Defined by the Content Marketing Institute as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action,” content marketing ought to be an essential component of your sports betting affiliate site.
That said, it’s a technique that’s often overlooked by affiliates, with many instead opting for pay-per-click (PPC) advertising, social media advertising or other methods of traffic generation. While these methods all have their own value, the super-targeted traffic that content marketing brings is ideal for conversion.
“Nothing converts better than search engine traffic and all PPC platforms pail in comparison,” details Affiliate Marketer Training. “If you use content marketing in the right way, you will be purposely attracting people who type in very specific search phrases into the search engine.
“Just by doing that, you can determine where someone is in the buying cycle and you also know exactly what they are searching for. All you have to do is offer the solution.”
Content marketing is also beneficial due to the way it taps into the buying cycle. Josh Steimle, founder and CEO of international digital marketing agency MWI, explains: “Content marketing taps into the first two stages of the buying process [making a customer aware of a solution and inspiring them to conduct further research] by raising awareness of solutions and educating consumers about a product they may have never considered before.
“Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us.
“We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.”
More specifically, with regards to sports betting affiliate programs, it’s never wise to underestimate the impact of fun content. “This is something we all occasionally forget – but we shouldn’t,” insists Online Affiliate World.
“So sharpen up your message, and make sure that the sports odds you’re offering are great, but also keep finding new ways of delivering content to your public. Articles announcing the upcoming matches and tournaments, with up-to-the-minute betting odds and tips on the best bookmakers, are always welcome.”
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