With a deep understanding and appreciation for quality content and ethical editorial practices, Michael Walters has staked his career on his ability to create, implement, and manage robust large scale content marketing strategies in a highly efficient manner. Through rigorous work ethic, motivation and a keen understanding of digital marketing best practices, Michael has worked with several businesses to help them succeed in various goals and objectives.
Over the course of his professional career, Michael has gained direct experience and expertise creating effective web copy and long-form content, technical writing, communications management, content management, digital marketing, advertising operations and keyword optimization, to name a few. With over 5 years cannabis industry experience, Michael is a subject matter expert on all things marijuana, including but not limited to: dispensaries, flower, concentrates, edibles, tinctures, topicals, vaporizers, accessories, business operations, licensing, legal framework, and much more.
Exercising a life-long passion for cannabis knowledge and education, Michael devoted himself to becoming a subject matter expert on marijuana at an early age. An avid consumer himself, Michael has worked tirelessly to improve content marketing strategies for cannabis businesses and is committed to creating meaningful content that is useful to a wide variety of marijuana consumers.
Michael started his journey in the cannabis industry managing content, communications, and technical writing for one of Colorado's largest dispensary chains. In 2016, Michael pivoted to the ancillary sector to become PotGuide's Content Manager and was responsible for overseeing all of PotGuide’s editorial endeavors and content marketing strategies. Now, Michael is PotGuide's Director of Content & Marketing, focusing his efforts toward new educational content and exciting media endeavors.
During his experience at The Green Solution, Michael created a foundational framework for the entire business, developing training manuals and standard operating procedures for every aspect of the company. This entailed combining personal experience and subject matter expertise with on-site application and walkthroughs of every type of machinery and process for creating marijuana products, as well as documenting duties and operational aspects for every individual role in the company. This experience was invaluable to developing a robust understanding of both commercialized cannabis and the infrastructure of a marijuana company and business as a whole. Aside from learning the ins and outs of one of Colorado’s largest dispensary chains, Michael also led a team of writers in license acquisitions. Here, he developed expertise in what it takes to open a licensed marijuana operation and, as a result, a strong understanding of how to avoid unlicensed operations – one of the core tenets of PotGuide’s overall mission statement.
Michael has spent the past 4 and a half years growing PotGuide’s various traffic verticals through content strategy and marketing campaigns. Aside from increasing brand awareness and consumer adoption for PotGuide, Michael is also extremely passionate about the cannabis plant and breaking down the negative stereotypes that exist in both mainstream media and the periphery. Safe, legal access to cannabis is something Michael believes every adult should have access to without question and he works tirelessly to share the positive aspects of cannabis while educating others on how to avoid any potentially negative interactions.
Michael graduated from the University of Wisconsin-La Crosse in 2015 where he obtained a Bachelor of Arts (B.A.) in Writing and Rhetoric focused on technical writing and rhetorical analysis, with a minor in Professional and Organizational Communication.
When he’s not working hard to grow the PotGuide brand and educate consumers on all things cannabis, Michael enjoys writing music, playing guitar and belting out vocals for his Denver-based jamtronica quintet, Splendid Blend. In his free hours away from the band and work, Michael spends a lot of time exploring new and interesting literature, delving into vegan culinary excursions, sampling the latest and greatest cannabis products, and going on adventures with his dog, cat, and significant other in the Rocky Mountains.