Unlocking the Power of iGaming Content Marketing in 2023

Author: Sebastian Scheplitz

With turkey dinners and New Year’s Eve hangovers well behind us, it’s time to think about your top marketing goals in 2023.

Taking into account the wobbly nature of the iGaming industry and legislative changes that occur at lightning speed, your iGaming content marketing strategy needs to be innovative yet flexible. 

We’re going to be taking a look at the top marketing goals of 2023 for iGaming professionals, the tools you should be using, what should be marked on your iGaming content calendar, how to create a content marketing strategy, and marketing trends to keep an eye out for in 2023.

Let’s do this!

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Top Marketing Goals of 2023 for Online Casinos

Every online casino, affiliate site, and iGaming marketing outfit is going to have different marketing goals. But, some have no annual marketing strategy at all and prefer to wing it on a month-by-month or even day-by-day basis.

If you’re at a loss as to what your goals for 2023 should be, check out our list below for the top marketing goals for 2023.

Boosting Revenue and Wagering 

This one’s a biggy. With 22% of marketing leaders wanting to boost their bottom line in 2023, this is clearly a common aim.

To witness an increase in revenue, marketing teams need to pinpoint areas of their customer journey that can be better optimized. 

Churn, being the iGaming marketing professional’s source of nightmares, can be minimized with a more carefully implemented revenue and wagering marketing plan. Lead generation should also be top of your marketing wish list for 2023. 

Without an off-the-shelf solution, you’re going to need to dig deep into data and find an approach that works for your iGaming business specifically. 

A few ideas you might want to consider include:

• New landing page CTAs – A/B test for performance
• Stronger offers – X free spins for $X gets old after some time
• Refocus on previously successful campaigns 

To increase wagering levels specifically, wager races are a tried-and-tested method of increasing engagement, as are challenges whereby players have to complete an in-game combo for a prize.

Most importantly, try and find an original spin on an existing offer to bring variety and originality to your promotion. 

Improving Sales and Marketing Alignment 

Sales and marketing are often two hands that don’t communicate with each other.

To ensure a more productive and aligned relationship between these two departments, create a shadowing system whereby both sales and marketing folks gain insight as to what precisely the other does. 

Gather input from both teams that in an ideal world, would their jobs easier. 

While some of this data will be unachievable, it’s invaluable to know where the ideal lies. 

Sales might want to pitch in with an idea that’d keep your casino content writer busy, for example. Perhaps it’s a gap in your customer journey, more white papers to inform clients, or further streamlined comms for customers at the top of the sales funnel. 

Bringing both sales and marketing minds together to either create or improve your player persona is also a great tactic as marketing personas are most valuable to these respective teams. 

Improving alignment in this manner should be the top of your content marketing strategies for iGaming businesses in 2023.

Increasing Brand Loyalty

Brand loyalty is a phrase often used and just as often not understood.

Brand loyalty can be defined by how many referrals your existing customers direct towards your iGaming business. An increase in brand loyalty is often the product of word-of-mouth marketing. 

Having a strong understanding of your customers is central to increasing brand loyalty successfully. To improve your iGaming brand and make it share-worthy, make sure:

• Your marketing assets convey your brand values
• Content contains value that’s worth sharing
• Promotions are interactive
• To set up a referral program
• To engage with players on social media

Increasing brand loyalty is also about building a community. If you can integrate a chat function that players can interact with each other, for instance, you’re one step closer to achieving greater brand loyalty.

Top Marketing Tools for 2023

Originating from the genius team at SEMRush, the following tools have been created to support the best content marketing strategies of 2023. Let’s take a look.  

Persona

Customer personas are fictional or semi-fictional characters used to portray a brand’s typical user. This customer persona is then used as an indicator of who you’re marketing to. 

Typical player personas will include the name, educational history, appearance, likes/dislikes, and even what they like to eat for breakfast. 

Persona is a pretty neat tool for creating a 360-degree profile of your customer persona. The Perona template will take you through the process of defining your customer persona and includes:

• Potential pain points
• Motivations
• Demographics
• Preferred channels of engagement 
• Favored influencers  

Once you have a clear image of your customer – or perhaps a ‘player’ persona – you can then create casino content marketing with legitimate empathy. 

Brand Story Content Template Kit

Every good story has a beginning, a middle, and an end. Your brand story should be no different. With the Content Template Kit, you create a brand story that’s not only consistent but also interesting. 

Using a six-step storytelling template, this is an indispensable tool for iGaming content writing in 2023. 

SEO Writing Assistant

Thanks to Google Search’s annually updated algorithm, iGaming SEO best practices change every 365 days.

Clearscope and SurferSEO are two tools used by casino content writers to ensure that content ranks, but now SEMRush brings us SEO Writing Assistant, one of the best free keyword research tools on the market. 

SEO Writing Assistant assists users with:

• Keyword research
• On-page SEO
• Content Marketing
• Local SEO
• Social media management
• PPC keyword research
• And a hell of a lot more

It’s a great tool with a simple interface  to start an initial SEO research and mini rollout. If you want can create the best casino content writing with iGaming SEO best practices then reach out to us and our sister agency WeGotGame and we’ll bring your casino page to new heights.

Marketing Trends of 2023

It’s hard to nail down what marketing tactics will be successful in 2023, but let’s give it a go. While free spin giveaways are as dead as dishwater in Dead or Alive, there could be some room for marketing magic in 2023. 

As with software development, things move slowly in the world of marketing trends. Here are some tried-and-tested favorites and a few up-and-coming platforms on which to smash it:

• TikTok (or a short-form video channel of your choice)
• Empathy and IG – empathetic marketing and Instagram just work
• Casino content writing – it might not be new but with affiliate sites under the UKGC spotlight, it could be a marketing hotspot

The reason there are only three items listed as marketing trends of 2023. Trends are in the now and future. To know the future means we wouldn’t be writing a below-average guide to iGaming content marketing in 2023. 

Analyzing Marketing Data

The glamorous world of data. Many think of data as a series of numbers or a string of code sweated over by programmers in a room walled by computer monitors. Analyzing historical data is what data’s all about. 

If you want to understand why your last year’s welcome bonus didn’t work or your wager races are stuck on the starter blocks, check out historical data. No Richard III involved, promise. Here’s what you need to do:

1. First, settle on your KPIs – Data reports are often lacking structure so make sure yours tie in with overall business goals
2. Focus on goals – Three figures are needed: CTR, bounce rate, and conversion rate. A good CTR means your casino content writing and/or your promo mechanics are working. A low bounce rate and high conversion rate indicate your ROI is positive. 
3. See the big picture – Isolate data points that reflect the biggest impact on growth and ROI. This is a birdseye view of your business outcomes. 
4. Combine offline and online data – Often kept on spreadsheets miles apart, to analyze marketing data, you should use both kinds of data.  
5. Analyze page-level website data – Google Analytics is still offering the sharpest insights into on-page user behavior. Here’s an area that’s a quick fix if you’re experiencing high exit rates, for example. 
6. Use a data visualization tool – Data visualization is important because it aids us in finding patterns and relations within an instant.  

If you’ve experienced success with a campaign previously, why not go for a second rodeo? Check out the Translation Royale guide to repurposing content for nine simple ways you can recycle iGaming content writing. 

Sounds simple but data analysis is usually undertaken by professional data analysts who work either in-house or, more commonly, on a freelance basis. They really can’t get enough of spreadsheets. 

Your iGaming Marketing Update for 2023: The Takeaway

2023 promises to be a stellar year for the iGaming industry and your marketing plan needs to reflect this.

Trends are tricky to predict but we suggest that your iGaming content calendar and wider marketing plan should incorporate any moves by legislative bodies that could impact your marketing strategy. 

The steady but definite shift away from social media for iGaming marketing is sure to continue. Social media links on web pages (and the accounts themselves) have always been more about lending the site legitimacy, rather than providing players with a genuine gambling community. 

And don’t forget to delve into data. The insights from previous campaigns and their impact on KPIs will serve your 2023 campaigns loyally. 

Header Image Source: Photo by Engin Akyurt on Pexels