When working in the iGaming sector, it's crucial to have attractive landing pages and pre-landers for campaigns. Additionally, having an informative website and partnering with affiliate programs in the sector or even promoting the online gaming platform or app is equally important. PropellerAds invites Dmitry, an iGaming content marketing expert, to share plans and ideas that go beyond what is already known by those in the industry.
Ultimately, in the world of iGaming, what becomes really important is that the content delivered is of high quality.
The iGaming audience and the content they need
Essentially, the iGaming target audience can be divided into three groups.
* Professionals. Those who spend a lot of money and truly know the secrets of various activities within the iGaming universe.
* Casual players. People who are occasionally involved with iGaming. Most of them are sports fans.
* Newcomers. Users who have recently heard about iGaming and are seeking more information about every detail of this universe.
According to Dmitry, the vast majority of iGaming content targets the last group. After all, these aspiring professionals are desperately in need of knowledge and search about it on Google as if there were no tomorrow.
But the question is: what are they searching on Google the right thing? Let's take a look at the most popular types of content.
Sports predictions
Sports predictions made by experts are relatively easy to create and usually have a high search volume. (By the way, here is our sports calendar). The expert indicates that one of the biggest traffic increases he has ever seen came from a single game prediction published on his iGaming informative site. And it wasn't even that popular a match!
Tip from PropellerAds: it's possible to use predictions in ad creatives to motivate a user to make their own predictions, as shown in the ad:
Instructions
Sometimes, the technical side of iGaming also requires some explanations. For example, as the expert Dmitry says, many iGaming platforms are focusing on promoting their apps. This means that users need FAQs and clear guides on how to download and use these apps. Although this may sound a bit strange to a person with technical knowledge, this type of content is also very popular. Video instructions or guides with screenshots are usually more helpful than simple text explanations. A golden tip for those looking to create truly differentiated content.
Strategies
When researching, terms of search like “proven ways to win” are very popular. The idea is that there is always something new out there and existing strategies become outdated very quickly. Formats can include articles, quick checklists, social media posts, and videos.
News
Updates on major sports events, news about iGaming legislation in various countries, and about player transfers – all this can be great for your SEO values. The central idea here is to maintain consistency, publish the news daily, and do everything possible to be one of the first to cover the news.
Content strategy: 4 main guidelines
According to Dmitry, there is usually a difference between the content strategies of large, well-established brands and new local iGaming companies.
Here are some tips that can help you master the art of iGaming content.
Stay alert
One major concern with iGaming content marketing is that almost all brands seem to have already created their own set of guides, articles, and educational/entertainment videos. Therefore, new and unique content is the secret ingredient. Writing about topics that have not been adequately covered by competitors can also give a significant boost to your performance.
Content managers should monitor new keywords and user searches frequently. Then, they should delegate new articles to the SEO-focused writing team. But how can they do this?
-Checking new searches on Google
-Finding low-competition keywords
-Monitoring iGaming forums and communities
Dmitry: Finding new topics is only half the battle. Your content also needs to be high quality to engage users. And one of the secrets to achieving this is the theme of our next point.
Be impartial and transparent
To do this, it's necessary to highlight the negatives as well. Dmitry recommends mentioning the disadvantages of platforms.
Dmitry: This doesn't mean it's necessary to speak ill, but mentioning something that people might not like about a platform won't do any harm. On the contrary, it will convey a sense of honesty.
Analyze the competitors
Analyzing competitors is not always about getting inspired by them (although it's possible). Here are some examples of excellent spying tools.
Dmitry: There is an interesting case study. It shows how we realized that our content was really good after we saw it on a competitor's page. The worst part was that this page achieved a much higher ranking than ours, although it had literally duplicated our article with all the keywords we chose to use. After a complaint from us, Google deindexed that page from the search results, but it had enough time to steal a lot of traffic.
Track metrics and learn
Everything that is measured is managed. Each type of content, whether a video, a social media post, or a blog article, should be tracked.
Expert golden tip: Use Google Metrics to check the number of unique users, bounce rates, and conversions. It's very important to know, for example, how many people followed the affiliate links from the page. By realizing that some pages perform remarkably well, analyze the possible reasons for this result and create more similar content.
What not to do?
* Ensure that the content does not violate any iGaming legislation of the target GEOs. Depending on your location, there may be a specific list of prohibitions that needs to be carefully analyzed with a lawyer.
* Do not promise anything. 100% earnings, regular earnings – none of this can be guaranteed and people sense the dubious nature of such promises.
* Attract the right audience. It makes no sense to publish content for Brazilian users on a site dedicated to iGaming in the United States.
With these tips from our expert, creating relevant iGaming content is part of a successful strategy. If necessary to explore paid ads, PropellerAds stands out in this market.
Join PropellerAds!
Source: GMB
