Adam Small is a 20-year veteran of the gaming industry, with a primary focus on affiliate businesses. He is the co-founder of Third Planet Media, which operates the websites CasinoReports.com, InGame.com, LotteryGeeks.com, and Props.com. In 2005, Adam co-founded PocketFives.com, a highly successful poker community and rankings website. After a decade in poker, he shifted his focus to online casinos and sports betting, launching NJ Online Gambling. This venture expanded to include sites like USBets.com, which was later sold to Better Collective in 2019. A well-known figure in the industry, Adam is also a regular speaker at gaming conferences. Looking at the possibilities, my answer is often “yes please, all of it.” The voices still need to be authorities on the topics they cover, but bringing in new people who are especially authoritative in a narrow niche can add amazing value to your publication. We do as much of it as possible. It helps add variety while keeping the core staff and coverage topics intact. Referenceable Content Any publisher is familiar with the term “evergreen content,” but sometimes that can mean more than one thing. For affiliates, it usually has something to do with money. Evergreen content is created to attract regular visitors who intend to convert in the way that produces revenue for the affiliate business. But we look at it differently, especially with regard to building topical authority. Yes, of course, there should be pages that are monetizable. But more importantly, the site needs pages that are referenceable. One of our biggest goals as a publisher is to have as much content as possible that is considered the primary source on a specific topic. When your content is regularly referenced by other media and users, whether on social media, other websites, or through word of mouth, it’s a clear sign that you are building authority and trust. There are volumes of content online devoted to teaching web publishers how to build links. But it’s actually really simple! If you create something other people are willing to reference and get your content in front of those people, the links will come. RanedfeBrernancedable People And along those lines, it’s absolutely necessary to pay constant attention to the way your brand is perceived. Your publication may produce content that’s worthy of being referenced, but if the names listed in the bylines are less credible than the content itself, it will all be for nothing. Many of the already limited chances you have to get picked up will fall by the wayside if the producers aren’t considered authoritative on the topics they’re writing about. This concept is even more important when it comes to the brand of the publication. Nobody scores a perfect 100 when it comes to getting everything right all the time, even the top newspapers and magazines in the world. Encyclopedias can be wrong from time to time. But it’s one thing to make mistakes; it’s a far different thing to have a reputation as an unserious or unthorough publication. When it comes to topical authority, your reputation is everything, and it’s also a fragile thing. Treat your brand with great care, and only publish content worthy of the brand – both the brand it is today and the brand you want it to become 29 GPWAtimes.org
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