The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” In short, give players what they want to see!

For example, PKR is known for their fun and personal approach to online poker. They have leveraged this USP to generate content on their Twitter account, where they have an approximate content to promotional ratio of about 5:1. By showcasing GIFs, memes and entertaining quotes, PKR has amassed 11.4 thousand followers.

Content Marketing Avenues to Try

Of course, content marketing is much more than just social media. In fact, there are over 100 content types that can help shape your content calendar.

Here is a list of some that are a good option for your iGaming brand

1. Lists

Quick to write and quick to read, lists are a cost-effective way to engage customers. You can even ask followers to make the list for you, like Bet365 did recently on Twitter!Content Marketing - Lists

2. How-to

You are an expert in your field, so why not share your insight with your customers? Teach players about your industry and your products to ensure they are comfortable at your iGaming establishment, as PokerStars implemented on their How to Play.

Content Marketing - How-to

3. Testimonials

The content is basically created for you and other players will likely see this as a more trustworthy source of information. When a player wins big, let them tell their story, as done by The Health Lottery.

Content Marketing - Testimonials

4. Memes

Once only popular with teenagers, this image and text combo is now commonplace across the internet. They are simple to make and easily recognizable. Memes can generate decent engagement rates, as seem by DraftKings’ recent post, and can easily go viral.

Content Marketing - Memes

5. Polls

A fun and efficient way to engage players that can also help shape future marketing strategies. Sportsbooks can take advantage of this medium for large events, as seen by this Twitter post from 32Red.

Content Marketing - Polls

6. Industry News

By becoming a valuable source of information for your players, you will remain top of mind even when they are not actively playing. Paddy Power is notorious for their cheeky commentaries on sporting news.

Content Marketing - Industry News

By keeping your brand’s USPs in mind, opportunities to create valuable content for your players are endless. Remember, being different is good. Think outside the box and create content that makes your brand shine!

Why does content have such a large impact? Be sure to read Part 1 of our Content Series: Going Beyond Product & Price.

What content types have worked for your iGaming brand? Let us know on LinkedIn, Twitter or Facebook, or in the comments below.