TRAFFIC
Figure 5: Betclic’s downloadable guide to Brazil 2014
Figure 6: Dailyesque’s interactive test Which Professional Poker
Are You?
Figure 7: Link building as a cross-discipline activity: from online
marketing to marketing
For the same event, this operator
also produced and released an exclusive
downloadable guide dissecting the strategy
of each team involved in the World Cup,
with special commentary from their Arrigo
Sacchi, former coach of Italy’s national
football team11. This complementary
content marketing initiative earned the
site a further 2000 links from 42 different
websites (see Figure 5).
Apart from interactive and downloadable
content, content marketing initiatives can
also take the form of social media-friendly
quizzes, tests and games. An example of
such is Dailyesque’s test Which Professional
Poker Player are You?12, which with just 12
simple questions and an optimised sharing
process, managed to get a handful of g