You hear it time and time again—content is king…
But how do you plan for content? How do you connect your digital marketing strategy to your overall casino marketing plan? And how exactly does having a blog help your business?
Before we get into all that, first’s thing’s first: content needs to be tailored to a targeted audience. In other words, you need to have an intimate knowledge of your “buyer personas.”
Casinos aren’t just for gambling. They’re concert venues, vacation destinations, luxury hotels with spas, retail shops and the list goes on and on. Because modern day casinos are so multi-faceted, your casino draws in a variety of people all looking for a completely different experience.
This is where the concept of an online persona comes in.
A “buyer persona” is a visualization of the profile of a type of customer. It includes information about age, income, personality traits and other useful information. In the gaming industry, there are a few personas that are very common in casino marketing campaigns:
- The business executive, who takes their clients out on extravagant outings, hosts conferences and trade shows, or treats their business partners to a weekend at the casino.
- The vacationer, a patron who wants a great deal on and off the gaming floor, such as local attractions and destinations.
- The entertainment seeker, a visitor with eclectic taste who probably wants to see a concert or other show.
- The gamer, a classic casino visitor who loves playing craps at the table and pulling the lever on the slots.
To learn more about each persona in a bit more detail and how to target your ideal customer through keyword and online research, check out our Casino Marketing Guide (https://alphametic.com/casino-marketing-guide).
In this column, we’ll focus on the gamer persona and what kind of blog content strategy can be built around this cornerstone customer. To start, the gamer is interested in casino-related gaming content, in a nutshell. They want to know what kind of table games you offer, what are the hot new slot machines on the gaming floor, how many poker games do you have on any given night, what are the winning odds, etc.
According to research done by GLSResearch, here are some behavioral findings on the gamer persona for individuals visiting Las Vegas (these individuals were defined as having paid a casino room rate):
- 91 percent gamble while in Vegas;
- They spend an average of 4.3 hours gambling per day during their visit;
- They spend an average of $1,646.75 on gambling during their trip;
- They book their accommodations by calling the property directly;
- 80 percent have already decided where they’re going to gamble before they arrive;
- 20 percent are visiting Las Vegas primarily to gamble;
- 35 percent are retired; and
- 25 percent are age 65 or over.
These are Vegas-specific statistics, but they can be generalized to a certain extent and inform your content strategy. The gamer is very “brand” loyal, and already knows where they’re headed before they even get off the plane. The loyalty programs and casino hosts are valuable ways to attract the gamers to your resort.
The gamers do their research. There’s nothing casual about their visit. They want to play table games or slot machines and figure out the best way to do it. The time to convert this customer is not while they’re in town, it’s while they’re sitting in front of their laptops at home planning their next casino trip.
Here’s where your blog comes in. According to research done by Hubspot: companies that published 16 or more blog posts per month got almost 3.5 times more traffic than companies that published 0-4 monthly posts. And the best part, it’s a low-cost method to get targeted traffic straight to your casino website that the regular main web pages on your site can’t hope to generate.
This is because they are limited in the number of keywords they can rank for, whereas a blog can have articles ranking for all kinds of casino-related keywords like: “How to plan your casino trip,” “The five common blackjack mistakes,” “Benefits of joining a casino loyalty program,” etc.
So with that in mind, make it a good experience for your readers. Entice them with exceptional gaming content on your website and lead them to make a conversion. An example of an online conversion for this persona is a sign-up for your casino’s player’s club or other loyalty program. Another online conversion can be booking a hotel accommodation with a casino rate.
The point is… you got to get them on your site and you got to convince them that your casino is the best place to spend their trip. In order to do that, you have to have a well-researched content plan.
Based on what you know about the gamer persona, you can now brainstorm content specific to that user. Regarding blog content, they are probably interested in “how-to” articles that serve as guides to different table games.
But before you plan out your content, you must first define the objective. What will be the main purpose of your content? Will it be to drive traffic to the website? Will it drive online casino sales? Once you define your objective you can map out your strategy.
Brainstorm a list of gaming keywords, along with any variations of those phrases. Once you have that list, look up their keyword search volume and competitiveness (you can use Google’s Keyword Planner tool) to determine their ranking difficulty. Google’s algorithm understands semantic context; in other words, it understands that the word “blackjack” is related to “playing cards” and less directly to “poker.” Semantic phrases and keywords are useful for writing your content since it’s a way to avoid repetitiveness but still speak about the same subject in a way that your readers—and Google—will understand.
You can also use the AnswerThePublic.com SEO tool to find out what question phrases the gamers put into the Google’s search box most often to use as your blog headlines.
Here’s a list of gamer content examples:
- Gaming FAQ page;
- Blog articles about how to play popular table games;
- Videos that support blog articles that showcase people playing at your casino;
- Branded social media community pages that players can connect through;
- Game strategy eBooks; and
- Game rules infographics.
Once you have objectives, keyword lists and content medium, you can start creating your well-researched and targeted content.