Effective Content Marketing: Creation and Promotion of a Casino

Experts of the Rosloto company will describe the role of entertainment in gambling advertising. You will also learn how to form a recognisable brand, attract an audience, and build a solid customer base thanks to useful publications.

What is Content Marketing in the Casino Niche

It is a strategic approach to creating relevant and engaging products. They may look quite different, from traditional texts to short surveys and dynamic videos.

Unlike classic direct advertising, content marketing does not force upon an iGaming solution or service. The tool is much subtler: first, it provides useful data and then wins over the audience. A well-thought-out strategy always means long-term plans.

Operators will need over a month to build trusting relationships with their customers.

The Role of Expert Materials in Casino Promotion

Let us consider the main benefits of content marketing.

Formation of an iGaming Brand

Interesting and useful information commands the respect of players and B2B partners. Thanks to them, the company positions itself as an authoritative source that can be trusted.

Honest and original products are an opportunity to lay a strong foundation for developing a gambling enterprise. Such companies will have unique characteristics and stand out from the competition.

Growth of a Loyal Audience

We are talking about new and regular online casino visitors, with whom it is important to communicate continuously.

Business owners can use the following formats:

• email newsletter;
• short text messages;
• blog publications;
• surveys, tests, and much more.

With the help of expert content, it is possible to win over the audience, as well as increase its loyalty and commitment to the iGaming platform. Today, most users look for information about entertainment options in blogs, articles, and reviews of real clients, rather than via direct advertising.

Content marketing provides a unique collaboration experience between online casinos and their visitors. Enterprises help their clients escape difficult situations, give practical advice, or simply entertain people with videos or text materials.

Improvement of the Quality of Internet Traffic

Interested customers will regularly come to iGaming platforms in search of expert and useful content. Therefore, it is important that all publications meet the current needs of the audience, accurately reveal the essence of the issues, and help honest players.

The increase in the number of clients indicates that the company can be trusted. Operators become not just game suppliers but also reliable sources of knowledge. They can talk about different aspects of the niche, from certification rules to the ways of choosing good slots.

Raising the Positions in Search Results

Content marketing brings up to 60% of organic traffic and new users who are actually interested in the placement of bets.

It is possible to highlight keywords and phrases via specialised services:

• Google Keyword Planner;
• SEO-Checker;
• Soolve;
• SEMrush;
• Wordstream;
• Google Analytics, and others.

Cost Reduction

Content marketing is a more economical method of promotion compared to direct advertising, purchasing traffic from affiliates, SMM, etc.

For example, expert articles are not afraid of ad blockers, which often react to banners, pop-ups, and videos. This is a sophisticated technique of influencing gamblers, with which entrepreneurs can easily bypass any restrictions.

Publication of materials is not only an effective but also a financially sound tool. Business owners spend money only on things that bring real and measurable results.

How to Create an Effective Content Strategy

Let us consider the main stages of online casino promotion.

Definition of Goals and Objectives

Gaming sites receive the following benefits:

• Increasing the iGaming brand recognition;
• attraction of new customers;
• better communication with regular players;
• money turnover growth and other KPIs;
• the gambling company’s improved reputation.

At this stage, it is essential for operators to carefully segment their audience. For some client groups, it will be important to attract them to the site, for others — to form strong relationships, etc. In the future, the content strategy will be built around each category. This will improve the recognition of online casinos and increase the efficiency of promotion.

Selection of the Content’s Type

In gambling, the following formats could work well:

1. Text. With its help, it is possible to cover any topic without any restrictions related to the volume using illustrations, diagrams, and expert comments. Such publications solve a variety of problems. Thus, long reads demonstrate experience and authority. Checklists increase audience engagement and response. Business cases can resolve pressing issues of users.
2. Infographics. This is a combination of text and visual elements: images, diagrams, flowcharts, tables, maps, or lists. The format simplifies the perception of complex information, looks presentable, and arouses genuine interest among the players.
3. Video. The category includes commercials, blogs, presentations, broadcasts, and stories. In the entertainment niche, short promotional clips about new slots demonstrating functionality and bonus rounds work very well. To attract clients to live casinos, business owners can use recordings of broadcasts of interesting card hands or spins of the roulette wheel.
4. Interactive content. These are widgets, navigation tests, surveys, and other materials that encourage people to interact with a betting site or application. They can take fun exams, answer questions about the game, and put likes.

Search for Distribution Channels

To promote materials, iGaming brands use the following platforms:

1. Casino websites. Articles, news notes, press releases, announcements of fresh releases, previews of bonus tournaments, guides, and other types of content are posted here. The advantage of publishing on a digital resource is complete control over the dissemination of data and its interaction with players.
2. Social networks. In messengers, it is better to use short formats. These are infographics, videos, small texts, tests, and surveys. The placement of materials must comply with the advertising rules of each portal. Telegram, Viber, and Twitter are the most favourable to gambling.
3. Email newsletters. This is an extremely effective method of communication with already registered clients. Operators can send personal offers, share news, and give useful tips.
4. Video hosting sites. The most popular platform in the world is YouTube. It contains engaging informational clips but without a direct call for the placement of bets.
5. Thematic resources. These are blogs, news portals, pages of international gambling organisations, etc. Laconic reviews, colourful infographics, business case studies, and other formats that can hold the audience’s attention for a long time are welcome here.

Continuous Posting

Effective content management implies:

• placement of publications according to plan;
• regular updating of information;
• clear structuring and hierarchy of materials.

Continuous posting plays a key role in the success of the selected strategy. Without it, an online casino will quickly lose relevance, and its place will be taken by competitors. Therefore, it is important to constantly update the data and add new, interesting facts.

To make the process easier, it is worth using such tools as:

• Onlypult;
• Agorapulse;
• Sprout Social;
• CoSchedule, and others.

Efficiency Evaluation

Regular analysis of results is carried out based on KPI metrics:

1. The number of views. The indicator allows entrepreneurs to understand how many people read a blog or page on a social network. Any fluctuations demonstrate the content’s effectiveness. To understand the interest of gamblers in publications, it is worth comparing Internet traffic over certain periods.
2. Sources of access. Most often, specialists focus on 2 types of traffic: searchable and referential. In the first case, clients visit the website by entering a query in a search engine; in the second, by following a link.
3. Audience activity. These are likes, reposts, comments, and reviews. In this way, UGC is generated, and entrepreneurs see and track the reactions of users.
4. Conversion. The parameter is calculated as a percentage, taking into account the share of real gamblers in the total number of visitors. It shows players who performed the target action. In the entertainment niche, this means transitions to the site, registration, account replenishment, launch of the reels in slots, and much more.
5. Payback. It shows the effectiveness of expenditures for content marketing and how quickly they convert into revenues. Posting is a long process. The first results will be noticeable no earlier than after 2 or 3 months.

Casino owners can independently calculate KPI metrics via special programs. These are Google Analytics, Liveinternet, and others.

Continuous Improvement

It is important to constantly upgrade the chosen content strategy by performing such actions as:

• Integration of new formats;
• publication of relevant materials;
• tracking the audience's reaction;
• hold A/B tests of results;
• experiment with distribution channels, and much more.

Secrets of Successful Marketing

Let us consider what factors affect the effectiveness of online casino promotion.

Viral Content

Entertainment must meet several criteria:

• accuracy of information;
• the simplicity of presentation;
• visual components’ attractiveness;
• relevance;
• usefulness.

High-quality and well-designed materials inspire confidence among the audience and demonstrate expertise, as well as an interesting author’s style. Such solutions quickly go viral. Their promotion is carried out not only by operators but also by the players themselves thanks to reposts, screenshots, likes, or reviews.

The number of engaged users is growing exponentially, and along with them, the recognition and popularity of the iGaming brand.

UGC Content

These are materials generated by casino visitors in the form of comments, reactions, hashtags, photos, and likes. They are much more trusted compared to articles or research.

It is important for entrepreneurs to monitor UGC content and respond to negativity in a timely manner. Reactions can be very different, from posting rebuttal reviews to constructive dialogue within publications or short notes.

Collaboration with Influencers

The best candidates for this role are former or current athletes, popular bloggers, and professional poker or eSports players.

Operators can:

• order the placement of guest articles on the influencer’s blog;
• organise a joint campaign;
• buy advertising on an Instagram page.

Interaction with opinion leaders enhances the relevance and expertise of materials, increases reach, and attracts new customers.

The Main Things about the Role of Content in Casino Promotion

This type of marketing is an effective technique in the entertainment industry.

Key features of the tool:

• Its main objectives include building an iGaming brand, growing a loyal audience, and improving the quality of Internet traffic. The solution also helps with the website’s SEO optimisation and reduction of advertising costs.
• An effective content strategy contains several points. It is necessary to define goals, segment clients, select the format of products, and decide on distribution channels. It is also necessary to constantly update and improve publications, as well as to monitor intermediate and final results.
• It is difficult to imagine a successful promotion of a gambling startup without the creation of viral entertainment and collaboration with influencers. To maintain the image of casino companies, it is important to respond to UGC content promptly.

The Rosloto studio provides effective tools for the promotion of iGaming projects. We use SEO, SMM, content marketing, social media targeting, and other techniques.

From us, you can also order the following useful services:

• creation of a turnkey online casino;
• rental of games;
• payment system integration;
• security software connection, and much more.