There's no doubt that Spanish content marketing is on the rise. But what does that mean for you and your business? In this guide, we'll walk you through everything you need to know to start creating successful Spanish language content campaigns of your own. Whether you're just getting started or looking to take your campaigns to the next level, read on for valuable tips!
Before you dive in, remember that Spanish language content can be used for Spanish speakers from Latin America, Spain, the United States and elsewhere. As a result, it’s important to understand the nuances between the various cultures and identities that make up the Hispanic and Latino populations. For example, “Hispanic” refers to people who speak Spanish and/or are descended from Spanish-speaking populations, while “Latino” refers to people from/descended from Latin America.
Why you Need to Create Content for Spanish Speakers
When it comes to marketing, multiculturalism is always a hot topic. And while there's certainly a lot to be said for tailoring your content to specific demographics, one group is often left out of the conversation: Spanish speakers.
Did you know that Spanish is the fourth most spoken language in the world with 548 million native speakers? Other than the massive audience size, why target them specifically?
Let’s explore some of the most significant reasons you’ll want to tailor your content for Spanish speakers below.
Their Buying Power
The Hispanic/Latino community represents a huge buying power in the United States — about $1.5 trillion. Additionally, Hispanics/Latinos comprise a significant portion of the U.S. population — about 17.4%. So, if you're not targeting this demographic, you're missing out on a large chunk of your potential customer base.
Relationship Building
Beyond just numbers, creating content for Spanish speakers can build stronger relationships with consumers, improve brand credibility and encourage loyalty. Due to the cultural value placed on relationship building, the people in the Hispanic/Latino community want to get to know a company before they will buy its products. Good content will connect with Spanish-speaking audiences personally, resonating with their various cultures and values. This connection is essential for developing trust and credibility with Hispanic/Latino consumers. And finally, consistent, high-quality content marketing will keep them returning for more, becoming lifelong fans of your brand.
Geographical Differences
An effective content strategy allows you to speak directly to Hispanic/Latino values. However, marketers should remember that Hispanics/Latinos are not a monolith and are heavily influenced by the cultures they grow up in. According to AdAge, “Marketers can even reach Hispanic audiences on a more granular level by focusing on where they reside since geographic location plays a big role in influencing the cultural differences among Hispanic communities.”
Language Nuances
AdAge also noted that Hispanics/Latinos residing in the United States may use a combination of English and Spanish to communicate. About 40 million people in the States are speaking Spanglish. This segment of the population transitioned from Spanish to English at some point in their lives.
Social Media Connectivity
These days, businesses of all sizes are turning to social media to reach new customers and build brand awareness. And with the Hispanic/Latino population accounting for a large and growing share of internet users, social media has become essential for reaching this key demographic. By creating relevant and engaging content for Spanish-speaking audiences, you can connect with potential customers on a deeper level, ultimately driving conversions and sales.
3 Steps to Building a Strong Spanish Content Marketing Strategy
Simply translating your existing content into Spanish is not enough. To truly engage Spanish speakers, you must understand their unique needs and preferences.
With that in mind, here are three steps to building a strong content marketing strategy for Spanish-speaking audiences:
1. Know your audience:
Before creating content that resonates with Spanish-speaking audiences, you need to take the time to understand who they are and what they care about. What are their pain points? What do they hope to gain from your brand? By getting to know your audience, you'll be able to create content that speaks directly to them.
2. Create original content:
Generic, translated content will not cut it with Spanish-speaking audiences. They want fresh, original content that speaks to their specific needs. That means creating new material specifically for them rather than simply translating your existing content.
3. Promote your content:
Just because you've created great Spanish-focused content doesn't mean it will automatically reach its intended audience. You need to put effort into promoting your content through channels that Spanish speakers frequent, such as social media, Spanish-language news sites and search engines.
Spanish Marketing Content Strategy
It's no secret that Hispanics/Latinos are a powerful consumer group. In fact, they're the largest minority group in the United States. If you're not targeting them with your marketing content, you're missing out on a big opportunity.
So how do you create a Spanish-language marketing content strategy that works?
Here are a few tips to get started.
Research your Audience
To connect with Spanish-speaking audiences, it's crucial to understand the cultural nuances that make this market unique. That means understanding language barriers, dialects and common cultural references. What works for one audience might not work for another, so it's important to research and get to know your target market. Once you understand who you're talking to, you can craft content that will resonate with them on a deeper level.
With that in mind, here are a few tips for crafting a successful Spanish marketing content strategy:
- Develop buyer personas that consider the cultural differences of Spanish-speaking regions. This will help you connect with your audience on a more personal level. For example, in Spain, mealtimes are often at different times than they are in the United States. Lunch is usually eaten around 3 p.m. and dinner is around 10 p.m.
- Create content that is part of the overall marketing funnel. This will nurture your audience and lead them toward a relationship with your brand.
- Make sure your website is user-friendly and easy to navigate for Spanish-speaking audiences. This will ensure that they have a positive experience with your brand.
By following these tips, you'll be well on your way to crafting a successful Spanish-language marketing content strategy that resonates with your target audience.
Make Sure Audiences are Addressed Correctly
English tends to be a less formal language, without a formal version of the word “you.” However, many other languages, including Spanish, French and German include a formal version, which may be needed in your marketing materials, depending on your products. It’s important to work with a local expert to understand the nuances in language after translating documents or your software interface.
Localization is Extremely Helpful
If you're looking to appeal to specific Hispanic/Latino audiences with your marketing content, there are a few things you should keep in mind:
- Localization is key. Simply translating your content into Spanish is not enough — you need to ensure it's relevant to the specific country or region you're targeting.
- Don't be afraid to adapt your existing content when appropriate. You can also create new Spanish content from scratch when needed.
- Incorporate traditions and celebrations from Hispanic/Latino countries into your content marketing strategy. Be sure to focus on the cultural traditions of the countries you intend to target.
- Finally, of course, remember to highlight your company's products and services in a way that speaks to the needs and interests of Hispanic/Latino consumers.
With a little creativity, you can develop a content marketing strategy that will help you reach your target audience in a meaningful way.
Pay Attention to the Data
One of the most important things to keep in mind when crafting a Spanish-language marketing content strategy is to pay attention to the data. This data can come from a variety of sources, including market research reports, census data and surveys. By understanding the demographics of the Hispanic/Latino community, businesses can create targeted content that resonates with this audience.
There are a few things to keep in mind when digging into your data:
- Gathering the data needed to create content for your specific projects will help you get more out of the content you are producing.
- Collecting data in other languages can give insights into what kind of content should be created based on keywords and market trends. For example, if you want to produce Spanish-language marketing content, paying attention to Spanish-language search data can help determine what topics to write about and what keywords to use.
- Monitoring social media platforms that are popular with Spanish speakers can give you an idea of what content resonates with this audience. Keeping your "ear to the ground" through social media will help you determine what's relevant at any given time.
How to Create Spanish Marketing Content
When it comes to content marketing, there's no one-size-fits-all approach. Instead, you must tailor your strategy to your target audience and how they interact with the internet. And if your target market is Spanish speakers, crafting the right content will take some research.
What kind of content works best? And how do you make sure your strategy is effective?
Let's look at the different types of content you should consider as you develop your Spanish content marketing strategy.
Video Content
Video content marketing is creating and distributing engaging, informative videos to promote brand awareness and increase sales. By posting videos on your website or social media platforms, you can reach a wider audience and give customers a sense of your brand personality.
Here are a few video content ideas:
- Create product demonstrations in Spanish.
- Develop tutorial videos to help customers use your products.
- Feature customer testimonials from the Hispanic/Latino community.
- Highlight events related to Hispanic/Latino culture.
- Celebrate national holidays and special occasions with fun animations or other visuals.
When creating Hispanic/Latino marketing videos, it's important to consider the cultural context and use relevant images, music and language. For example, a 2018 survey found that Hispanics are more likely to watch the World Cup than non-Hispanics (90% compared to 75%). And 57% of American Hispanics saw the World Cup as an opportunity to reconnect with their heritage. Taking insights like this one into consideration can help marketers create better campaigns.
Blog Posts
When it comes to marketing to Hispanic/Latino audiences, content is key. A blog strategy is a perfect way to connect with potential customers and build relationships. But what kind of content should you be creating?
Here are some tips to get you started:
- Share your expertise in a particular area. This could be anything from business tips to cooking advice.
- Be culturally relevant. Hispanic/Latino culture is very diverse, so make sure your content reflects that. You can do this by featuring thought leaders or sharing news and events from the Hispanic/Latino community.
- Be engaging. No matter what kind of content you create, make sure it's fresh, relevant and engaging. Then, with a little effort, you can reach Hispanic/Latino audiences in a way that resonates with them.
Case Studies/White Papers
If you're looking to reach a Hispanic/Latino audience, crafting winning case studies and white papers is a great place to start. But how do you go about creating materials that will resonate with this diverse group?
Here are a few tips:
- Proofread your articles. Use local writers and proofreaders to ensure that your articles are respectful of cultural norms.
- Be aware of cultural nuances. Hispanic/Latino consumers may have different cultural values, depending on where they were raised. Someone raised in Spain has a different cultural background from someone from Mexico. It’s important not to treat Spanish speakers as a monolith.
- Use images and videos wisely. When creating case studies or white papers, be sure to include plenty of compelling photos and videos.
- Keep it short and sweet. Make sure your materials are concise and easy to understand.
By following these tips, you'll be well on your way to crafting case studies and white papers that will engage and inform a Spanish-speaking audience.
User-Generated Content
User-generated content (UGC) is any kind of content that is created and published by users instead of brands or businesses. This can include anything from blog posts and reviews to social media posts, photos and videos.
Here are a few ways you can get started with UGC:
- Encourage customers to share their experiences on social media. Use hashtags and other creative approaches to drive engagement.
- Run contests or promotions that incentivize users to create content related to your brand. This is an great way highlight the work of consumers, who in turn will feel pride in knowing that they helped create the content on your feed.
- Share user-generated content on your website or other channels. This will show potential customers that you value their insights and feedback, and it can help boost engagement.
Not only is UGC a great way to engage with your audience, but it can also help to build trust and credibility. After all, when potential customers see that people like them are using and enjoying your products or services, they're more likely to want to try them out for themselves.
Industry News
As a content marketer, you're always on the lookout for ways to better engage your audience. And what better way to do that than by incorporating Hispanic/Latino industry news into your content mix?
Hispanic/Latino industry news is a great way to provide a steady stream of news and information on the latest trends and happenings in the Hispanic/Latino community. Not only will this help you to stay up-to-date on what's going on in this important market, but it will also give you a chance to produce unique and interesting content.
Here are a few tips to get you started:
- Follow Spanish-language or Hispanic/Latino-focused media sources. This could be newspapers, websites, podcasts or social media accounts related to your industry. NYTLicensing is a great resource for discovering Spanish and Latin American media sources.
- Follow Hispanic/Latino thought leaders in your industry. Keep an eye out for what these key influencers are talking about. Additionally, keep track of relevant news stories and events related to your industry. This could include anything, like new laws and regulations for example.
- Monitor the news for any changes in regulations or trends that could affect your business. By staying up to date on industry news, you'll be in a better position to adjust your marketing strategy and capitalize on new opportunities.
- Keep an eye out for emerging technologies and innovations that could benefit your customers. Staying ahead of the curve will help keep your marketing strategy relevant and effective.
Infographics
When it comes to marketing to Hispanic/Latino audiences, visual content is key. That's why infographics are such an effective tool. They help engage viewers and tell a story that motivates them to act.
Below are a few tips to ensure you select the best infographics for your strategy:
- Make sure the content appeals to your target audience. Always remember that your intended audience may have different interests and concerns than other demographics, so tailor your message accordingly.
- Use bright colors and simple designs. Infographics should be visually appealing. Keep them colorful but don’t get too complex.
- Include a call to action. Make sure to include a clear call to action in your infographic. This will help drive viewers to take the next step and ultimately convert.
Repurposing Content
As any marketer knows, creating content can be a time-consuming and expensive process. However, repurposing content is an excellent way to get the most out of your investment. You can save time and money by repurposing old content while still providing value to your audience.
Here are a few ways you can repurpose content:
- Turn blog posts and articles into videos or podcasts.
- Create infographics from existing data-heavy content.
- Compile multiple pieces of content into an e-book or guide.
- Break down long-form content into shorter social media posts.
Whether you create customer case studies or repurpose old content, there are plenty of ways to appeal to Hispanic/Latino audiences and keep them coming back for more. Get out there and get creative – your audience is waiting!
Culturally Relevant Content
Your content marketing efforts should reflect Hispanic/Latino culture. When creating content for a Hispanic/Latino market, there are a few things you should keep in mind:
- First, consider including music and colors that speak to your desired country's market. This will help to create a more immersive experience for your readers.
- Second, brands can partner with locals to create content that is relevant to their country. This is a great way to get an insider's perspective on the culture and to better understand what content will resonate with your audience.
- Third, use visuals to tell a story. Photos and videos are an excellent way to capture a culture's essence, often in ways that text alone cannot. Consider looking at powerful storytelling examples to enhance your visual content marketing strategy.
By following these tips, you can create culturally relevant content that will appeal to Hispanic/Latino audiences worldwide.
Licensed Content
If you want to reach the Hispanic/Latino market, licensed content is the way to go. Not only will it help build credibility with your audience, but it will also save you the hassle of having to create fresh content in a different language. NYTLicensing's Spanish content and newspaper article packages and feeds, for example, are rights-cleared, easy to implement and complete with republishing guidelines.
Whether you need articles for editorial, educational or commercial purposes, using licensed content means the entire legal process occurred presale, ensuring content can be published instantly, anywhere in the world. So why not save yourself some time by going with licensed content? Your audience will thank you for it.
Content Marketing Outreach Methods
As any marketing professional knows, content is essential for connecting with audiences and promoting your brand. But what happens when your target audience is Hispanic/Latino? How do you ensure that your content resonates with this important demographic?
The answer lies in Spanish-language content marketing and an effective outreach strategy. You can reach and engage this important group more effectively by creating unique content tailored directly to them and promoting it effectively.
Here are three outreach methods to get you started:
Website content:
Unique content for your website helps your company stand out. Make sure to include the relevant topics and keywords needed to attract Hispanic/Latino visitors to your site.
Email marketing:
Creating newsletters can help enhance communication with your audiences. Be sure to include plenty of Spanish-language content to appeal to Hispanic/Latino subscribers.
Social media:
With its vast reach and engaging format, social media is a powerful tool for reaching Hispanic/Latino audiences. Use relevant hashtags and post in Spanish to connect with this growing market.
By creating strategic Hispanic/Latino-focused materials and Spanish content marketing, you can ensure that your company can connect the right audience with the right message.
Final Thoughts
In today's global market, it's more crucial than ever to reach out to customers in their own language. Creating content in Spanish is a great way to develop a global content marketing strategy. While creating content in multiple languages can be a daunting task, it’s extremely worth it.
That's where NYTLicensing comes in.
We offer a wide range of trusted, licensed Spanish content as well as English content you can easily translate into Spanish — or any other language you need. Whether you're looking to expand your customer base or build new relationships, we can help. Contact us today to learn more about how we can serve as your partner for Spanish-language content.
