Content Marketing, What is it?

Have you read a review online for a casino or noticed advertising banners for gambling websites? That is content marketing. I wrote this very basic post for a client to read, to save my having to explain content marketing to him for his small online poker and casino brand.

Content Marketing

So, imagine that you operate a business and want people to find it on Google, but when you search with a term like “best (your business) in (your area)”, your business is not to be found. Many years ago, website owners would pay Google (AdWords etc.) for their site to rank highly. However, Google now also ranks each website based on the content standard. And Google’s algorithm will asses how informative that content is. The images are also assessed.

So, now quality website content is essential for any business advertising online. All content is considered; images, videos, blog posts and articles. If you search in your browser for “best casinos UK”, the results on the first page may only show big casino operators (paid advertisements). The other websites that you see will be affiliate sites. These sites inform you about the best casinos to play at. They look authoritative. However, the majority do not care which operators they promote. If you click on a casino advertisement and subsequently deposit and play, any losses you incur will provide a commission to the website owner.

Content is Royalty

I often use this quote “If the content is King, then GREAT content is the Emperor”. I changed a 1996 Bill Gates quote a little there (we discuss plagiarism below). Content marketing is creating content relevant to the website’s niche. If you have a website promoting poker, cricket news will not interest most readers. They want to read about poker news and tournaments and watch videos. I specialise in writing gambling industry content. If a client engages me to provide content, I will use specific words in the content that will help the website rank in Google. This is a part of SEO (Search Engine Optimization). For example, the heading of the following paragraph is a question, and the text below is hopefully a short answer. Google likes questions and answers because it is informative for its users. The text also has words such as “gambling” and “gambling websites”. These words are Keywords, and content writers use words that rank highly for a search term. For example, a website specialising in selling Garden furniture would need content with the words ‘patio furniture’ or ‘Garden furniture’. And, if their website is set up well when a person searches for ‘patio furniture’, it will rank in Google.

Link-Building

If a website links to another, then Google’s algorithm likes that. Imagine this conversation:

Person 1: Hi, do you know a great gambling industry consultant?

Person 2: Sure, his name is Andy Power; I think he has a website.

The question was answered, but it would be better answered like this:

Person 2: Sure, Andy Power; this is his website: www.AndrewPower.co.uk

That is better. Not only was the question answered, but a link to the consultants’ website was provided. Google likes a website providing a link to a credible and authoritative source of information. Whilst just shamelessly plugging my consulting services, at the same time, I used a link to my website – www.AndrewPower.co.uk (whoops, I did it again!).

If you have good links to your website, Google ranks you as ‘authoritative’.

Why Do Gambling Websites Need Quality Content?

There was a time when online casinos, poker rooms and sports betting websites had very little text content. Low-budget operators still use affiliates and a Private Blog Network (PBN) for gambling-related content, brand reviews and backlinks. However, Search Engine Results Pages (SERPs) can mark down a gambling operator website that uses these tactics. The PBNs and affiliate sites usually have lengthy, poorly written, and plagiarised content. Because of this, Google will mark them down as low-authority websites. Therefore, links to a website from another website with poor authority is not good SEO.

Authoritative Affiliates

SERPs will crawl a website and mark it for updated, new, and authoritative content. Good authoritative content is unique and informative and demonstrates expertise in the subject. Imagine you are looking fr a new lawnmower, you enter this term in your browser and search:

“Best lawnmowers UK”

You will receive a search result with paid-for advertisements showing at the top and the highest-ranking website is Gardeners World. This website is authoritative, has been around a long time and ranks well. It does so by being a well run, organised website with original content. However, this website is also an affiliate site. If you click on a lawnmower review and then click to purchase that product, you will be taken to the website of that models supplier. If you then buy a lawnmower, Gardeners World website will make a commission.

Evergreen Content

Gambling websites need content that will is valid and up to date. For example, the roulette game first appeared in gambling houses in the 18^th century. The game has not changed (French Roulette has a single zero and a double zero on the wheel, and American Roulette has one zero). Therefore, writing a tutorial for players would always be up to date.

New and Updated Content

SERPs will also rank a website that has new and updated content. Many websites need to hire writers to load the site with content, spending on it for launch. Yet, they need to hire writers to supply gaming content regularly. Updating a post will save time and cost in creating new content. For example, reviewing the top ten slot games will get old as the list changes. The writer can update this post with a new list, with some content used again because some slot games will remain on the list longer than others.

Blog Posts / Articles

Blog posts and articles should be informative. Some iGaming content providers state that the best length of a post should be around 2,000 words. However, that is incorrect. Google’s John Mueller said recently, “Word count is not a ranking factor. Save yourself the trouble.” Websites pay professional bloggers to write posts and reviews by the word. What you see online is generally poorly researched but long-winded gaming content. Many review sites and gambling brand websites make the mistake of writing too many short articles, hoping that quantity ranks.

Reviews / Guides

Many affiliate websites ask the operator to write their brand review, and this review will be re-hashed for many sites. Also, affiliate review sites will lift content from a competitor (laziness). Google algorithms reward fresh content; copied content cannot help website authority. Unique, well-written reviews are essential for a gambling website’s SEO.

Expertise

A gaming brand can engage people to produce content at Fiver and Upwork. But how does the buyer know that it is authoritative content? Writers will create content on many subjects but not consistently accurate content. Online gambling is regulated, and mistakes can mean hefty fines.

Engage Us

I have 38 years of experience in the gambling industry, operating casinos, assisting start-ups, and consulting. I work with a select team, all highly experienced. We can help you with single blog posts, reviews, and articles. You can contact me here. We will develop a comprehensive plan for your website content. Let us craft original, authoritative and engaging content that will help drive player acquisition and retain existing players.