Specialists of the Casino Market studio will explain how a particular type of content can increase iGaming brand awareness and help operators collect data as well as interact with the target audience.
What Is Content Marketing
It is a promotion strategy based on the creation and distribution of entertainment solutions. Unlike traditional advertising, the task of which is to sell a service, the concept is more focused on providing expert information.
The tool allows entrepreneurs to competently present their idea of a product. In the gambling field, this may be a unique and exciting user experience, good payouts, and an interesting pastime with friends and like-minded people.
Content marketing is an important component of any ad campaign. It is actively employed for SEO optimisation of websites, SMM promotion, and targeting via social networks.
Wide functionality and tremendous influence on the audience have made it possible to distinguish the solution as separate and self-sufficient.
Advertising specialists note that the use of high-quality materials increases sales and the engagement of clients by 60%.
The strategy of introducing a brand through its products is applied in many business areas. In the casino and sports betting industry, this method allows operators to inform readers, build a loyal audience, and increase KPI metrics.
Benefits of Using the Tool
Let us consider the advantages of content marketing in the entertainment niche:
- Customer acquisition. Players can visit the website and register in different ways: by following the link, clicking on the interactive banner in the post, or entering a query in the Google browser. They all pay attention to iGaming portals thanks to interesting content. According to ContentPlus, when a platform provides high-quality services, its open rate increases by 70%. The position in search results improves as well.
- Formation of expertise. It is important to show that the brand has in-depth knowledge of the casino and sportsbook industry, understands what entertainment is currently popular, and uses responsible gambling mechanisms.
- Building trusting relationships. Business owners provide registered customers with exclusive options (discounts and promotional codes) and beautifully “pack'' them into email newsletters or traditional text messages.
- Improvement of the image. An effective content strategy is a great way to make an iGaming site known and recognisable in the market. The tool allows entrepreneurs to allocate themselves among competitors and look like an authoritative and reliable source of information.
- Revenue growth. By creating information that motivates users to take action (such as registration, deposition of funds, or launch of a game), marketing helps operators achieve the main business goal - to increase profits.
Effective Materials for Business Promotion
Any company makes efforts to present branded solutions and communicate with clients. We are talking not only about the usual text, audio, and video formats but also business cases, infographics, as well as podcasts.
The main thing is that casino visitors receive expert and useful material that makes them want to place bets and participate in competitions or tournaments.
Information content
It helps the audience quickly find answers to their questions: how to register on the platform, what games bring good rewards, how to cash out money, and much more.
Such data is based on facts. It is also extremely reliable, useful for the audience, and can be divided into several categories:
- news of the enterprise and the industry as a whole;
- research;
- interesting facts;
- master classes;
- reviews;
- business cases;
- illustrations with statistics;
- myth-busting.
Information materials do not always have to be presented in the form of texts. It is possible to use audio/video or add illustrations (graphs and tables).
Social media posts are the simplest and most common format. They are usually accompanied by media (photo, video, and clip) and contain engaging data.
Articles are a powerful and long-lasting option for content delivery. Texts are well indexed by search algorithms and help position and high up the firm’s authority. Well-structured and useful texts are also the basis of successful SEO optimisation.
Entertainment Info
It performs several functions at once:
- offers clients to relax and have fun;
- increases users’ interest in the game;
- make audience loyalty and retention indicators grow.
This type of content includes memes, jokes, comics, horoscopes, and tests. In this case, it is appropriate to use various gamification tools, such as puzzles or gifs.
Engaging Content
Conducting a survey is the most popular option. This is how operators can collect customers’ reactions to new products, design changes, bonuses received, and much more.
It is also worth organising marathons, competitions, master classes, and flash mobs. Clips became an excellent solution as well. These are short videos of less than a minute, interesting voiceovers, etc.
User Generated Content (UGC)
It is made by players and subscribers on social networks. They leave likes/reactions, comment on posts, and give feedback about the work of online casinos.
Products of this type are one of the most popular and valuable. No matter how expert and useful information an entrepreneur publishes, its ratings will be low if there are bad reviews on the Internet. Therefore, UGC needs to be continuously monitored. Besides, business owners should quickly respond to negativity and communicate with unhappy clients.
Selling Information
These are calls for targeted actions: registration on digital casino platforms, deposition of funds, launch of slots, and participation in a competition.
Such content can be divided into the following categories:
- landing pages;
- lead magnets;
- cases;
- storytelling;
- posts about discounts or bonus offers.
A lead magnet is one of the most powerful ways of replenishing an online casino’s database and forming pent-up demand among players. Operators provide useful info that stirs the audience’s interest.
It is possible to add a link to the tool to launch a demo version of the slot, register in a tournament, or take part in the free spins draw.
Newsletters are another important format for selling content that works well in the gambling sector. Email and instant messengers allow entrepreneurs to inform customers about new releases, current promotions, and profitable offers. All this increases the number of repeat logins.
The bigger the list, the more leads (sales letters) need to be generated. It is better to write separate messages for each dedicated client group.
Stages of Implementation of a Content Strategy
Operators should decide on the types of advertising materials, the main audience, dates, and sites for publishing.
Target Market Analysis
Some of the options will be addressed to all users (both registered and no-names), while some will be aimed at only those who have been verified at the online casino. Therefore, customers should be segmented into clusters based on interests, preferences, gaming habits, and other characteristics.
Content Plan Formation
The document contains the following data:
- type of products;
- date and order of publications;
- websites involved;
- budget.
The plan allows the owners of entertainment projects to systematise the placement of information materials and increase the efficiency of marketing.
Selection of Topics
Gambling is a too generalised concept, which will require entrepreneurs to have a lot of financial resources and make an effort. Therefore, it is better to highlight various narrowly focused aspects, thus demonstrating your expertise.
One of the proven ways to select topics is to work on the Google Trends resource. With its help, operators can analyse key search queries and find what interests players at the moment.
The next step is the creation of the publications list, which includes articles, questionnaires, podcasts, posts on social networks, and other formats.
Systematic Placement of Materials
For the best effect, it is recommended to do it on different portals. The most suitable ones are:
- gaming sites;
- thematic forums;
- social networks/instant messengers;
- personal blogs;
- YouTube channels;
- paid notice boards.
The placement should be systematic and extremely well thought out. To make the task easier, businessmen can use automatic posting services. These are Social Pilot, Buffer, Hootsuite, Later, etc.
Verification of the Effectiveness
In gambling, there are 3 types of metrics used:
- Technical. They are suitable for measuring a company’s popularity on third-party platforms, including blogs, social networks, and forums. Among technical parameters, we can name reach, attracted traffic, conversion, and viewing depth.
- Financial. They reflect monetary benefits and contain ROI, the cost of a click, and LTV (the profit that the casino receives for the entire time of interaction with a specific user).
- Subjective. This group is based on the mention of the iGaming brand, the quantity and quality of comments, reposts, reviews, and other reactions.
Data for the assessment can be taken from various sources, such as internal online casino reports, as well as information from Google Analytics and Facebook advertising accounts.
The Main Things about the Modern Gambling Niche
Content marketing is a useful tool for attracting and retaining the target audience.
Key features of the instrument:
- Its advantages include increased income and customer loyalty. The method also helps build the company’s credibility, enhances its influence, and improves the effect of using other marketing techniques (SEO, SMM, and targeting on social networks).
- There are informational, entertaining, engaging, and selling materials. User-generated content brings enormous benefits too.
- The content strategy consists of several stages: analysis of the target audience, formation of a publication plan, search for interesting topics, systematic placement of data, and result monitoring.
The Casino Market studio will gladly help you with the creation of a concept for the comprehensive promotion of an iGaming project. We use different advertising formats, collaborate with affiliate services, and work legally.
From us, it is also possible to order the following useful services:
- turnkey online casino launch;
- writing a business plan;
- development of HTML5 slots;
- integration of licensed games;
- equipment for land-based locations for sale and rent, etc.
Have questions or want to order services?
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- e-mail: manager@casino-market.com
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