Fresh off of NoCo 9, we learned that many stories about hemp and CBD brands have yet to be told! It's primarily because business owners are so wrapped up in their day-to-day operations they don't have the time to make an outreach list, investigate what reporters have already written about the cannabis industry, and, most importantly, outreach to them.
It's one of the reasons why we invite so many journalists to join us on the Move the Stairs podcast. No matter what vertical of the industry they write for, they're always looking for fascinating stories to tell, unique angles to write about, or something different that will capture the interest of their readers.
Our latest guest on the Move the Stairs podcast, Lydia Kariuki, writes for three publications. Terpenes & Testing, CBD Health and Wellness Magazine, and Extraction Magazine have very different audiences, which made her interview so compelling. Despite the differing readership, the core concepts her readers are looking for and the benefits of being published remain similar. We discussed with Lydia:
How readers can establish relationships with brands, they have not even tried yet
Why journalism is a powerful tool that can help the industry grow
Why research in the cannabis space will dominate the headlines of many trade publications in 2023 and beyond
You can listen to our conversation on the Move the Stairs™ podcast here. Or check out our top three Move the Stairs™ takeaways from our conversation with Lydia below.
Move the Stairs Moment 1: Consumers want to see your face or hear your voice
In an industry where deceptive marketing and overnight miracle solutions exist, consumers have been become suspicious, if not wise to products sold by hemp and CBD companies. Lydia explains why your face and your voice and add legitimacy to your brand, all without spending a dime on marketing.
Move the Stairs Moment 2: If you think your story isn't worth telling, think again
The story of your brand matters. Even if your competitors tell a similar, it's not YOUR story. It's worth telling because consumers crave a good story, one that they can relate to or align with. Storytelling is in our DNA. While it may not be our primary entertainment, like it was for our ancestors, it can absolutely draw consumers closer to your brand.
Move the Stairs Moment 3: Will minor cannabinoids make a name for themselves this year?
According to Lydia, a trend she's watching is new research centered around minor cannabinoids. is the reign of CBD and THC finally coming to an end? Lydia believes media focus may shift to research breakthroughs behind CBN and CBG.