Cannabis M&A
Field Guide
While at MGO, I was tasked with developing a content strategy that would elevate the MGO brand in the cannabis industry and establish our service providers as thought leaders in the space.
To accomplish this, I collaborated with practice leadership to identify key trends affecting the cannabis marketplace and aligning market needs with our services. We landed on the coming wave of consolidation via mergers and acquisitions (M&A).
From this origin, I launched the Cannabis M&A Field Guide content project, which sought to:
Improve brand visibility in the cannabis marketplace
Elevate several team members as thought leaders in their respective fields of expertise
Drive audience engagement through proprietary information
Develop an engaging “guide” that would garner downloads, earned media, and be utilized as sales collateral
Full Scope Representation
At MGO, we had a variety of practices and firm leaders providing services to the cannabis industry. This included audit and assurance, tax, advisory, real estate, and others. For the Cannabis M&A Field Guide, I wanted to highlight each of these services areas and their assigned leader.
To accomplish this, I developed a content strategy that would allow each service area to effectively “sponsor” a section of the final report. I then collaborated with the respective service leaders to outline the content they wanted to address and ghost-wrote their sections.
Knowing that issuing the report all at once would diminish the individual contributions of each service leader, I created a publication schedule that would release each section of the guide on a weekly basis.
In this way we would create media momentum, highlight each pieces, and build anticipation for issuing the final report. All articles can be found on the Cannabis M&A Field Guide Landing Page, and samples of the standalone content can be seen here, here, and here.
Publishing the Final Guide
Once all the core content pieces were completed, I collaborated with our design team to develop and publish the final PDF that contained all articles, plus new content, designs and other collateral.
The distribution of this guide was supported by social posts, a press release that earned organic media coverage, and firm newsletter emails.
The market response was excellent, as the report was downloaded 200+ times, delivered to current and prospective clients as a sales technique, and visits to the Cannabis M&A Field Guide landing page drove an overall boost in MGO website visit and engagement metrics.
