GPWA Times Magazine - Issue 33 - October 2015

However, other niches may be a little more limited. That doesn’t mean that you can’t still use the approach outlined in the holiday section. Outside of sports There are a lot of interest groups with events that we in gambling rarely think to touch on. Fortunately, slot game licenses give us a little leeway to create tie-ins to places you wouldn’t initially think of. Large companies often won’t sign off on content related to licensed brands, due to legal fears. And this is where affiliates have an edge. For example, Star Trek- related content is easily produced and seeds very well. We’ve had a lot of success with graphi- cal pieces aimed at fan bases, particularly around convention times. Usually we tie it in with a mention of or request for a link back to the demo of the licensed slot game. On one occasion, we’ve even seen a ca- sino piece get a link from Rodenberry Entertainment — the guys that own Star Trek. They are very nice about people us- ing their brand. In addition, smaller fandoms are dying for lack of content. You won’t get as many links, but the quality won’t have to be as high — and it’s possible in some cases that you’ll stand out simply by existing. These fan group pieces have a long shelf life, and there are plenty of sites dedicated to the groups’ events that are in need of content updates throughout the year. Takeaways • Don’t be afraid to create outside your niche. • Github is a godsend. • If you can wait, place the content on a noncommercial domain first, then redirect. • Think about the future of the content — can you change it easily to make some- thing new? • Think about the audience before you create. • Think about the shelf life of the content. Some of this content may not be incredi- bly cheap to produce, and there are a finite number of links and social mentions that can be gathered in any sector. But if you think about things the right way, you can easily reskin and slightly change a con- cept to open up new areas of application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mike Litson is the managing director of Greyheart Media. Specializing in gambling marketing, Mike has spoken at the foremost industry events and regularly contributes to industry publications. If you have any questions for him, feel free to contact him at mike@greyheart.co.uk . Smaller fandoms are dying for lack of content. You won’t get as many links, but the quality won’t have to be as high — and it’s possible in some cases that you’ll stand out simply by existing.” 12 Building links with reusable, reskinnable content on a budget