How to create content funnels for gambling sites

Introduction: Why Content Funnel Gambling

A gambling site does not sell a "one-time purchase" - it guides the user through a long sequence of decisions: interest → trust → registration → deposit → first experience → retention. Content should accompany every step, removing objections and strengthening trust, and for a specific GEO, payment habits and regulation.

1) Funnel model for iGaming (TOFU → MOFU → BOFU → ROFU)

TOFU (top): educational and "research" content - guides, provider reviews, RTP/volatility explanation, security, payment comparisons, "how to choose a casino."

MOFU (middle): deepening the choice - casino ratings by GEO/payment method/game genres, bonus comparisons, reviews of conditions (vager, limits), analysis of providers and specific games.

BOFU (bottom): conversion pages - brand cards, promo landing pages, bonus + checkout pages, reviews and cases, registration/CCR/deposit FAQ.

ROFU (repeat/hold): content for loyal - tournaments, seasonal promotions, VIP levels, bankroll guides, responsible play, session optimization strategies, provider news.

Key metric: consecutive CRs

`Visit→Content View→Lead/Reg→KYC pass→FTD→Wager→Repeat Deposit→Retention D30/D90`.

2) Persons and search intents

Segment by user "activity":

1. Newcomer: "what is safe," "how payments work," "where is legal."

2. Bonus hunter: "no vager," "cashback," "Paysafe/PIX/PayID bonuses."

3. Mobile/speed: "instant payments," "instant deposits," "Pay'n" Play."

4. High roller: "VIP levels," "deposit/withdrawal limits," "exclusives/tournaments."

5. Player by game: "best high volatility slots," "crash games," "live roulette."

For each person, make 10-20 intents TOFU/MOFU/BOFU and compare the pages with them.

3) Semantic core and clustering

Collect the keys and group by user logic:

Clusters by intention: "best casinos for X," "bonuses without deposit," "conclusions on Y," "provider Z," "game N."
GEO/language clusters: individual branches (for example, PT-BR, TR, ES-MX), local payments and terms.
Clusters by game type: slots/crash/live/desktop/instance.
Clusters by funnel stage: TOFU-guides → MOFU-comparisons → BOFU-landings/cards.

Rule: one cluster - one "hub" (hub) + "spokes" (spokes).

4) Site architecture: hub & spoke + templates

Hubs (categories/headings):

"Best [GEO] Casinos," "Bonuses," "Payments," "Games and Providers," "Responsible Play," "News/Tournaments."

Spokes (level 2-3 pages):

Best Fast Payout Casinos, Casinos Accepting [Method], Provider Overview [X], Guide to [Game], Bonus Comparison [Type].

Card Templates (BOFU):

Brand: license/owner, RTP policies and providers, bonus terms, payments/fees/limits, KYC/SLA, reviews, pros/cons, CTA.
Bonus: type, vager, maximum speed, allowable games, bet contribution, deadlines, calculation examples.
Payment: commission, deposit/withdrawal speed, limits, KYC steps, "typical failures."

5) Internal Relink and Markup Diagrams

Relink: from TOFU guides to MOFU comparisons (anchors "compare the best..."), from MOFU to BOFU cards ("pick up a casino with [method]," "with a bonus [type]").

Bread crumbs and menu anchors for long pages.

Schema. org: `FAQ`, `HowTo`, `Product`, `AggregateRating`, `Organization`, `BreadcrumbList`.

SGE/AI-friendly blocks: comparison tables, checklists, step-by-step, summary.

6) Content formats for funnel stages

TOFU

"How online casino payments work," "What is RTP/volatility," "Security and licenses."

"Payment methods by country," "How to choose an honest casino," "Myths and facts about bonuses."

KPI: time per page, scroll-depth, CTR to MOFU, subscription (bot/mailings).

MOFU

"Best Instant Payout Casinos in [GEO]," "No Deposit Bonus Comparison," "Casinos Accepting [Method]," "Provider [X]: Top Games and Where to Play."

KPI: CTR on brand cards, Reg-CR from pages, click on "Cash/Deposit."

BOFU

"Brand Card," "Bonus/Promo Landing," "Registration FAQ/CUS."

KPI: Reg→KYC→FTD, KYC waiver, FTD quality (amount, repeated deposits).

ROFU

Tournament Calendar, VIP Levels and Cashback, Bankroll Guide, Responsible Play, Retention Strategies.

KPI: Ret D7/D30/D90, repayments, equity exposure.

7) Responsible play and compliance - a mandatory layer

Dedicated section "Responsible play": self-control, limits, timeouts, help contacts.

Visible age/risk disclaimers in card and bonus templates.

Bonus Terms pages with examples of calculations and prohibitions on abuse.

Cookies/privacy policies, consent banner logic and local requirements.

On pages with high conversion - compact FAQs about legality/license/GEO restrictions.

8) Localization and trans-crisis

Not translation, but adaptation: terms, memes, local payments, holidays.

Different offers/creatives by country: advertising rules, restrictions in promo-copy.

Local examples and reviews, local influencers/media mentions.

Separate URL branches and hreflang schemes; currencies, date/phone/index formats.

9) Measurement and Analytics: Events and Attribution

Basic event schema:

`content_view` (cluster, stage), `table_compare_click`, `brand_card_view`, `registration_start/complete`, `kyc_submitted/passed`, `deposit_initiated/success {amount, currency, method}`, `wager_placed`, `bonus_claimed`, `withdrawal_requested/paid`.

Dashboards:

Stage funnel: TOFU→MOFU→BOFU→Reg→KYC→FTD.
Traffic quality: CR by cluster, LTV cohorts by source/page.
UX bottlenecks: heat maps for "check-in/checkout," responses to FAQs.

Metrics for revision:

Share of hit pages (top 20% give ≥80% of entries), CTR for "compare/match," Contribution to FTD and NGR by clusters, Payback by content sources.

10) Processes and content pipeline

Content brief (template): target intent → persons → H1/H2 and structure → theses → table/FAQ → relinking → CTA → compliance-blocks.

Sprint rhythm: 1 week - research/briefs, 1 week - production, 1 week - revision/improvements.

Quality: fact-checking, anti-plagiarism, a single glossary, visual components (tables/icons).

A/B tests: headings, first paragraphs, CTA blocks, section order, sticky blocks (sidebar comparison table).

11) Examples of ready-made mini-funnels (cards)

A. "Quick payments" (person: pragmatist, GEO-specific)

1. TOFU: "How do fast conclusions work →"

2. MOFU: "Comparison of casinos with instant payments in [GEO] →"

3. BOFU: "[Brand X] - output in 15 minutes on [method] →"

4. ROFU: "Stock calendar + bot reminders."

B. "Bonus without deposit" (person: bonus hunter)

1. TOFU: "What is a bonus without a deposit: restrictions and risks →"

2. MOFU: "Actual no-deposit bonuses [month/year]" (+ filters by vager) →

3. BOFU: "Brand Promotional Landing + Wagering FAQ →"

4. ROFU: "Cashback/re-deposit tournaments."

C. "Player by Provider" (persona: studio fan)

1. TOFU: "Provider [X]: style, RTP, hit slots →"

2. MOFU: "Where to play [X] with the [type] bonus →"

3. BOFU: "Brand card with selection [X] + fast KYC →"

4. ROFU: "Selection of new releases of the provider, tournament-grid."

12) Visual elements that increase CR

Comparison tables (mobile sticky resumes with 5-7 parameters).

Block "quick answers" (FAQ accordion at the top).

Trust plate: license, SLA for payments, number of games, providers.

Cards with "real examples" (amounts, terms, methods).

CTA blocks by context: "Quick payments per [method] "/" Bonus without vager."

13) Content for Retention (ROFU)

Weekly selections of tournaments/releases, "guide of the week," "VIP-tips."

Long materials on responsible play, bankroll management.

Story cases about winning/stories of players (without promises and with disclaimers).

Messenger bot: personal reminders of tournaments/promotions with opt-in.

14) Common mistakes (and how to avoid them)

"All about everything" instead of clusters: hub & spoke is treated with strict intents.

Relink for the sake of relink: put links that logically lead in stages.

Lack of compliance blocks: provide conditions and risks in simple language.

No mobile strategy: tables/FAQ/CTA should be "touch-friendly."

Identical pages for different GEO: make real localization (payments, media, regulatory).

15) 30-day content funnel launch plan

Week 1 - Foundation:

Segmentation of persons and intents; cluster map (5 hubs × 5-7 spokes).
Templates of bonus/brand/payment cards; compliance checklist.
Relink plan and Schema. org.

Week 2 - Core Production:

10 TOFU guides, 5 MOFU comparisons, 3 BOFU brand cards.
Comparison tables, FAQs, trust blocks, CTAs.
Implementation of analytics events and heat maps.

Week 3 - Conversion:

UX-audit of registration/cash desks, fixes of bottlenecks.
A/B: headings, first paragraphs, CTA, section order.
Setting up a bot/mailings for ROFU, triggers (welcome, win-back).

Week 4 - Scale and Localization:

Duplication of the model to the second GEO with real adaptation.
Release of 5-7 UGC materials in social networks/Shorts with deeplink/UTM.
First funnel report and improvement plan for 30 days.

A content funnel for a gambling site is an architecture of user decisions, where each material has a role: to train, compare, convince, activate, retain. Build clusters for intents, make hubs and templates, take the user from TOFU to BOFU through understandable tables and FAQs, ensure responsible play and transparent conditions, and then measure the contribution of each page to Reg→KYC→FTD and retention. This approach turns content into a predictable growth channel rather than a set of random articles.