We have a new royal baby. Yay. Princess Charlotte Elizabeth Diana, the first princess to be born into the British monarchy in 25 years. George has a little sister. The flags are out. Bakeries across the nation are icing the Union Jack onto their cakes. It’s a time for celebration.

Not in the Blueclaw office though. Inside these four walls, content is king. The crown jewels belong to great ideas which inspire shares, follows, and blogs dedicated to them. Which is exactly what this is.

It’s no secret that the iGaming business is bigger than ever before. My colleague Michael Gabriel helped highlight that with simply the sheer scale of the novelty betting industry following Eastenders’ Who Killed Lucy Beale storyline, which fetched more bets than the 2014 Champions League Final.

But with that comes an extremely competitive market, and brands are having to become more and more creative to stay ahead of the game. We’re seeing the major players of today turn away from the more traditional link building methods and focus on this fresh content marketing to drive business.

Whilst Princess Charlotte may be down at fourth in line for the throne, the buzz-term ‘content is king’ is on the lips of every marketer at the moment, where fresh, engaging, and evergreen content is the order of the day in a world where not only is yesterday’s paper fish and chip wrapping, but a tweet sent out 10 minutes ago is sent down a pile by a further 6,000 every second. So it needs to stand out.

SEO wizard Rand Fishkin certainly believes in quality over quantity. The Moz magician told the Content Market Institute earlier this year, “It’s a historical bias left over from the ‘90s that says: In order to do good SEO, you have to do keyword stuffing and use a very keyword-focused strategy with content, as opposed to writing for users and simply using a few terms and phrases intelligently in the title, headline, and content to attract search engines.”

Of course the viral hit is still in full flow; Paddy Power has become the go-to brand for that. In fact, in the run up to the General Election, one of their stunts made splashes not just in social media, but in the news as well.

We're just going to leave this here… pic.twitter.com/SVP1SzIYUi

— Paddy Power (@paddypower) May 6, 2015

But 2015 is increasingly becoming about creating interesting pieces which will stand the test of time; not put to bed in a matter of weeks.

Natural Born Poker Player, a web project put together by PokerStars, has only just landed online and it’s already got plenty of people in the industry talking. Using a kind of augmented reality, it drops users into a scenario which they must work their way through, testing various skills which you would implement in a poker game.

It certainly has no time limit to its outreach and has picked up some shares from major influencers in the market including Poker News, Global Poker Index, and a number of other poker-related feeds.

Equally, a project we worked on last year here at Blueclaw was Transfer Trends, a campaign we implemented for Sky Bet. We designed a tool which used Twitter’s Streaming API to collate football transfer gossip from a number of trusted sources.

With the transfer window opening twice yearly, it has meant that campaigns can be run around the piece in both the summer and winter, to impressive effect too. In fact, last pre-season the tool had 23,512 unique views, and was shared on numerous influential sites including ESPN and AOL.co.uk. This can be run again and again, improving the rankings every time the window rolls around.

It’s time for designers to get their hands dirty; come up with something that is intelligent and useful to a user. I shall leave you with a further thought from Fishkin, who says it’s about finding the right audience, the potential customer, and more importantly the evangelist. The people who will spread the word, the gospel where unique and well-thought-out content is king. It’s the land of hope and glory. Long live the king.