TRAFFIC
Figure 1:
football players on
by texashold-em.it.
Once your values and targets are clear, you
can start brainstorming ideas for the topic of
your PR campaign. When doing so, a typical
dilemma arises between your marketing
goals and how newsworthy and interesting
your site really is. Of course, we would all
like to get other sites to talk about the new
section we just launched, the new games
we started promoting or the redesign we’ve
just undertaken, but while these topics may
be of interest to us they would hardly be
interesting for our target websites. In order
to get other sites to talk about your site, it
dedicated to Italian
gaming in Europe,
Content planning and research
Infographics
dedicated to online
should write down your values and your
target audience to make sure that what you
are to communicate in your PR will fit your
audience and support your brand values.
As an example, let’s say you are running a
sportsbetting site approaching betting from
a statistical point of view: your values may
be sports, reliability and accuracy, while
your target audience are males in their
late twenties and thirties. These are the
elements you should keep in mind while
planning and executing your Digital
PR campaign.
Figure 2:
Infographics
Twitter, by BetClic.
will be necessary to associate it with some
interesting facts, statistics or surprising news
– possibly as the source of such exclusive
material. If you do not have any exclusive
data or do not want to release confidential
information, a possibility is aggregating
available data in a new way that makes it
interesting for a broad range of people.
In the online gambling world, an
additional obstacle in getting your PR out is
the fact that webmasters and editorial teams
of most sites covering gambling topics are
very competitive and well aware of the SEO
effects of mentioning and linking to your
site. Because of this, you may be tempted to
go off-topic, focusing your PR on a theme
not directly connected to your site. This is a
temptation you should resist, as in the past
Google has clearly showed that off-topic link
bait is a black hat technique and may lead
your site to a penalisation5. However, an
alternative possibility is to extend the focus
of your PR to broader topics still related to
your site, without going completely off-topic.
For example, if your site is about online
poker, you may talk about online games or
gaming communities (see Figure 1), while if
your site is ab