You can’t get far without good content. Content is a major building block—if not the linchpin—of a successful marketing strategy, promoting your brand, boosting engagement, driving traffic, and accelerating sales.
With the boom in online mobile gambling, the global gambling market is growing fast, and the industry is getting increasingly crowded. Your gambling business needs to stand out, whether you’re a software development company, an online casino, or gambling affiliate site.
Copywriting is used to create a whole range of content, from website pages to email campaigns, all of which work to attract leads and build brand awareness, enhancing your online profile and giving you a competitive edge.
A talented copywriter who understands and is familiar with gambling is able to craft copy that speaks directly to your audience, whether that’s gambling rookies or gambling veterans, connecting with them, inspiring them, and offering fresh and valuable insights into the gambling industry.
Here we discuss 9 different types of gambling copywriting and how each one could help your business strengthen relationships with customers, generate loyalty, and drive interest in your products and services.
This first type of gambling copywriting is fairly obvious. If you have a website, you need text for it. But the difference between average and exceptional website copy is less evident.
Successful website copy is SEO-optimised, ensuring you rank for certain keywords, driving a steady stream of traffic to your page.
But it’s not just about boosting your rankings. Your website content should also be clear, engaging, and encourage both returning and potential customers to take action in some way, whether that’s creating an online account or signing up to your newsletter.
Some examples of copywriting that you might need for your gambling website include:
- Home page – the copywriting on your homepage is pivotal in producing a positive firm impression. Not only should your homepage attract traffic, but it should also generate conversions. Copywriting for your gambling homepage should include snappy and informative headlines and calls-to-action to move people down the sales funnel. It should be easy to read and tell people exactly how you can help them. This is a great opportunity to demonstrate what makes you special with copy written in your unique brand voice.
- Testimonial page – a testimonial page builds trust with potential customers, providing evidence that you’re as great as you claim. Copywriting for a testimonial page includes analysing feedback, selecting quotes, editing the testimonial to improve the flow (while still retaining its meaning and nuances) and turning it into a story that connects with visitors.
- FAQ page – gambling companies often have to answer questions from concerned customers. Having a well-written and well-organized FAQ page can help reduce calls to customer support. The writing on an FAQ page should be friendly and concise, focused on the customer and their pain points.
- Product descriptions – great product descriptions are all about turning features into benefits. How can this particular feature of your product or service solve a customer’s particular problem? Product descriptions for gambling services should be conversational, concise, and to-the-point, but also imaginative, using vivid and persuasive language that gets the customer excited.
57% of marketers say they’ve gained customers through blogging. And when it comes to blog copywriting for gambling, there are a whole host of subjects you can write about.
One fail-safe choice is reviews of gambling websites. People are always going to want to check out reviews of casinos and services before using them. Affiliate gambling sites, in particular, need to deliver regular site reviews.
Site reviews could include anything from The Best Online Gambling Apps as well as in-depth reviews of one particular gambling site, such as a detailed analysis of the perks and disadvantages of Virgin Games. You could also include head-to-head style reviews that compare two different gambling sites.
Reviews should be informative but also entertaining and feel personal rather than sales-y. This means including the negatives as well as positives. You need to also be clear about how you reached your overall verdict.
Similar to site reviews, reviewing gambling games is great blog content, whether you’re an affiliate gambling site, game creator, or games host. Newbies and long-time players alike are going to be on the hunt for insightful commentary on different gambling games, from slots to video poker, and they’re looking for reviews they can trust.
In fact, a 2013 study showed that 79% of consumers trust online reviews as much as personal recommendations.
Game review copywriting works best when it is the right balance of informative and inspiring. The more complete and comprehensive the review, the more likely it will outperform other posts on similar topics. Skyscraper content that is bigger, better, and more comprehensive than that of competitors can help you gain extra attention.
Whether it’s an in-depth review of a particular game, a comparison of multiple different games with a similar theme (for example, The Best Online Slots with Low Volatility), or a listicle style review, such as The 10 Best Online Scratch Cards, your review should draw on research and cover both perks and downsides of the game.
Guides and How-To Pages
Articles that take the form of ‘explainers’ can be great at driving traffic to your blog or building up a relationship with readers as they answer specific questions and queries. Readers will come to rely on you to help them understand certain gambling concepts or improve their gambling strategies.
Guides could include everything from technical breakdowns of subjects such as RNGs or RTPs, to how-to articles, such as How to Spot a Fake Online Casino or How to Use Maths to Boost Your Blackjack Wins. You could also include tips and tricks articles, such as Top Tips for Successful Sports Betting.
The best gambling blogs publish regularly and consistently. Hiring a professional copywriter to create your blog posts is the best way to ensure a steady stream of content.
Avid gamblers want to stay up to date on the latest gambling news and headlines, from new casino openings to the launch of a new video slot. By providing timely stories on gambling industry news, you can take advantage of spikes in searches to boost traffic to your site.
News articles can be investigative, taking a closer look at a new piece of gambling legislation, for example. Or you might include interviews with people working in the gambling industry or analysis of recent gambling events, including high-profile ones such as the World Cup.
Whether your article offers a certain alternative ‘take’ on a particular event or a deep dive into the subject, including gambling news articles in your content strategy can be very effective.
As the gambling industry grows, legislation is constantly changing to keep up. Players and gambling professionals alike need to stay up to speed with the latest laws and regulations and so reliable and comprehensive guides to the legal situation of gambling are very valuable.
Legal guides could include everything from the rules around gambling advertising to the legislation protecting minors. The emphasis is on providing clarity, accessibility, and dependability so readers can find answers to questions and trust the information they are given.
As well as writing for gambling company websites and blogs, there are also gambling games themselves. In-game text is a major part of each game and could include everything from the dialogue within the game, through to game menus and prompts. Game instructions are also another area where copywriting is necessary.
Social Media Content
Social media is one of the best ways to connect with customers. Many consumers rely on social media to engage with their favourite brands. In fact, according to Sprout Social, 57% follow a brand to learn about new products and services and 47% follow them to stay up-to-date on company news. 91% of those who follow brands on social will visit the brand’s website or app.
And so any gambling company needs effective social media content to maintain customer engagement.
Social media copywriting is different depending on the channel but, in general, copywriting for social should be short and concise and used to provide context for accompanying visuals with clear calls-to-action. On Twitter, hashtags can be used to summarize your message but be cautious of using too many.
Other Advertising Copy
Good copywriting can massively elevate the potential of your gambling advertising materials, whether that’s email newsletters, coupons, banner ads, or press releases. Advertising copywriters can help you develop a promotional campaign while creative copywriters can ensure that the materials speak directly to your audience and encourage conversions.
Powerful advertising copy manages to generate leads without appearing too pushy or sales-oriented. It establishes a connection with readers and piques their interest by offering a solution to a specific pain point.
Types of Gambling Copywriting – Summing Up
Employing the services of a specialist gambling copywriter not only ensures that your content is SEO-optimised and guaranteed to deliver results but also gives you time to focus on other aspects of your business, such as customer support.
Whether it’s product descriptions or how-to guides, gambling copywriting can help articulate your brand voice and vision. It can convey your values, drive traffic to your site, boost engagement, and improve customer loyalty.
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