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:
- 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.
- 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.
- 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:
- Publish Content Regularly.
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…
- Your Content Quality Needs to Truly Stand Out
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…
- Make Sure To Get Your Language and Message Straight.
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.
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.