Researched, Wrote, & Delivered a 5-Module Beginner’s Course on Sports Betting in WordPress

Canada Sports Betting is one of many brands owned by international sports media company Better Collective (BC). As the SEO Content Strategist for CSB, I was tasked with creating a betting guide for TOFU users just starting their journey in sports betting. While SEO was a consideration in this project, the main focus was to create something that hadn’t been done before in Canada — a comprehensive betting guide to educate our audience in safe betting principles.

Research & Planning

I conducted audience research to determine if A) there was a need for this guide at all and B) who would be reading it. From there I researched search habits to optimize the guide for SEO. Both documents can be downloaded to the right.

Audience Research

Keyword Research

Articles Written

MODULE 1: SPORTS BETTING 101

MODULE 2: BETTING ODDS

MODULE 3: SPORTS BETTING MARKETS

MODULE 4: SPORTSBOOKS

MODULE 5: RESPONSIBLE GAMBLING

  • I built a landing page to house all content within the guide. For both social sharing, and to direct readers to one source for bookmarking, a landing page was an essential user experience consideration.

  • I added several navigation features to our product backlog, including: a next and back button along the top and bottom of each article, a table of contents for each article, and a legend with all modules on the right which highlighted the current module.

  • I created the initial wireframe for the project which led to the subsequent template design. As I produced the guide and uploaded content, I made design considerations along the way including header images, white spacing, and image selection.

The beginner’s guide was — in a sense — a digital product designed to capture leads at the top of the funnel. Ultimately, the design considerations, user experience, and modules were decided at my discretion.

UX Considerations

“I think the sports betting guide is absolutely fantastic. You did an amazing job on this! ”

— Senior Sports Editor @ Better Collective