Content marketing , off-site SEO and link earning page 5
Too much betting and gaming content marketing is uninspired and , quite simply , not worthy of coverage .
One of the main reasons behind this is that professionals in the industry find it hard to find the time to create or find partners to create quality content that resonates .
The result ? Landfill content marketing .
Avoiding ‘ landfill ’ content marketing
While content marketing leaders experience 7.8 times more site traffic than non-leaders , there are few shortcuts to that leadership position . content with consistency to meet the appetites and interests of potential customers , while building SEO value week on week and month on month .
That doesn ’ t mean you need to completely reinvent the wheel with each content piece – indeed , having fresh content on familiar and expected topics is a great way to win repeat traffic .
With blog content , updating and republishing older posts with new content and images can increase organic traffic by as much as 111 %, according to Backlinko , but they still need to provide a benefit and be of interest to audiences .
Learning from your competitors is no bad thing but diluting their approaches means that , at best , you can only hope for a proportion of their success .
It ’ s important to invest time in your own customer-focused content strategy and run your own race that is high quality , not obnoxiously repetitious and , again , has a reason for existing .
The starting point is to understand what type of content you ’ re good at , what content you ’ re not good at and how best to fill the gap to engage customers in ways that brings them closer to spending money with you .
Having a clear sense of your brand helps to unlock ideas for the most appropriate content marketing strategy . Take Paddy Power – everyone recognises their ability to get cheeky , headline grabbing content out fast .
If your brand is cheeky , look at the cheeky perspectives on news and content . If your brand is insightful and data-driven , use those aspects . If your brand is celebrity-driven , use that – but know your brand and your strong points .
Can ’ t identify the aspects of your brand and personality that are strongest ? Then you have work to do .
Quality over quantity Prioritising quantity over quality tarnishes your brand ( and wider SEO and digital strategy ) if your content marketing is readily seen as fodder that can be disregarded .
The real leaders in the industry produce quality
We know from years of experience in creating content for betting brands that customers have passion for their chosen sports and games and so it makes sense to capitalise on that enthusiasm to build brand awareness , engagement and coverage that adds value for punters and your SEO alike .
Not all brands are up for the challenge of consistently creating great content so this pillar of player acquisition is perhaps the most important when it comes to truly differentiating .
Content is the glue that connects SEO , brand building , social and PPC together and forms the core of great on-site customer experiences .
From content to coverage
The shortcut to the highest quality online coverage , mentions and links that support brand awareness , shares and ( perhaps most importantly ) off-site SEO ,
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2 . indd 5 03 / 02 / 2017 17:50