The modern entertainment industry requires from companies not only qualitative gaming services but also effective advertising schemes. Therefore, it is definitely worth considering content promotion, a strategy that gives real results.
Experts of the Casino Market studio will tell you about this tool and its role in the casino and sportsbook sector.
The Importance of the Method
Content marketing is a strategic approach to creating and distributing valuable and relevant data. It can be used independently or as part of a general concept.
Unlike other advertising solutions, this option does not directly sell a service. It is aimed at forming loyalty and a positive information field around the brand in the selected niche.
Today, the technique is actively used in many sectors of the economy (tourism, retail, and car manufacturing), including the entertainment industry.
The benefits of the tool for online casinos:
- Involvement of the audience. The growth of Internet traffic is achieved via the publication of info which is important for users, as well as a high frequency of mentions in the media and the Internet. Operators need to provide valuable content that resolves many pressing issues of players. They are asked to perform the target action: register on the website, deposit funds, or launch slots.
- Building trusting relationships. Continuous posting helps iGaming brands establish themselves as an authoritative and reliable source of information. This increases the level of loyalty on the part of clients and B2B partners.
- The growth of recognition. The described tool helps to reach a wider audience and get more mentions on external resources. Some publications go viral, which further promotes casinos in the online space.
Key Principles of Content Marketing
To make posting on the Internet beneficial, it is worth taking into account several aspects:
Target Audience
To create and successfully distribute entertainment solutions, entrepreneurs should understand the interests and needs of gamblers.
A good decision would be to carry out a preliminary segmentation of customers depending on:
- demographics (age, gender, and education);
- geolocation;
- behavioural patterns (duration of sessions, nature of the game, and time people accessed the site);
- interests.
Each category gets personalised content, which can definitely increase the response rate and overall promotion effectiveness. This principle works best in email campaigns when different groups of users receive electronic letters on a topic that is relevant exactly to them.
Variety of Formats
To achieve better audience engagement, it is important to use several options:
- Text materials. These are articles, storytelling, descriptions, newsletters, commercial offers, and checklists. In gambling, there are many useful options.
- Video. These are blogs, courses, webinars, promotional clips, and real-time broadcasts. It is possible to generate different content for each social network: for example, videos for YouTube and stories for Instagram.
- Infographics. It complements text material, summarises, systematises, and visually simplifies the perception of a large amount of data. Besides, operators can add simple graphs, ratings, or charts.
- Interactive content. Most often, these are widgets, surveys, tests, and calculators. Such materials may be supplemented with gamification elements to increase audience involvement. The format allows entrepreneurs to quickly get feedback.
Multichannel
It is worth publishing and promoting content on several platforms:
- online casino resource;
- mobile betting application;
- accounts on social networks and instant messengers (Meta, Instagram, Telegram, Viber);
- thematic platforms;
- hosting sites (YouTube, Twitch).
Business owners should cover as many channels of information dissemination as possible. They also need to take into account the interests of the target audience and local restrictions related to gambling advertising.
Regularity
Constantly content updating is important to maintain clients’ interest and improve iGaming brands’ positioning. Firms need to constantly publish fresh and relevant data that solves pressing issues of users.
The posting process can be easier thanks to the special software:
- Social pilot;
- Buffer;
- Hootsuite;
- Later;
- CoSchedule, etc.
SEO Optimisation
The use of such tools increases the visibility of publications in search engines and ensures better website ranking, as well as an influx of high-quality organic traffic. For this reason, most professionals use SEO and content marketing together to get better results in the end.
How to Offer Engaging Solutions
Let us consider what to pay attention to when preparing and publishing materials:
- “Hidden” keywords. They have less competition on the Internet but attract the target audience. Their use provides an inflow of new solvent clients without the need to compete for key queries.
- Content that solves problems. Information should not only be interesting and properly packaged. Its main task is to meet the current needs and requests of players. This is why it is so important to publish expert and useful materials.
- Audience involvement. Various competitions, surveys, and tests work well in the gambling industry. They quickly attract and hold the interest of customers for a long time.
- Update old products. The casino and sportsbook sector is quite dynamic. Every day, relevant news feeds appear: the latest releases, tournaments, thematic events, and much more. Companies need to keep track of all innovations and introduce them to the readers.
- Convenient navigation. The content should be comfortable to view. It is possible to make succinct headings, place buttons with FAQ, and add infographics. In a structured account, it is much easier to find the necessary data and get answers to the topical issues.
High-quality expert materials instantly go viral. Content quickly spreads on the Internet thanks to reposts, direct links, and active mentions on external sources. Players are happy to share useful information, thus increasing interest in the iGaming brand and its recognition.
Content Marketing Trends
The most typical tendencies in online casino promotion:
Maximum Personalisation
The generation of targeted and expert materials allows entrepreneurs to interact with casino visitors more deeply, quickly satisfy their needs, and resolve various issues.
The use of such data to create customised experiences improves client engagement and increases conversions.
For digital casinos, personalisation plays a key role in many business aspects, such as:
- quick attraction and long-term retention of the target audience;
- high-quality interaction with regular customers;
- increase in the number of repeated registrations.
Use of Video Content
This is a clear trend in the digital space that can be successfully applied in the iGaming sector.
Research shows that videos hold the attention of users much better than any other type of promotional material:
- clips provide 45% of audience involvement;
- images generate 30% of views from the total number of activities;
- texts give only 15% of engagement.
A striking example is promo videos for slots. These are short fragments demonstrating the rotation of digital reels, the appearance of prize combinations and jackpots, as well as the launch of bonus rounds.
In these clips, it is not necessary to show games for money if this is against advertising rules. A good option is to demonstrate a demo version of the solution and provide spins for conditional credits.
Videos can be integrated into the content plan in the following ways:
- short tutorials (how to deposit funds, get a bonus, and withdraw winnings);
- demonstration of new releases, tournaments, promotions, and other special offers;
- recordings of conferences, seminars, and other related events (suitable for the B2B segment).
Emphasis On User Generated Content
In the entertainment niche, these are reposts, comments, likes, reviews, and photos.
Since the materials are created by players themselves, they already have a high percentage of trust by default:
- 79% of clients say that such content has a strong influence on their choice of an online casino;
- 70% of customers consider UGC more reliable than branded content;
- 72% of people trust online reviews as much as personal recommendations from friends or acquaintances.
Clearly, the tool is becoming a powerful promotional incentive in the entertainment industry. Therefore, it is important for operators to monitor any mentions of their companies, both positive and negative.
Moreover, it is necessary to immediately respond to unpleasant comments:
- provide feedback from the casino;
- convince clients;
- offer an alternative.
The installation of a moderation system on the website would definitely be a good idea. Several managers will monitor mentions of the platform on the Internet and quickly respond to any bad comments.
The Main Things about Content Marketing in the iGaming Niche
This method is considered a win-win strategy for attracting and retaining players.
Key features of such a tool:
- Its advantages are increased brand awareness, improvement of the firm’s image, and building trusting connections with clients. It is also possible to increase the number of repeated registrations and prolong the person’s stay on the website by using relevant materials.
- The key principles of content marketing include focusing on the target audience, regular updates, and optimisation for SEO promotion. Multichannel and a variety of formats play a huge role as well.
- Among the latest trends in this area, we can name the maximum personalisation of messages, the use of video, and an emphasis on UGC materials.
The Casino Market studio is an expert in the field of promoting iGaming projects. We choose effective advertising methods, work on SEO optimisation and social media targeting, and collaborate with the best affiliate networks.
From us, you can order the following useful services:
- development of HTML5 slots;
- writing a business plan;
- online casino launch;
- integration of payment systems;
- security software connection, and much more.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- Skype: support.casinosupermarket
- feedback form.
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