In the latest episode of the Cannabis Pros and Marketing Masters, hosted by Nigel Despinasse, distinguished journalist Andrew Ward shared his insights into the evolving landscape of cannabis media, content creation, and the challenges that come with it. With a rich background that includes experience in entertainment, music, finance, and horror, Ward has developed a unique voice in the cannabis industry, particularly over the past few years.
An Evolving Career Path
Andrew Ward’s journey began nearly eight years ago when he transitioned from startups to the cannabis space, following a stint at AOL that introduced him to cannabis reporting. Despite a challenging job market after the 2008 recession, Ward utilized his freelance skills to cultivate a diverse portfolio that spans multiple industries. His recent pivot into content marketing and SEO, via his company, Award Creative Content, has allowed him to continue exploring his passions without the risks associated with traditional journalism.
“I’ve always fancied myself a generalist,” Ward remarked during the podcast. “One of my favorite life lessons is to learn something about everything and everything about something.” His multifaceted background not only enriches his writing but also serves as a testament to the significance of versatility in today’s job market, especially in an industry where individuals often feel pigeonholed.
The Pigeonhole Dilemma
Ward and Despinasse discussed the common issue of feeling trapped within the cannabis industry. Many professionals in the field struggle to branch out due to the inherent stigmas surrounding cannabis as well as market conditions that often fail to compensate writers adequately. Ward emphasized that many journalists are forced to undertake side hustles to make ends meet, even within the cannabis sector.
“The pigeonholing is a self-imposed issue for a lot of people,” Ward explained. “If you want to sustain an income, you have to look at the grand scheme of where you want to be.” His perspective encourages professionals to seek opportunities beyond the cannabis industry while still retaining their passion for the plant.
Navigating Challenges in Cannabis Media
As the conversation progressed, Ward expressed his frustrations with the current state of cannabis media. He noted a decline in quality as a result of an industry-wide focus on volume over substance, fostering what he termed a “content churn.” This overwhelming influx of low-quality articles can drown out genuine journalism and the stories that matter.
Furthermore, Ward highlighted the impact of recent technological advancements, particularly artificial intelligence (AI), on the fields of journalism and content creation. While he acknowledged the potential drawbacks of AI, such as the proliferation of misinformation, he also pointed out that it can serve as a valuable tool for writers when used ethically and responsibly.
A Multifaceted Approach to Creativity
Ward’s holistic view of creativity allows him to weave his interests in horror, wrestling, and music into his cannabis-related work. He articulated how engaging with diverse subject matter invigorates his writing and keeps burnout at bay. The blend of interests forms a “flywheel” effect, propelling his projects in various directions while maintaining momentum.
“You’ve got to stick to what you want to do in one way or another,” Ward advised. “If you want to be gung-ho in on this plant one hundred percent, go for it. But if you want to stretch your legs and explore other avenues, that’s important too.”
Old Lessons, New Strategies
As Ward prepares to release his upcoming horror novel—an evolution from his earlier works focused on cannabis—he reflects on the lessons learned through his previous publishing experiences. He stresses the importance of doing adequate research before engaging with publishers or partners, emphasizing the significance of marketing to a book’s success.
Ward is looking to leverage his resources effectively, focusing on building a marketing budget and potentially collaborating with the right PR professionals to promote his work. By applying these lessons, he aims to maximize the reach and impact of his future publications.
Conclusion: Embracing Risk and Creativity
The episode concluded with a resonant reminder of the inherent risks that come with working in the cannabis industry. Ward likened the small stakes of content creation to the more significant challenges faced by pioneers in the cannabis movement—those who have risked their freedom and livelihoods for the plant.
“Take the risk while it’s here,” he said, encouraging others to embrace both the challenges and opportunities of the industry. The cannabis space is evolving, and with each step, there is the potential for profound change—whether through media, personal expression, or community engagement.
Listeners interested in exploring more about Andrew Ward’s journey or seeking guidance in content marketing and cannabis journalism can connect with him through his company, Award Creative Content, or on various social media platforms.
This episode serves as both a refreshing perspective on the cannabis industry and an invitation to embrace the complexities of creativity, storytelling, and the industry at large.
