In a recent episode of Cannabis Pros and Marketing Masters, industry veteran and award-winning content marketer Stella Morrison shared her perspectives on marketing strategies, community engagement, and the evolving landscape of AI in cannabis industry content creation.
The Roots of Canada Content Co and Industry Beginnings
Stella Morrison, founder of Canada Content Co and the Stella Astro Effect, traces her journey from journalism to cannabis marketing. She established her agency in 2017, motivated by the anticipated growth of legal cannabis markets on the East Coast of the United States—particularly New Jersey and New York.
“In 2017, we opened our doors just as New Jersey announced it would legalize cannabis in a hundred days,” Stella recalls. “We understood early on that this industry would require a deep understanding of local communities and education, especially as markets emerged.”
Her team’s focus has been on building authentic relationships within communities, emphasizing the importance of local knowledge and trust in a highly regulated industry.
Transition from Journalism to Cannabis Content Marketing
Stella’s background in journalism and media laid the foundation for her success in content marketing. She shares the challenges faced in traditional journalism, such as low wages and the decline of print media, which motivated her to pivot toward digital content creation.
“Print journalism was dying, and the pay was impossible to live on,” she explains. “I moved into community journalism, then into licensing and branding for consumer electronics, which taught me how to think creatively about brand identity and product positioning.”
In 2015, she launched her agency, StellastroFX, initially serving web developers with content needs. Her experience across multiple niches, including real estate and SaaS, has equipped her to adapt to various markets, including cannabis.
Entering the Cannabis Industry: A Passion for Social Justice
A turning point came when Stella’s colleague Adam, who was covering the cannabis beat, reached out about the rising demand for cannabis content. Recognizing the industry’s potential and her own passion for social justice—particularly her belief that no one should be jailed for cannabis—she and Adam co-founded Canna Content in 2017.
“Our industry is rooted in social justice,” Stella emphasizes. “Once I realized cannabis was a legitimate business and understood the deep community involvement, I knew we had a responsibility to support that ecosystem, not just market to it.”
She highlights the importance of understanding local laws, community needs, and regional differences, especially as legalization progresses unevenly across states.
Building Community and Authenticity in Cannabis Marketing
Stella believes that community involvement is crucial for cannabis brands. She shares personal stories of engaging with dispensary owners and local advocates to foster trust.
“Knowing the neighborhood, understanding the clientele, and supporting local causes helps build authentic relationships,” she says. “For example, I reached out to a dispensary near my mom’s house just to introduce myself and see how we could collaborate. That kind of genuine connection makes a real difference.”
Her approach prioritizes targeted branding over broad, generic campaigns, cautioning against trying to be everything for everyone.
The Power of Branding and Niche Marketing
According to Stella, successful cannabis brands focus on narrow segmentation, developing a clear target audience and messaging that resonates. She criticizes the outdated notion of “build it and they will come,” advocating instead for precise positioning.
“People aren’t obsessing over where they buy weed every day; it’s subconscious,” she notes. “Strong branding, recognizable logos, and community presence matter more than trying to rank for generic keywords like ‘what is THC.’ It’s about creating familiarity and trust.”
She cites examples like T-Mobile’s pink and Dunkin’ Donuts’ orange as iconic brand colors that instantly evoke recognition, emphasizing the importance of consistent visual identity.
SEO, Content Strategy, and the Evolving Landscape
Discussing SEO, Stella emphasizes the importance of understanding target audiences and the role of content in building authority. She advocates for niche-specific content that aligns with community needs and demographical specifics.
“Ranking for broad terms like ‘THC’ isn’t practical anymore,” she observes. “Instead, focus on hyperlocal, long-tail keywords that match what your customers are actually searching for, like ‘gluten-free edibles near me.’”
She also warns against over-reliance on AI-generated content, citing concerns about quality, accuracy, and the risk of “hallucinations”—confidently incorrect information produced by large language models (LLMs).
AI and the Future of Cannabis Content
Stella provides a nuanced view on AI’s role in content creation. She acknowledges AI tools can streamline workflows but stresses that human oversight is essential.
“AI is here to help, but garbage in, garbage out,” she warns. “If you feed AI poor data or neglect fact-checking, the results can be harmful, especially in a regulated industry like cannabis.”
She discusses recent research revealing that many AI models confidently produce false information—a significant concern for consumer safety and brand reputation.
“AI hallucinations can be dangerous,” she emphasizes. “You need experts to verify facts, particularly when it comes to medical or legal details.”
Responsible Usage and Ethical Considerations
Stella advocates for responsible AI adoption, emphasizing collaboration rather than replacement. She warns against using AI solely to cut costs or replace human expertise, which can damage credibility and trust.
“Our industry is built on relationships and community,” she states. “AI should support and augment human knowledge, not replace it.”
She also touches on the ethical implications of AI, including potential biases and the importance of transparency.
Preparing for an Uncertain Regulatory Future
Looking ahead, Stella stresses the importance of foundational marketing practices: fast websites, clear messaging, community engagement, and strong branding. She warns that over-regulation and market unpredictability make these elements more critical than ever.
“Build your brand’s strength now,” she advises. “Be a trusted part of your community, and focus on loyalty and retention. That’s your best defense in a turbulent legal environment.”
Stella Morrison’s insights underscore the importance of authenticity, community, and strategic focus in cannabis marketing. She advocates for responsible use of AI, precision in branding, and deep engagement with local markets.
“Doing things right today sets you up for long-term success,” she concludes. “Forget trying to be everything for everyone—focus on what makes your brand unique and build trust from the ground up.”
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