In the cannabis industry, where digital advertising is heavily restricted, content becomes the engine that drives visibility, engagement, and conversion. But content without a system is just noise. To grow your brand without paid ads, you need a zero-paid content funnel built to educate, attract, and convert—consistently.
Here’s how to build a cannabis content strategy that works, even without access to Google or Meta ads.
1. Start With a Funnel Framework
Your content should map to three core stages:
- Top of Funnel (TOFU): Attract people who are new to your brand or the category
- Middle of Funnel (MOFU): Educate and nurture consideration
- Bottom of Funnel (BOFU): Convert interest into action (purchase, signup, visit)
Each stage needs different types of content. Planning your content by funnel stage ensures you’re not only generating traffic, but guiding it toward conversion.
2. Create Evergreen Education for TOFU
Top-of-funnel content should attract search and social interest. This means educational, SEO-optimized assets like:
- Blog posts on cannabis basics (e.g. “What is a tincture?” or “Sativa vs. Indica explained”)
- Explainer videos and reels
- Infographics or carousel posts
This content builds trust and positions your brand as a helpful, credible resource.
3. Develop MOFU Content That Nurtures
Middle-of-funnel content should guide visitors who are interested but not yet ready to buy. Examples include:
- Product comparison guides
- Testimonials and case studies
- Deep dives into terpenes or consumption methods
- Email sequences with educational value
This content helps people evaluate their options and keeps your brand top of mind.
4. Drive Conversions With BOFU Content
Bottom-of-funnel content gives customers a reason to act. Think:
- Product-focused landing pages
- FAQs tied to buying decisions
- Educational CTAs embedded in blog posts (e.g. “Shop Now,” “See Our Menu”)
- First-time buyer guides or discount offer pages
This is where you move people from passive readers to active buyers.
5. Use One Piece of Content in Many Ways
Maximize every asset by repurposing across formats:
- Turn a blog post into a video script
- Break it into a carousel or reel for social
- Pull quotes for email campaigns
- Use stats or visuals in educational brochures
This saves time and ensures consistency across channels.
6. Publish Consistently, Not Constantly
You don’t need to post every day. You do need to:
- Publish content on a predictable schedule
- Stay aligned with your brand voice and goals
- Focus on quality over volume
A steady cadence builds audience expectation and algorithmic trust.
7. Measure What Matters
Track your content like you would any other marketing effort. Focus on:
- Organic traffic growth
- Time on page and bounce rate
- Email signups or store visits from content
- Conversion rate by funnel stage
This helps you refine what’s working and double down on high-value formats.
Final Thought: Content Is Your Scalable Sales Tool
In cannabis, where traditional ads are off the table, content is your most powerful tool for organic growth. It educates, builds trust, and drives conversion without relying on third-party platforms.
Build it once. Use it across channels. Optimize it over time.
Dopestr helps cannabis brands develop zero-paid content strategies that deliver real business results. From funnel mapping to execution, we build systems that grow with your brand. Learn more at www.dopestr.com.
