Content Marketing

The Evolving Marketer: The Role of the New CMO According to NewBase

NewBase has published “The Evolving Marketer”, an online global survey among 120 CMOs in over 20 markets. In order to help companies stay on top of the game, today’s CMOs must evolve with the changing expectations of the customers and manage from branding to promotions, content creation to distribution, and data analytics to overall marketing strategies, while keeping customer satisfaction in mind at all times.


NEW REPORT: Content Marketing Initiatives Targeting Hispanic and Multicultural Audiences

Portada’s research team just published the “2017 Content Marketing Initiatives targeting Hispanic and Multicultural Audiences Report”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers, the majority of consumers in many major markets, with content marketing programs as well as for media and and marketing tech vendors.


Meredith and Reynolds Content Marketing Deal Targets Millennial Moms (UPDATED)

Meredith Corporation is partnering with Reynolds Consumer Products, producer of the iconic Reynolds Wrap® Aluminum foil, to create and distribute native custom content to engage millions of consumers across Meredith’s portfolio of brands. Media is being placed by Havas Media. Sources at Meredith tell Portada that the deal does not include Meredith’s Hispanic properties (e.g. Siempre Mujer or Allrecipes’ Spanish-language site).


George Levy – Latino Content Marketing: 3 Guideposts Every Marketer Should Follow – Do You?

It seems that content marketing is on every marketer’s radar now, and for brands looking to reach the US Hispanic audience, the landscape is getting more and more competitive each day. George Levy, Director of Corporate Partnerships for Impactly, suggests 3 guideposts every market should follow: For starters, let’s go over the three main reasons why […]


“Tropicalizar”: the Key When Marketing Content to Latin Audiences

“Tropicalize”, or in Spanish “tropicalizar,” is perhaps the word that best describes the “Content Marketing in Latin America and the U.S. Hispanic Market” event, which was presented on March 17 by Taboola and Portada in Miami’s Viceroy Hotel. “Tropicalize” refers to the need both marketers and publishers have to adapt and produce relevant content targeting Latin […]


Latin Interactive World: Allrecipes Connects Brands with Passionate Cooks from Alaska to Patagonia

In a converging world, Allrecipes offers advertisers the best of local and global. Allrecipes is a community-driven network of websites where home cooks can share recipes – and brands can connect with their passion for serving nourishing and delicious home-cooked meals. With Spanish-language sites localized for Mexico, Argentina and Brazil, the recipe hub has found […]


Vilore Foods introduces Content Marketing Platform MexicoRico.com

What: The La Costeña and Jumex brands, in partnership with Captura Group, have launched a new web and social media presence focusing on the true essence of Mexican cuisine and food products. Mexicorico.com targets both US Hispanic consumers and general market foodies and showcases traditional and contemporary Mexican recipes featuring La Costeña and Jumex products as well as associated cooking […]


PARTNER MESSAGE: Attend Content Marketing Workshop with MasterCard and 3M in Miami’s Mandarin Oriental Hotel!

Great storytelling doesn’t come naturally to most people. But if you can harness its power and leverage the impact of content discovery, you can capture your audience in unbelievable ways. Claim your invitation to join Miami’s top marketers for a complimentary, interactive content strategy workshop this Thursday April 23rd in Miami’s Mandarin Oriental Hotel! (Space […]


Nokia Does Not Tap an Agency but a Mag (Wired) for Content Marketing Campaign

What: WIRED and Nokia have launched #maketechhuman, a year-long initiative that examines technology’s impact on our future. The multimillion dollar deal which includes a new website (WIRED.com/maketechhuman),  print ads and events is, at the core, a content marketing project. The initiative has kicked off with a Reddit Ask Me Anything hosted by world wide web inventor Sir Tim Berners-Lee. It […]


How General Mills doubles down on Hispanic Online Video: 6 things to know

Hispanic Online Video Consumption is huge and getting even larger. The executives behind General Mills Hispanic Que Rica Vida (QRV) digital property  know it. “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily on YouTube”, Natalia Ortega, Media site planner of General Mills tells Portada.


Analysis: Will Marketer owned Media stretch Consumer Trust to a Breaking Point?

It is a first. The winner of the 2014 Portada Top Content Provider to Hispanic Audiences Award went to Kellogg’s Dias Grandiosos digital platform. For the first time in its 7 year history the Award goes to a company that is not a traditional media company but to a company whose main business lies in the production and marketing of cereals and convenience foods. The pros and cons.


MORE FROM PORTADA

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.