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Your ultimate guide to writing effective sports betting content

November 18, 2022

With Search Engine Optimisation (SEO) capabilities and digital marketing, putting your sports betting brand out there has become easier to achieve. 

Do you want more user engagement for your sports betting site? Then writing sports betting content that’s factual and engaging is the key. This will motivate potential customers to use your content as a basis before they place their wagers and once they do, have them return for more. 

Here at QWERTYLABS, the leading brand in content creation, we have prepared a sports betting writing guide that will help you write meaningful content. Read further to learn more:

Types of sports betting content

Keeping up with the latest updates is essential for any sports fan or punter. Sports betting covers a wide range of topics that all serve different purposes, as QWERTYLABS utilises in their content strategies for numerous brands. Consider including these content types in your sports betting content strategy:

Sports betting guides

Beginner bettors will always look for a handy guide to help them with their wagers. Answering the whats and hows of online betting will help them understand the concepts involved before, during, and after placing a wager. To write these effectively, you must know about the sport outside the betting aspect.

When writing betting guides, there are different important factors you need to account for. In football, for example, you have to discuss important aspects of the sport, such as scoring and the important leagues and tournaments to watch out for. 

Your betting guide needs to help the reader become more equipped when placing a wager. You can do this by elaborating on essential factors in sports betting, such as betting markets, odds, types, and more.

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Tournament and game previews

The main purpose of these articles is to give an overview and understanding of a certain match or competition to help manage the expectations of fans and punters. You can be concise and honest about what you believe could happen in the match. It also helps if you provide a unique take on the game and not just restate what has been stated already. 

This will require an in-depth analysis of the matchups that can help your readers make wiser and better wagers. It has to be backed with accurate information to support your prediction. This includes team/player stats and their performance from previous games.

Event reviews

Usually published after a match or tournament ends, event reviews are great for informing your readers who may have missed the games. To create effective event reviews, you must write an article that’s quick and easy-to-digest. 

Keeping it short but effective is ideal. It will also be a good chance to announce sports betting promotions happening soon. Here are some important points you need to cover:

  • Who won the match?
  • What is the final score of the game?
  • What were the main highlights of the game?

Blog posts

The best blog posts should help punters make better and more informed wagers. The article must be interesting, concise, and detailed about various sports betting aspects. To make it simpler for readers to follow, it should have headings to help organise the talking points you will discuss. 

A summary of each section's content in the final paragraph will help your target audience remember the information they read before placing a wager. It can be helpful to finish off the content by adding a clear call to action (CTA) prompt.

News articles

A great way to keep your customers updated on the latest events and updates in sports is through news articles. By covering different sports-related news, such as team drafts, game matchups, or teams knocked out of the competition, bettors can make informed decisions and place their wagers without worries. 

You have to ensure that these articles are newsworthy, so you have to stay updated on the latest developments in that specific sport.

Sports betting bonus reviews

Bonuses and promotions are arguably some of the most important deciding factors for sports bettors that will push them to join and bet on the site. With the help of sportsbook bonus review content, you can encourage bettors to check out a bookmaker's bonuses. You need to know which bonuses are offered to write compelling reviews.

When you are writing your sportsbook bonus reviews, it can help your readers a ton when you discuss the bonus in detail. This includes specifying how to claim and use these to their advantage. You have to write it in an engaging way that can be digested easily by the reader. Adding a CTA to the review entices the reader to try out this bonus for themselves.

Qualities of great sports betting content

Now that you are familiar with how to write sports betting articles and the different topics you can cover, there are three key qualities your pieces need to possess to entice readers:


Every detail must be accurate but easy to read and understand when you create sports betting content. This will require you or your writer to be a dedicated follower of sports and an experienced bettor. These will help you relay factual information to your readers effectively.

Now that you have the information part down, you have to consider the readability of your content. What's the use of a factually correct piece if your readers won't understand its content? 

There are tons of elements to consider here, including using jargon and terminologies, grammar, and sentence structure—all of which will influence how readable a piece of content is. 


Besides having informative content, your pieces have to be engaging. Creating an emotional link with your target audience is important to foster interest and build a relationship. 

One of the most effective ways this can be done is through emotive language with CTA. Including a CTA prompt in your sports betting articles will lead to visitor conversion, which can help increase your click-through rate.


SEO will play a crucial role in the discoverability of your articles. While writing high-quality content is your top priority, you must include properly researched keywords throughout your article. Keyword research will help you identify what your target audience is looking for in search engines. This will help you create content that will receive clicks and traffic. The more you think about prioritising audience-aligned content, the more likely you are to see conversion. 

Why you need sports betting content

Well-researched and written content will benefit your sportsbook's visibility and user engagement. This includes the following advantages:

It helps your sportsbook stand out

Having high-quality sports betting content will help your sportsbook stand out from the rest. The best way to become unique in this space is to cover a huge range of sportsbook topics. 

This will require you to have a talented team of writers or partner up with qualified content creation services, such as QWERTYLABS, that will help you with keyword research and writing excellent sports betting content. 

You can rank higher on search engines

Google is the top search engine in the world. Ranking higher on search engines means more website traffic and revenue. In terms of SEO, Google prefers high-quality and unique content. Along with proper keyword research, you are creating content that your target market is looking for.

Besides proper keyword research, you must satisfy the other demands for your content to rank higher. This includes:

  • Catchy metadata
  • The right amount of words
  • Proper topic
  • Backlinks

More user engagement

One of the most important benefits of writing sports betting content is better website traffic and more user engagement. With different types of sports content to be written, you can cover many topics that can drive more user engagement. 

Pumping out content like this has become important because prospective punters may be looking for guides, sports news articles, or game previews. Once you have enticed more sports punters into your site, it is up to them whether or not they want to explore the site further or leave. 

Besides having quality sports betting content, your sportsbook should also be well-equipped to serve both new and experienced bettors. A visually appealing streamlined interface and well-developed website design theme can help catch the attention of more new players who have been meaning to win.

Get compelling sports betting content with QWERTYLABS

In essence, this sports betting content guide highlights the importance of having quality sports betting content that will drive conversion, traffic, and user engagement to your site. Your content must possess the qualities of great content to encourage your target audience to engage with your sportsbook.

If you want the best service to help you achieve this, have your sports betting content with QWERTYLABS. We are the leading brand in content creation that will be able to satisfy your demands and requirements efficiently. Check out our services and contact us if you have any inquiries.

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