Inside Impremedia’s Spanish-language Content Strategy

Impremedia recently launched Estar Mejor, the only wellness website in Spanish for the Hispanic community in the United States. Estar Mejor is the seventh vertical content site Impremedia has launched. These sites now attract more than 35 million monthly users, according to Impremedia. Portada talked to Rafael Cores,  Impremedia’s VP of Content, about the content and monetization strategy of the Spanish-language media company.

Spanish-language media company Impremedia launched Estar Mejor, a digital publication on wellness in Spanish, aimed at the Hispanic community living in the United States. “Our content focuses on three pillars,” Rafael Cores, Impremedia’s VP of Content, tells Portada:  “How you can improve your relationship with others -family, friends and all sorts of relationships-, with your surroundings -home, office, and natural environment-, and with yourself – your mind, body, and soul-. We approach these topics in a down-to-earth and practical way that can be relatable to an audience that looks for practical and reliable advice for their everyday life”. Cores’ goal is for Estar Mejor to reach 750,000 monthly unique users at the end of the first year. The main gender target is women between 18 and 44 years old, although currently 33% of the audience are men. 

“Reports show that Hispanics are increasingly concerned about their physical and emotional well-being. Despite that fact, there’s no digital publication catering to the needs of the Latino community: Estar Mejor will help to fill that gap” states Iván Adaime, CEO of Impremedia.

Estar Mejor is led by Impremedia’s New York City-based Lifestyle Managing Editor María José Lavandera. “We work to bring the most current, efficient, and solid information in the wellness space, so our readers have the best possible information to live the best life that they can, in harmony with themselves and their surrounding world, and in good physical and emotional shape”,  Lavandera asserts.

Spanish-language Media Content Verticals

“Estar Mejor is just another step in our mission of continuing to provide quality content targeted to the interests of different audiences in the United States,” Ivan Adaime, CEO of Impremedia notes. Last year, Adaime told Portada  that Impremedia produces content in Spanish for U.S.-based audiences because this is where it sees the most opportunity as it is an underserved audience. “We see a bigger opportunity with content in Spanish. We haven’t seen the model ‘English with cultural nuances’ working at scale,” Adaime noted.

The Impremedia family of vertical content digital media outlets includes lifestyle brands Solo Dinero (Personal finances), Siempre Auto (Automobiles), Comedera (Recipes), Bien Bonita (Beauty), No Muy Caro (Discounts and Promotions) and La Vibra (Entertainment), and attracts more than 35 million monthly users worldwide. These brands have around 2 million followers on Social Media. In terms of the sites’ monetization, revenue drivers are direct and indirect ad sales. 

“Our verticals strategy that started in 2020 is working great, in some cases even better than expected,” Cores notes. “Siempre Auto has reached more than 15 million total unique users before its first year, with a best-month of 3.9 million unique users. Solo Dinero, our Personal Finance and Business News site has reached 9 million unique users in its first year, 58% of them in the United States. These are brands that didn’t exist before the third quarter of 2020 and now reach tens of thousands -and sometimes hundreds of thousands- users every day.  We don’t share data about specific advertisers, but brands are paying attention and we have reached new advertisers thanks to our new verticals, ” Cores mantains.

SEO Team

Spanish-language SEO is very important for U.S.-based audiences to find the content via search engines. “We have a dedicated SEO team that makes proposals for articles and later reviews the content,” says Cores.