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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 content marketing is getting so much attention:

  1. The response rates marketers have been getting with other marketing approaches such as banner ads, pre-roll and other interrupt ad units continues to drop. As online and mobile visitors increasingly use ad blockers and look for ways to skip ads, click-through rates and ad performance keeps falling further.
  2. Content marketing when done right is often more affordable than a traditional paid advertisement/interruption ad campaign. Also, because content developed for content marketing purposes is typically meant to engage, educate and/or entertain the audience – it’s often perceived as a source of valuable information which customers appreciate instead of being viewed as an unwelcome interruption.
  3. Content marketing can deliver measurable results which last much longer than a paid ad campaign. While a paid campaign shuts off the moment you stop paying for impressions, a good piece of content can generate traffic and business for months and years into the future.

However, with more brands launching new content marketing initiatives on a regular basis, the amounts of content being published makes it increasingly more difficult to get your message across.

If you’ve been wondering how you can find space in a crowded content marketing landscape – don’t worry.

Here are three proven success guideposts that can help:

  1. Publish Content Regularly.content

There are over 2 million blog posts published every day and over 400 hours of video uploaded to YouTube every minute. This is without counting the 500 million Tweets and the more than 300 million photos uploaded onto Facebook each day… all competing for your audience’s attention.

Because of this, you need to make sure you post regularly or you risk your audience washing away with the next wave of content that grabs their attention.

Which brings us to the next guidepost…

  1. Your Content Quality Needs to Truly Stand Out quality

Yes – it IS a very competitive landscape out there… But you CAN break through by producing and publishing high quality content consistently. Develop and publish content that’s designed to appeal to your audience’s needs and interests, and which will keep them coming back to you for more.

That being said, as you develop content for the Latino market, you will need to…

 

  1. Make Sure To Get Your Language and Message Straight. espanol

This is the part where this article gets more specific as to the US Hispanic target audience you are looking to reach for your content marketing efforts.

When it comes to content marketing meant to reach the Latino market, it is essential that you understand that there is not a single Latino persona which you can target your messages to.

 

This is because the US Hispanic market is actually a “catch-all” term which encompasses people living in the United States whose origins or backgrounds come from a Spanish speaking country, while “Latino” includes people whose origins or background come from Latin America. Even further, the US Census uses both terms interchangeably. Because of this wide range, you need to know exactly who you are communicating your message to, and ensure that “what you think you are saying” is in fact “what your audience thinks you are saying.”

To be safe, whenever you run a campaign or message from English into Spanish for the Latino market, make sure to do a transcreation rather than a translation of that content.

Final Thoughts

To truly succeed at content marketing, you need to have a plan and execute it for the long run. It’s not just a matter of creating lots of articles and videos, and then expecting to magically receive lots of organic traffic.

Your content must be strategically planned around topics that your target audience is looking for and incorporate keywords that they are actually searching for.  You need to place yourself in the shoes of your audience and determine what they are looking for, and then deliver content that answers that request. Then you have to do it all over again – a lot.

Be consistent in your content publishing schedule, keep raising the bar on the quality and uniqueness of that content and pay close attention to your messaging to the target audience you are intending to reach.

If you follow these three guideposts consistently and develop content that the Latino audience is actually looking for, you will be on the right path to creating a loyal following that regularly keeps coming back to you for more.

George Levy has more than 15 years of experience as a digital marketer with primary focus on the US Hispanic market and Latin America. He is Chief Content Officer for IdiomaContent, a content marketing and marketing communication services company. Prior to his role at IdiomaContent, George served as Director of Brand Partnerships US Hispanic and Latin America for Skyword and Chief Engagement Officer for Mundial Sports Network, a leading digital sports network targeting the US Hispanic market. George was a Co-Founder of Yupi.com, a US Hispanic and Latin America focused Internet portal acquired by Microsoft to become what is now MSN Latino. He has been featured as a digital and online marketing expert on top media publications and networks such as Computerworld, CNN and Nightly Business Report, and as a featured speaker on Latino digital issues for leading organizations including National Association of Hispanic Real Estate Professionals (NAHREP), National Council of La Raza (NCLR) and National Association of Hispanic Publications (NAHP). In 2015 George won Top Panregional Marketing and Media Professional in Portada’s LATAM Advertising and Media Awards. He holds a B.A. in English from Florida International University and regularly posts about US Hispanic and LatAm digital marketing issues and trends on his blog LatinoContentMarketing.com Born in New York City from Cuban parents and raised in Puerto Rico, George is bilingual in English and Spanish, and fluent in Portuguese.

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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s  Career Board!)

For prior Changing Places editions, click here.

2ed9b2eGeorge Levy has been appointed Director Business Development Of LearnerNation | Impactly. The company is in the process of rebranding from LearnerNation to Impactly. Levy tells Portada “one of the main areas I am working on is helping them grow further in LatAm as they have multiple clients in the region including Cartier, & Chopard in LAC and Globo in Brazil.” He adds:”Impactly is a people potential management platform that allows marketing teams to accurately benchmark performance, improve team members, and predict business results. Bridging the gap between marketing automation and best-of-breed training, Impactly empowers marketing teams to deliver better results faster.”

 

Patricio Montalbetti is the new founder and partner at SM2 TV, a company that was born to create multi-platform content devoting special attention to the organic integration of brands.  SM2 TV’s first project will be the original Production of the International Surfing Association’s World Championship Series, while the second will be Don Balon USA. Until recently Montalbetti worked us founder and partner of PM3 agency in Atlanta, a position he had 14 years.

descargaTarget Corporation announced the appointment of Monica C. Lozano as new Director of the Board, effective immediately. Prior to Target, Lozano was the CEO of ImpreMedia for four years. Previously, Lozano was publisher and CEO of La Opinion, the country’s largest Hispanic newspaper , where she began his career in 1985.

 

 

 

 

image002Univision Communications Inc.has announced that Jed Meyer has joined the company as executive vice president, Corporate Research. Meyer will be based in New York and will report to Jessica Rodriguez, executive vice president and chief marketing officer of UCI, who oversees the Company’s Corporate Research team.Meyer joins Univision from Annalect, an Omnicom Media Group Company, where he served as Global Research director and U.S. Research director, responsible for leading the firm’s research capabilities and articulating insights across global accounts.

In addition, Roberto Ruiz, Executive Vice President of Strategy and Insights, will also report to Rodriguez and remain based in New York. Rodriguez assumes this new charge from Kevin Conroy, who has chosen to step down to pursue new opportunities in the technology sector. Conroy will work closely with both Meyer and Rodriguez over the next few weeks to support the transition.

 

d-coronell-430x286Univision News, the news division of Univision Communications, Inc. (UCI), has announced the promotion of Daniel Coronell to president of News. He will continue to be based in Miami and report to Isaac Lee, Chief News and Digital Officer for UCI, and CEO of FUSION. Coronell first joined the Univision News team in early 2011 as Vice President and News Director; in 2012 he was named Senior Vice President and Executive News Director, and in 2014 to his most recent position as Executive Vice President and Executive Director of News. He is an internationally renowned investigative journalist with over 20 years of experience in broadcast and print media in his native Colombia. He previously served as director of “Noticias Uno,” a national newscast airing on Colombia’s Canal Uno television network.

luis-fernandez-263x300TELEMUNDO has announced the appointment of Luis Fernández to Executive Vice President of Network News, reporting to Luis Silberwasser, President of TELEMUNDO.  Fernández replaces Luis Carlos Vélez who will join Telemundo News as a news anchor and senior correspondent. Fernández will oversee the network news operations and manage editorial direction, programming and production of all news properties.  Additionally, he will be charged with strengthening the collaborations with TELEMUNDO’s owned and operated stations and leveraging the relationship with NBC News, the leading source of global news and information.Fernández joins TELEMUNDO with nearly three decades of journalistic experience.

 

 

descarga (4)Luis Carlos Vélez joined Telemundo News in 2015 as Executive Vice President of Network News. Before joining TELEMUNDO, he was Anchor and News Director in Caracol Television in Colombia. Prior to that, Luis Carlos was an anchor and reporter for CNN International based in New York and an anchor for CNN en Español.  Vélez earned a degree in Economics from the Universidad de los Andes.

 

 

descarga (2)Consulting firm Newlink has named Cynthia McFarlane as Chief Strategy Officer and Managing Partner.An industry veteran with more than 25 years of experience shaping the face of U.S. Hispanic and Latin American advertising and marketing, McFarlane joins Newlink to drive the company’s strategic vision, spearheaded by its proprietary Orbital Thinkingmethodology; cultivate talent and expand capabilities, ultimately positioning the firm as the leading consulting company in the Americas. McFarlane will also oversee the strategic direction of all Newlink areas of expertise from the company’s headquarters in Miami, where she is based. Before joining Newlink, McFarlane served as President of Saatchi & Saatchi Latin America and Conill Advertising.

 

 

Patty Marrero_2016Being Latino has appointed Patty Marrero as their new Head of Sales, reporting to President and Founder Lance Rios.Marrero will oversee the development of the company’s sales strategy, internal sales structure and all sales logistics as well as assist with the Being Latino’s latest go-to-market efforts and offerings. She will be the company’s main point of contact for all brands and media agencies looking to collaborate with Being Latino and its engaging platforms.Marrero was previously the Senior Vice President of Client Development for Telemundo Media.

 

 

descarga (3)Digilant, a global programmatic buying company, has announced the appointment of Alan Osetek as its new Global CEO. Osetek will oversee all operations in Spain and in the other seven markets in which Digilant operates (Chile, Colombia, United States, Italy, Mexico, Peru and the United Kingdom), and the progress of its technological solutions both in DMP (Data Management Platform) and DSP (Demand Side Platform). Prior to this appointment Osetek was global president of Resolution Media, a company of Omnicom Media Group.

 

 

descarga (5)MundoMax, the newly-rebranded U.S.-based Spanish-language broadcast network wholly owned and operated by media conglomerate RCN Television Group, has announced the appointment of Jose I. Molina to Interim President. Mr. Molina, who will also retain the title of Chief Financial Officer, replaces Ibra Morales, who has stepped down as President to pursue other interests. Mr. Molina joined MundoMax as CFO last October.Prior to joining MundoMax, Mr. Molina served for 14 years at Spanish Broadcasting System, most recently as Vice President of Finance.

C9R8ZXxb_400x400As part of Publicis Groupe’s structural and leadership changes for Publicis Media (see separate article):

 

 

 

 

descargaZenith Optimedia’s Tim Jones will serve as regional CEO for the Americas. Mr. Jones has served as CEO of media agency network Zenith Optimedia in North America.

 

 

 

6871fe16aae0255a228b9ce119d1a4f9John Sheehy will oversee global clients.

 

Lisa Donohue will serve as global brand president for Starcom; Vittorio Bonori for Zenith; Brian Terkelsen for Mediavest/Spark and Andras Vigh for Optimedia/Blue 449.

There will be four U.S. CEOs, all reporting into Publicis Media CEO of the Americas Tim Jones. Chris Boothe will be U.S. CEO of Mediavest/Spark, Dave Ehlers of Optimedia/Blue 449. Lou Rossi will continue to serve as U.S. CEO at Zenith and Lisa Donohue will continue as U.S. CEO for Starcom until a successor is named. All U.S. brand leadership will report into Tim Jones, CEO of Americas.

descarga (1)Publicis also moved Laura Desmond, who has served as global CEO of Starcom Mediavest Group and its individual brands, into a new chief revenue officer role.

 

Join us at PORTADA Mexico!

There are only three finalists for the Top Panregional Marketing and Media Professional category .The Award Winner will be announced at the Award Ceremony during #Portadalat in Miami on June 3-4. Learn more about the finalists’ background and professional career below:

Latam-Awards-450x253
georgelevyGeorge Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword

George has more than 15 years of professional experience creating and executing online and mobile marketing strategies with a special focus on the US Hispanic and Latin America markets.

Prior to joining Skyword, George was co-founder of Yupi.com, an Internet startup targeting Latin America and the US Hispanic market which was acquired by Microsoft to become what is today MSN Latino.He has been a Regional Partner Development Manager for Microsoft Latin America and Vice President Online Marketing for the World Business Forum | WOBI. Most recently, George served as Chief Operating Officer for Mundial Sports Network, the leading comScore ranked Latino sports network and publisher of Fútbol Mundial.

Over his career, he has developed and executed integrated digital marketing campaigns across a wide range of verticals, and for leading brands including Chevrolet, US Army, Microsoft, IBM and Moët Hennessy. Louis Vuitton (LVMH).George is bilingual in English and Spanish, and conversational in Brazilian Portuguese.

Sesebas-finalbastian Yoffe, Founder y Managing Director de DataXpand

Sebastian es Founder y Managing Director de DataXpand, el primer DMP (Data Management Platform) y Audience Marketplace de publicidad digital en Latinoamerica, US Hispanics y Europa. En el 2014, DataXpand fue galardonada como la empresa digital más innovadora de Latam.

Yoffe ha trabajado fuertemente para que DataXpand en tan solo 3 años sea lider en audiencias segmentadas, estando conectado con más de 40 plataformas líderes en el mundo y gestionando las audiencias propias de grandes anunciantes en Latinoamérica.

Sebastian posee un MBA y más de 16 años en la industria digital. Anteriormente fue Country Manager de ComScore y director de IAB Argentina. Sebastian contribuye continuamente a la industria a traves de su gran expertise en lo que respecta a segmentación de datos y audiencias.

Victor-KongVictor Kong, President, Cisneros Interactive

Victor Kong is a natural leader who has demonstrated over the years his professionalism, with a vision of long-term business and investing in new business, to different projects and broader challenges that the digital industry has daily.

Victor runs the digital business of Cisneros Group. He manages the digital development of all digital endeavors of Cisneros Group, including Redmas and Adsmovil. He lead investments in several companies in the last 12 months related to digital video production, native advertising, data management platform, audio ad exchange among others digital advertising and media start ups.

He is very strategic. He achieved to build a group of companies that in two years grew from $3m in sales to $26m for 2015. His knowledge of the digital market is high, very professional, a leader in the industry. Victor runs the digital business of Cisneros Group. He manages the digital development of all digital endeavors of Cisneros Group, including Redmas and Adsmovil. He lead investments in several companies in the last 12 months related to digital video production, native advertising, data management platform, audio ad exchange among others digital advertising and media startups.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Skyword – George Levy ::: Eduardo Carbia – IMPAKTU ::: IPG Interpublic Group – Matt Seiler – Henry Tajer ::: MediaCom – Toby Jenner  ::: Claudia Gioia – Hill + Knowlton ::: Chris Thomas – BBDO Worldwide :::

Click here for previous Latam Changing Places editions

8eda7239d1fd010de1a9a771fd2cab2a_400x400Skyword, a content marketing and services company, has announced the appointment of George Levy as Director of Brand Partnerships for the US Hispanic and Latin American markets. In this position, George will lead the efforts to help major brands build meaningful connections with customers in these markets through original storytelling.Fluent in English, Spanish, and conversational in Portuguese, Levy comes to Skyword with 15 years of experience creating and executing digital marketing strategies across Latin America and the US Hispanic market. He served as Regional Partner Development Manager for Microsoft Latin America and was part of the founding team at Yupi.com, a Spanish-language portal that Microsoft later acquired. Most recently, he was Chief Engagement Officer at Mundial Sports Network, a leading Latino sports network ranked #1 by comScore. Levy earned a Bachelor’s degree at Florida International University. He lives in Miami, Florida with his wife and daughter.Read more.

11b7769Eduardo Carbia has been appointed Country Manager Mexico at Video Online Ad-Network IMPAKTU. As this is a newly created position, Carbia will not replace anyone, but will report to both founders Javier Salom (CEO) and Carly Bellis (COO.) For almost three years and until last February 23, Carbia was Relations Manager with IAB Mexico (Interactive Advertising Bureau Mexico).

MduX1UGK_400x400IPG Interpublic Group has announced some changes within the Mediabrands’ unit:

 

 

 

AAEAAQAAAAAAAADNAAAAJDE0NmRiZmQ1LWU4Y2QtNDczNy1iODEyLWY4MDk2ZmRjYjdmMAMatt Seiler will leave his post as Global CEO of IPG Mediabrands and will remain as Chairman of the group throughout 2015, to ensure Henry Tajer transition to the leadership, effective on May 1.

 

 

n_Le2Bkg_400x400In January 2014, Mr. Tajer was named Global COO of Mediabrands, and now will move to a full-time position in New York from Sydney, where he will serve as CEO of the successful operations of the group in Australia.

 

 

rsz_toby_jenner_preferred_headshotMediaCom’s global business development and marketing officer Toby Jenner, has been promoted to the role of worldwide chief operating officer. Jenner will retain his current global business development and marketing responsibilities, while adding a number of additional areas to his new remit. This includes spearheading the agency’s global roadmap and business plan, driving content and connections positioning globally, and supporting the firm’s global account directors and specialist function units.Jenner brings a wealth of experience to the worldwide COO role. He was previously COO for MediaCom in APAC and has also held senior leadership roles in the UK and Australia for both MEC and MediaCom.

Claudia_Gioia_Ejecutiva_Diciembre_2014_Foto_2Claudia Gioia will join the Hill + Knowlton Strategies team as President and CEO of the company for Latin America, on April 1. In this new role, she will report to Mike Coates, President and CEO for the Americas, to handle operations in six markets with a portfolio of global and local brands. Gioia joins H + K from Burson-Marsteller, which also belongs to the WPP group, having held various positions in that firm for 19 years. Her most recent role was Executive Vice President of the Miami office. Over two decades, Gioia was responsible for clients such as Walmart, PlayStation, IBM, Intel, Sony, SAP, Goodyear, HP, Mondelēz, Visa, Raytheon, Repsol / YPF, Fresh Del Monte, Odebrecht, Danone, FedEx, Unilever, Pfizer and Johnson & Johnson, among others. Gioia will take over from Antonio Tamayo, who will retire.

imagesChris Thomas has been promoted to CEO of the Americas at BBDO Worldwide.He will oversee 21 agencies in the U.S., Canada and Latin America. He will also continue in his role as chairman of I&S BBDO Japan and as chairman of BBDO digital unit Proximity. As CEO of the Americas, Thomas fills the role last held by Troy Ruhanen in 2013. Thomas will give up his post as CEO of Asia, the Middle East and Africa.

What: Content marketing and services company Skyword has appointed George Levy as Director of Brand Partnerships for the US Hispanic and Latin American markets
Why it matters: Content Marketing is increasingly a major driver in the Marketing plans of U.S. Hispanic and Latin American companies. Several specialized content marketing firms are entering the Latin space.  Levy will lead Skyword’s efforts to help major brands build meaningful connections with customers in these markets through original storytelling.

djQzJdCG_400x400 Skyword, a content marketing and services company, has announced the appointment of George Levy as Director of Brand Partnerships for the U.S. Hispanic and Latin American markets. In this position, George will lead the efforts to help major brands build meaningful connections with customers in these markets through original storytelling.

8eda7239d1fd010de1a9a771fd2cab2a_400x400Fluent in English, Spanish, and conversational in Portuguese, Levy comes to Skyword with 15 years of experience creating and executing digital marketing strategies across Latin America and the US Hispanic market. He served as Regional Partner Development Manager for Microsoft Latin America and was part of the founding team at Yupi.com, a Spanish-language portal that Microsoft later acquired. Most recently, he was Chief Engagement Officer at Mundial Sports Network, a leading Latino sports network ranked #1 by comScore. Levy earned a Bachelor’s degree at Florida International University. He lives in Miami, Florida with his wife and daughter.

Challenges

What are the challenges content marketing firms face when reaching out to Latin American brand marketers? According to Levy, “The main challenges are two:  There is a historic reliance from marketers to rely on the old interruption model; and, second,  there is a perception that creating breakthrough content at scale to support the many cultures within the USH and LATAM communities is difficult and expensive.” According to Levy, “the truth is the interruption strategy is less and less effective every day. Consumers increasingly experience “banner blindness” and are actively avoiding interruptions, expressing their annoyance with brands who interrupt their consumption of content.And while it used to be prohibitively time consuming and expensive, Skyword was built to help marketers break down the barriers of creating great content at scale for the many cultures within the U.S. and LatAm markets. We embrace storytelling as a viable alternative to traditional advertising and have developed a model to help brands quickly and affordably build and monetize a loyal audience.” Levy concludes that  his goal is to “help us refine brand stories across each unique country and its communities, and truly empower these stories to move forward.”

Ensuring that its clients have the expertise and resources that they need to connect with customers across cultures, languages, and geographies is a top priority at Skyword. Most recently, the company launched its global solution which empowers brands to connect with people all over the world through stories aligned with their passions and interests.

For brands to stay top of mind in today’s digital world, they have to deliver relevant, meaningful experiences that inspire and motivate customers.

The Skyword Global Platform

Skyword recently launched Skyword Global, a platform that allows brand marketers the ability to deploy content marketing programs worldwide with the internationalization of the platform, which includes translation, spelling, and grammar tools across multiple languages and time-zone sensitive editorial and publishing capabilities. Spanish and Portuguese are both included within Skyword’s language capabilities.

Skyword global also expands Skyword’s network of professional content creators (freelance writers, videographers, photographers and editors) to different countries and regions, enabling brands to work with professionals living in target markets. By partnering with creators that have a deep knowledge of the specific US Hispanic and Latin American audiences, brands create a more authentic, personalized storytelling experience for their customers.

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