Content marketing has the power to generate leads, increase organic traffic, boost conversion rates and deliver marketing ROI. When done right, it can even establish your brand as an industry leader whom your clients love working with, and your competitors can look up to!
However, it is difficult for busy companies to always stay on top of the latest iGaming trends and execute a flawless content marketing strategy. This could be due to the lack of time, resources, or manpower, but whatever the reason is, there is no room for excuses if you want to aim high. So instead of going all over the place, it is better to hire an external content marketing team that can execute your tasks professionally without breaking a sweat.
But, there are so many content marketing agencies out there who claim to be the best at everything they do. Therefore, choosing the right one can be challenging and confusing sometimes. That’s why we are here to help you pick the most suitable content marketing agency for your company.
The first step before searching for a content marketing agency
Before you begin searching for a suitable marketing agency for your online gambling business, you first need to determine your company’s marketing needs and goals. Some nitty-gritty details include the type of content to produce, digital platforms to distribute the content, audience demographics, and estimated budget this project needs, etc.
If you are a sportsbook operator, for example, you might want to regularly produce real-time sports news, visual live score updates, and interactive content that can instantly be published on social media channels. Depending on the amount of content that needs to be produced, you can also estimate a budget range to spend on that particular project.
Hence, understanding exactly how you want to execute your content plan will help you to find qualified content marketing agencies who can provide you with precisely what you need.
Here are six characteristics to help you identify good content marketing agencies for iGaming businesses.
Subject-matter expertise has always been one of the most important criteria for selecting a content marketing agency. Even if you found the best content marketing agency in the world, it might not be the right fit for your iGaming business if they are not experts in this industry.
One can’t simply produce unique, high-quality iGaming content without an in-depth understanding of the gambling world. What we are looking for here is an iGaming expert who can tell in a snap that Craps is a dice game and not a misspelled animal. It is also crucial that these professionals you are going to work with have a great comprehension of:
- which sports work well in which country
- how many betting types there are
- how to play online casino games
- how do wagering requirements work
- how to translate T&Cs that are legally perfect
- how to write content that is engaging for specific audiences and countries
Since online gambling is a niche industry, try to avoid working with companies that are Jack-of-all-trades but could spiral down at the sight of gambling jargon.
The foundation of any strong content marketing strategy is high-quality content. Consistent and captivating iGaming content created by skilled content marketers can open doors to more business opportunities and elevate the image of your brand. That’s why it’s important for clients to see if the agency can provide such content which can meet your expectations (or even exceed them!) and fit your brand style.
Generally speaking, a great piece of iGaming content is one that is accurate, up-to-date, and something more than just words to keep the reader interested. At the same time, it should be distributed regularly on different platforms at the right time for higher audience exposure.
Moreover, if it’s localized content, the agency should understand the culture of the targeted audience to avoid any embarrassing translation failures.
If you want to know more about creating high-quality iGaming content, we’ve discussed the details in our article “The Importance of Good Content in the iGaming Industry.”
It’s easy for agencies to claim that they do content marketing, but it’s your job to find out how well-known they are for creating content for the iGaming market.
One way to find out is to check if they have worked with any well-known online casinos or award-winning iGaming operators in the past. Those who have will proudly show off their previous partnerships and testimonials on their website to demonstrate their level of credibility and trustworthiness in the online gambling industry.
It is not uncommon for the best companies to only trust another company with the same level of quality and reputation. So, if you find the names of some big shot companies in an agency’s profile, it’s a green light for you too.
Punctuality is crucial in the iGaming industry as everyone is working on tight deadlines to make sure that audiences around the world are always up-to-date.
But, if you haven’t started a project with your potential agency, it might be difficult for you to tell if they can finish a project on time or not. But you can keep an eye on simple things like how quick they respond to your emails/messages, and if they arrive on time for meetings.
Do bear in mind that being punctual is not the same as submitting a task on time just for the sake of it. Sometimes, good things take time, and it is the responsibility of an agency to let their clients know how long a project can take and when the estimated deadlines will be. And, this leads us to our next point: Communication.
Communication before starting a project tells you a lot about the person you are going to work with. Some can easily form partnership after a few meetings, while some have to go through infinite email threads just to explain a project. If it’s not easy to communicate with them from the start, it will not be comfortable to work together either. As simple as that.
After accepting the job, a good agency will always communicate with you to make sure that both parties are on the same page rather than working with their own assumptions. They will provide you with milestones and estimated deadlines, so you don’t have to cluelessly wait for the given tasks to be finished.
That’s why, if you feel any negative vibe from an agency, don’t be scared to just cross it out from your list of potential companies to work with.
This is probably one of the most tangible factors that clients should always keep in mind as you will come across different price ranges in your search.
You might find an amazing company that can create stellar, high-quality content for you, but with a price tag that’s slightly higher than what you’ve budgeted. You could start working with another agency with much lower rates then. Unfortunately, with them, you might have to sacrifice the quality of the content. As the saying goes: If you pay peanuts, you will get monkeys.
It’s on you to decide what you want your audience to read on your website and how you want them to see your company. That’s why you have to set a realistic budget, so that the agency you trust can produce engaging iGaming content that can meet your standards.
So, is there any way to test how a content marketing agency works?
Once you’ve carved out a selection of content marketing agencies that you are happy to proceed with, the next step is to find out what they are really capable of and whether their quality of work is consistent with what they claimed on their website.
Sometimes, testimonials and reviews aren’t just convincing enough to make us trust a business. If that’s the case, you can either have a look at their pre-done test files, ask them to create a small sample campaign or send them a pilot project to test the water.
All in all, this minor assessment will allow you to take a sneak-peek at their communication skills, punctuality, accuracy, and quality of work before signing a contract with that agency.
If you are satisfied with the results so far, then it is time for you to choose the most suitable agency for your company and form a partnership with them.
What are the things that can happen after starting the contract?
If you started working on bigger projects with your chosen content marketing agency and noticed a drop in their quality or behavior over a certain period of time, don’t hesitate to give them some constructive criticism. The right agency will resolve the issues immediately and learn from your feedback.
At the same time, don’t be afraid to change to a new agency if you still feel that their quality of work doesn’t meet your standards anymore. There is absolutely no need to settle for mediocre content work in this fierce iGaming marketing race.
On the other hand, if you are satisfied with the work they’ve been providing you with, by all means, let them know! Compliments should be given to those who deserve it. One positive feedback from a client can be a big motivation for the team members to go the extra mile for your project.
A Quick Recap
All in all, choosing the right content marketing agency for an iGaming business begins with understanding your business goals. To fasten the process of picking the best from the pack, here are some of the must-have qualities that you should look out for in an iGaming content marketing agency:
- Be skillful and experienced in creating iGaming content
- Deliver great quality of work
- Have a good reputation in the online gambling industry
- Be responsive and punctual
- Be able to communicate transparently and professionally
- Open to feedback and criticism
At Translation Royale, delivering the best quality of work is our utmost priority, and we always strive to meet your expectations and beyond.
How did you like May Thawdar Oo’s blog post “How to Choose the Right Content Marketing Agency for Your iGaming Business”? Let us know in the comments if you have anything to add, have another content idea for iGaming blog posts, or just want to say “hello.” 🙂