GPWA Times Magazine - Issue 26 - October 2013

Be our guest There are numerous rules of engagement when it comes to guest blogging. The spe- cific rules depend on whom you ask. For example, were we to ask ancient Greek philosopher Socrates he would likely re- ply with the following: “Be slow to fall into friendship; but when thou art in, continue firm and constant.” There is something in that pearl of wis- dom for both the guest blogger and the host. For an affiliate looking to contribute as a guest blogger there is the all-impor- tant prerequisite of being a capable writer. Assuming that quality of writing is not an issue, affiliates need to recognize the value of such an opportunity in terms of both exposure and relationship building. The benefit to increased exposure is self- evident: It provides one more channel with which to reach a target audience. The SEO value of your contributions will also be amplified if the partnering site has established high domain and page author- ity, thus increasing the quality of inbound links to your site. As far as relationship building is concerned, if the submitted content is solid and the result is a good working relationship with the host, the af- filiate can expect future writing opportu- nities with that particular blog. Furthermore, the goodwill developed with that one blogger will contribute to a repu- tation that could increase the likelihood of offers to supply content elsewhere. The re- lationships will not necessarily be fostered as quickly as you might like, but once es- tablished they are priceless. Power of words “Wise men talk because they have some- thing to say; fools, because they have to say something.” That quotation is from Plato, who studied under Socrates and died 2,360 years ago. Those words still hold true today across innumerable in- dustries, including iGaming. Plato’s words should be heeded when en- gaged in the esteemed practice of forum posting. It is a valuable method for affili- ates to build brand recognition by contrib- uting quality content, acting as a catalyst for insightful discourse and being a brand advocate, reinforcing relationships with iGaming operators. Besides creating a positive outlet for com- munication exchange, forums are also highly susceptible to vitriol and trolling, causing discussions to spiral downward into an abyss of negativity. No industry or topic is immune from this reality. The best advice is to steer clear of such antagonistic dialogue and maintain the dignity of the medium. This is where there is a marked difference between those who have some- thing to say and those who have to say something. Industry forums exist, among other rea- sons, to be a sounding board to inform one’s peers of concerns or unfavorable experiences. This means that adverse opinion is unavoidable, while also serv- ing a key purpose. Similar to dealing with a customer support agent, there are two ways of handling a negative experience: explain your case as well as your discon- tent, even if somewhat emphatically, and await reply; set out to berate the subject with the explicit intent of making him or her share in your discontent. While either method may return the de- sired result, they also leave fellow contrib- utors with vastly different impressions. Face to face Social networking practices in both mod- ern times and societies long since passed have involved the transmission of in- formation through various mediums to audiences in distant lands. This means that in whatever millennium we find our- selves, the practice of substantive face- to-face communications is the exception, not the rule. Where a Roman politician like Marcus Tullius Cicero would make public speech- es, businesses in the 21st century hold board meetings, team meetings and pe- riodic catch-ups. That’s all well and good for the development of regimented inter- nal communications but, for affiliates, op- portunities to have face-to-face dialogue with iGaming affiliate managers are rare and need to be exploited to their full ex- tent. This is why industry conferences are so vital to the success and growth of iGam- ing affiliates. Developing an identity in any industry means taking advantage of every oppor- tunity afforded to enhance visibility and presence. Many industry conferences of- fer free admission to affiliates and are complemented by the fact that operators are attending with the intent of identify- ing and fostering new and valuable affili- ate relationships. Could there be any bet- ter stage on which to promote oneself? Affiliates will need to do the appropriate prep work prior to attending any such in- dustry events in order to be ready to let operators know what their strengths are and why they would make a valuable part- ner. The better affiliates understand their own business and that of the operators, the more likely those operators will see the long-term benefits of entering into a business relationship. Conclusion Comparing today’s world with those of the great philosophers, conquerors and kings of the past will always be a worthy source of amusement. That having been said, in this case it’s far from being a lark. Affiliates need to utilize the tools available to them if they want to be recognized as key players in the iGaming sphere. A great many, though far from all, appreciate that a successful business strategy needs to ad- dress all relevant stakeholders. That strat- egy needs to address the importance of facilitating communications and shaping the image of a brand that has something to say, not one that has to say something. Establishing one’s voice, one’s presence and one’s value within an industry seems daunting on paper. The good news is that achieving this requires little in the way of paper, or clay tablets for that matter. What it does demand is the application of reasonable logic, demonstrable fortitude and an incomparable passion to be part of iGaming’s own unique narrative. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Allan Petrilli is a senior affiliate manager at Income Access. Dedicated to build- ing strong relationships in the iGaming industry and immersing himself in the world of affiliate marketing, Allan strives to be a trusted resource for both his clients and the industry at large. “There are numerous rules of engagement when it comes to guest blogging. The specific rules will depend on whom you ask.” 42 Expanding your affiliate presence