In case you’re wondering, I have a Master’s degree in Corporate Finance, but I left the investment world to try my hand at content marketing. I figured that having an MBA didn’t hurt either.
You may be familiar with the concept of content marketing if you’ve ever watched YouTube videos, stumbled upon a blog post, or joined a digital marketing course. Simply put, content marketing is when a business creates various content (such as video, blog posts, or eBooks) to attract, engage, and convert potential customers into paying members or buyers.
The great thing about content marketing is that you only need to focus on creating content that is relevant and valuable to your target audience. You don’t need to be concerned with pitching editors or bloggers to cover your story, because you’re not searching for a journalist to report on your company’s news. You’re trying to build an audience that’s interested in your subject matter, and once they’re interested, they’ll seek you out.
Although content marketing can be used for any business or brand, it’s usually employed by companies who sell products or services online. Specifically, content marketers create content to support a call to action (e.g., purchase a product, sign up for a newsletter, etc.)
Let’s take a closer look at how content marketing can benefit the online casino industry…
Creating Relevant Content
One of the primary purposes of content marketing is to provide relevant and valuable information to potential customers, which in turn, creates value within your business. In the case of an online casino, this means creating relevant content that is both informative and entertaining.
To be relevant, your content needs to address a problem, provide a solution, or highlight an opportunity for your target audience. For example, if you’re a gaming website, your content might focus on providing useful resources to help players practice better odds, or identifying the best methods for depositing and withdrawing money at different casinos. Your content should also be concise and easy to understand, which makes it ideal for your target audience. A long, written article about blockchain technology won’t likely hold the attention of someone who is seeking information about online casinos.
When it comes to creating valuable content, you need to look at both your cost and your benefit. Your cost is the financial responsibility you have in producing the content (e.g., paying a freelance writer, buying a graphic design, etc.). Your benefit is how much value the content provides to your business, which is typically measured in terms of increased sales or leads.
In the example above, the content provides both financial value and benefits to the business, which is why the content is considered relevant and valuable. The opposite is generally true when evaluating unproductive content. It doesn’t provide any value and probably costs the business money to create.
Attracting An Audience
One of the primary goals of content marketing is to attract and engage an audience that is interested in your subject matter. To do this, you need to consistently create content that is both relevant and valuable to your target audience. As you’re likely aware, the phrase “content is king” doesn’t exactly mean that blogs posts and YouTube videos will get you famous. Instead, it’s a call to action that you need to heed.
If you want to attract audiences, you need to look at how to engage them in terms that your business is familiar with. For example, if you’re an accounting firm and your target audience is primarily business owners, you might want to write blog posts about business accounting issues or eBooks about using accounting software. More generally, if you want to attract audiences that have an interest in your industry, consider creating content for multiple platforms (including social media).
Boosting Product Awareness
A company that promotes brand awareness is one that creates and disseminates content about their products or services in a way that prospective customers are exposed to the brands and products that they promote. In the case of an online casino, this means creating content that helps customers discover and understand the variety of products and services available to them. In theory, this should be easy to do, but in practice, it can be difficult to find the right topic for content. This is why most brands and businesses rely on inbound marketing, which focuses on helping customers discover relevant information about the products and services that they use.
As a casino business owner or manager, you have an opportunity to participate in a lucrative online betting market. However, if you want to take advantage of this market, you need to do more than just establish a website, hire some marketers, and wait for customers to come knocking. You also need to understand how to build a thriving brand, attract potential customers, and turn them into regular customers.
Fortunately, you have a guide to help you get started…