BETTING THE HOUSE
Strategy, as it relates to online content, can only be successful
if it takes into consideration online traffic of all variations.
It must also provide a cohesive, interconnected system within which users, both existing and prospective, can be addressed. In the case of these five brands (Bovada, Bodog, Ignition, Café Casino, Slots.lv), a multifaceted approach to online content strategy was required, in order not only to retain current players, but to acquire new users, and manipulate distinctive, underexploited markets.
Creating a robust content strategy, anchored by brand-specific, audience-tailored content destinations would improve the effectiveness of online campaigns. A three-pronged approach to content integration was proposed, including architecture and roadmapping of a reimagined Acquisition and Retention-based online ecosystem model, integrating and aligning five distinct top-tier online gambling brands with disparate product offerings, spanning a global, multi-national player base.
Prong One — Segment
These are keywords and content that are common to an industry. These are terms most often attributed to searches for general information within a vertical. Customer-defining keywords are a specific subset of Segment search phrases that identify a particular audience. In these searches, customers typically use words to define themselves.
Prong Two — Conquest
This type of keyword or content targets owned terms of competing businesses, products, and services, providing an opportunity to attract similar audiences away from competitors. Geo-targeted keywords are a subset of Conquest search phrases that identify a location. Searchers who use these terms are looking for results that are near them, or in another area they are interested in.
Prong Three — Retention
These are keywords and content that are owned, which include brand names or other branded terms. Product keywords are a subset of Retention search terms related to specific brand offerings. These types of keywords are phrases that directly reference a company’s products or services.