In order to build credibility and attract intelligent traffic to their websites, business savvy iGaming affiliates often turn to content marketing. Content has the power to persuade and convert casual site visitors into paying players, which makes it the number one way affiliates can differentiate themselves and gain the competitive edge.

By producing content that’s engaging, relevant and of great quality, affiliates can optimize their conversion funnel and simultaneously build meaningful relationships with their relevant prospects.

Shortly put: if properly utilized, your blog can gradually become your most important lead generation channel.

However, too often it happens that results remain missing, despite the fact you’ve brainstormed a great list of relevant topics that strategically cover all phases of the customer journey.

The harsh truth is – exquisite content won’t get you anywhere if no one knows it exists. If you’re just getting started in the affiliate world, you need to get your name out there. You need to earn exposure and build a reputation for yourself, which means you need to think about content promotion as well. Here’s what you need to know.

Social Media

Challenges: There are two challenges when it comes to establishing presence on social media. Firstly, you have to build a base of followers that are genuinely interested in iGaming. Secondly, you have to find a proper way to engage them and attract their attention on a daily basis, so you can pull them back to your website and get them to convert.

Why it’s worth it: Social media is where the people are. You should treat it as a filter that helps you get closer to 1) people who are likely to convert into players and 2) those who are at the earlier stages of the sales funnel and need to be wooed and persuaded about it. In addition, social media helps you build relationships with potential players, it supports you in developing reputation and creating positive buzz around your website.

Useful tools: The easiest way to increase the number of your followers is investing in targeted ads. This will help you achieve higher visibility and reach people outside of your existing pool of followers. In addition, there are useful tools such as BuzzSumo that will help you identify relevant prospects in just a few clicks. Simply type in a keyword (e.g. online gambling, best gambling games online, online casinos, etc.) and this tool will generate a list of the most shared content within the topic. More importantly, it will also allow you to view the list of people who shared this content, which significantly narrows down your target group, i.e. reveals those key people you need to focus on. Other tools that could be useful to you include Hashtagify for pinpointing popular hashtags, and some of the social media management apps such as Hootsuite or Buffer.

Expert tip: Start by creating a profile on Facebook, Twitter, and LinkedIn, and see whether you even need to move to other networks. Don’t make a rookie mistake of treating each network the same and avoid boring your followers with repeatedly sharing links to your published articles. You cannot be a one trick pony here: encourage conversations with your audience, be active within relevant groups, create posts specifically designed to include your followers, and curate content to demonstrate that you know what’s going on in the industry. Interact with influencers, mention them in your posts and ask for their opinion, woo them a bit, retweet and share their content. Endorse others and nurture positive relationships.


Challenges: Email is a channel that enables you to have one-on-one conversations with your relevant prospects. The biggest challenge here lies in 1) building a list of subscribers you can reach out to and 2) segmenting the list and personalizing the content in order to increase the chances of people converting into paying players.  

Why it’s worth it: In the marketing world, email is praised as the channel that brings outstanding ROI, it helps you create an intimate communication setting, and it encourages social sharing. Statistics say email subscribers are 3x more likely to share the content they’ve received in their inbox on their social media profiles, which can potentially create a “snowball effect” and bring your content in front of new audiences. As you can see, email is your ally that acts as a catalyst for organic reach.

Useful tools: MailChimp is probably the best known tool for creating email campaigns and automating the process of sending targeted emails and newsletters. It enables you to design beautiful emails via user-friendly drag-and-drop technology and segment your list based on the parameters you select. Personalization is quite easy and you can even do A/B tests to see what type of content and visual structure resonate the best with your audience. You can see how your emails are performing by looking into reports, which will help you make the most of trial and error and do better in the future. If you’re not a graphic designer, you can use tools such as Canva to create simple visuals or resize the existing ones. To create aesthetically pleasing newsletters, make the most of royalty-free images online and websites such as Pixabay, Pexels, and Unsplash.  

Expert tip: To build an email list, make sure to offer your site visitors a clear opt in box so they can subscribe to your newsletter. Don’t make a mistake of only promoting published blog content within your emails; rather create exclusive content so that people know subscribing has real tangible benefits. You can even organize giveaways to attract more subscribers. Offering incentives such as eBooks or guides in exchange for contact information is one of the well known ways to build your list, too. When crafting your email campaigns, try incorporating content variety: including a video can increase your click rates by 300%.

Ego Baits and Expert Roundups

Challenges: Creating specific type of content that includes insights of renowned influencers is the core of the ego bait technique. When you reach out to industry experts and ask them for their opinion, it’s likely they will share your post after publication. This way, everybody wins: you get valuable exposure and put yourself in front of the relevant audience, while the influencers showcase their expertise. The biggest challenges here include 1) establishing enough authority and visibility to even get considered as a credible website influencers would want to collaborate with and 2) getting a positive reply to an outreach mail.   

Why it’s worth it: If you organize an expert roundup, you will include several different influencers and create a resource that’s valuable and comprehensive, more importantly – completely unique. People want to know exclusive insights and this type of content is definitely hot stuff. When reputable names agree to share their thoughts with you, not only do you get a validation from them, but you become more valuable in the eyes of your audience. In terms of visibility, you can expect massive success. Just think about it: if you manage to get a comment of five influencers that have an average of 10,000 followers on Twitter, that’s 50,000 people you’ll reach. Not to mention the hashtags and retweets, and word of mouth if your content is truly useful. Pretty nice, yeah?

Useful tools: When it comes to creating expert roundups, you need to find relevant people that are proactive sharers and will also be interested in contributing. Use tools such as Ninja Outreach to find bloggers and influencers via simple query, create a list, and craft your outreach mail. There are also useful platforms for finding and connecting with relevant sources, such as HARO. HARO (Help a Reporter Out) is designed primarily with journalists in mind, but you can still take advantage of it and get expert comments in no time.

Expert tip: When reaching out to influencers, make sure to personalize your message and keep the email short. Never ask too much from them and acknowledge they are busy people who probably get tons of emails just like yours on daily basis. Emphasize what’s in it for them and try to subtly trigger their fear of missing out. To identify great topics for your expert roundup, consult online communities such as Quora to see what are the fiery questions your audience cares about.

Paid Promotion

Challenges: Paid promotion is great for boosting the visibility of your content and raising brand awareness. The trick here is to 1) identify which specific channels you want to try (targeted ads, paid social media post, or other) and establish a well thought through strategy, and of course there is a problem of 2) allocating a budget to it. Take search engine marketing for example: if you choose to purchase ads on Google, you will put yourself right in front of your users, on the very first page of the search results. Of course, this isn’t as straightforward as it seems. It’s not easy to get to the top given the fact PPC involves complex keyword targeting and bidding, which in a competitive industry such as iGaming can cost you a lot of money, time, and effort.  

Why it’s worth it: A lot of content gets produced each day, which leaves you battling both for the attention of potential players and visibility. By investing money to promoting your content, you are able to rise above the noise and attract more eyeballs to your published pieces. This means you’ll be able to capture a significant volume of leads outside of your organic reach, and hopefully convert them and earn commissions.

Useful tools: If you do decide to roll up your sleeves and try your luck with search engine marketing, you’ll definitely need to make an account on Google Ads. Keep your eyes open and determine whether or not the cost per click is too high compared to the benefits of such exposure. If you’re just getting started, then maybe you could focus on setting up ads across your social media profiles and promotion networks instead, which can also help you launch native advertising campaigns. Study through platforms such as Outbrain, Taboola, and LinkWithin.   

Expert tip: Investing into paid promotion can bring you great benefits, but don’t think it’s enough just to show money and get exposure. If it were that easy, everyone would do it. Sometimes, free content promotion tactics can bring a bigger ROI. Think about where your target audience is and what would be the best way to reach and engage them. This is a crucial step before designing any type of promotional strategy, paid or unpaid.

Over to You

Of course, this is not an exhaustive list of ways to promote your content and earn exposure as an affiliate, but it covers the most important practices. Guest posts are also a great way of getting exposure for your content, and so is asking content curators to include your content as well. The most important thing here is not to get discouraged when producing a quality article and not getting conversions. If you’re just getting started as an iGaming affiliate, the problem might not be in your copywriting skills, but the lack of overall traffic. When creating a content calendar, make sure to have a ready promotional plan as well, and be patient when it comes to your business growth.