Sweepstakes casinos are getting hugely popular in 2024 and affiliate marketing is here to join in, because the opportunities are endless! Are you, as a business owner, looking for strategies to increase player acquisition and revenue in the ever-changing US market? This blog post will be your comprehensive guide on how to tap into (the untapped) potential of sweepstakes affiliate marketing in 2024 and beyond.

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We know the unique challenges and opportunities sweepstakes casinos face within the US landscape.

Therefore, we have diligently created this guide to provide you with practical understandings and tested approaches to:

  • Increase Market: Connecting with multiple affiliates will give you a larger audience base and drive targeted traffic to your site.
  • Maximize Return on Investment (ROI): Capitalize on affiliate marketing’s performance-based nature to derive optimum benefits from your marketing budget, making every second count.
  • Improve brand trustworthiness: Engage reliable partners who can build credibility among prospective gamblers.
  • Understand legal terms: You should be knowledgeable about sweepstakes laws so that you can continue running an affiliate program that is above board.

Whether you’re a seasoned operator or new to the scene, this guide will equip you with the knowledge and tools needed to propel your sweepstakes casino to new heights of success in 2024 and beyond.

But, where to start?

We’ll cover everything from the legal side to how to drive new signups. Get ready to explore how to make your affiliate journey a success in 2024 and later.

So, let’s dive in!

What is a Sweepstakes casino?

A sweepstakes casino is a type of online gaming platform where players can enjoy casino-style games without using real money to gamble. Instead, they use virtual currencies, often called “Gold Coins” and “Sweeps Coins.” This allows them to “bypass” the regulations and restrictions that they would’ve otherwise been subjected to as a gambling vendor in the US. But, we’ll touch on that later!

Understanding Affiliate Marketing for Sweepstakes Casino

Sweepstakes casinos are a unique type of online gambling.

They let players join in casino games for free, with a chance to win real money. Players get free entries or “sweeps” to use in games like slots, roulette, and blackjack. These games don’t cost anything.

But, players can buy more sweeps to boost their win chances, and this is where the golden nuggets, profits and comissions are hidden!

Let’s break it down from casino owner’s perspective:

Affiliate RecruitmentIdentifying and attracting affiliates who can effectively market the sweepstakes casino.Broadens reach, leverages affiliates’ audiences, cost-effective marketing.Finding quality affiliates, ensuring alignment with brand values.
Commission StructuresEstablishing competitive CPA (Cost Per Acquisition), RevShare, or hybrid commission models to incentivize affiliates.Attracts a wide range of affiliates, flexible payout options, drives traffic and conversions.Balancing commission costs with profit margins, managing different commission models.
Legal ComplianceEnsuring all marketing activities comply with legal regulations surrounding sweepstakes and gambling laws.Avoid legal issues, build trust with players and affiliates, and maintain ethical standards.Enhances marketing efficiency, provides data for optimizing campaigns, and increases affiliate engagement.
Marketing ToolsProviding affiliates with high-quality marketing materials, tracking tools, and performance analytics.Using software like Scaleo enhances marketing efficiency, provides data for optimizing campaigns, and increases affiliate engagement.Investing in in-house or custom built tools, training affiliates on using these tools effectively.
Player RetentionDeveloping strategies that affiliates can use to not only attract but also retain players.Increases lifetime value of players, boosts long-term revenue, strengthens player loyalty.Designing effective retention strategies, ensuring affiliates implement them correctly.
Brand ControlMaintaining control over the brand image and ensuring affiliates represent the casino accurately and positively.Protects brand reputation, ensures consistent messaging, enhances credibility.Monitoring affiliate activities, addressing misrepresentation or unauthorized use of brand assets.
Performance TrackingImplementing systems to track affiliate performance, conversions, and overall impact on the casino’s revenue.Solutions such as Scaleo provide insights into affiliate effectiveness, helps optimize campaigns, improves ROI.Ensuring accurate tracking, managing large volumes of data, addressing underperforming affiliates.
Payment ManagementManaging timely and accurate payments to affiliates based on their performance and agreed commission structures.Builds trust with affiliates, encourages ongoing promotion, maintains good relationships.Ensuring timely payments, managing complex payment structures, handling disputes.
Training and SupportOffering training programs and continuous support to help affiliates maximize their marketing efforts and align with casino goals.Empowers affiliates, improves marketing effectiveness, aligns efforts with casino goals.Providing comprehensive training, ongoing support, adapting to affiliates’ varying skill levels.
Content CreationAssisting affiliates in creating engaging and compliant content that resonates with their audience and drives traffic to the casino.Increases quality of marketing materials, enhances audience engagement, improves conversion rates.Ensuring content compliance, maintaining content quality, adapting to different audience preferences.
Promotion StrategyCollaborating with affiliates to design and execute effective promotion strategies that highlight unique features of the sweepstakes casino.Drives higher engagement, attracts new players, highlights competitive advantages.Aligning promotion strategies with overall marketing goals, measuring promotion effectiveness.
Affiliate Relationship ManagementBuilding and maintaining strong relationships with affiliates through regular communication, feedback, and mutual goal-setting.Enhances cooperation, builds long-term partnerships, aligns affiliate efforts with casino objectives.Managing a large number of affiliates, addressing conflicts or dissatisfaction, ensuring regular communication.
Compliance with No Purchase Necessary RuleEnsuring affiliates communicate that no purchase is necessary to participate in sweepstakes, as per legal requirements.Avoids legal pitfalls, builds player trust, aligns with regulatory standards.Educating affiliates on legal requirements, monitoring compliance, addressing any violations promptly.

How Sweepstakes Casinos Work?

As we have mentioned earlier, virtual currencies like Sweeps Coins or Gold Coins are used here instead of real money. The players can get these virtual playing coins in many ways, including free daily logins, social media promotions and giveaways, or even purchase them directly. These games can be played with these coins, and any winnings may later be exchanged for a prize that is usually cash in most states.

  • Gold Coins: These are used to play games for fun and cannot be redeemed for real money. They are often given for free or can be purchased.
  • Sweeps Coins: These are earned through various promotions, such as daily login bonuses, social media contests, or by purchasing Gold Coins. Sweeps Coins can be used to play games and potentially win cash prizes.
  • No Purchase Necessary: Most sweepstakes casinos offer ways to obtain Sweeps Coins without purchasing anything, which is why they are legal in most U.S. states.

Why Sweepstakes Casinos Are Popular?

We have witnessed a surge in popularity in recent years due to a unique combination of factors:

  • Legal Accessibility: These are not like online casinos, you know. Sweepstakes casinos are different as they are legal in the United States under some sweepstakes laws. As a result of this wider accessibility, they have attracted players from areas with stricter gambling regulations.
  • Free-to-Play Model: Involving two currencies, Gold Coins (used for fun play) and Sweeps Coins (which can be exchanged for prizes), these casinos enable players to engage in casino-style activities without risking their own money. They attract non-serious gamers and others who want risk-free entertainment.
  • Chance to Win Real Prizes: Although primarily designed with fun in view, playing at sweepstakes casinos offers chances of winning real cash through Sweeps Coins. This adds excitement and makes players interact with the platform more than ever before.
  • Diverse Game Selection: These range from slots to table games and video poker, among others. Different gamblers’ tastes have been considered here so that everyone will find something interesting.
  • Social and Community Aspects: Socializing features such as chat rooms, leaderboards, and tournaments found in most sweepstakes casinos encourage competition as well as create a sense of community among participants. This improves the overall experience so that gamblers spend more time engaged.
  • Innovation and Technology: These sweepstakes casinos’ use of blockchain technology or virtual reality indicates that they evolve from time to time. By doing this, we remain relevant in the market and continue making it enjoyable for bettors.
  • Accessibility and Convenience: They are available on different devices, including desktop computers, laptops, tablets, or mobile phones, hence enabling people to enjoy their favorite games anywhere, anytime. This ease enables players to enjoy their favorite games whenever they wish.

Sweepstakes casinos have managed to capture a part of the internet gambling sector by merging legal accessibility, free-to-play model, a chance of real prizes, multiple game selections, social interaction, technological advancement and ease of access. This combination has made them very attractive and more gamers are now playing with them.

Important key points to remember:

  • Not Traditional Gambling: Sweepstakes casinos are not the same as traditional online casinos. The focus is on fun and entertainment rather than high-stakes gambling.
  • Winning Not Guaranteed: While there is a chance to win real money, it’s important to remember that it’s not guaranteed and should be seen as a bonus rather than a primary source of income.

Legal Landscape of Sweepstakes Casino Gambling

Sweepstakes casino laws in the U.S. are tricky. Some states allow them, while others do not. The big areas for these games are the U.S., parts of Europe and Asia, Saudi Arabia, and India. Affiliates must know the rules well to promote correctly in these areas.

It’s vital to inform and educate your affiliate partners, so they will not end up promoting your business in the wrong GEO location.

As the world of sweepstakes changes, both affiliates and operators need to keep up and always check for new laws. Staying informed helps them do their job well and legally. Knowing the legal side is key to promoting these games responsibly.

Each state has different rules regarding these platforms, and below you’ll find a general overview along with links to more detailed sources.

Sweepstakes Casino Legal Status State-by-State in the US (2024)

Here’s a table with the US states and their relation to sweepstakes legislation:

US StateLegal StatusKey Regulations
AlabamaLegalMust not require purchase; clear rules; disclosures on odds
AlaskaLegalMust not require purchase; disclosures on odds
ArizonaLegalMust not require purchase; clear rules; permit may be required for large prizes
ArkansasLegalMust not require purchase; disclosures on odds
CaliforniaLegalMust not require purchase; clear rules; disclosures on odds
ColoradoLegalMust not require purchase; clear rules
ConnecticutLegalMust not require purchase; clear rules; disclosures on odds
DelawareLegalMust not require purchase; clear rules
FloridaLegal with conditionsRegistration and bonding required for prizes over $5,000; clear rules
GeorgiaLegalMust not require purchase; disclosures on odds
HawaiiLegalMust not require purchase; disclosures on odds
IdahoNo Must not require purchase; clear rules
IllinoisLegalMust not require purchase; clear rules; disclosures on odds
IndianaLegalMust not require purchase; disclosures on odds
IowaLegalMust not require purchase; disclosures on odds
KansasLegalMust not require purchase; clear rules
KentuckyLegalMust not require purchase; clear rules
LouisianaLegal with conditionsClear rules; disclosures on odds; may require bonding for large prizes
MaineLegalMust not require purchase; clear rules
MarylandLegalMust not require purchase; clear rules
MassachusettsLegalMust not require purchase; clear rules; disclosures on odds
MichiganLegalMust not require purchase; clear rules
MinnesotaLegalMust not require purchase; disclosures on odds
MississippiLegalMust not require purchase; disclosures on odds
MissouriLegalMust not require purchase; clear rules
MontanaLegalMust not require purchase; clear rules
NebraskaLegalMust not require purchase; clear rules
NevadaLegal with conditionsProhibits certain gaming; must not require purchase
New HampshireLegalMust not require purchase; clear rules
New JerseyLegalMust not require purchase; disclosures on odds
New MexicoLegalMust not require purchase; clear rules
New YorkLegal with conditionsRegistration and bonding required for prizes over $5,000; clear rules
North CarolinaLegalMust not require purchase; clear rules
North DakotaLegalMust not require purchase; clear rules
OhioLegalMust not require purchase; clear rules
OklahomaLegalMust not require purchase; clear rules
OregonLegalMust not require purchase; clear rules
PennsylvaniaLegalMust not require purchase; disclosures on odds
Rhode IslandLegal with conditionsRegistration required for certain prizes; clear rules
South CarolinaLegalMust not require purchase; clear rules
South DakotaLegalMust not require purchase; clear rules
TennesseeLegalMust not require purchase; clear rules
TexasLegalMust not require purchase; clear rules; disclosures on odds
UtahLegalMust not require purchase; clear rules
VermontLegalMust not require purchase; clear rules
VirginiaLegalMust not require purchase; clear rules
WashingtonNoMust not require purchase; clear rules
West VirginiaLegalMust not require purchase; clear rules
WisconsinLegalMust not require purchase; clear rules
WyomingLegalMust not require purchase; clear rules

In summary, most states allow sweepstakes provided no purchase is necessary to enter, rules are clear, and odds are disclosed. Some states have additional requirements, such as registration and bonding for large prizes.

In which States are Sweepstakes casinos prohibited by law?

States that prohibit running and participating in Sweepstakes:

Benefits of Promoting Sweepstakes Casinos

For those into affiliate marketing, sweepstakes casinos are a great opportunity. Sweepstakes draw around half a billion entries every day, and they’re bustling and popular. Plus, they’re simple for new affiliates to start with and offer easy ways to earn money.

Even through tough times like the start of COVID-19, sweepstakes bounced back strong. This shows they are always in demand, no matter the season. This makes them good to promote all year round. Since they promise low risk and high rewards, conversion are generally better and easier.

Why Should Sweepstakes Casino Operators Consider Using Affiliate Marketing?

If you are an operator running a Sweepstakes casino, here are a few reasons why should you consider using affiliate marketing for your business:

1. Cost-Effective Marketing

Affiliate marketing is performance-based, meaning casinos only pay for actual results, such as new player sign-ups or deposits. This ensures a high return on investment (ROI) as marketing costs are directly tied to performance outcomes​.

2. Increased Reach and Exposure

Affiliates often have established audiences and can significantly expand the casino’s reach. They promote the casino to their dedicated followers, which helps tap into new markets and demographics the casino might not reach on its own.

3. Enhanced Credibility and Trust

According to OnlineGamblers.com, affiliates are often trusted by their loyal audiences. When they endorse a sweepstakes casino, talking about their personal positive experience with it, it adds credibility and trust, making potential players more likely to sign up and play.

This trust factor can be crucial in converting leads into active players. Basically, in plain words, an internet celebrity is telling a wide range of potential customers, that it’s not a scam and you can trust this vendor.

How cool can that be, for your business?

4. Scalability

Affiliate marketing programs are highly scalable. Casinos can start small, with a few affiliates, and gradually expand the program as they see results. This flexibility allows for controlled growth and adaptation based on performance data.

You can either start with an in-house affiliate software, buy a SaaS-based subscription like Scaleo and pay as you go based on conversions, or join a network where potential affiliates already signed up.

5. Diverse Marketing Sweepstakes Strategies

Affiliates use a variety of marketing strategies, including SEO, content marketing, social media, and email campaigns. This diversity ensures that the casino’s promotions are reaching a wide audience through multiple channels, increasing the chances of attracting new players​.

This also means that you will delegate a lot of the marketing efforts to people who are already experienced in this field and know what they are doing since they are performance-motivated.

You will not get to the work across all the marketing channels; and you will only pay those who did the work and brought in results.

6. Data and Insights

Affiliate marketing provides valuable data and insights into player behavior and marketing effectiveness. Casinos can analyze affiliate performance to identify which strategies are most successful and refine their overall marketing approach accordingly.

7. Low Risk

As mentioned earlier, since affiliate marketing is performance-based, the financial risk is lower compared to traditional advertising methods. Casinos do not need to invest heavily upfront and can budget their marketing spend more effectively based on results.

8. Retention and Loyalty

Affiliates can play a key role in player retention by engaging their audiences with ongoing promotions and content. This continuous engagement helps maintain player interest and loyalty, which is crucial for the long-term success of the casino.

9. Regulatory Compliance

Sweepstakes casinos operate in a complex regulatory environment. Affiliates can help navigate this by promoting compliant messaging and ensuring all sweepstakes marketing efforts adhere to legal standards, thus reducing the risk of regulatory issues.

How To Add an Affiliate Channel to a Sweepstakes Casino?

Adding a sweepstakes casino affiliate channel is a strategic move that can significantly boost your player acquisition and revenue growth. Here is a complete guide on how to do it, focusing on using Scaleo.io, which is powerful SaaS iGaming affiliate software:

  • Choosing the Right Affiliate Platform:

The first thing you should do is select a robust and feature-rich affiliate platform. In terms of tracking capabilities, customized features, and concentration in the iGaming industryScaleo stands out as the most appropriate option for sweepstakes casinos.

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Setting up Your Affiliate Program on Scaleo:

Account Creation and Configuration: Request a free demo to see if the platform meets your needs. Sign up for a Scaleo account and start configuring important settings like your casino’s branding, tracking methods, and payout options. Since Scaleo is a white label platform, you can customize many aspects of the dashboard to suit your needs.

Commission Structure: Determine the kind of commission structure you will use for your affiliate program to motivate more affiliates to join your sweepstakes casino. For instance, depending on the situation, CPA (cost per acquisition), revenue share, or hybrid models can be used, while commission rates for actions like sign-ups, deposits, and gameplay can be decided upon and have a fixed fee, instead of a %.

Learn more about commission structures in iGaming:

Offer Creation: Develop enticing offers designed for different types of players meeting particular promotional purposes. Each offer should include clear details regarding its terms and conditions including payout rules.

Affiliate Recruitment: To attract potential affiliates, create an easy-to-use sign-up page either within Scaleo or on your website. In addition, prepare promotional materials such as banners, landing pages, and text links that they can use. Make sure these are available during this introduction period when promoting through them would really be useful. Actively reach out to relevant affiliates in the gaming and sweepstakes niche.

Managing Your Affiliate Program Best Practices:

An affiliate program is nothing you set and forget. While you literally delegate the work to an army of eager partners, there are still many things you can do on your part to ensure lasting success.

Here are a few aspects that we highly recommend you don’t overlook

Affiliate Communication:

Communicate transparently with your affiliates. Update them regularly, answer their questions, and offer support through email, chat, or a private forum.

Performance Monitoring:

Using Scaleo’s real-time reporting and analytics tools keeps you updated on affiliate performance. These metrics will be monitoring clicks, conversions, and revenue generated, among other key metrics.


Keep analyzing the performance of your affiliate program for data-driven decision-making in order to optimize it. You can try different commission models, types of offers, or promotional materials that yield maximum results.

Incentive Programs:

If you are looking to tap into a reliable casino channel network, set up bonus programs based on performance, such as contests or special rewards for top performers among your affiliates, which helps foster healthy competition, thereby motivating them to increase traffic and conversion rates.

Fraud Prevention:

Leverage the Anti-Fraud Logic algorithm Scaleo offers, which analyzes fraudulent activities like fake leads, double accounts, or double conversion entries.

Promoting Your Sweepstakes Affiliate Program:

While affiliates will do the whole work promoting your sweepstakes business, you still need to promote your affiliate program a bit, making it a lucrative offer to the seasoned affiliates who are used to meaty-bonuses.

Here are a few things you can do to ensure your affiliate program gets traction and becomes popular.

Website Promotion:

Make sure that the casino website has a well-placed advertisement about your affiliated programs. Create a dedicated landing page with concise information on how to join, including available resources and commission structures.

Affiliate Networks:

To reach out to new prospects in this industry, consider joining networks like ShareASale or CJ Affiliate network, or any other who accept sweepstakes.

Industry Events:

Attend iGaming conferences to network with other professionals who may become potential partners in the future. Networking with people from your industry can be a vital part of your brand awareness campaign, either directly as a business or an affiliate program, since these conferences are attended by casino owners and affiliates.

Sweepstakes Casino Affiliate Marketing Strategies

To win big in sweepstakes casino affiliate marketing, use many approaches. Use various channels and methods to extend your reach. This way, you can interest more people and bring in new players for the casinos you work with.

Content Marketing for Sweepstakes Casinos

Create great content to engage in sweepstakes affiliate marketing. Make it interesting and informative about what sweepstakes casinos offer. This positions you as an expert people trust. It brings more visitors, leads, and establishes your brand as a helpful place for players.

Social Media and Influencer Promotions

Use social media and influencer marketing to connect with your audience. Team up with popular content makers to reach their followers. This helps promote your casino partners. Also, post about promotions and bonuses on your social media to gain followers and bring in more players.

Email and SMS Marketing Campaigns

Email and SMS marketing are key tools for your affiliate marketing. Build a strong email list and send out messages about the latest sweepstakes. For faster results, use SMS. It’s proven to be very effective in the sweepstakes world.

You can succeed in sweepstakes casino affiliate marketing by using a mix of strategies, such as creating content, working with influencers, and sending targeted messages.

Industry Trends and Future Outlook

The sweepstakes casino affiliate marketing industry is fairly new, but it’s constantly changing. New tech and laws are shaping its path. For affiliates, keeping up with new trends is key, this way, you can stay competitive in a fast-moving market.

AspectCurrent TrendsFuture Outlook
Market GrowthIncreasing popularity due to legal clarity and widespread acceptance.Continued expansion with potential entry into new markets and states.
User DemographicsBroadening demographics, appealing to both casual gamers and traditional casino players.Younger demographics and more diverse player base as gamification trends rise.
Technology AdoptionIncreased use of advanced technologies such as AI and blockchain for enhanced user experience and security.Further integration of AR/VR technologies and more sophisticated AI-driven personalization and support.
Regulatory EnvironmentCurrently less regulated than traditional online casinos, with variations by state.Potential for more standardized regulations across states, providing clearer guidelines for operation and marketing.
Monetization ModelsPredominantly using virtual currencies and in-game purchases.Exploration of new monetization methods, including more diverse reward systems and partnerships.
Marketing StrategiesHeavy reliance on social media, influencer partnerships, and content marketing.Increased use of data-driven marketing strategies and enhanced affiliate marketing programs.
Player EngagementUse of gamification techniques and regular promotions to maintain player interest.More immersive and interactive experiences, leveraging emerging technologies to increase engagement.
Player RetentionImplementing loyalty programs and frequent rewards to retain players.Enhanced retention strategies through personalized experiences and continuous content updates.
Affiliate MarketingGrowing importance of affiliate marketing with performance-based incentives.Expansion of affiliate programs with more sophisticated tracking and analytics tools to optimize performance.
Consumer TrustBuilding trust through transparency in operations and clear communication of “no purchase necessary” rules.Continued emphasis on transparency and fair play to enhance consumer trust and loyalty.

Emerging New Technologies

Mobile gambling is on the rise in the iGaming industry. Players love using their phones to play. Affiliates can benefit by offering mobile-friendly content. Soon, AI will be a big part of the scene, helping casinos run better. By using AI, for example, affiliates can suggest games and bonuses personalized for each player.

Virtual and augmented reality games are also becoming popular. They’re changing how we experience games. Affiliates can find success by promoting these new game types. E-sports and virtual sports are growing too. They’re bringing in new players, opening more chances for affiliates to attract them.

Legal and Regulatory Changes

The rules for sweepstakes casinos can shift a lot, especially in the U.S. Some states allow them, while others don’t. However, it’s a loudly debatable topic, and regulation can shift any time.

As we have already mentioned, currently, only 3 States prohibit sweepstakes, but since the majority of the US allows it, it’s likely that they will eventually charge their legislation. Affiliates need to know these changes to stay legal and avoid problems.

There’s big (good!) news in Brazil, where gambling was recently made legal. This is a huge chance for affiliates in Latin America. Africa is also seen as a big upcoming market in online gambling. Affiliates need to keep an eye on these new markets.

Adapting to their changing legal landscapes can lead to great opportunities.


As far as sweepstakes casino affiliate marketing is concerned, American soils are the richest in terms of money making opportunities. As an affiliate, there are several ways through which you can make quick and big sums of money online by simply choosing the right type of these programs and employing shrewd marketing tactics. It is an exceptional area to check out for yourself.

The numbers tell us that sweepstakes often do really well when it comes to getting people interested. Specifically, sweepstakes that only require a Single Opt-In (SOI) do amazingly well. This means they are a good bet for quick success. On the other hand, offers that need a Double Opt-In (DOI) may not get as many people excited at first. But, they usually pay more in the end.

To succeed as a sweepstakes casino affiliate marketing, you need to be forward-thinking. Embrace new tech. Stay updated on legal changes. Use smart marketing. By doing this, your business can grow and thrive in the long run.

A casino affiliate needs to reflect on several factors when dealing with sweepstakes. Among them are the number of data needed from subscribers, where your visitors come from, how well your landing pages convert and the use of a dependable tracking system. Focusing on these areas can go a long way in improving your productivity and profitability. Continual learning and flexibility are critical to excelling in this ever-changing, lucrative market.

Are you a sweepstakes business owner looking to step up your affiliate marketing game or add an affiliate program to your business? Then Scaleo is the right choice for you! Get started with Scaleo today, schedule a demo call or sign up for a trial. Our representatives will be happy to show you around and introduce you to the benefits Scaleo can bring to the table.

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Last Updated on July 9, 2024


Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.