This is a guest contribution by Pete Campbell, Managing Director of the award-winning Kaizen. If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

Promoting a gambling brand through SEO and content marketing online is no mean feat. Both webmasters and algorithms alike (not to mention consumers) are very wary of content produced by digital gambling businesses, typically associating them with spam and questionable digital marketing practices.

Unfortunately, this can become a self-fulfilling prophecy: Bloggers and journalists are reluctant to publish content from a gambling brand, which makes it very difficult for such businesses to grow links, sending them underground to precisely the spammy practices they were initially turned down for (including buying poor quality backlinks as a short-sighted fix).

It’s s tricky cycle to break, but for gambling brands keen to do things the “right way” and enjoy the benefits of cracking content marketing – it’s not impossible.