Author: May Thawdar Oo
With the advent of the internet, the iGaming industry was one of the first to realize that by actively promoting affiliate programs, they could ensure a steady supply of new customers, yet without the headaches and expenditure usually associated with acquisition costs.
For those of you thinking of joining an iGaming affiliate program, understand that there’s more to simply knocking out generic blog posts.
Here are a few reasons why:
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Choose an iGaming Affiliate Content Niche
As you’ve decided to embark on iGaming affiliate marketing as a means to make a living, then we’re going to assume that you’ve already decided on a particular niche.
Whether you’re promoting your affiliate website or simply writing affiliate articles for an agency, you’ll still need to have all your related keyword research in order, along with the best iGaming affiliate content marketing strategies.
Once you’ve got your affiliate website up and running, it’s time to think about what iGaming affiliate content you’ll be peddling to your would-be customers.
Research On The Types of iGaming Affiliate Content That Work
As for the subject matter, the world’s your oyster, though much will depend on your chosen niche. Keep in mind that certain subject matters will have a longer shelf-life on Google Search than others.
For example, any sort of click-bait style current affairs gambling gossip will disappear within micro-seconds when compared with a solid long-form article offering educational content with regards to gaming strategies or gambling tips and tricks.
Head over to Google Trends to see what subjects are currently hot.
Sports Writing: Get Your Ducks in Order
The obvious choice is writing reviews of your chosen casino or sportsbook. You’ll need to think outside the box, as a quick Google search will reveal literally hundreds of the same casino reviews, all vying for a place on page one of SERPs.
Spend some time finding relevant but rarer single keywords or long-tailed combinations.
It’s a good idea to see the top articles by making a search yourself. Read them through. Figure out what you can add in terms of value.
You may have to write more content, with greater detail, and at the same time, be more engaging.
Bonuses Are No Longer a Big Deal
Though all online gamblers accept welcome bonuses, don’t assume writing about any cash offer is going to turn their heads. With so many welcome bonuses on offer across the industry, many players accept them without thought.
To this end, these bonuses have lost their aura as something special, no matter how much we try and gild the lily.
Nevertheless, if you’re able to spin the latest iGaming affiliate marketing content to highlight new and special offers that add something to the mix, then focusing on more expert analysis as to how to gain the maximum benefit from bonuses and incentives might be a way of bringing new players to the table.
In-Your-Face Promotions Are a Huge Turn-off
We all understand the importance of iGaming promotions in drawing punters to the yard.
But don’t make the mistake of putting all your focus on incentives, bonuses, and promotions. Such articles will come across as advertisements, which are a surefire way to be ignored or dismissed as biased content.
If the reader feels the only purpose of the writing is promotion, with genuine and helpful information coming in second place, then their incentive to carry on reading will be lost.
To that end, it’s essential that the topics for your articles are the main focus. Keep them immersive, interesting, and useful.
By hooking your reader with quality content, they’ll keep returning for more. And in so doing, will be exposed to your promotions in a more subtle, less in-your-face manner.
The Evergreen Content of Guides and Tutorials
One topic that is more or less always in season is how-to guides and tutorials. As an affiliate, your main income will come from brand new players. Many of them may well be beginning their gambling journey.
The whole online casino experience can seem daunting to them. Your job is to try and understand their concerns and challenges.
It’s essential that you are familiar with the process you’re covering, so don’t be afraid to dive into the research. Not only is the sequence of the guide important, but make use of bullet points and graphics to make your explanations even clearer.
Your objective needs to be to write the best evergreen guide that’s out there!
What Are Sports Bettors Looking for?
When it comes to sports betting, the vast majority of gamblers are looking for a great bookmaker. They know that not all bookies are created equally.
So you have a chance to steer them by combining reviews and in-depth analysis along with the promotion of your chosen affiliate program.
Don’t be tempted to simply write about the sport in question. At the heart of all your sports-based articles should be betting information that’s both relevant and beneficial to a sports bettor.
In some respects, sports bettors are no different than casino gamblers, in that they are both looking for an inside edge through a better understanding of rules, strategies, and gameplay.
As you’re probably going to be mentioning the odds in your sports betting content writing, along with any amount of statistics, be sure that all your numbers and analysis are on point.
Use Current Events to Your Benefit
You’ll notice that some affiliate websites produce more contemporary content, often featuring the latest casino news, and covering the world of celebrity gambling culture, along with trends and trivia tidbits.
By featuring today’s gambling news, gossip, and relevant trends, will show readers that you have your finger on the pulse when it comes to all aspects of contemporary iGaming news.
Not only will this add to the authority of your site, but also help with your search engine ranking for the latest trending terms.
If you have the time, this is one of the best iGaming affiliate content marketing strategies.
Write for Your Customer Base
The basic foundation underpinning your casino content writing is that it needs to be totally customer-centric and speak a language they understand.
That means simplifying and demystifying any jargon and complicated iGaming language. Think about what your customers really want to know.
Remember that you’re trying to encourage players to come aboard via one of your casino affiliate programs. Whatever you do, don’t talk down, but rather help lead punters towards a mutually beneficial goal through knowledge and by highlighting their winning potential.
Don’t Waffle
The length of your article also matters. Too long, and the reader becomes distracted. Too short, and the reader may feel short-changed.
One common mistake is writing for writing’s sake to try and cram in as many keywords. At the other end of the scale are the short articles with just a couple of hundred words.
These are far too short to contain any real value in terms of information, whilst at the same time will be either over-crammed with keywords or simply not have enough space to implement a natural-sounding keyword strategy.
Ideally, all articles should be long enough to get your point across, but without waffling.
More In-Depth Content for Better Ranking
A good strategy is to look into offering what’s known as “Skyscraper articles.” The reason it’s called “skyscraper” content is that it rises up above other content in the same field.
Start by taking a look at what’s on page one of Google Search for your particular niche or chosen keywords. This represents your direct competition. Now analyze the top five articles for all the facts contained within.
Your job is to craft an article that not only contains all these points but also adds more on top. Google rewards content that’s rich in information, much more than it rewards style.
Structure your new article with headings, tables, graphs, and anything else that will draw the attention of your readers.
The more relevant content you’re able to offer, the more love you’ll receive from search engines.
Keep the Keywords Sounding Natural
But it’s not enough to provide a highly detailed article brimming with new facts. Unless you can lay the writing out in a manner that’s SEO-friendly, then much of your efforts will be in vain.
We’re not suggesting you need to be an SEO ninja, but you will need a firm grasp of the basics.
Having said that, don’t overdo it. You’ll often find articles where the use of keywords feels forced and unnatural.
Though we are all aware of the importance of keywords for showing the reliance of content for search engines, the article must be written primarily for the readers.
So the natural implementation of keywords and phrases is essential; otherwise, the forced text will be an instant turn-off.
Useful iGaming Information Goes a Long Way
Following on from this, the more educational the content you provide, the more importance Google will give your articles.
Once again, check what other affiliates are doing, have a look at their keywords, and be sure to add more useful content. It’s a surefire means of climbing the SEO rankings.
Keep in mind that Google also loves tables, graphs, illustrations, and photos. Though some might argue that a more original approach will produce better results, we would suggest that if it ain’t broke, then why try to fix it.
When it comes to explaining betting types, glossaries, and gameplay jargon, it’s best to keep things as simple as possible. Keep in mind who you’re writing for.
Don’t make things more complicated because you think it’ll make your website look more sophisticated. Everything you produce must be instantly accessible to every gambler, no matter if they’re a novice or a veteran.
Try to Answer iGaming Affiliate Questions
Ideally, you want to build up a coterie of articles offering real value to readers. To that end, we suggest you think hard about answering the issues and questions many gamblers have.
This is an essential foundation for writing as most searches on Google are asking questions. So answering in an easy-to-understand manner is going to win you plenty of pundits.
Providing your keyword game is up to scratch, then these will remain relevant and keep their good ranking on the front page of search.
As your goal is to encourage punters to part with real cash in the form of a first deposit at your affiliated casino, then projecting a more serious demeanor in your writing can also go a long way in instilling confidence.
We’ve noticed that many online casinos are obsessed with finding new players but with no consideration as to the risk imposed by gambling. So don’t be afraid to provide responsible iGaming marketing articles for all forms of iGaming.
Stay Away From the Hard-Sell
In truth, iGaming affiliate marketing is nothing but hard work. If you want to perform well in search engines, then you’re looking at knocking out at least an article a day.
Nevertheless, don’t make the mistake of overcompensating by shilling your own casino affiliate programs to the extent that the whole article becomes tainted with the smell of quiet desperation.
Today’s players are not naive. Nothing turns a potential customer away faster than a hard sell other than having a page chock full of CTAs. Or a rave review without mention of any of the negatives.
Check Your Facts, Then Check Again
We’re not suggesting that what you knock out should be dry and boring. It’s good to keep things light and airy. But just ensure all the relevant facts are present and well presented.
Also, check and double-check things like working links, spelling, and all your facts. Nothing is going to turn potential signups away faster than being fed misinformation or being called out for being factually wrong.
Don’t be Condescending to Potential Customers
Of course, you’re going to talk up the positives of the iGaming affiliate programs you’re promoting. But don’t go over the top. Remember that, first and foremost, you’re offering highly curated information in an easily palatable form.
Keep in mind that for your potential customers to make an informed decision, they will need to see both sides in any review.
As a given, today’s customers are much smarter and more sophisticated about weighing betting options before taking the plunge and making a real money deposit.
Provided you do it right, and speak to them with a voice that’s easily understood, has character, and maintains a clear sense of ethics within the iGaming industry, then you’ll start creating a community of players around your writing.
This is especially true if you capitalize on the use of social media by cross-posting. Then the sign-ups will follow organically.
Translation Royale: A Helping Hand for the Casino Affiliate Industry
Take a glance at the iGaming industry and you’ll see many new betting markets, technologies, and bookmakers popping up almost daily.
Today’s iGaming affiliates need to be jacks-of-all-trades, yet masters of them all! Though writing content that’ll attract new players needs to be both informative and relevant, keep in mind that you’ll also need it to rank on search engines.
With a need to remain relevant and accurate, utilizing an external service like Translation Royale can be a lifesaver.
Whether you’re after original content or translations for foreign markets, Translation Royale has the know-how and tools to drive affiliate sales through cost-effective iGaming marketing and strategies.
Header Image Source: Photo by Andrea Piacquadio from Pexels
How did you like May Thawdar Oo’s blog post “What to do if Your iGaming Affiliate Content Sucks”? 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.” 🙂
