If you’re looking into online casinos, you’ve probably heard of the industry’s best-known brands, such as PokerStars and MegaMillions. And, no surprise, content marketing is one of the primary ways in which these brands want to attract potential players to their sites.
But, with so much competition in this arena, how can an aspiring online casino succeed? More importantly, how can content marketing help them gain a dominant position in the industry?
Focus On User Generated Content
It’s well established that the bulk of social media traffic is driven by content that is shared by users. Essentially, popular content provides marketers with powerful tools for engaging with potential customers and boosting brand awareness.
As a result, many large brands have turned to content marketing as a means of attracting new players and encouraging them to engage with their platforms. For example, the British Airways (BA) Facebook page currently has more than 500,000 fans, and the company’s official Twitter account @BritishAirways has over 400,000 followers.
But why would an airline want to court controversy on social media? Fear of missing out (FOMO) is a major driving force behind content marketing, as users want to be the first to know about exclusive offers and cutting-edge products. By encouraging their fans to chime in with their opinions, airlines can harness the power of content to become more engaging with their audience.
Generate Engagement With Content
Although social media can be a useful tool for spreading content, in many instances, brands are using standalone websites and blogs to establish authority in their industries. Even when content is shared on social media networks, such as Twitter, users can become desensitized to brand messaging and become less likely to take action. Therefore, traditional SEO and content marketing methods, which heavily rely on brand mentions, are becoming less effective.
To maximize the value of their content marketing efforts, brands need to focus on generating engagement with their audiences. And to achieve this, they are experimenting with a variety of tactics, including paid advertisements, influencer marketing, and curating content from various sources.
Get Inspired By Industry Leaders
The most successful online casinos will be the ones that can consistently come up with new ideas and implement them effectively. To that end, brands should look to the successful competitors to learn new methods and gain inspiration.
Take poker for example. While many people enjoy playing cards and conversing about them, others might prefer to play under the radar and stay anonymous. So, how can a brand appeal to this latter group of people and generate brand awareness while still maintaining a strategic relationship with its key advertisers?
By looking to the success of online poker sites that feature a high degree of security and anonymity, such as PokerStars and Full Tilt Poker, brands can learn how to effectively market an online poker site and, in so doing, better their own performance.
Take Advantage Of The Digital Nomad Community
If you’re looking to market your brand online, it’s vital to establish yourself as a legitimate platform and ensure that you’re not a fraud. The best way to do this is to build a community of engaged customers who trust you and value your services. After all, it’s easier for a customer to trust a brand that they know and engage with regularly rather than a brand they’ve never heard of or interacted with before.
Luckily, with the rise of the digital nomad community, marketing to this group of people has become much easier. As the name implies, the digital nomad community consists of people who work remotely for themselves, often traveling around the world and being able to work from any location. They tend to research brands and products through independent, in-depth analysis, which means that they’re usually not easily impressed by slick marketing tricks.
Therefore, if you want to succeed as an online casino brand, build a community of engaged customers, establish yourself as a legitimate entity, and become a go-to source for information in your industry.
Use Analytics To Its Full Potential
Content marketing is all about generating traffic and getting your content in front of as many people as possible. While social media platforms, such as Twitter and Facebook, make this relatively easy, in many cases, brands are missing out on valuable data about their web traffic and what actions, such as converting website visitors into paying customers, that they can take to further grow their business.
This is where analytics platforms, such as Google Analytics, can play a crucial role. By tracking the behavior and activity of online users, you can determine the success of various content strategies and take action to optimize future campaigns. For example, if you notice that a certain piece of content is attracting a lot of social media engagement but few sales, you’ll know what drives this pattern and be able to make changes to increase the odds of a purchase.
Be Confident But Never Over-confident
It’s crucial to ensure that your content does not come off as being too confident or aggressive. Rather, you want your content to instill confidence, but you never want to overload your audience with so much marketing that they begin to feel that you’re trying to shove your products down their throats. After all, if you want to succeed in this industry, you need to retain your fans and encourage them to engage with your content, not turn them off.
Instead of rushing into social media engagement and assuming that because you have a brand name that people will automatically flock to your site, build trust with your audience and encourage them to visit your website through social media.
To maximize the effectiveness of your social media efforts, focus on creating engaging content that will make your audience want to come back for more. Furthermore, to generate more leads and grow your business, create content that is very relevant to your target audience and that will educate, entertain, or inspire them to take action.
With so much competition in the online casino industry, you’ll need to work hard to establish yourself as a go-to source for information in your niche. To that end, you can learn a lot from the top brands in your industry, particularly PokerStars, which has managed to remain prominent despite all the competition.