GPWA Times Magazine - Issue 33 - October 2015

Holidays You may be wondering how holidays can apply to gambling (if you’re not in sports- book), and the truth is: only very loosely. If you’re going to create holiday-related content, it’s best to place your content on a non-commercial new domain and redirect it back to a page on your site that houses the content afterwards. That’s not to say you can’t launch it again next year on another noncommercial-looking domain and do the same thing again. We’ve seen everything from safety guides and Christmas infographics function well this way and have remarkably positive effects. It should be said, however, that with content like this, quality is king. Otherwise, you’ll almost certainly be drowned out by a lot of other people do- ing the same thing. Isn’t it going to look out of place on my site? Perhaps, but only if you leave it sitting on its own page with no thought to tie-in. If we take the Christmas example, it would be very easy to create a high-quality non- related infographic and then house it on a page on your site that was somewhat related to Christmas — for example, the best Christmas-themed slots, or what to get a poker player for Christmas. Regular events Regular events are a given in certain sec- tors — obviously, sportsbook has enough of them to keep webmasters busy all year. You can create some great pieces for things like El Classico, which only require minor updates to be reusable each up- coming game. It’s true that affiliates may be at a disadvantage. Content pieces with a large brand behind them have an edge, but there are ways to work around lower budgets and a lack of initial reach.” 11 Building links with reusable, reskinnable content on a budget