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Common mistakes to avoid in casino content writing

November 10, 2022

Content writing is crucial for a casino brand to establish its online presence in the industry. By providing well-structured and accurately-written articles, you'll improve your brand's authority and credibility to attract potential players to the site. However, this is easier said than done. It takes knowledge and experience both in the industry and writing to produce valuable content that your readers benefit from. 

Thankfully, QWERTYLABS is a leading casino content provider, and we're here to help you improve your brand visibility with valuable tips from our years of experience in the iGaming industry. We'll also share some common mistakes other casino brands have made regarding content writing to further insight.

As a casino brand, it's essential to look at the mistakes made by other content providers within your niche to learn and avoid repeating them. This is crucial to ensure you're providing your audience with high-quality content they can benefit from. Read the list below for the most common mistakes when casino content writing, and discover why you shouldn't repeat them. 

  1. Only pointing out the positive aspects

Producing biased content while claiming neutrality is one of the easiest ways to draw potential customers away from your brand. If you're writing about a specific topic that requires you to point out both positive and negative aspects of a product or a brand, then do so correctly so you'll provide your readers with an unbiased look into the topic.

For example, you'll often have to write game reviews about the various games in your cache as a casino brand. If you want your readers to trust your authority, you'll need to give them a balanced review highlighting the pros and cons and allowing them to decide whether or not to play the game. 

  1. Forcing wrong SEO keywords in the content

Writing online content that ranks high in search engines has become increasingly difficult as more and more brands adopt SEO techniques for their content. It works by using specific keywords related to your niche to make you visible in the search engine algorithms and reach a higher number of your target audience.

However, most writers make the mistake of 'keyword stuffing' when they scatter too many SEO keywords within the content, compromising the content's quality since some keywords need to be structured to fit grammatically in sentences.

Additionally, search engines like Google discourage keyword stuffing, as their quality guidelines state, "Filling pages with keywords or numbers results in negative user experience, and can harm your site's ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context."

  1. General content topic

If you're a niche brand, then your content must cover a topic related to your field. Being too general will detract from targeting your intended audience and getting successful lead conversion results. Your content should be centred around casino content as an online casino brand. That way, your blog page is catered to your target audience, and they'll find industry-related topics covered for further reading. 

  1. Doesn’t break the article with subheads

Amateur writers tend to write long paragraphs that aren't broken into parts which often detracts readers from engaging with the content. When writing any content, breaking your topic into palatable portions helps avoid overwhelming readers with information. This is why using subheadings is vital in writing long-form articles. 

Using subheadings has several benefits for you as a writer and your readers. As a writer, using subheadings lets you properly break down your content's main topic and subtopic and discuss each of them thoroughly. When it comes to your readers, using subheadings provides insight into the points of discussion to understand the focus of the article to help them find the answers they're looking for.

  1. Too promotional 

Content writing is largely considered indirect marketing because the main goal for creating your content is to establish your authority in your niche and build trust with your audience. It's accomplished by providing your target audience with valuable articles they can use to solve a problem they're facing. The key to successfully doing this is by balancing your content so that you're promoting your brand while still providing helpful information.

To give you an idea, one of the ways to promote your casino through content marketing indirectly is by finding topics that fit your brand—for example, creating how-to guides on signing up for an online casino or maximising bonuses. With this topic, you can create content outlining the general sign-up process of a casino site and using your online casino as an example. Interlinking other blog posts related to the topic will provide your readers with more information and increase the post's traffic.

  1. Writing vague descriptions

Writing great content is no easy feat, and one mistake amateur writers often make using vague language to tiptoe around the point they're making. This usually happens when the writer needs to know more about the topic they're writing about. 

One of the ways to detect vague language when writing your casino content is when you use too many adjectives to describe things. For example, simply saying online casinos have 'incredible games' or that a game has 'astonishing RTP' doesn't give your readers insight into what you're discussing.

  1. The writing tone is too casual

These days, most writers attempt to sound friendly and casual to relate to their readers. However, this only works if it suits your target audience; otherwise, you'll lose their interest and risk your authority on the subject matter. While you don't want to write lifeless content by being too factual, you also don't want to be ineffective by being too informal. Finding the balance between the two will ensure more effective writing that your readers will enjoy. 

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Tips to improve your casino’s written content 

Now that you know what not to do, it's also important to share valuable tips to improve how to write casino content and guarantee better results on your Key Performance Indicators (KPIs) and Return on Investments (ROIs). QWERTYLABS has listed below some helpful tips you can use when writing your next casino content:

  1. Gather information about your target market

Before producing written content, it's essential to understand who you're writing for clearly. This is done by establishing key details regarding your casino brand and using marketing techniques like setting a consumer persona to gain in-depth knowledge about your audience.

For example, if you're a high-end online casino brand targeting high-rollers, you must structure your content and tone to those players. That means adopting a professional and sophisticated tone and discussing topics that suit their needs, like lists of games with high betting limits. On the other hand, if you're a casino brand targeting young and casual casino players, you'll want to make your content fit the demographics. This means adopting a friendlier, more youthful tone and covering topics focused on their interests.

  1. Incorporate good SEO strategies

If you want to increase your site's traffic by creating SEO-centric content that ranks high in search engines, understanding the ins and puns of Search Engine Optimisation is essential. 

Part of this is learning the strategies to help you build strong content, such as keyword research, ensuring excellent user experience, tracking key performance indicators, and using backlinks to improve your site's traffic and Return on Investment (ROI). You should also consider these top SEO tools your business needs, such as Semrush, Inlinks, and Google Analytics, to ensure seamless KPI tracking and an improved SEO process. However, when it comes to backlinking, it's important to learn from these 6 common mistakes to avoid in casino link building for your site's success.

  1. Write for your audience and not for SEO algorithms

No doubt SEO is important in how your casino brand gets discovered. However, discoverability doesn't mean good quality. Once your target audience has discovered your brand, you need to retain them by ensuring you offer them value through your content. This means researching and analysing the data to discover their niche-related interest, see the queries they make, and provide solutions to them instead of writing solely to rank high in SE algorithms.

Since both are equally important in the digital space, it's vital to balance creating quality content and good SEO techniques to maximise your content's online performance. If you need guidance on how to do this, be sure to learn the 6 SEO techniques to build your brand and start elevating your brand's content.

  1. Maintain a good length for your articles

There are several factors to consider when deciding your article's length, but according to Medium, the perfect length is between 1,500 to 3,000 words. It still largely depends on the topic you intend to cover. For example, if you're writing an in-depth guide about playing casino table games, then long-form writing is best. Alternatively, short-form might be best for writing promotional or news-type content. 

  1. Always provide a fair point of view

Even when producing content that directly relates to your brand, maintaining fairness by providing your readers with a balanced look into the topic is always appealing.

Most commonly, this is done by listing the pros and cons of specific subject matters. However, it's also accomplished by being open about your brand's limitations and providing them with alternatives. For additional context, say you're writing a review for a casino game you're trying to promote on your site. It'll be tempting to simply put all the positive aspects of it to convince your readers to play the game. 

However, this only offers short-term success since your readers will be able to gauge what's lacking in-game, and there's a high chance they'll find your content misleading for omitting key information. That's why it's important to give your target audience all the necessary details and allow them to decide whether they want to play the game.

Providing balanced content shows you prioritise accuracy and delivering useful information, not misleading content. This improves your reputation as a trustworthy casino site and will result in better return traffic and a higher conversion rate. 

  1. Conduct thorough research for accurate content

Research is the most crucial part of writing since it ensures that everything within your content is credible. Providing your readers with correct and valuable information establishes your authority which gains their trust and ultimately converts them into users on your site.

When writing casino content, you'll have plenty of resources to ensure you're providing the correct information. Say you're writing about specific casino games; you can typically find the game's features and other technical details either on the game's info box or through the game provider. Using these sources guarantees your credibility instead of using information from third-party sites. 

  1. Review your content before posting

No one is immune from making mistakes, whether big or small, so a writer needs to allot ample editing time to review the content they've created. This is a period where you correct grammatical errors, fix odd sentence structures or rectify factual inaccuracies. There's no limit to how many times you can check and correct your content, but it needs to be done to avoid publishing mistakes that compromise your brand's credibility.

Become a leading casino brand with QWERTYLABS

Content writing is only effective when you properly provide solutions to your target audience's needs. It can be done by avoiding the common mistakes many other writers have made and employing useful tips to improve your content. However, simply knowing such things is not enough. It's also important to have insight on properly applying them to your brand content to guarantee successful results. Thankfully, QWERRTYLABS has the perfect skillset casino brands like yours require to ensure your content is authoritative and credible for your audience.

Learn more about it on our services page, where we outline our expertise through the content creation solutions we provide our clients to improve their brand visibility and traffic. Once you're ready to boost your site's performance and elevate your casino content with QWERTYLABS, be sure to contact us and be on your way to becoming a leading online casino in the industry.

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