Content marketing , off-site SEO and link earning page 4
2 . Content marketing , off-site seo and link earning
Content marketing has two critical functions in the betting and gaming sector .
Firstly , it ’ s the fuel that keeps customers coming back to your site – a reason to make a repeat visit , engage more and choose your brand over another that may be offering the same odds and incentives .
Secondly , content marketing is the lynchpin of quality off-site SEO , justifying and earning links not only in the betting niche , but further afield from very high quality mainstream news websites – if your content is good enough .
According to Andrey Lipattsev , Search Quality Senior Strategist at Google , high quality content and link building are the two most important signals used by Google to rank your website for search , again reflecting the importance of an integrated strategy utilising the pillars we outline here .
Though it is widely understood that content marketing is important for these reasons , that also means a lot of sub-par , me-too betting content gets released .
On the plus side , the flood of poor content means that genuinely newsworthy , shareable and indeed linkable content can stand out clearly – and with 200 million people using adblocking software , it ’ s a valuable alternative way to get in front of customers .
The state of gaming and betting content marketing
Content marketing in gaming is a bit of a mixed bag . So many companies still focus on winning customers through offers , rather than creating a relationship with them .
It ’ s true that customers are smart and on the lookout for value , but there are other ways to attract them – especially customers who are actually new to gaming .
However , according to the Content Marketing Institute , only 76 % of marketers said they ’ ll produce more content in 2016 while only 42 % of marketers said their content marketing is effective – with only 32 % of marketers reporting a documented content strategy .
Neglecting this pillar of player acquisition is unconscionable given the appetite players have for engaging topics around sport , its personalities and ( more generally ) the fun of winning and getting one over on bookies , casinos and gaming companies .
The best betting and gaming content marketing efforts – be they in the form of interactive websites , infographics , games , win stories or something entirely different have one thing in common – a reason for existing .
“ The most important thing for driving player acquisition is simply playing to your brand ’ s strengths .”
James Prosser – MyRacing
Blueclaw ’ s work with NetBet to create the Multicultural Championship ( www . netbet . com / multicultural-championship ), the Premier League of Nations ( premierleagueofnations . com / en ), as well as the Premier League Match Day Calculator for Free Super Tips ( www . freesupertips . co . uk / matchday-calculator ) all rely on extensive research to intrigue fans in the nature of the modern game – and engage people who may be new to betting through the mainstream media coverage they generate .
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2 . indd 4 03 / 02 / 2017 17:50