How we made CBD oil Healthspan’s best-selling product through content marketing

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cbd-related organic keywords in 3 months
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total site traffic towards cbd content
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CBD OIL BECOMES HEALTHSPAN'S BEST-SELLER

Healthspan is one of the UK’s leading direct suppliers of vitamins & supplements. Our challenge was to help Healthspan to be one of the first UK VMS companies to successfully bring Cannabidiol (CBD) oil to market. 

 

HERE’S HOW WE DID IT


SHOWCASING THE PRODUCT

In early 2018, CBD oil was starting to become a trending product area, but the controversy surrounding it meant that traditional paid advertising channels such as Facebook and PPC were closed to us. How could we get around this? 

 

We needed a quick digital strategy which would help us to bring CBD oil to the fore, and establish Healthspan as a market leader in this space. Therefore, we focused our efforts on driving the visibility of the products through organic search. 

UNDERSTANDING CUSTOMER NEEDS

Curated spent time carrying out detailed keyword research to learn more about the questions being asked by potential CBD customers. The output of this research was clear: there was confusion around what the product was and whether it was legal. 

 

People were searching for answers to questions such as ‘what is the difference between CBD and Hemp oil’, and ‘is it safe to take cannabis oil’. We could enter this space with content which targeted specific anxieties of potential customers, putting them at ease.

MAPPING THE LANDSCAPE

In line with the customer insights and content produced, we completely revamped the content Become were serving to their audiences on search and social. Become’s pivot towards informative content being served to customers on Facebook saw engagement rate double. 

 

Along with providing useful content to support women going through the menopause, we also completely re-developed the way in which Become acquired customers through their channels.  As our first interaction with customers was more informational than transactional, time to purchase became longer for customers. This meant that Become’s remarketing had to be tight, and unique.

 

Across search, social and display channels we served bespoke remarketing ads, in line with the products and content customers viewed on site. We also utilised the latest ad types on Facebook to limit the friction to purchase.

PUTTING THE RESEARCH TO WORK

This was developed into a content hub that successfully married search intent with social sentiment: addressing customer queries alongside concerns over CBD’s safety. The aim of the hub was for Healthspan to establish the brand as an informational authority on the product, improve search engine rankings, and drive more sales.

"“The perfect partner to our content-led digital advertising campaign for Healthspan. A strong team who clearly have a wealth of knowledge and experience that has been vital for optimising our campaigns and meeting our business objectives. They are also a pleasure to work – dynamic, approachable, friendly and fun!” JUSTIN GALE, MARKETING DIRECTOR “The perfect partner to our content-led digital advertising campaign for Healthspan. A strong team who clearly have a wealth of knowledge and experience that has been vital for optimising our campaigns and meeting our business objectives. They are also a pleasure to work – dynamic, approachable, friendly and fun!”"

JUSTIN GALE

MARKETING DIRECTOR — HEALTHSPAN

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