By Ron Mendelson, Fast Offshore

Building an effective content strategy for your gambling site

Ron Mendelson is the Director of Costa-Rica based International Business & Corporate Services consultancy firm, Fast Offshore. With over 24 years of real-world experience in iGaming Licensing and Payments, Regulatory Compliance, Tax-Efficient Corporate Structuring, Incubator and other Hedge Fund Licenses, Blockchain and Cryptocurrency related services, he advises a number of international clients on their business needs in the Americas, Europe, and beyond.

2022-01-19
Costa Rica
Reading time 3:05 min

In his latest column for Yogonet, Ron Mendelson breaks down different content strategy development for any start-up gambling site, ranging from traditional online alternatives such as articles and blogging, as well as using social media platforms going beyond the typical Meta platforms. 

As a gambling entrepreneur, asides from licensing and all the corporate matters, you will also need to think about marketing. When it comes to marketing a gambling site, it can be rather tricky. There are laws, regulations, and recommendations that need to be considered. Depending on where you are based, you may not be able to advertise on TV, radio, at sporting events, online, or social media. So, instead, you have to get savvy. Here are some tips on advertising your online gambling company in a subtle but effective way.

Link building articles are an alternative. This is where content, usually unrelated to gambling, is created, and links to your site or product are subtly incorporated. It could be an article about travel, food, leisure activities, business, or even finance. Skilled writers find a way to insert the link, giving context and appearing natural. You can place these articles on regular news sites, specialist blogs, and sites that publish informative, factual articles. This is a great way to reach potential customers who perhaps haven’t gambled before.

Content marketing

A very popular way of marketing for online gambling companies is using affiliates to create content that links back to your site. For example, reviews that appear independent but are often paid for as a part of the marketing strategy. But these methods are not necessarily as effective as they once were, and savvy consumers have cottoned onto the fact that the reviews are not necessarily original. But there are other ways. 

Blogging

On a similar theme, gambling sites should consider having their own blog. This blog can contain lots of information for gamblers on different games, tips on playing, the history of games, and more. If you want to take responsible gambling seriously, you can even include information on problem gambling or getting help. Depending on your niche and target audience, the different topics you can touch on are vast. 

This can help you with SEO if your content team incorporates relevant keywords into the text. It also gives your players added value and gives you plenty of material to post on social media. Just take care when promoting games in your blogs, not to make claims that are not true and to remain compliant with rules on advertising and responsible gambling. Also, steer clear of topics that could be attractive to underage readers.

Savvy socials

Depending on where you are licensed, there may be restrictions on what you can post on social media. Bearing this in mind, there are other ways you can utilise social media to raise awareness about your brand. As you may be restricted from pushing out posts about specific games or asking players to visit your site to gamble, you can instead share other kinds of posts. 

You can also explore other social media platforms outside of the typical Facebook/Instagram/Twitter trio. Look into Reddit, particularly with its various communities and groups; Telegram and TikTok are also good options. Which platforms are best for you can also have a regional perspective, as some may be more popular in certain areas than others.

Create a newsletter

Newsletters have been a weapon in the marketers' arsenal for many years, but they remain effective at reaching customers. Even if you are not someone who reads them, sending periodic, informative emails to players is a great way to drive revenue. Your newsletter can include exclusive offers and bonuses, new game or product releases, news and blogs. Just be sure not to overdo it- it’s likely your players won’t want to receive a newsletter too often and keep it of value. 

Furthermore, when compiling your mailing list, ensure you are compliant with local data laws, such as the GDPR. This means only using the contacts of those who have signed up and are willing to receive it. Furthermore, if people unsubscribe, that should always be respected.

At Fast Offshore, we are not marketing specialists, but we have worked in online gambling for over 24 years. We have assisted many entrepreneurs in launching their gambling businesses and then seen them go on to international success. While we cannot draw up a marketing plan for you, we can take care of many other aspects.

From company incorporation and payments to licensing and compliance, we have got you covered. Based on our experience and guarantee for transparency, Fast Offshore is a leading choice for iGaming startups and established companies. Contact us today to find out how we can help!

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