There are many ways to market your business, and in the digital era the options are more plentiful than ever.
Content marketing is a popular option across a variety of industries, with online casino brands standing to benefit significantly from the right strategies.
So what are the smartest routes to take when putting together a content marketing project for an online casino? Let’s consider a few of the top tactics you can deploy to connect with customers more effectively.
Highlight new games & experiences
Online casinos are in the enviable position of being able to promote new games on a regular basis, with slots being released particularly frequently.
Rather than simply shouting about the latest arrivals in a short-form way, why not capitalize on the features or themes in a full-blown piece of content?
This could be an article about the latest licensed slot that’s tied to a blockbuster movie, or it could be a piece explaining something specific about the design of the game, exploring what are high variance slots for example.
Whatever you choose to do, be sure to leverage the games that are hitting your site as the lynchpin of any content marketing strategy.
Consider audiences outside of your target demographic
While it pays to provide your online followers with content that is related to their interest in casino-related topics, this doesn’t have to totally dominate your output.
Indeed the only way to grow your brand and engage more people is to diversify your publishing efforts to include content that isn’t only concerned with gambling.
We mentioned the popularity of movie-themed slots earlier, and this could be an impactful example of where your content can diverge from the standard online casino fare.
You could commission engaging content that relates to the broader topics that are tackled by casino games, and by the bricks and mortar venues from which online gambling sites take inspiration.
Likewise if there is some legislative shake-up or wider economic event that has relevance both to online casino customers and general audiences alike, then producing content that explores this could earn you those all-important organic shares that lead to brand growth.
Build interest in bonuses
Another important calling card of online casinos is the bonuses that are available for new customers, as well as the rewards that existing customers can earn for staying loyal.
Aside from simply setting up these incentives and occasionally mentioning that they are available on your site, blog and social channels, it’s worth strategizing for specific short-term promotions that can be tied in with events and seasonal celebrations.
Whether you have bonuses associated with a particular holiday, or free play opportunities that are linked to one-off occasions, such as sporting clashes, this will be fertile ground for content marketing.
And of course including a call-to-action will be much easier if what you are advertising is appealing to new and existing customers alike.
Work with relevant partner sites
You don’t just have to rely on your own online presence as a way to distribute the content you create to market your online casino. There are ample partner sites out there that will welcome whatever content you conjure up, so long as it is suitable for their audience.
Don’t be afraid of allowing reviews of your site to appear in this context, either. People are far more likely to click through and become customers if they are able to read independent feedback on what you have to offer, and it could help to filter out invaluable users sooner rather than later.
A similar approach can be taken when forging a content marketing strategy that involves industry influencers.
Micro-influencers can be particularly powerful in the social media age, so you don’t need to choose a big name celeb to be a brand ambassador when a lesser-known individual with a smaller yet more engaged audience is available at a lower price point.
Don’t skimp on quality
It should go without saying, but you cannot afford to give all of your attention to the process of getting your content in front of as many people as possible, only for the content itself to be substandard.
Whether it is an article, a blog post, an infographic, a video or anything else, the content must be high quality and interesting enough to engage the jaded, content-fatigued users of the internet today.
Get all of these facets right, and your content marketing conundrums should melt away, allowing your online casino to flourish.