Your brand identity, content marketing strategy, and search engine optimization (SEO) strategy are converging in new ways. And yet, it’s still just one piece of the search engine marketing puzzle to keep in mind.
CannaContent founder and content strategist Stella Morrison shared her thoughts on the intersection between these three key cannabis marketing elements on the Party Like A Marketer podcast, produced by the Cannabis Marketing Association and hosted by CMA founder and CEO Lisa Buffo. The wide-ranging conversation explored the intersection of content marketing, SEO, and proper brand identity development.
The importance of SEO’s role in cannabis marketing
Stella explained that SEO-driven content marketing is one of the most effective ways to circumvent restrictions in cannabis marketing, but it’s not foolproof, nor can it be pursued without careful consideration.
One significant regulatory challenge involves ensuring content is compliant with varying state laws. For instance, some states may require different terminologies, like “medical marijuana” in one state and “cannabis” in another. Stella emphasized that while these regulations affect content production, they do not prevent the use of effective SEO strategies.
Similarly, in places like Ohio, you can only discuss conditions listed as qualified for medical use. Meanwhile, states like New Jersey have more flexible rules. Despite these nuances, the fundamental SEO processes — such as optimizing for local search — are forever applicable.
Stella also pointed out that while some cannabis-specific social channels allow more freedom, most consumers are still using mainstream platforms like Google or Instagram to search for dispensaries, deals, and products. This makes local SEO crucial, as people continue to search for nearby options regardless of the regulatory constraints placed on the dispensary — and search engines are smart enough to deliver results that are relevant to the searcher’s location.
Organic search vs. paid search
On the podcast, Stella outlined her belief in organic growth, emphasizing that while paid advertising delivers immediate traffic, organic strategies focus on long-term positioning.
“Paid is your pathway to get somewhere quickly,” she explained. “You put up ads, and the traffic starts coming in, but once you stop, the [website] traffic stops, too. Organic [growth] is your way to get somewhere slowly, but you’re going to be there for a very long time once you arrive.”
Stella noted that a strong organic content strategy improves SEO while simultaneously strengthening brand identity and reputation. It’s about creating content that communicates authority and fosters a genuine connection with the audience, she explained. That kind of work takes time, but the payoff lasts for years to come.
(Stella and Lisa did not incorporate restrictions on paid search in cannabis into the podcast discussion.)
The role of brand identity in SEO and content marketing
A strong brand identity ensures that your business stands out in a crowded market. Consistent branding across all platforms — through colors, fonts, patterns, logos, and messaging — helps build recognition, and when done correctly, trust.
“Your brand identity becomes super important because branded search is effectively a free way to bring customers in who already know about you,” Stella said.
This is essential for SEO. This practice, called “branded search,” is when someone searches for your brand name online. It’s Googling “CannaContent” instead of “awesome cannabis marketing firm.” Branded search becomes incredibly important in a crowded market. In fact, branded keywords — search phrases that include the brand name — are often the top keyword that brings traffic to any website.
This is just one way that building proper brand fundamentals influences your entire digital presence. On the podcast, Stella said that marketing your brand without establishing the basics is like buying furniture before deciding on a house.
“If you buy the couch before you move in, you’re going to find yourself forcing that couch into the house and wondering why it doesn’t fit. That’s because your fundamentals, like the size of the living room, weren’t clear when you bought the furniture.” she explained. “That’s the exact same thing with your brand — without the fundamentals, you’re forced to fit things into places they don’t belong.”
Building authority through content
Stella said she draws on her journalism experience to craft content that conveys authority and establishes trust without overtly selling a product or service. This subtle embedding of a brand’s value proposition into the audience’s mind, through consistent and compelling content, helps potential customers remember your name when it comes time to buy.
“Content marketing is a way to communicate with the audience without selling to them,” she said. “There’s an implicit trust that you can put in the company, thanks to the content they share.”
Stella likens the process to walking before running, focusing first on targeting “low-hanging fruit” before moving on to more competitive terms in the industry. It’s the difference between ranking for “cannabis” and “high terpinolene cannabis near me,” focusing on a user’s intent — what they want to find when they search for something — and delivering the answer from a trustworthy and authoritative source.
But of course, this is only the tip of the iceberg when it comes to proper optimization.
“It’s estimated that more than 200 factors influence how a website appears in search,” Stella said. This complexity means developing a successful SEO strategy that centers constant monitoring and frequent adjustments to stay ahead of search engine algorithms and competitors.
“It can take months or years to build authority through content,” Stella said. “It depends on the sector, it depends on where you are, it depends on who your competitors are, but once you’re there, the results are astronomical. Figuring out that puzzle is one of the things I love most about working in SEO.”
Repurposing content has a multitude of benefits
Stella and the CannaContent team approach marketing in a multifaceted way. As she described to Lisa, she views content as a tool for building brand identity and for creating practical SEO benefits. “Content is a way to communicate authority and showcase your expertise, both to search engines and your audience,” she said.
This dual role of content makes it an invaluable asset in a marketer’s toolkit. A key part of this strategy involves repurposing content across various platforms — such as social media, email, and for in-store promotions — to maximize its value. Reinforcing the same message across platforms helps reinforce the brand’s voice and visuals with the audience, helping them understand your company’s core relationship to your values.
As a bonus, repurposing content helps stretch budgets and helps a small marketing staff get more done.
“I like to position it as double-dipping or triple-dipping,” Stella explained. “By leveraging content across various platforms, businesses can extend their reach and reinforce their messaging to audience members who see it in multiple places. This approach is particularly beneficial for those working with tight resources or managing multiple roles within a company. If you’re time-strapped, how can you save time, repurpose… and stretch that budget dollar as far as possible?”
Prioritizing ongoing SEO efforts
As the conversation neared its end, Stella emphasized a critical point about SEO: it’s an ongoing process, not a one-time fix. Due to the evolving nature of search engine algorithms and industry standards, SEO requires continuous monitoring and adaptation.
“SEO is not a one-and-done, and it’s also not one size fits all,” she asserted, explaining that websites need regular updates and optimizations to remain competitive. Technical issues with a website, the relevance of the published content, and user experience must all be proactively managed to maintain and improve search rankings.
Stella highlighted that what works for one business may not work for another due to factors like location, competition, and target audience. She encouraged companies to ask detailed questions when consulting with SEO and marketing agencies to understand the reasoning behind the recommended strategies.
Explore more Party Like a Marketer episodes
If you found Stella’s insights helpful, there are a lot more great episodes of CMA’s podcast that might interest you as well. Check out the full episode here to hear more from Stella, or catch up on previous episodes by visiting the Party Like A Marketer podcast page.
