During the SBC Summit Barcelona, which was held from September 21 to September 25, a special expert panel was dedicated to the power of content marketing in the iGaming industry. Speakers from different sectors of gambling discussed the most efficient ways of modifying content to acquire new casino or sportsbook players and enhance customer experience on the gambling website.
Experts name key factors of successful content marketing campaign
According to Lee Gwilliam, VP of operations and casinos at Gambling.com, many casino ops try to create content, which would suit Google algorithms. But, in his opinion, the content should meet the needs of the audience first. That’s why the content creators should be deeply interested in the subject and produce relatable content.
Daniel Jurilj, ad operations and sales manager at SofaScore, shares Gwilliam’s opinion. The expert adds that to promote a certain gambling product an operator or an advertised has to become an authority on that subject while matching the demand in the iGaming market. For instance, as users crave an interactive data visualization, it’s great to publish player ratings or other infographics on social media. This type of content engages the audience and, thus, drives player acquisition. However, it’s also important to share different types of data, like a blog, or video content. The speaker also highlights the efficiency of working with influencers, like the hottest Twitch streamers.
Adam Fiske, CEO of iRival Media, agrees with his co-panelists and adds that for a successful marketing campaign a person who is an expert in the casino or betting niche should make a complex issue relatable for the first-time players or bettors.
All speakers are also certain that the content on the casino site should be optimized for all stages of the funnel. James Garmston, Head of UK Growth Natural Intelligence, mentions that a casino operator or an advertiser should have a separate team for SEO content, as it has to be very precise.
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