Writing a blog is a wonderful way to keep your audience engaged, build relationships with potential customers, increase sales, and establish yourself as an expert in the CBD industry. 77% of internet users read blogs, and if you are here because you are creating one for your business, you are on the right path. The blog will help your CBD company become successful, and help customers find the products they need. A great blog is the one that serves as a bridge between you and your potential clients, improves your visibility in search engines, increases sales, and increases the trust of your audience towards your brand. Creating a blog and getting all the benefits from it isn’t something you can achieve overnight. There are many steps to take and things to consider before you head into writing and publishing your blog articles.

1. Perform Keyword Research

Many, or even most of your clients, will get to know your brand from a search engine like Google, which receives 63,000 searches per second. It would be straightforward if people typed “CBD,” “CBD products,” or “CBD oil” on Google, and these were the only keywords you needed to target. Unfortunately, you will not know how people try to find you if you don’t perform keyword research. Although many might even use such simple keywords as “CBD oil” to find your products, the competition for such generic keywords will be high. You need to find keywords that people are searching for and are realistic to target. “CBD oil” has 301k searches per month, but its keyword difficulty on SEMrush is 77, which means it’s tough to rank for it. If you perform keyword research, you will know which keywords bring traffic to your site and which ones you should target to have more clients looking at your products.

To get started, you can create a list you think people may use to land on your site. The next step is usually figuring out what your competitors are ranking for, and to do so, you can write their website URL in tools like SEMrush. You’ll see a list of keywords the site ranks for along with the volume (average monthly searches for each keyword), and the keyword difficulty (how competitive each keyword is).

For keyword suggestions, you can use the Keyword Tool and type in your seed keyword, such as “CBD oil.” You will see there are more than 500 keyword suggestions related to CBD oil.

Once you have a list of keywords you need to target, check the volume and difficulty for each of them using SEMrush Keyword OverviewKWfinder, or MOZ Keyword Explorer.

Knowing what keywords people use to find your products will help you determine what you need to address in your blog posts. Use the right keyword in the title tag of the post and include it in the text of your article

2. Check Your Competitor’s Blogs

You probably should look at your competitors’ blogs, not to steal ideas or copy their style, but to know what they are writing. They are your competitors for a reason, and if you think they are doing well with their sales and have high visibility in search engines, the chances are that you can learn something from their blogs. Look at their articles to grasp some trends in the industry and get inspired by their posts. You can determine what you dislike about their writing or things that are missing from the article. If you believe you can do a better job with some of the posts, write about the same topic, and do your best to create the content you, as a reader, would want to read.

3. Write High-Quality Relevant Articles

Now that you know what your clients are searching for, you are on the right track to creating relevant articles. However, be aware that stuffing articles with keywords you want to target will not improve your website visibility. If you try to manipulate your rankings with such techniques, Google could penalize you and your page might not rank in the query. Instead, you should create posts that are genuinely helping your website visitors and offer high-quality content. Research before manifesting your ideas and support your opinions with statistics. Structure the articles in a way that makes sense to a reader and is easy to follow. High-quality content will always pay off. You don’t want users coming to your site to look at typos and grammar errors, so invest time in editing articles before publishing them.

4. Publish Articles Regularly

You cannot write an article or two related to the CBD industry and then disappear until next year to publish an article about how to use CBD in coffee. In theory, yes, you can. It’s a free world, and you can write as much as you want and as often as you feel like writing. However, if you build a blog, you should have a schedule and publish posts regularly. You don’t have to write every day, but if you write at least once or twice per month, it will help you build the audience for your blog and keep your website fresh. A schedule will also help you create more compelling content, which will enable you to target more keywords and appear in more search queries.

5. Have a Strategy

Look at the posts that bring the most traffic to your site and the ones that people read the most. Keep reading other blogs and follow CBD trends, news, and updates in the industry. Come up with new and compelling blog post ideas. Follow other CBD companies on social media and look at users’ comments to see what questions they are asking, and what are the things they need to know. It’s a good idea to determine the approximate length for each blog post you write. According to numerous studies, the best word count for a blog post to rank well on Google is 1760 words, so you may want to stick around that word count. However, the best length for a certain article is the length you need to cover the topic and create a high-quality article that is well structured and helps readers.

6. Write Easy-to-Read Articles

Remember that you write for your clients and not for your colleagues. The language you use should be easy to understand. Avoid using professional terms, so the visitors don’t need to have another tab open to google definitions of words you use. Users don’t stay on a page for too long if the text is difficult to follow. Go directly to the point. If you are writing a post “how to use CBD oil,” don’t write two pages on why someone should use CBD oil. If a reader searched for “how-to-use CBD oil,”  they probably already want to use it. Get right to the point. Have a friendly tone so readers don’t feel like you are lecturing them, and instead, they will enjoy reading the post.

7. Create Compelling Titles

Titles are not any less important than the text in your blog posts, as they give readers the idea about each article and the style of your blog. A good title should summarize the content of the article and spark an interest of a potential reader. However, if the body of the article doesn’t answer the question in the title or isn’t relevant to the name of the post, users will feel disappointed. By looking at the title, readers should know what to expect from the article. Don’t forget about keywords and include the primary keyword you want to target in the title, so you improve your visibility in search engines and bring more relevant traffic to your site.

8. Include Visuals in Your Blog

You shouldn’t forget about the visuals in your blog. Visuals attract more readers and help them understand the content of an article better. If you have data in your posts, create charts and graphs – it helps readers grasp the information much more easily. Feature images in your blog that visually emphasize the ideas in your articles. Visuals also help define the style of the blog. Your graphics may also attract other sites that will use your visuals and link to your blog, which is excellent for your SEO.

9. Optimize Visuals

While visuals are essential, you should keep in mind the user experience. If you don’t optimize images, the site loading times will increase and a slow-loading website will result in users abandoning your page. Image optimization reduces the file size without significantly reducing the quality of an image. The best software to use for reducing the file size is Adobe Photoshop. The most popular picture format for web images is JPG, which you can save in high, medium, or low quality. To reduce the image size in photoshop, you can use its “save for web” function and choose the quality you want to have.

10. Use a Call to Action

When users read your articles, they have a specific goal to accomplish. This goal is either finding information about your CBD products, finding a solution to their problem, or even spending spare time reading blog posts. If your website visitors have a goal, you should have one, too. Your blog should have a purpose for existing, and visitors should know what you expect them to do after reading an article. Write a clear call to action for them where you ask them to comment on your post, share it on social media, buy your CBD products, or read more articles on your blog. Whatever your goal is, make it clear so users know what to do after reading your articles.

11. Hire Writers If You Cannot Write Your Blog

We do believe every business owner can write articles and share their knowledge in the field, but we also understand not many of them may have enough time to keep the company running and regularly write blog posts. If you can’t write a blog, hire a writer who can. Many freelance writers will be more than happy to work with you and create compelling content for your site. Make sure the writer you get on board understands the voice of your brand and the style of your blog.

12. Avoid Any Medical Claims

Even if you believe your CBD products can cure an illness, you cannot make such claims in your blog articles. If you claim your CBD products can treat or prevent certain illnesses, then they will need to go through the FDA drug approval process for human or animal use before you write about their treating properties. Making unproven medical claims is a violation of the law and can put patients at risk.

“As we examine potential regulatory pathways for the lawful marketing of products containing cannabis and cannabis-derived compounds like CBD, protecting and promoting public health remains our top priority. Selling unapproved products with unsubstantiated therapeutic claims — such as claims that CBD products can treat serious diseases and conditions — can put patients and consumers at risk by leading them to put off important medical care.”

Acting FDA Commissioner Ned Sharpless

We hope the strategies above will help you create a compelling blog for your audience that will help you boost your SEO, be informative for your potential clients, and increase sales of your products.