This is definitely something to consider if you’re looking to reach a new audience rather than play to the choir in particular with Bingo and Casino as opposed to sportsbook. Instead of always writing about your product, think about writing content that will interest your demographic. Who are you targeting, what are the common personas? Once you know that think laterally about the kind of content that will interest this audience and also projects something of your brand values.
The best-in-show example of this is Red Bull, who is really an extreme sports and lifestyle publisher who happens to have an energy drink. Red Bull report on extreme sports and create amazing stunts like the Felix Baumgartner Stratos event.
So think about your brand values and what content you can create that matches those values and the audience you’re targeting. This gives you a chance to add a real point of difference and an additional value proposition to your business.