Grodan Academy
Grodan Academy is an online knowledge base with educational content, industry training modules, and sales enablement materials. It’s a one-stop shop for cultivators of every scale to sharpen their skills, expand their knowledge, and receive accredited certifications.
The Grodan Academy is open to the public. It will answer questions, introduce Grodan’s products and services, and establish Grodan as a cannabis cultivation subject matter expert.
Grodan Academy content will include guides, whitepapers, checklists, videos, and other long-form content styles. The content will primarily be ungated (viewable without registration), but we will require an opt-in for downloadable versions or content subscriptions (delivered by email). We will gain considerable SEO benefits and capture leads generated by the downloadable content through this approach.
The Visitor Journey
Here’s How Visitors Will Find Grodan Knowledge Base Content:
Through organic search for professional cannabis education and training topics.
Via outbound campaigns targeting our desired market segments.
- Customer referrals will increase Academy adoption as Grodan's reputation for introducing quality content grows.
CTAs (Calls to Action) will include registration invites to receive additional content.
- We'll use downloads (and additional content) to qualify leads through targeted calls-to-action and live chat.
The Academy content is explicitly designed to speak to our target personas (tobacco industry, roll-your-own brands, mom & pop shops).
Certification (registration required):
Grodan’s certification signals expertise in Academy focus areas. In addition, the accreditation extends brand trust and reputation and puts Grodan’s name in the mouths of industry-specific professional circles.
The Grodan Benefit
Grodan Academy
Grodan becomes omnipresent with industry-wide brand awareness and trust.
Certification
We'll use certification to build lead lists. We'll also use them to create nurturing strategies that maintain awareness and help us score leads. Additionally, certifications will help us build an audience of industry professionals and determine organic search intent.
Grodan Success Program
Our success program helps Grodan provide immediate value to in-market industry audiences. It also allows Technical Advisors to become industry connectors, triggering reciprocity when searching for new papers.