How to write relevant iGaming content that connects with your audience

How to write relevant iGaming content that connects with your audience

iGaming is one of the most reliably active niches that a content creator can get involved in at present. In English-speaking countries, there is a significant amount of growth, and a steady pace of change to keep up with both when it comes to sportsbook betting and casino gambling. There will always be space to attract clients and to reach out to readers for as long as there is this kind of activity in the sector - which makes it all the more important that you have a content strategy that takes advantage of it.

A vital part of this strategy will be writing relevant content that speaks to an audience made up of iGaming customers. As there is no shortage of sources out there, your content needs to be cut above the rest. That’s how you will get repeat orders, and bring in new clients in a marketplace that is populated by very good content creators, as well as some pretty average ones who are very cheap. Connecting with your audience is essential - but how do you manage this on a consistent basis?

Coherent briefing

All good content starts with a realistic brief. Whether you’re writing the articles yourself or commissioning them from a writer, you need to nail down what type of content you’re writing, who it is for, how long it needs to be, and what its aim is. A brief dictates the eventual structure of the content - a thin brief with little detail will result in a shapeless article, while a detailed brief will ask the questions that the reader has in their mind. In the hands of a good writer, that results in an article that answers those questions and informs the reader.

Ask as many questions of the client as it takes to get this brief in place: it may take more time upfront, but it will save so much more on rewrites and clarifying questions later on.

Evergreen or topical?

A lot of writing in the iGaming sector is for static doorway pages that are designed to explain things before people click through to other pages. While that content may occasionally be updated for a range of reasons - changing legal requirements, for one - the intention is that it will stay largely as it is. This means you need to provide solid facts such as “UK casinos are overseen by the United Kingdom Gambling Commission” rather than topical statements such as “There are [x number] states with legal betting in the USA”.

For content such as blog posts, the reverse is true. Cutting-edge topical writing will inform people and they’ll come back to a blog that stays abreast of changes.

Avoid a wall of text

It’s important to avoid a “TL;DR” (too long; didn’t read) situation with even the most well-written content. On blog posts, you should be aiming to intersperse the content with images at a rate of one per 250 words or so.

For evergreen content images, tables and calls to action should be scattered wherever they are relevant; if there needs to be 500 words of text to set the scene for those, then break it up with paragraphs and bullet points. It’s the same amount of information as one large block of text, but it feels shorter - and readers will remember that.