Author: May Thawdar Oo
Trust is a non-negotiable in building a strong iGaming brand.
Several important factors go into building a strong brand, but none are more important than trust.
After all, there is always a modicum of trust in every business relationship, and that goes double for iGaming – building trust is of paramount importance, considering iGaming brands deal with clients’ funds, handle their personal data, and get them to play at their online casino or sportsbook.
Moreover, it takes credibility to convince players that your online casino or sportsbook is reliable when it comes to payments, fairness, and randomness in gaming and establishing your brand’s legitimacy in the iGaming space.
And one of the best ways to build credibility with content marketing – without a shadow of a doubt – is to create trustworthy content readers actually want to read.
Leading iGaming companies and online sportsbooks go above and beyond the call of duty to cultivate trust and transparency with their audiences – and it all starts with credible online casino content.
Well, that’s where we’ve got you covered – we’ll show you 10 tips on how to write trustworthy content for the iGaming industry.
But first, here is the summary on creating trustworthy iGaming content:
1. Do Your Research
iGaming content needs to reflect your iGaming brand’s values. Moreover, it has to be aligned with your audience’s interests.
That’s why educational iGaming content is always a hit. This includes up-to-date how-to guides on playing casino games, payment methods they can use to fund their account, and various types of sports bets, among others.
But before putting pen to paper, think of content that addresses your audience’s needs, solves their problems, and provides value-added solutions they want to know more about. That requires research.
Another thing, too: 4.4 million blog posts are created every day across all platforms. That means originality is part and parcel of how to write trustworthy content for the iGaming industry.
You’re competing with hundreds of thousands of blogs and social platforms for precious clicks, likes, and shares – make sure your content presents relevant topics in an authentic tone of voice.
Creating well-researched, captivating, and original content makes it easier for your readers to engage with and share your content.
2. Don’t Make Assumptions
Assumptions are ideas we take as fact without necessarily having proof.
We all have our assumptions just like we have opinions. Some of them might be true.
But they can be counterproductive to an iGaming brand – especially if they are incorrect. Alternatively, making the wrong one can dissuade a potential client from playing in your online casino or sportsbook for good.
For instance, creating highly-technical, academic posts on a sports betting blog might appeal only to a certain niche of your audience and go over everyone else’s heads.
Assuming everyone is interested in the technical intricacies of how random number generators work won’t fly for most readers.
Another tip: make it a habit to question the accuracy of your statements before you use absolutes in your iGaming content and put it to paper. Especially when you use blanket statements like “all,” “never,” or “always.”
3. Substantiate Your Claims and Cite Your Sources Appropriately
Learning how to write trustworthy content for the iGaming industry doesn’t just require originality and a touch of humor and charisma.
Credibility also requires a smattering of relevant facts, statistics, and numbers that demonstrate your knowledge of the subject – all of which should be credited appropriately.
For instance, if you mention a quote from an iGaming thought leader, check credible news sources or read online transcripts to make sure you don’t misquote or misrepresent what they say.
However, you need to cite reliable sources. Just as haphazard use (and misuse) of hard data can damage trust, responsible use of data builds trust.
That means eschewing the rumor mills and sketchy sources – there is enough fake news and misinformation already going around, including iGaming. If you are even the slightest bit unsure of the authenticity of a source, leave it.
4. Proofread and Fix Any Mistakes Immediately
Nothing screams “amateur” more than an iGaming text full of spelling and grammatical errors.
And no matter how much painstaking care you take in eradicating every single misspelled word and misused turn of phrase, you might not catch them all – and you wouldn’t want your legions of readers to spot them if you want to lend credibility to your iGaming brand.
The thing is, you don’t need an experienced editor on your payroll to create error-free copy. There are more grammar, spelling, and plagiarism tools than you can shake a stick at, and many of them are free to use. There’s no excuse.
And on the off-chance that a grammatical, spelling, or factual error slips through the cracks and appears, correct them immediately. Add a note explaining what has been fixed at the beginning or end of your text.
Readers will appreciate that you own up to mistakes, which builds trust in your content and your brand over the long run.
5. Publish Relevant, Error-Free, and Credible iGaming Content Regularly
Familiarity doesn’t breed contempt in content marketing; it builds trust. The more people hear from you, the more they trust you, especially if you’ve gotten the basics down pat.
That said, regularly publishing top-notch iGaming content your audience wants to read and share with others gives them a reason to come back to your website, follow your brand’s socials, and subscribe to your brand’s newsletter.
The good thing about regularly publishing fresh content is that you can repurpose the same content across other verticals, such as social media and email campaigns.
When your brand makes an effort to constantly engage through publishing regular content, it makes your brand relatable, active, and seem eager to interact with its audience – all of which lend your brand an air of legitimacy. And the more you post, the better your site will rank. Simples.
6. Provide the Appropriate Context
Think about the last time you did a simple Google search about “how to bet online,” which returns a billion results in under a second. With no other contextual clues, your head would spin from all the information overload.
The same can be said for iGaming and online casino content marketing. If you produce various pieces of content without providing more context for your audience, they might go elsewhere – which gives them a fuller picture of the topic they wish to read about.
This consequently affects your engagement rate, traffic, and revenues.
One of the best online casino content writing tips we can give is to fully inform readers about the circumstances and background of an ongoing event or an iGaming topic and paint the full picture by quoting and citing sources properly.
7. Don’t Be Too Smart for Your Own Good
If you’re reading this, it would probably be fair to say that you know more about iGaming than the average Joe.
Sometimes, iGaming content creators forget that – and in doing so, they break their readers’ trust.
For instance, while peppering your text with insider terms and gambling slang might make you sound like an expert, it will come across as being needlessly self-serving.
It’s all Greek to them because of the simple fact that you know more about the subject than they do – unless you’re primarily writing for iGaming industry heads, which you probably aren’t.
In short, you’ll end up talking over most people’s heads. And unless you prefer to hear your voice over than get through to your audience, be prepared for frustrating results in the form of bounce rates.
Demonstrating your expertise is best when used sparingly. You’ll get better results by using clear, understandable language, telling relatable stories, and making no assumptions about your audience.
8. Localize Content
Another mistaken assumption content marketers tend to forget is that not everyone speaks English as a native language.
Only 25.9% of internet users use English as their primary language when browsing. That leaves 74.1% of the global population waiting to be served in their native languages.
Content localization for online casinos and sportsbooks is a must in this globalized day and age. Localized content enables your brand to seamlessly cater to an international audience, familiarizing and lending trust to your iGaming brand.
Localized casino content also adds context to your target audience, giving them a greater understanding of your brand, particularly when you use turns of phrases and references to local places that pique their interest in their native language.
This increases brand loyalty and revenues over the long run.
9. Prepare to Answer Questions Your Readers Might Ask
Advocating for your readers entails putting yourself in their shoes when creating iGaming content.
For instance, you’ll want to prepare good answers to questions they might be asking as they read your post.
Namely, what questions will they ask about the sources you used? What do they actually want to know, and why should they care about what you have to say? What objections might they raise?
Preparing to answer such questions in advance gives the impression that you listen to your audience and that they can rely on you.
10. Be Modest
Modesty is the opposite of being presumptuous (or making assumptions). And if you want people to trust you and what you have to say, resist the urge to act in your interest by tooting your own horn at every turn.
Modesty is having a realistic assessment of your own ability and value without the handicap of vanity and smugness that people reflexively tune out of.
People can smell self-serving agendas from a mile away. This will set off their skepticism about what you have to say.
Toning down your confidence about your skills and emotions and being open to the possibility that you can and WILL be wrong sometimes.
Accepting your flaws and weaknesses makes for more compelling, trustworthy casino content.
In other words, to borrow a line from Life’s Little Instruction Book:
“Be modest. A lot was accomplished before you were born.”
The Final Word on How to Create Trustworthy iGaming Content
As new business opportunities constantly emerge from the woodwork of the bustling iGaming industry, iGaming brands will position themselves for optimal results by creating an adaptable casino content marketing strategy that builds trust, engagement, and loyalty with their audiences.
Now, over to you: is your iGaming content marketing strategy meeting your expectations?
How did you like May Thawdar Oo’s blog post “How to Write Trustworthy Content for the iGaming Industry”? 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.” 🙂