaningful insight into covering acne scars. You can talk about how some people prefer to use creams and topical solutions while others simply cover their scars with makeup. At the end of the blog, you can mention the services you provide to cover acne scars, without promising results. Phrases like “our acne scar treatment is designed to help reduce the appearance of acne scars, though results vary from person to person”

Hire a med spa writer

As a freelance writer for regulated industries, I know the ins and outs of careful, compliant language. I write content that aligns with regulations and aims to keep brands out of trouble. If you don’t have the time or energy to create SEO med spa blogs that convert, let me take it off your hands.

I provide 4-blog/month packages and am currently offering 25% off the first month to new med spa blog customers. Ready to boost your med spa website traffic and make real sales? Contact me today.

SEO for Regulated Industries: How to Boost Traffic and Drive Success

Tue, 31 Mar 2026 20:06:17 GMT

How to succeed in content marketing for regulated industries

If you operate in a highly regulated industry, you know that the rules are strict. From the legal cannabis industry to companies providing wellness supplements, functional foods, wearable devices, cosmetic procedures, and beyond, your advertising options are significantly limited compared to other industries. While you might not be able to advertise in traditional ways or make certain claims, your marketing efforts can still succeed through carefully crafted blogs and web content. SEO for regulated industries can make a big difference on your overall success – when done right.

What are highly regulated industries?

Highly regulated industries are all around us. From banking and healthcare to transportation and telecommunications, so much of our world’s infrastructure comes from these industries that face strict regulations and oversight. Alcohol, cannabis, pharmaceuticals, and many other industries fall under this category.

What are the challenges of marketing in highly regulated industries?

As a freelance cannabis content writer, I’ve dealt with plenty of challenging regulations. Cannabis brands can’t make medical claims about their products, even if they’re formulated specifically for a certain effect like sleep or pain relief. It’s why many companies hire a cannabis writer who understands compliance and can write effectively without getting anyone in trouble.

The same challenges arise across different highly regulated industries. For example, it’s common to see SEO writers for med spas who understand the complexities of the industry. Since med spas can’t make health claims, they have to be careful about how they write about their services and offerings. Med spa writers know to not make claims like “guaranteed results” or specific promises like “you’ll look five years younger immediately.”

As you might guess, the list goes on and on. SEO supplement writers know to avoid medical claims, for example, as do writers for healthcare service providers.

So how do you successfully carry out content marketing for highly regulated industries? It all comes down to education.

Educational content for regulated industries

Whether you’re writing your own content or seeking a freelance med spa writer, a cannabis writer with compliance expertise, or a compliant SEO supplements writer, you should always focus on education. It’s the safest way to ensure you stay compliant and out of any trouble.

For example, as a freelance cannabis writer, I use wording like “these terpenes have been suggested to aid in…” I point to studies that show promising evidence, while pointing out that we don’t have enough conclusive evidence to know exactly how certain compounds work. There’s nothing wrong with providing scientific evidence, so long as it’s clear that it’s “promising” or “suggested to” work in particular ways.

When writing SEO blogs for med spas, I focus on education and verifiable claims. Med spa writers can get in trouble for unverifiable claims such as “we provide the best botox in the county” because it’s a subjective opinion framed as a fact. My most effective med spa content marketing materials focus on education, like “what to expect at your first microneedling appointment” or “How does botox work?”

The same rule of thumb applies across all regulated industries, especially in the health and wellness space. Content marketing for supplements should focus on education about different ingredients and formulations, with zero direct claims about the results the product will provide.

Your customers are smart. They’re interested in learning more about products and how they work. You can use this to your advantage to produce compliant SEO content for regulated industries that drive real success and conversions.

How does content marketing help regulated industries?

Blogs are incredibly helpful for highly regulated industries that can’t traditionally advertise. Customers are always asking questions about these industries, but it’s up to you to provide content that shows up and answers those questions effectively.

Here’s how SEO for regulated industries can help:

Customers ask a question and find your educational blog. Then, they book an appointment or visit your store because they can tell you know your stuff.
Example1 : Potential customer searches “how does microneedling work?” They find your blog and appreciate the authoritative approach. They feel comfortable booking an appointment.
Example 2: A dispensary owner searches “best POS for dispensaries” and finds your blog listing out the most beneficial features a POS system includes. They see that your product includes all of the features and decide to book a consultation.

The bottom line is that highly regulated markets face serious regulations and this breeds serious competition. The best way you can reach potential customers is by providing real, authoritative, educational content written by humans.

Need a SEO writer for regulated industries?

You found one! I specialize in compliant content for highly regulated industries. Whether you need a B2B cannabis writer, an SEO writer for med spa content, or anything in between, I have you covered.

I provide 4-blog/month packages and am currently offering 25% off the first month to new customers. Ready to boost your traffic and make real sales? Contact me today.

What AI Generated Cannabis Marketing Says About Your Brand

Wed, 18 Mar 2026 17:34:19 GMT

Let me address the bias here: I am a freelance cannabis writer and journalist. I have lost some clients to AI. I have good reason to dislike artificial intelligence and feel nervous about its proliferation across the industry (and our world.)

I’m not completely out of touch, though. I know that most of the cannabis industry is low on capital and big on cutting costs. I also spend enough time on the internet to know that nuance is a dying breed. I hope that readers will engage via thoughtful comments if they disagree with any of these points because there’s room for all of us to learn from one another.

With that said, here’s my take on AI cannabis marketing tactics:

AI-generated images signal a lack of humanity

I know, it’s pretty awesome that you can take any idea in your head and type it into a little machine and have it spit out your vision within seconds. To some people, this is the pinnacle of humanity’s progress. It’s peak efficiency.

Efficiency is the key word here. I know that cannabis companies are constantly struggling to make ends meet and anything that can speed up the process AND cost nothing is a win.

But the result is almost always cringe.

When I see an AI-generated image used to promote a brand on Instagram or as the cover photo of a magazine edition, I feel icky. The art feels soulless. It’s obvious that the higher ups don’t value authenticity or trust in the vision of a creative professional. I know that companies don’t often have the budget for an in-house or freelance designer, but guess what’s also free? Stock images. Basic editing tools.

I know people have differing opinions about this. But I genuinely don’t think I’ve ever seen a company account filled with AI that didn’t weird me out. Are you trying to trick your customers? Why can’t we just see an iPhone shot of your products?

AI blogs and other content contribute little value

I understand why brands go to ChatGPT and ask for a thorough explanation of terpenes, the endocannabinoid system, different product types, etc. After all, AI has become sophisticated enough to write pretty good versions of “weed 101” type content.

I’ve tried to use ChatGPT to spit out some quick research for me given the downward trajectory of Google search. On the surface, I’ve been impressed. The little machine has given me a large pool of information to work with.

But I quickly noticed that a lot of the information ChatGPT gave me was made up. Seriously, even when it directly linked me to a source, I couldn’t find the information it tried to assert because it doesn’t exist.

I have almost fallen for ChatGPT’s hallucinations. Once I’ve noticed that I can’t find a matching source, I’ve asked the little robot for clarification. I’m always met with an apology and praise for my “good catch.” Peak intelligence…

According to NewScientist reporting, those false-fact hallucinations aren’t expected to go away anytime soon.

Beyond the risk of factual errors for those not thoroughly fact-checking their AI-generated blogs, generated content is, like AI-generated images, often soulless. These content generators are just pulling from existing content, contributing to an endless loop of the same repackaged information with an added risk of factual errors.

I get why some companies generate their content using AI and can see some reasonable applications for it. But first-hand storytelling and expert knowledge from real sources? That makes for valuable, compelling content. AI can’t do that.

AI use is antithetical to many company’s values

My biggest frustration when seeing excessive AI use is the ethical implications. Moreso, the way these ethical implications don’t line up with a company's supposed values.

Brands who openly use “sustainability” as a core value are telling on themselves when they use AI in excess. Avoiding AI is such a do-able thing and it seems particularly disingenuous to promote a brand as environmentally conscious and then turn around and use AI to write the website copy and generate images.

Here are some stats about AI’s environmental impact, as reported by the Sustainable Agency:

“AI-generated text requires significantly less energy than AI-generated images. Using the most efficient text generation model studied, creating text 1,000 times can use as much energy as 9% of a full smartphone charge. (ACM Digital Library, 2024)
Generating images is by far the most energy- and carbon-intensive AI-based task. (ACM Digital Library, 2024)
Every type of query to a chatbot requires energy and leads to carbon emissions. However, queries that ask AI chatbots to think logically and reason require more energy than other types of straightforward questions. For example, queries asking about philosophy or abstract algebra lead to more carbon emissions than simple questions like the well defined history of a given topic. Some complex prompts can lead to 50x the carbon emissions than others. (Frontiers, 2025) .
When comparing electricity demand, a single Google search takes 0.3 watt-hours of electricity, while OpenAI’s ChatGPT takes 2.9 watt-hours of electricity. That’s nearly 10 times as much electricity needed. (IEA, 2024)
If ChatGPT replaced the 9 billion Google searches daily, the electricity demand would require almost 10 terawatt-hours yearly. (IEA, 2024) That’s equivalent to the annual electricity consumption of 1.5 million EU citizens. (Our World in Data, 2020)

Soullessness aside, AI also takes a serious toll on the environment. I know it’s everywhere now, and I am not going to pretend I haven’t poked around with AI tools before. But the more I think about its impact on humanity, the more I feel put off by its use in everyday life, including cannabis business marketing.

Goodbye AI?

The world clearly isn’t going to stop using AI. For some reason, people really, really, love not having to put thought into things. Like I said before, I get it. I’ve used it. I know it can help cut costs and speed up different things.

But I think there’s also an argument for cutting back on AI use. I also know there’s probably a lot of content out there that I don’t even recognize as AI because of good prompting and tweaking by the humans that generated it

I’d love to hear thoughts from those who use AI all the time, occasionally, and never, in their cannabis marketing.

AI Has Not Killed Cannabis Blog Strategies - But Brands Need to Pivot

Wed, 18 Mar 2026 17:33:57 GMT

I try to avoid the endless think pieces that pollute my LinkedIn feed, but with so many self-proclaimed thought leaders in the space, it’s a bit of a fool’s errand. One of the topics I see time and time again is the question of whether AI has killed content marketing, leaving writers scrambling to compete with ChatGPT and the like. In some ways, yes, AI has afforded brands the ability to create content without hiring freelance cannabis writers. Naturally, those who can’t pivot may find themselves out of work.

But here’s the thing: Cannabis SEO strategies are still important. Like everything in our rapidly changing digital world, savvy marketers need to pivot to stay on top of the latest trends.

Why Cannabis SEO is still important for 2025

As more brands, retailers, and other cannabis companies have started using AI for their blog and content marketing efforts, the value of generic education pieces has dropped dramatically. Consumers can access this kind of information all over the place and have no reason to stick to one company’s blog, especially if it’s filled with generic content.

But companies who create and publish unique, one-of-a-kind content are finding great success with their 2024 SEO strategies. This trend will carry into 2025 as more cannabis marketers discover the value of using cannabis writers to create content that can’t be replaced.

The value of people-first, unique content

AI can replicate a lot of things cannabis blog writers were previously hired to write. Gone are the days of “What is CBD?” or “Does CBG get you high?”

Don’t get me wrong—some of these blogs are still necessary for cannabis marketers to create. Offering a vault of useful beginner education can serve as a solid resource for consumers and generate trust. But your 2025 cannabis SEO strategy needs to go further than that to really have an impact.

That’s where people-first content comes in.

Here’s what Google itself says about person-first content :

“Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
Does your site have a primary purpose or focus?
After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?
Will someone reading your content leave feeling like they've had a satisfying experience?”

Pay attention to that second bullet point that talks about first-hand expertise. This is one of the tickets to success with Google’s algorithm. Google prioritizes first-hand content because after all, AI cannot generate first-hand content effectively. This highlights the unique perspective YOU or your brand have to offer.

Create an effective 2025 cannabis marketing strategy with blogs

Blogs are powerful tools for generating organic search results that lead users to your website. But marketers need to pivot their 2025 cannabis marketing strategies to match Google’s evolving algorithm.

Infuse real-person stories into your blog writing. Talk about recent customer experiences and pain points using a first-person point of view. Share tips that you’ve learned personally as a cannabis professional. These are just a few ways to keep your blog strategy strong in 2025 and ensure that your company gets the search traffic it deserves.

Hire a cannabis writer as part of your 2025 marketing strategy

Don’t have the time to write your own blogs? Don’t miss out on crucial opportunities to drive organic traffic to your website, build community, and establish your brand as a leader in the space. Hire a freelance cannabis writer in 2025 to boost your SEO strategies.

Oh wait, that’s me! Contact me to discuss boosting your SEO today.

Freelance cannabis writer updates: I’m a full-time freelancer again!

Wed, 18 Mar 2026 17:33:15 GMT

This is a more personal update than usual, but an important one. I’m a full-time freelance cannabis writer again! While unfortunate that my last role as the assistant editor of a cannabis industry publication has ended, I’m excited about the next chapter of working for myself again.

Here are some things I learned while working in my last role:

I am extremely invested in the success of the small players in the industry
Corporate greed is everywhere in the cannabis world
I love interviewing and highlighting the stories of social equity and minority-owned cannabis businesses
Indigenous cannabis is going to continue to grow and thrive, and I am so excited about it
Storytelling is so important

When I first got the role as the assistant editor, I had primarily been working behind the scenes with companies crafting blogs, articles, and website content for their cannabis businesses. But I also had lots of journalistic experience and had written similar industry-centric pieces for Wikileaf before taking on the role. My time as the magazine’s assistant editor made me realize that the human element of cannabis is so important to me and that sharing compelling stories can do so much for a brand.

All this to say: I want to write for your cannabis business! I’m a freelance cannabis writer of many years and I have worn many hats. I can ghostwrite web copy, articles, blogs, newsletters, and anything else for you. But I can also do the journalistic side of cannabis content, conducting interviews, crafting long features, news stories, or even writing product reviews.

Send me an email today to get started.

Happy Highlidays! How to Make a Canna-Caramel Apple Cider

Wed, 18 Mar 2026 17:28:29 GMT

Nothing says the high-lidays like an infused cannabis apple cider. Pour yourself a discreet cup to get through small chat with that one cousin at the gathering, or just make some to relax after a long day of prepping food and gifts. Whatever the occasion, this recipe is gold for taking it to the next level.

Disclaimer: I am going to show you how to make a cannabis caramel sauce that you can swirl into a hot cup of cider. I am not showing you how to make cannabis apple cider on its own. It’s all in the caramel.

You only need four ingredients for this:

4 tbsp cannabis-infused coconut oil (I don’t like repeating myself. I show you how to make it in my cannabis bath melts recipe )
4 tbsp water
1 tsp vanilla extract
½ cup lightly packed brown sugar

Place the sugar and water in a saucepan over medium heat. Stir every few minutes, allowing the sugar to dissolve into the water. This should take anywhere from 5-10 minutes.

Transfer the dissolved brown sugar and water into a cup and add vanilla and the cannabis coconut oil. Stir well until the ingredients are thoroughly combined.

Place in the fridge and allow the caramel to thicken up before serving. If you’re impatient, you can just toss it into the apple cider before it fully thickens. After all, it’s going to dissolve and taste the same.

Coconut oil resolidifies over time, so you may need to take it out of the fridge or heat up a little for future uses.

How to make cannabis-infused caramel sauce

Don’t come at me for this photo. I forgot to take more. I am a freelance cannabis writer. Not a photographer. This is also a screenshot from a video, because Squarespace doesn’t support direct uploads.

Here’s everything you need to know:

Delicious cider recipe for your canna-caramel apple cider

You can add cannabis caramel to anything. An apple, popcorn, and of course, delicious apple cider. Try this recipe for a tasty winter drink:

1.5 cups apple cider
Splash of orange juice
Several cinnamon sticks
Chopped ginger (I highly recommend placing it in a tea baller so you don’t have to strain)
Optional: sliced apples and oranges

Bring all of the ingredients to a simmer in a saucepan and serve. This recipe serves one person, so be sure to adjust your ratios if you are serving more people.

That’s it. Enjoy!

The Easiest Cannabis Bath Melts Recipe

Wed, 18 Mar 2026 17:19:50 GMT

I’ve been hard at work with my freelance cannabis clients and my new-ish role as an editorial assistant at MJ Brand Insights. I finally had a chance to get crafty this weekend and made a bunch of cannabis-infused products with the help of my Levo Oil infuser. I’ve talked about how this machine helps me make all of my infused goodies like cannabis pain salves and bath bombs, but I promise you this - you can make all of these things without the machine too. I’ll show you how to make my favorite creation from this weekend with my cannabis bath melts recipe.

My cannabis bath melts use shea butter, infused coconut oil, essential oils, and dried lavender, and orange zest. The result? The most soothing, aromatic, and comforting bath product I’ve made for myself yet. I used this the night after I got my COVID booster and was feeling super achy, and it took away all the discomfort and allowed me to get a full night’s sleep.

If you live somewhere cold, you’re probably fine to leave the bath melts out once they’re set up. To avoid any messes, though, I’d recommend keeping them in the refrigerator until you’re ready to use them. I left mine out overnight in 45-ish degree Fahrenheit weather and woke up to a very soft bath melt that couldn’t hold its shape very well.

Cannabis bath melts storage

Here’s what you need:

1/3 cup shea butter
3 tbsp cannabis-infused coconut oil (I’ll show you how to do this later)
several drops of essential oils
dried lavender, orange zest, or other appropriate plant material
molds (I use soap-making molds and fill them halfway to make thin disks)

Making the cannabis bath melts is easy.

With a Levo Oil infuser: add the coconut oil into a mixing bowl after it comes out of the machine and is still very warm. Add shea butter and mix the two until you have a pancake batter-like texture.

Without a Levo Oil infuser: place your coconut oil and shea butter in a tightly sealed, heat-proof jar and submerge the jar boiling water for a few minutes until the contents are melted. Pour into a mixing bowl.

2. Mix several drops of lavender and orange essential oils in the mix until you like the smell.

3. Stir in 1 tbsp of dried lavender and 1 tbsp of orange zest.

4. Fill your molds and sprinkle the top with a layer of additional orange zest and lavender.

5. Pop in the refrigerator for 2-3 hours before use.

How to make cannabis coconut oil

My recipes are usually pretty simple and allow for lots of experimentation and change. I don’t have an exact dose for your specific needs, but I can tell you what I did.

I used 1/2 ounce of ground cannabis infused in two cups of coconut oil. The result has been a pleasantly potent oil that I can use for a variety of purposes. Because the math was getting too confusing for me, I decided to let this batch of coconut oil come without a recommended dose. Your mileage may vary.

If you need a recipe for a LEVO oil infuser, try my cannabis pain salve recipe as the base for these bath melts.

If you don’t, you can add your desired amount of cannabis and coconut oil in a tightly-sealed jar and submerge in boiling water to activate the cannabinoids. You’ll need to stay close by and continuously add water when necessary because you’ll want to keep your jar submerged in the hot water for at least 1.5 to 2 hours. After the cannabis has decarboxylated in the coconut oil, you can use a cheesecloth to separate and discard the plant material and keep the infused coconut oil.

Where to Find Cannabis Writers (And What to Avoid)

Wed, 18 Mar 2026 17:15:34 GMT

So you’re looking to hire someone to take your content needs off your hands. Good choice. Running a compliant legal cannabis business can taxing. The last thing you want to have to focus on is writing your own content. But if you’re wondering where to find cannabis writers and don’t know where to look, you may end up back where you started, writing content when you should be focusing on other important tasks to help your company succeed.

You may be tempted to just hop on a job board website like Upwork or Fiverr to find a new writer. After all, new freelancers are always jumping at the occasion to write and prove their worthiness. Some people think this is the best of both worlds. They get a cheap writer and they’re helping someone get experience. Unfortunately, this is not usually the case.

Hiring a freelancer who is not well-versed in the legal cannabis space can make your brand look less credible at best and can get you in serious trouble at worst.

Here’s why:

Freelance cannabis writers know the industry rules

I write in a wide variety of brand voices every day. I’m used to switching my vocabulary, tone, and style to fit any client’s needs. This is often not the case when you pick up a random writer just looking to get some experience under their belt.

Freelance cannabis writers have done the work again and again. They know what kind of writing converts, and what falls flat. It’s a saturated market out there. You don’t want your content to get lost in the mix right from the start.

A quality cannabis writer will have the tools to cater to your audience

As a freelance cannabis writer, I’ve written for several legal states and they all have different requirements. For some of my clients, I can use certain words, whereas I have to avoid a long list of words for others to stay compliant.

If you hire a writer who does not know how to remain compliant in their writing, you can lose your social media accounts or even be faced with penalties for false claims.

Many qualified freelance writers are good at SEO

You don’t want to spend your valuable time teaching people how to optimize pages for better search results. In fact, you may not even know how to do it yourself. You know who also typically doesn’t know? Random writers looking for experience. It takes a lot of time and hands-on work to understand the ins and outs of search engine optimization. It gets even more complicated when you are optimizing pages for a very popular industry that is still barred from using traditional ad methods.

I and other good freelance cannabis writers know how to optimize your blogs and articles so they will actually drive in more traffic. That’s what you’re paying for anyway, right? Don’t waste your time with blogs that just take up space on the page. Produce content that truly converts.

Where to find freelance cannabis writers

Occasionally, will find a gem of a writer on job boards. But my best advice is to find someone with a professional website that showcases their portfolio and previous work.

Google searches for cannabis writers are often the best starting point. Or, you can get connected with a marketing agency. If you’re looking to avoid the agencies and just have a contractor who has your back, the best way to find freelance writers is to look for them on Google and to reach out to writers you like. If you see an article you find useful, find the author and see if they are available.

Or…since you’re already here…Send me an email at macey@maceywolfer.com or visit my contact page today! I am excited to learn about your goals and help you achieve them!

Don’t think you need to hire a freelance cannabis writer? Read more about why hiring a freelance cannabis writer will transform your business and see if you still feel the same!

How to Pick Cannabis SEO Keywords for Content Marketing

Wed, 18 Mar 2026 17:06:12 GMT

As a freelance cannabis writer for several years, I’ve picked up a lot of tips and tricks to really nail your cannabis marketing strategy. One of the most important things you can do when planning your content strategy is to pick the right cannabis SEO keywords that will actually bring in traffic.

I won’t spend too much time telling you why cannabis marketing should center around content, since I’ve covered that topic already. Put simply, the world of cannabis marketing is filled with censorship and bans on paid ads across the internet. It’s why successful cannabis brands typically build their way to success with content marketing. More specifically, brands build their audience with targeted SEO tactics.

Hiring a cannabis SEO expert is the easiest way to kickstart your marketing strategy and bring in traffic. I suggest hiring an expert because they take the heavy-lifting off your plate and allow you to focus on other tasks, but it’s not rocket science. You can learn some basic SEO skills to help boost your cannabis brand’s traffic online, although the bigger changes will come after months of consistent publishing and optimizing. Consistency is key.

How to pick cannabis SEO keywords

Wondering how people are able to write search engine optimized blogs that actually convert? The key is to find the perfect combination of high-volume search terms that are relatively low competition.

The cannabis industry has been around for a while. Many people have taken the opportunity to optimize their websites to rank for key terms, like “cannabis products” or “buy CBD online.”

If you are to only target extremely popular searches, you’re likely to not see a lot of benefit from your overall strategy. You should instead target searches that are popular but not completely oversaturated with high competition. There is some benefit to adding popular keywords to your posts, but don’t expect to rank #1 for extremely popular searches.

I use a search engine tool that shows me the volume of searches, how easy they are to rank, and other key information you can’t find just by using Google.

Local or nationwide?

Decide if you want to dedicate your SEO work to local searches or nationwide ones. If you have an online cannabis business that operates across the country, it’s going to benefit you to try to target larger search terms that may bring in new traffic.

If your cannabis or CBD company operates in a single location, it’s going to be more beneficial to target local-centric keywords for the majority of your posts.

Here are two example scenarios:

1. You run a cannabis accessories company that ships nationwide. “Cannabis accessories” is a term that you can try to target, considering it explains your company perfectly. Optimize your website to contain this keyword, but don’t focus only on cannabis accessories, considering many other companies have done the same.

Pick some similar keywords that may be easier to rank for on Google. For example, “cannabis stash box” is easier to rank for, which can help you get more click-throughs on certain search terms.

2. You run a CBD shop in town, but you don’t have any online shopping options. You operate out of a single store in Portland, Oregon.

Think of some terms people may search if they are looking for CBD in Portland. I just gave you a hint there: CBD in Portland is a common search. But don’t forget Portland CBD, where to get CBD in Portland and any other similar search terms.

Or just hire a SEO cannabis writer

Sound like a lot of hassle? SEO can be a little bit complicated, but you can easily pick it up after working at it for a while. Eventually, you will be able to optimize your blogs and webpages like a pro! But again, it takes time and consistency to reach this point.

Have other things to do? Then just go ahead and hire a cannabis content writer that will take the work off your hands and help your business succeed.

Oh look! There’s a freelance cannabis writer right here. Email macey@maceywolfer.com or use my contact form !

Why You Should Hire a Cannabis SEO Expert

Wed, 18 Mar 2026 16:59:04 GMT

Welcome to the wild world of cannabis marketing where you can’t pay for ads on most platforms. Your posts are sometimes censored for their content , even when the plant is legal in the state where you’re operating. You start writing blogs to increase traffic, but you don’t really have a plan. You spend hours, no days, wasting time trying to come up with topics and interesting information to write, only to see no return over the next few months. What gives? You probably need a cannabis SEO expert to help.

You know how I mentioned that you can’t run ads on social media? It’s the reason so many cannabis companies rely on content marketing through a variety of channels, with blogs being the most important tool.

I’ve talked about why cannabis marketing should center around content , specifically blogs, in a previous post. Today I’m going to dive deeper and talk about why you can’t just start writing blogs and expect to see returns. You need a plan.

Cannabis is a competitive, saturated market

When I first started writing cannabis blogs, I didn’t know a lot about SEO. I’ll admit it. I thought I could just pick a keyword and run with it, expecting my words to bring in traffic simply because I picked popular search terms.

That’s the issue, though. Some search terms are VERY popular. If you write a blog targeting “dispensary” expecting to reach the first page of Google and see a massive increase in traffic, you’re in for a big disappointment. Trust me, you’re not the only one thinking about these popular search terms.

You need to think outside of the box, get in the customer’s head, and research the search terms that will actually help you rank higher on Google. And this takes time, effort, and money.

If you’re running a cannabis company, let’s be real, you are probably already wearing too many hats. Throw in the need to sit down, come up with a list of keywords, test them out using an SEO tool, and then write a well-written blog that incorporates all of the SEO best practices and you’ve got a recipe for half-baked writing and disappointment.

Cannabis SEO experts can help

I use a top-of-the-line keyword research tool to come up with a list of keywords before every blog I write. It makes a world of difference and is the reason I have grown companies to not just the first page of Google for specific terms, but also the first position on Google for important search terms.

As someone who has been writing search engine optimized posts for multiple years now, I know the ins and outs of SEO content writing and am able to write relevant, informative blogs that naturally incorporate keywords.

We’ve all seen blogs that are stuffed full of keywords, poorly written, and obviously just attempts at ranking high on Google. It doesn’t look good and it often drives customers away.

There’s a way to write relevant blogs that actually increase traffic without sounding like you’re keyword stuffing. Take this blog! Have you noticed me sprinkling important keywords throughout? Probably not, but they’re there!

As a cannabis SEO expert blog writer, I come up with entire content strategies for your team. I know you’re busy and have a lot on your plate, so I take it upon myself to do all of the heavy lifting around your content. All you have to do is approve topics and approve the post when submitted. Then watch your traffic steadily increase as Google picks up your new blogs.

Send me an email: macey@maceywolfer.com to get started today!

Hiring a Freelance Cannabis Writer Will Transform Your Business

Wed, 18 Mar 2026 16:55:52 GMT

You’re launching a cannabis venture, or maybe you’re already in the middle of one, and you’re looking for ways to attract new customers and keep returning ones interested. What do you do? If you’re wise about your time, money, and business plan, you’ll hire a freelance cannabis writer to take over the bulk of your writing tasks.

As someone who has worked exclusively as a freelance cannabis writer for several years, I can say with certainty that providing consistent content is the key to success for cannabusinesses.

I have talked about why cannabis marketing should center around content in the past. Here’s the gist of it: Social media is unreliable and posts and accounts are often taken down or shadowbanned. Plus, let’s be honest, there is a ridiculous number of cannabis brands out there. They’re all fighting for the same space on social media, making for an oversaturated rat race that rarely converts.

Why blogs for cannabis businesses are beneficial

How did you end up on this page? It’s likely that you typed in a query and something on my page answered that query.

Now translate it to the cannabis world. What is your target audience looking for? Answer relevant questions that your target audience would ask and keep them on your page with engaging content.

For example, if you have a dispensary in Seattle, you should be answering queries like “weed store Seattle” and “where to get weed in Seattle.”

Writers who specialize in cannabis should fully understand compliance and the language that can and cannot be used in marketing materials. This means you don’t have to teach a random freelance writer how to write for the industry.
Cannabis writers are familiar with the ins and outs of the business and can add valuable insight and information to their blogs and articles.
Freelance cannabis writers understand how to target specific audiences and actually get their attention.
Your freelance writer can provide weekly blogs, articles, and other materials to promote across social channels and newsletters without you having to lift a finger.
The more optimized blogs you post, the better your chances of ranking for certain keywords.
Cannabis content provides crucial education that many new users find benefit in which can cause users to trust your brand and view you as an authority.
Stay on top of the competition with cannabis blogs. Check out some of your main competitors and major cannabis brands. Notice how many provide educational content to their readers?

Ready to transform your cannabis business?

Let me take your business venture to the next level with engaging, informative cannabis content. I offer content strategies to plan out your future posts, along with in-depth keyword research to ensure your blogs target the right audience.

Plus, I provide content for newsletters, website pages, product descriptions, and even social media captions. If you hire me to be your freelance cannabis writer, I can promise you won’t be wasting any time writing anymore.

What are you waiting for?

Send me a message today! macey@maceywolfer.com

Hire a freelance cannabis writer to do the work

There are endless benefits to hiring a freelance cannabis writer, and the biggest is that they take the heavy lifting off your plate. When I work with cannabis companies, I take the initiative to offer a content strategy, complete with a list of topics and keywords for the months to come so everyone is on the same page about what we are targeting. Then I write the blogs.

Notice how there is no effort on my client’s end here? It’s because cannabis business owners are business owners first. They are not meant to wear every hat the business requires.

It’s not uncommon for business owners to take on the blogging, social media, newsletters, and other content needs on their own. And it’s not uncommon for them to burn out soon after, either.

If you’re blogging without intent, you’re not going to see success. Don’t know how SEO works? Don’t know how to do keyword research? Forget starting a blog until you know those things. Otherwise, you’ll be posting into the void and wondering why everyone says it works when you yourself got no return.

Let a freelance cannabis writer do all of the work so you can actually focus on your other tasks.

Don’t believe me? Here are several reasons why:

Benefits of hiring a freelance cannabis writer

Here’s Why Cannabis Marketing Should Center Around Content

Wed, 18 Mar 2026 16:50:15 GMT

Looking to spice up your cannabis marketing but feeling pulled in multiple directions? As a cannabis content writer for the last few years, I have learned a lot about the world of cannabis marketing. And while there are several ways to navigate it, there is one tried and true method that will make the difference: content marketing.

If you are starting a business and wondering how to market cannabis, you’re in for a wild ride. Why? Because the world of cannabis marketing is so much different than marketing “fully-legal” products.

Paid ads are a pain and can cause more harm than good

Before some marketer complains about me talking down paid advertisements, hear me out. I know for a fact paid marketing campaigns can work for several cannabis businesses. I also know first-hand that it doesn’t work for many.

Why? Because the gray-area status of cannabis legality makes using any words even insinuating illegal drug use nearly impossible. Unfortunately for those wondering how to market a cannabis or CBD business, running paid ads with cannabis content can result in bans from the platforms you are using.

The first time I helped grow a CBD company from the ground up, we ran into this first-hand. We tried to run an ad for CBD on Instagram and Facebook, only to result in the advertisement for these legal products to be flagged and rejected. So we tried a few more times. Aaaand….then we got our advertisements account banned.

Google will do the same. Thankfully, I read up on the implications of using cannabis language for a paid Google Ad. You may have your ads account terminated permanently, blocking you from running ads for future businesses, whether they are cannabis-related or not.

Paid ads can do a lot of good, sometimes

We all want our content to reach as many people as possible. It’s why paid ads can be so beneficial to businesses, allowing companies to choose their target market and see a positive return.

You’ve probably seen cannabis and CBD ads on Instagram and Facebook, at the least. I know I have and I’ve finally accepted that while frustrating, some people are able to get their ads to run and many many companies are not. One company I spoke with on the matter said that those who are running ads successfully may have connections to employees at Facebook who accept their ad proposals.

Carefully concealing the product and not using cannabis-related language may help. But that doesn't always make it easy to explain your cannabis company’s purpose if you can’t even use the words.

Some cannabis marketing agencies exist to fix this problem. These cannabis marketing agencies are well-versed in a plethora of policies and work hard to get your advertisements approved. They can be expensive, though, and are often busy with many cannabis clients at once.

Content is a fool-proof way to market

So long as you run your social media accounts responsibly, you can still grow an organic following and advertise your products in a non-paid way. This works great for so many companies, especially on Instagram where they can showcase their products and produce a variety of lifestyle posts that appeal to certain demographics.

Use social media. But don’t rely on it. As many in the industry know, cannabis censorship on social media is a huge problem . Don’t put all your eggs in one basket and market only through social media. It’s a harsh reality that any cannabis company is subject to a random ban or deletion from Instagram, Facebook, or Twitter.

That’s where the bulk of content marketing comes in: written content. Blogs are such a huge part of cannabis marketing. I am surprised by how many people have told me they do not care so much about their blog as they do other parts of their strategy.

But your blog is where you can fill in the gaps in the industry. It’s where you can answer important consumer questions to bring traffic to your site AND provide useful information to prospective customers. It’s also at no risk of being deleted by the big guys.

Blog right - otherwise, you’ll see no return

While you may be ready to write a blog packed full of keywords to target, take a step back and recognize that content marketing with a blog is not as simple as it sounds.

First, you need to do keyword research. If you are selling cannabis edibles, I hate to break it to you, but targeting “edibles” is not going to be easy. Do you know how many edibles are available on the market? More importantly, do you know how many years other companies have spent getting to the first page of Google?

If you know how to do keyword research, you will be able to fill in the gaps for Google searches. For example, “Where to find edibles in Alaska” is going to leave a lot more room to rank than just “edibles.” Plus, you’ll actually answer an important question for people seeking edibles in the area, meaning they’ll be likely to feel fondly about your brand.

Beyond keyword research, you need to know how to edit the meta-descriptions and optimize them to each target keyword for every blog you make. You also need to add alt tags to your images. Please, don’t forget to include images!

Hire a cannabis marketing expert to curate your content

Overwhelmed? Lucky for you, there are cannabis marketing experts out there ready to help you take on the task of content marketing!

As a freelance cannabis writer, I am well-versed in all aspects of the industry. I create cannabis content strategies my clients use to grow their businesses in a tried and true way: with content.

If you don’t want to spend hours researching and making a cannabis content strategy, and then writing the blogs, it’s time to hire a freelance cannabis writer.

I do all of the heavy-lifting for you.

Whether you need captions for social media, blogs for your website, or other written cannabis content, I’ve got your back!

Send me a message today, or email Macey@MaceyWolfer.com.

The Premium CBD Database and Why I'm Involved

Wed, 18 Mar 2026 16:42:48 GMT

If you’ve followed any of my work leading up to now, you’re probably well aware that I have spent the last several years as a freelance cannabis writer in Seattle. You may have also noticed that in November of 2020, I became more vocal about my work with the Premium CBD database.

What is Premium CBD?

As a brand, Premium CBD empowers cannabidiol users to seek products that are truly pure and potent. You’ve heard it before. CBD is not regulated. And a lot of the products available on the market reflect this.

But that doesn’t mean there aren’t a plethora of truly premium products out there that deserve highlighting. And that’s where Premium CBD comes in.

The database was founded by Paige Clark, who reached out to me about a year ago after seeing that I am a freelance CBD writer. She struggled to not only find products that were pure and potent, but also to find pure and potent products with the paperwork to back it up.

She quickly learned that there is a lot more to a premium CBD company than just saying the product is quality. You have to look at each ingredient, track down the batch number, track down the certificate of analysis, and verify that everything matches up. But if if the COA isn’t coming from an ISO-accredited laboratory, then there is really no guarantee about accuracy.

Nobody wants heavy metals, pesticides, solvents, or microbial contaminants in their CBD products. But not all companies test for this.

Premium CBD verifies all products for purity and potency

Premium CBD is a wonderful resource to shop for pure products. Everything listed on the website has been vetted by our company, first by thoroughly checking that the product has been through a full battery of testing, and followed by verification of the lab where the testing took place.

The result is a handy resource that CBD consumers from all walks of life can rely on to get the best products on the market.

Have a CBD company you think deserves a spot in the database? Email me at maceyw@premiumcbd.com to discuss more.

And shop PremiumCBD.com next time you need to stock up! Be sure to check out all the blogs I write for Premium CBD as well, by visiting our lifestyle page.

How to Make a Cannabis Pain Salve with Levo Oil Infuser

Wed, 18 Mar 2026 16:35:56 GMT

A while back, Levo sent me an oil infuser machine. I wasn’t sure what to do with it initially but quickly learned that it is the perfect tool for making delicious infused olive oils. I have to start by thanking Levo for this great way to make meaningful gifts.

I am in no way sponsored by Levo or under obligation to write a review or how-to video. However, I do love the LEVO II machine and use it on a regular basis. Recently, I made my dad a homemade cannabis pain salve with just a few easy ingredients and my machine.

Watch the video below to learn how to make a homemade cannabis pain salve or read the instructions lower in this blog.

HOW TO MAKE A HOMEMADE CANNABIS PAIN SALVE WITH A LEVO II MACHINE:

It’s easy!

Decide how much cannabis you want to use and pick any other herbs you’d like to incorporate. I like to use lavender because it has anti-inflammatory effects and adds a nice aroma to the salve.

I don’t provide any dosing because this recipe is so versatile. It’s totally up to you how much cannabis and herbs you add. Plus, it’s not going to get you high, so there is no need to worry about adding too much in that regard. Still, you want to include enough cannabis and herbs to provide pain-relieving effects, so don’t skimp.

Simply grind up your herbs, including both cannabis and lavender or others, and add them to the herb chamber.

Now, fill the machine with as much coconut oil as you’d like to make a salve.

Select activate, choose a time period, and wait.

When it’s ready, pour the salve into a jar. It will be very hot. Allow cooling for a few hours before hardening.

Coconut oil should solidify at 76 degrees Fahrenheit, so refrigerate it if need be.

There you go! The salve is ready. Rub it generously wherever you need relief.

Why Cannabis Companies Must Understand Their Target Audience for Marketing

Wed, 18 Mar 2026 16:31:30 GMT

You can do everything “right” in cannabis marketing but if you’re not targeting the right audience, your efforts will go unnoticed.

What do all of the best cannabis marketers have in common? They know who the heck they’re marketing to and they stick to it.

It’s a good time to figure this out if you haven’t already. With the coronavirus affecting the cannabis market in many ways , companies need to step up their game and figure out who their audience is.

Target audience matters in cannabis marketing

Do you know who you are trying to target when you write a promotional tweet or Instagram post?

If your brand is primarily selling to active people in their mid-twenties, it makes sense to tailor your posts to that audience. Why? Because in building your content around a target audience, you can cultivate a brand that is the perfect fit for their lifestyle. Why would they choose another company if yours already understands their needs and values?

Let’s say your product is a full-spectrum CBD oil. This can be used for so many purposes. So, narrow down who it is you want to target the most and tailor your posts to their interests.

Your target audience should inform ALL of your marketing efforts. What problems do they have and how can you solve them? Let them know. This should make figuring out what to post much easier as you can look to your audience and think about their wants and needs.

Final considerations for audience and weed marketing

Cannabis marketing is largely about catering to the right audience and doing so in a meaningful way. Show potential customers why certain products may be useful and how others are finding success. Of course, never make medical claims. There is an art to describing how and why products may help with certain conditions without making medical claims.

In a highly competitive market, knowing your audience means standing out. It means building a brand around a target consumer and solving that consumer’s problems while consistently providing them with meaningful information.

Once you understand who your audience is, you can start to understand how your audience works. You’ll know which posts do well, which posts provide value, and what kind of content your audience will be looking for in the future. Paying attention to this information can greatly improve your marketing efforts.

Don’t know where to start? Can’t come up with topics to keep your audience engaged? Have ideas but can’t turn them into well-written pieces? Don’t fret.

Hire a freelance cannabis writer (like me!) and they can take care of it for you. Whether you’re looking for a Seattle freelance cannabis writer for local business help or you are located far away, I can help you with all of your written cannabis content needs.

What if I want to attract all kinds of customers?

If you are starting a cannabis brand, it’s important to have a target audience. Your product should exist to take care of a problem for consumers and in creating this product, you should know who those people are.

Of course, there may be more than one demographic using your products. Find a delicate balance in your blogs and social content that switches between target audiences without too much a drastic difference.

Here is an example of how you can reach more than one audience: catering to active young adults and aging seniors. Your product can be tailored to either audience and you can demonstrate how it may benefit both. Instagram posts, blogs, and all content can switch between the two while maintaining an overall message of wellness (or whatever it is your product is doing).

Here is a bad example of reaching more than one audience: catering to aging seniors and young recreational stoners. There is not much overlap in the goals of these two demographics and older generations still may be battling a stigma with cannabis use. Switching between posts about empowering people with achy joints and muscles and posts about taking fat dabs will only cause both audiences to lose interest.

Now, dispensaries know that their customers come from all walks of life. It’s crucial to recognize this in your marketing efforts.

Dispensaries have so much information at their disposal to create an endless supply of marketing content. Talk to your customers, see why they use your products, and then take that information to make useful guides or posts highlighting why people like certain products in your dispensary.

Cater to all lifestyles. Have some posts reflect those that just like to get high, because you know that’s a large part of a dispensary’s customer base. But shoppers of all ages focused on wellness or relief also make up a big part of a dispensary’s customer base. So keep your content varied and pay attention to what your customers are shopping for.

Be consistent with your postings and pay attention to insights as well. If 85% of your Instagram audience is made up of young adults, you can focus your marketing efforts on Instagram towards these people. That doesn’t mean you shouldn’t include occasional nods to other uses. You can also make your blogs on your website more targeted to other demographics that may be more likely to read an informative piece elsewhere.

Marijuana Dispensary Marketing During the Coronavirus

Wed, 18 Mar 2026 16:27:01 GMT

Dispensaries are essential businesses. Letting your customers know what is going on is also essential.

Was anyone expecting the cannabis industry to shine during a pandemic? While I was over here worried that the dispensaries, marketing agencies, CBD companies I am involved with were about to shut down, dispensaries were breaking records for sales .

Some data shows the average store revenue went up by 52% and new users ordering online went up by 142%. Beverage and edible sales have also been shown to have significantly increased.

What does this mean for cannabis companies working to operate and serve customers during coronavirus? There’s a mix of implications, and it is impossible to predict the future. What we do know is cannabis is in high demand and some companies are even hiring new employees to meet the demand .

(Shoutout to Seattle’s Ruckus Recreational , the first dispensary I personally saw looking to hire new employees and prioritizing applications from locals who had been laid off from other industries.)

Wondering where your marketing should go during this uncertain time? Well, I don’t know! I’m just another Seattle freelance cannabis writer trying to make it work. But I do have some ideas from my experiences so far and I’ll share them with you here.

Tell them what you’re doing to combat the spread

If you haven’t switched to delivery because your state doesn’t allow it (ahem...Washington), you’re going to need to adjust your normal procedures in store.

Customers may need to wait outside if there is not enough room inside to accommodate six feet between customers. They may also benefit from ordering online first.

When you send out those texts and emails and update your website, be sure to tell your customers how you are working to combat the spread of coronavirus. Not only will this help them feel more confident about going into your dispensary, but it will prevent any unpleasant surprises if they show up and immediately get sent to the curb.

Let your customers know your status

So many dispensaries are navigating this situation differently. Some are reducing their hours, implementing curbside pickup, or switching to delivery among other possibilities.

Now is not the time to disappear and lay low. Customers don’t know what’s happening with your store unless you tell them. So send out texts and emails to your list and let them know exactly what’s going on with your store. Let them know if they need to wait outside or order online first and make it clear what your hours are.

Update your website and social media too. If potential customers search your dispensary and there is absolutely no language on the website about the current situation, they’re likely to assume you haven’t updated it because you’re closed or don’t care. Are you closed? Do you care? Let them know.

Consumers will go for a dispensary that has clearly indicated on their website or Instagram that they’re still open and the manner in which they’re operating. Nobody wants to waste their time going to a dispensary that is not open.

Artwork by Jarita Hui

First ensure, then strike a balance between regular marketing and COVID-19 related posts

I will say this one more time: Let your customers know what you’re doing to combat the spread of coronavirus . You should be sanitizing regularly and implementing social distancing and sharing that with the people who trust your establishment.

Once you’ve made it clear when you’re open and what you’re doing, it’s a good idea to continue to share relevant related posts. Whether that’s an occasional glimpse of your in-store procedures, sharing a relevant piece of news, or just offering support to your readers and followers, they’ll appreciate the fact that you care enough to address the situation that is on everyone’s minds.

However, it doesn’t hurt to lighten things up occasionally. If you feel you have something tasteful to share on social media, through newsletters, or on your blog, go ahead. Consider the timing and implications of the post first, and be sure to not get in the habit of posting unrelated content regularly. A lighthearted post here and there should do the trick so long as you’re still addressing the current situation.

Final thoughts

Cannabis dispensaries are an essential business at this time, and your cannabis marketing should reflect the current situation.

Everything seems up in the air and there is a lot of uncertainty. Customers appreciate clarity and answers, and you can easily provide them.

Write a blog about the measures you’re taking to combat the virus and share it on social media. Send out messages to your list letting them know your hours and adjusted procedures.

And thank you, dispensary workers, for continuing to provide an essential service in a time of extreme uncertainty.

Does My Dispensary Need a Blog?

Wed, 18 Mar 2026 16:22:48 GMT

Hint: Yes. Your dispensary needs a blog if you want to make the most of your marketing efforts.

I’m not here to tell you what to do. I’m here to tell you what works. If you don’t want to have a blog on your dispensary’s website, that’s okay. But before you write it off, let me ask one thing: Why not?

Cannabis blogs are a crucial part of marketing marijuana in 2020. And that doesn’t just mean cannabis companies who are trying to sell a specific product to consumers. It extends to dispensaries that want to stand out in a competitive market.

The benefits of cannabis dispensary blogs

Cannabis blogs boost SEO

First, having a cannabis dispensary blog will help boost your SEO efforts. Search engines pull up the most relevant pages for readers based on their searches. Having a blog offers more opportunities to boost your page to the top if you are providing relevant information.

Plus, if you’re including a good mix of local content, you can boost your chances of showing up higher for specific local searches.

Cannabis blogs allow you to educate customers

In an industry where specific claims will get you in trouble, it can be difficult to market your company the right way. There’s a surefire way to effectively go about it though, and that’s to educate your readers.

Not only does educating your readers provide value, but it also helps to build credibility for your brand. If you’re consistently providing information to your readers, they will come to trust you as a leader in the industry and ALSO get the benefit of learning from you. This is more likely to establish brand loyalty than a quirky tweet.

Remember to never make medical claims or provide inaccurate information. The only thing worse than no dispensary blog is a dispensary blog that is dishonest.

Dispensary blogs will set you apart from others in the industry

Here are some common reasons dispensaries will opt to not have a blog:

All of the other dispensaries in town have blogs so we won’t be able to compete with them. ( You won’t be able to keep up with them, either .)
None of the dispensaries in town have blogs so why should I put in the effort? ( They’ll catch on soon. And you’ll already be ahead, with better search result positions.)
All the other dispensaries have covered the topics we’ve come up with. ( Are you really telling me you can’t add something more valuable to the information they’ve already provided? )
I can’t write! ( Hire someone who can.)

Seriously, the reasons you may be intimidated by a blog are fair. But the thing is, even if the dispensaries around you have blogs already, you can always create new content. Don’t take their topics and run, but if you have a similar topic, just be sure to write it in a different way and provide unique content on top of what has already been covered.

If you can’t come up with any unique ideas, let me help. Do some employee highlights talking about your staff and their favorite products. Do a tour of the facilities and write about it. Write out a blog detailing the history of your dispensary and how it came to be.

The options are endless. If you use this advice, you’ll be providing something new and valuable to your readers and you will set yourself apart.

Dispensary blogs can be crossposted on social media channels

A great way to increase engagement is to throw some blogs into your marketing used on other social media channels. And if you don’t have other social media channels, that will be another blog for me to write another day.

Sharing Instagram posts with a snippet of information from your blogs can increase interest in your brand as your followers will be encouraged to click on the link in bio to learn more. The more you can send them to your website, the more likely they will be to see other information you’ve posted and become more engaged with your brand.

Need I say more about dispensary blogs?

If you’re serious about jumpstarting your marketing efforts, it’s time to put off having a blog. Blogs that are consistently updated, SEO-optimized, and valuable to readers will do wonders for your dispensary marketing journey.

So get writing today, or hire someone who can! (Like me !)

Pictures help, too.

How to Write Cannabis Marketing Blogs That Actually Convert

Wed, 18 Mar 2026 16:15:07 GMT

Content is king but it goes deeper than that. Your cannabis blogs have the potential to convert casual readers into real customers.

You’ve probably heard it a million times. Content is king. So why is it that some companies generate content but see no results?

It goes deeper than having content. If you want blogs for cannabis companies to be successful, they have to convert. You can’t just whip up a blog post on whatever topic grabs your attention, post it, and expect to see results.

Optimize your cannabis blogs for SEO

SEO, or Search Engine Optimization, is a free way to market your cannabis brand, but you have to do it right. Search engines work to pull up the most relevant webpages for readers, so your job is to make your blog the most relevant option to land on the first page for searches.

This means you’ll need to cater to the ever-changing Google algorithm in order to optimize your content.

It’s painfully obvious when people try to optimize their content so extremely that it’s difficult to read. You can’t jam-pack keywords left and right and expect the content to sound natural. Relevant, well-written content is more important than jampacked keyword nonsense, and Google knows this.

Naturally incorporating relevant keywords (this means researching keywords and choosing ones that aren’t impossible to compete with), linking to other authoritative websites, and optimizing images are great ways to step up your SEO game.

Consistent content is important too. So long as you continue to produce well-written, relevant pieces, your ranking is sure to go up over time. But with diligence and some SEO-expertise, you can boost this process.

Have a strong call to action

A CTA, or call to action, is an extremely important part of cannabis blogs. If you’re just offering advice on how to cover up the smell of weed, then you’re just helping people out of the kindness of your heart.

If you’re ending that blog with something like:

“Sick of having to cover up the smell of your weed? Toss the air freshener and give our scent-free storage boxes a try. They prevent all smells from escaping so you can keep your stash fresh and discreet at all times.

Order today and get 15% off your first order!”

Now THAT’S what is going to convert.

Hopefully, when users end up on your blog seeking a solution to a problem, they will have been given VALUABLE advice followed by a solution they can buy to cut out the need to follow that advice. It’s a win-win.

Oh, and one more note for making your blogs convert:

Illustration by Jarita Hui

Answer relevant consumer questions in your blogs

Don’t just write blogs to write blogs. Have a goal in mind and come up with an overall blog strategy.

This means you’ll need to come up with a list of topics and a natural order to post them in. Start with the most basic questions users may have that will lead them to your product and build from there.

Let me offer an example.

Let’s say you are selling a scent-proof storage container for cannabis products. Here’s how you can come up with a blog strategy:

Start with blogs to answer basic questions

A perfect starting point would be “How to Cover the Smell of Weed” or “How to Store Weed Without Any Odor.”

From there, you can write more in-depth blogs that will link back to your first blog, “How to Cover the Smell of Weed” and keep visitors on your website for longer.

People will come across your blog as they search for ways to cover the smell of their weed, not even knowing a product exists to solve THAT EXACT PROBLEM. Congratulations.

The more content you produce, the more you can link back to other content you’ve published and keep visitors on your website.

The magic will happen at the end of each blog.

Successful cannabis marketing blogs are crafted carefully to be successful. They’re optimized for SEO, they’re relevant to the target audience , they are accessible for a large demographic, and they have a strong call to action.

Use accessible language

Sometimes people think they need to use flowery language or big words to establish authority, but what that actually does is scare readers away.

First of all, nobody wants to feel alienated by a blog post. If you’re not using accessible language, you’re doing it wrong. Write at the middle school level.

You want your readers to be able to connect with what you’re saying and if you’re making it too complicated they won’t be able to and they’ll reach for a brand that has their best interests in mind instead.

Final thoughts on cannabis marketing blogs

If you’re looking to boost your marketing efforts, blogs are a great way to do it. Over time, you can naturally show up in Google searches without the ugly “SPONSORED” next to your piece. Users tend to trust that more.

You should be providing valuable information with each piece you publish. This keeps old customers believing in your brand and helps to convert new readers into customers themselves.

If you’re ready to make your cannabis blogs convert, it’s time to step up your game and come up with a blog strategy.

And if that sounds like the worst thing ever, don’t worry. That’s what freelance cannabis writers are for. Keeping up with a blog is a lot of work, and many brands choose to offload that work onto a freelancer.

Send me an email today if you’re looking for a freelance cannabis and CBD writer to help with your content!

Three CBD Marketing Mistakes You Don't Want to Make

Wed, 18 Mar 2026 16:06:33 GMT

CBD marketing is difficult, especially with so many regulations. Make sure you’re doing it right if you want to succeed.

Maybe you’re looking to start a CBD company and want to do it right, or you’ve already launched but you’re struggling to find successful CBD marketing techniques.

Unlike many other products, marketing CBD can be a struggle because you can’t use social media to its fullest. Try to run an advertisement for CBD or cannabis and see what happens. Hint: the advertisement will be deleted at best or your account suspended at worst.

The product is not high quality or worth the price

Still, CBD is a huge industry to join. You’re smart to consider it, seeing as it’s estimated to grow at USD 2,207,162.54 Million by 2026 .

It’s also ridiculously populated. If you’re not doing your job to stand out, you’re going to fall behind and fast. I know this because I’ve seen it first-hand.

Let’s take a look at some of the biggest CBD mistakes out there.

They’re not regularly posting blogs

Blog posts are key to a good marketing strategy. Your blog posts should be informative, engaging, well-researched, and not filled with false claims.

If you regularly post high-quality content, naturally incorporating keywords people may be searching for and answering their questions, new people will come across your blog and they just might stick around long enough to make a purchase.

Regular blog posting establishes credibility while also proving to your customers and potential customers that you care about your product. You are consistently updating people about the world of CBD because you care. And that same care is probably reflected in your product.

Plus, blog posts are great to share in other forms of marketing. If you are sending out a newsletter to your mailing list, you can include a section of what’s new on the blog. Publishing regular blog posts keeps people engaged with your brand and drives new traffic to your website.

If you can’t fathom writing regular, well-written blog posts, hire someone else to do it.

First things first. If you’re selling CBD, you better be doing it right. If you’re going to be someone who hops on the bandwagon for six months and then leaves, you might as well turn back now.

Your CBD has to follow federal guidelines. It better be under governmental regulations for THC content, and most crucial of all, IT HAS TO BE THIRD-PARTY TESTED. Share your test results with your potential costumers right on your website so there is no question about it.

So many CBD companies are out there, and the best of the best are producing a high quality product AND being transparent about their lab results. Customers want to trust you. So don’t give them any reason to question it.

Okay, now that we’ve got the most basic expectations out there. Let’s move on.

These are my favorite CBD companies. Notice how they all have blogs?

Their website does not reflect a quality product

I’ll say it again: There are SO many CBD companies out there. If you’re looking to stand out, the first thing you should do is make sure your website is professional and engaging.

I’ve seen typos, grammatical errors, conflicting information, and more from many CBD company websites. Why would consumers trust a product sold on an unprofessional website?

Your website should also have thorough answers to all consumer questions. “What Is CBD?” “How Do I Take CBD?” and several other questions should be clearly answered on your website.

Your “About” should have a clear and compelling message. There also should be an FAQ page answering anything a potential customer may ask. If you’re not answering common questions, chances are the potential customer is going to Google them and find a different company who both answers their questions and has a professional website. Guess who they’re going to purchase from.

If you can’t nail the content for your website, hire an expert who can.

The bottom line

Whether you’re looking to get started or you’ve realized your company is not growing as you want it to, there are some key things to look at before taking other action.

Make sure your product is actually of high quality and then market the heck out of it knowing that you believe in what you’re selling. If you can’t do that, it’s time to reevaluate what you’re doing in this highly-competitive space.

If you can’t write your own blog posts or website copy, hire an expert cannabis content writer who can. You’ll gain credibility and provide even more value to your customers by providing them with answers to their most pressing questions and piquing their interest in new ones.

Check out my services page or send me a message today if you’re looking for an expert CBD writer to help with your brand.

Boost Your Cannabis Marketing Efforts With a Strong Brand Voice

Wed, 18 Mar 2026 16:00:00 GMT

I wrote blogs for a terpene company who, admittedly, didn’t know what they were doing when I reached out to them. I guided the process and at the beginning stages of my freelance career, I didn’t do an amazing job tailoring the content for this company. I wrote blogs for them and they published four before deciding they didn’t want to continue.

That was not enough time to see real results, but more importantly, there was no direction for the content, nor was there a brand voice establishing who this company was and why people should care.

After writing hundreds of blogs for various cannabis clients in Seattle and around the world, and reviewing countless client briefs, I know there is a crucial element when it comes to cannabis marketing: BRAND VOICE!

Establishing a brand voice for cannabis companies

There are simply too many cannabis companies out there to count. Some do a really great job of marketing themselves, establishing exactly what it is they’re about and why others should use their brand, while others are straight-up bad at it.

I see companies who don’t know their own brand voice, every day. Accounts pop up on Twitter, Instagram, LinkedIn, and other social networks advertising a new CBD or cannabis company someone is launching, and there is nothing telling me what the heck these people do.

Are they making wellness products for health-oriented cannabis users or are they making specialty ashtrays for mega stoners? I have no idea because they’re throwing out the word wellness in one post while talking about stoner hacks in the other. That can work if you’re a cannabis publication, but it’s not going to get you far if you’re trying to target an audience that is potentially going to put money in your pocket because they trust you.

Final thoughts on brand voice for cannabis companies

Make sure your whole team is on-board with the brand voice decisions. Most importantly, make sure they know exactly what words to use and not use. Share your brand voice document with your whole team.

This is especially important if you have a freelance cannabis writer making things happen for you. They’ll need the brand voice documents for obvious reasons, but it’s crucial to make sure everyone on your team is clear. If someone decides to post a tweet or market the brand using the wrong terms, you’re just another cannabis company without clear direction in the sea of cannabis companies without clear direction.

Get that list going!

And if you need help, don’t be afraid to hire outside help. I’m a Seattle freelance cannabis writer, but I write for companies all across the U.S. and in Canada. I’ve got your back for standing out and remaining consistent as you grow your brand!

Shoot me an email today!

Art by Jarita Hui

How to define your cannabis brand voice

It may be overwhelming to think about establishing your brand voice if you’re just getting started. But you have to do it. Your marketing efforts will go so much further if you can narrow down who you are, what you do, and most importantly, how you can help.

One of the first things I go over with new clients when beginning to write for them is the kind of content they’re looking to produce. I like to know what words they don’t use, as well as words they’d like to use often. Don’t know the answer? It’s time to get thinking.

If I’m not presented with a client brief when I begin writing cannabis blogs, I try to come up with one for my own reference. A document with words to use and words to avoid will do the trick, as well as a list of the type of audience they’re looking to target.

If you’re feeling lost trying to establish a brand voice, let me help. Here are some questions to ask:

How do you want others to describe your brand?

This is a great question to get started. If you don’t know the answer, it may be time to do a little soul searching before launching the business.

Many clients in the CBD space will say things along the line of health-conscious or wellness-oriented, which is great to know. Not all brands are focused on those things, so it’s important to establish this at the beginning. You wouldn’t want your freelance cannabis writer throwing out “wellness” and “health” in your blogs for a glass supply, since most of the people are not buying glass for their health.

Which brings us to:

Who is your target audience?

Stoners? Retired moms with achy joints? Young working professionals?

The more you know, the more you can target.

If you had to describe your brand with just a few keywords, what would they be?

Much like the first point, it’s important to know what you’re about. If I’m working with a client who makes cannabis sleep tinctures, I’d expect words like wellness and health to be floating around.

Who are you competing with in this space?

Know your competitors so you can make yourself stand out further from them. It’s important to think about how your competitors would describe your brand, as well.

What is your company NOT? What audience would not benefit from your brand?

A lot of wellness-oriented companies make it clear they are NOT targeting those who want to recreationally use cannabis. They’re targeting people who would benefit from their products.

This is where a list of blacklisted words comes in handy. Words like smoke, weed, pot, and other sometimes stigmatized terms do not sit well with companies that are selling wellness products. In fact, using terms like “weed” or “pot” may drive away some of the population who still feel uncomfortable with the associations.

Cannabis Marketing Best Practices: Education

Wed, 18 Mar 2026 15:51:12 GMT

Even if you’re doing everything “right”, marketing for cannabis companies can be a struggle. There are more hurdles to overcome than other industries, from unpredictable Instagram removing cannabis business accounts to Facebook making companies jump through hoops and causing massive headaches for cannabis brands.

It’s not all hopeless out there, though. Just look at how many companies are thriving with their cannabusinesses and successfully sharing their brand on social channels. If you want to know how to market cannabis online, whether you’re focused on how to market a dispensary or bring attention to your newest tincture blend, I’ll be sharing cannabis marketing tips on this blog to make your brand stand out.

Education over everything

Educating your audience is the most important thing you can do. When it comes down to it, isn’t your brand’s goal to provide some sort of value to your consumers? Teaching your target audience about the plant and its potential is going to be more valuable than trying to shove sales talk in their faces.

Plus, shoving sales talk in faces can get you in trouble.

Blogs can educate your audience and market your cannabis brand

Whether you’re selling a proprietary blend of essential oils and cannabis to the sophisticated user or trying to get your dispensary on the radar, you can’t go wrong by answering common questions in a blog post.

Here’s an example: You’re selling a sleep tincture with CBD, THC, and melatonin. How can you leverage this to educate /market to your target audience? How about, “How Can CBD Help With Sleep?” or “What Is Melatonin and How Does it Work?” or “What Is The Difference Between CBD and THC?” or “Can I Take Melatonin And CBD Together?”

That’s four new blog ideas right there. That could be a month’s worth of content if you’re operating at the bare minimum, which is always better than nothing.

Your blogs can work to draw more traffic to your website, especially when you’re answering common consumer questions. Be sure to do your keyword research to target common keywords, but don’t always try to compete for really popular keywords. “What Is CBD?” has a ton of pages and your likelihood of landing on the front page with that query is very low.

With your well-researched blogs, you open up many avenues of marketing your cannabis brand. Share the link on Instagram to lead users to your blog, ensuring you are linking to the EDUCATIONAL content and not your online shop. Share it on Twitter. Send it out in the next email to subscribers to continue adding value after they’ve already made their way onto your email list.

A word of caution

There’s a fine line between answering common questions with research-backed information and straight-up making medical claims. Don’t make medical claims. Don’t ever say cannabis can cure this or do that unless you have some mighty fine research to back this up. Medical assertions will get you in trouble.

Instead, guide your readers to other resources and research, break down the studies to make them easily digestible, and tie the information back to your brand.

If you want to stand out in the world of cannabis, you need to step up your game and offer value to your readers on a consistent basis. This means well-written, credible blogs and articles that can be later marketed on other channels.

While some people are able to make this happen on their own, it’s a lot of work to keep up with on top of the actual act of running a cannabis business. That’s why many companies have a marketing team or hire an outside contractor to do the heavy lifting.

If you need help writing content for your cannabis brand, I can help. Send me an email and let’s get those blogs in circulation!

Illustration by Jarita Hui

Cannabis marketing and insta-bans

You may notice major cannabis brands on Instagram tend to have something along the lines of “NOTHING FOR SALE” on their bios and safety disclaimers on each post. This is an intentional move.

You can NOT sell cannabis products on Instagram. You can not encourage others to click on pages where cannabis products are sold. If you share a link to educational content, double, no triple-check that you’re linking to the right page on your Instagram. If you accidentally link to a product page….INSTABANNED!

So how are some cannabis brands doing so well on Instagram? Many are focused on lifestyle and wellness content and piquing their audience’s interest with educational topics.

How to Not Tank Your CBD Marketing Efforts

Wed, 18 Mar 2026 15:43:58 GMT

So you’ve decided to start a CBD company. It’s going to take some work, but if done right, you’ll see great return and help others on their wellness journey. The biggest short-term hindrance to your success is going to be oversaturation and endless competition in the industry, so you’ll need to make yourself stand out.

Don’t stop content marketing

Think your product will sell itself because of its amazing quality? Does your CBD outperform all other companies out there, guaranteeing your success? I’ll tell you right now, the answer is no.

Even if your product is literally the best thing out there, it’s not going to get anywhere if you’re not talking about it and convincing others of your truth.

Does your company use state-of-the-art technology to extract cannabidiol from the plant? Do you know how many times we’ve heard that? It doesn’t mean anything if you’re not proving it. Write an article about your extraction methods (without giving away too much) to get consumers both interested in your product and trusting of your transparency.

You can interview someone from the extraction team and put together an inside look at your company.

Blog posts, articles, and other forms of content are also key. Regularly updating your blog will keep new users coming (if optimized for SEO well) from Google searches and build credibility for your brand. Most of the CBD brands that come first to mind (after working with many) are the ones that content market like crazy. Why? Because I see their names everywhere.

It’s basically free traffic. Make blog posts answering common questions and naturally incorporate keywords. Send out newsletters linking to blog posts and other content. Keep your current customers intrigued and pique the interest of new ones.

Figure out your target demographic and TARGET them

CBD has users from all over the charts. The elderly, young, and everyone in between are turning to CBD for relief from various conditions. Many will be searching for CBD that fits their lifestyle.

I’ve worked with several companies selling CBD for sports and athletes, and many selling CBD specifically targeting the older demographic for wellness. For my CBD for sports clients, I wrote blog posts targetting athletes. Not the elderly, not young, anxious people, but athletes. That’s what set their brand apart, so we absolutely stuck to it for marketing.

Don’t know who you’re targetting? Now is the time to figure it out. If you’re constantly posting quirky posts that work best for millennials seeking wellness, but those people aren’t your target customers, how many people are you really reaching?

Stick to a voice and keep it. That’s how you build a brand and set yourself apart.

Don’t get in trouble

When you’re marketing a product you believe in, it can be tempting to go all out and tell people why it’s SO great. But don’t wander too deep into illegal territory.

You can make blog posts like “What is CBD?” or “Does CBD help anxiety?” and you can answer those questions with research-backed statements. What you should NEVER do is make medical claims.

Let’s be honest, CBD is still fairly new and while we’ve seen people with remarkable results from it, we can’t go around telling people it will cure a condition or change their lives in a specific way. We don’t even know that.

Final thoughts on CBD marketing

If you want your company to stand out, you have to be consistent, authoritative and believe in your own brand. This means content marketing regularly enough to build credibility, targeting the right people, and following the rules.

If you don’t feel equipped to keep up with your content marketing, hire someone else who can. Some companies hire in-house marketers to work on their content, while others hire freelance writers to do the heavy lifting. If you have the extra time, you can also write blog posts yourself. Just make sure they’re well-written, properly formatted, and don’t contain medical claims.

Looking for a freelance CBD writer to help with your marketing efforts? Contact me today to see how we can get your content marketing on track.