Hispanic Content Marketing: Sharing Content in a Multicultural Era

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Hispanic Content Marketing

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  • Very good 44-page deck, Fabiana, thanks for sharing. There's one other resource I'd like you to check if possible for future references and citations, this self-served platform www.createanarticle.com to support small businesses and multicultural agencies in their efforts with content marketing to Hispanics/Latinos, especially bilingual English/Spanish outreach campaigns in Mexico and US.
    I'd love you to check it out and share it if you find it of value to your peers, circles, communities, groups, and so forth. All the best!
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Hispanic Content Marketing: Sharing Content in a Multicultural Era

  1. 1. For educational purposes only. #HispanicContentMarketing
  2. 2. Research Objectives 1. What content marketing techniques are organizations using to attract Hispanic consumers or advocates? 2. How can organizations capitalize from this increasingly growing demographic through social media and content sharing? For educational purposes only. #HispanicContentMarketing
  3. 3. Definitions  Content Marketing  Hispanics in the U.S.A. For educational purposes only. #HispanicContentMarketing
  4. 4.  Content Marketing Source: SeoChat.com “Content marketing is the practice of creating informational and creative material that is relevant and interesting to potential customers (as well as people who can influence your potential customers) with the aim of drawing loyalty and future business from them. It is not direct sales.” For educational purposes only. #HispanicContentMarketing
  5. 5.  Content Marketing “There are 5 essential components to any Content Marketing Plan: creation, curation, optimization, amplification and analysis.” Direct email newsletters White papers Apps Branded webinars or podcasts Videos Case studies Events Blog posts Tip sheets Social media posts Web pages Infographics E-books Source: eBook: Power Your Story by Cision For educational purposes only. #HispanicContentMarketing
  6. 6.  Content Marketing “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.” Source: Content Marketing Institute For educational purposes only. #HispanicContentMarketing
  7. 7.  Content Marketing Source: Salesforce.com For educational purposes only. #HispanicContentMarketing
  8. 8. Source: Sekari.comFor educational purposes only. #HispanicContentMarketing
  9. 9.  Social Media and Content Marketing Twitter Chat with Content Marketing Institute #CMWorld • Content is a precursor of Social Media • Research your audience to see where they are and this will help you decide where on social media to share your content. • Organizations are using too many social media channels poorly. This is a strategy that is not sustainable. The recommendation is to pick a few and use them wisely. For educational purposes only. #HispanicContentMarketing
  10. 10.  Social Media and Content Marketing Twitter Chat with Content Marketing Institute #CMWorld • @Soundboardit said: “Images can enhance the story & make it more human, but not when you are using it because it is available. • Facebook, Twitter, LinkedIn and Slideshare (in some cases surpassing blogging) are the preferred platforms for content sharing. • Most undervalued: Google+ • Share content that matters. There is content overload out there. For educational purposes only. #HispanicContentMarketing
  11. 11.  Hispanics in the U.S.A. ACCULTURATION “By definition, acculturation is the adoption of the behavior patterns of the surrounding culture. To simplify, acculturation is the time between arrival to a new culture and assimilation into that culture.” • Unacculturated Hispanics • Bicultural • Acculturated Hispanics Source: Marketingprofs.com For educational purposes only. #HispanicContentMarketing
  12. 12.  Hispanics in the U.S.A. As of July 1, 2012 = 53 Million according to U.S. Census Bureau For educational purposes only. #HispanicContentMarketing
  13. 13.  Hispanics in the U.S.A. For educational purposes only. #HispanicContentMarketing
  14. 14. For educational purposes only. #HispanicContentMarketing
  15. 15.  Hispanics in the U.S.A. Using Social Networking Sites • 84% of Latino internet users ages 18 to 29 say they use social networking sites such as Facebook and Twitter, the highest rate among Latinos. • 27% of Hispanic internet users ages 65 and older say they use social networking sites. Source: 2012 Pew Research Hispanic For educational purposes only. #HispanicContentMarketing
  16. 16.  Hispanics in the U.S.A. Using Social Networking Sites • Some 54% of Latinos who use social media are U.S. born. By contrast, foreign-born Latinos make up the majority (57%) of Latino internet users who do not use social media. • Among Latinos who use social networking sites, 60% say they do so mostly or only in English, 29% say they do so mostly or only in Spanish and 11% say they use both English and Spanish equally. Source: 2012 Pew Research Hispanic For educational purposes only. #HispanicContentMarketing
  17. 17. Source: 2012 Pew Research Hispanic In 2012, 82% of Hispanic adults said they got at least some of their news in English, up from 78% who said the same in 2006. By contrast, the share who get at least some of their news in Spanish has declined, to 68% in 2012 from 78% in 2006. For educational purposes only. #HispanicContentMarketing
  18. 18.  Meet the Experts Wilson Camelo has nearly 20 years of experience as a bilingual marketer with a strategic mind and knowledge of U.S. Hispanic, multicultural and general markets. Blog: http://latino- lingo.blogspot.com/ @CameloComm For educational purposes only. #HispanicContentMarketing
  19. 19.  Meet the Experts Chiqui Cartagena is the vice president of Corporate Marketing for Univision. Ms. Cartagena is a Hispanic media and marketing pioneer with 25 years of experience developing, launching, and leading some of America’s most successful Spanish-language consumer magazines, She has also developed many integrated marketing programs for leading consumer brands to successfully reach the Latino community. She has published 2 books: Latino Boom and Latino Boom II. @ChiquiCartagena For educational purposes only. #HispanicContentMarketing
  20. 20. Vanessa Vazquez: A culturally diverse communications and marketing professional who loves the numbers game of analytics, extensive research and the ever changing social media. Founder of VVY Hub marketing firm specializing in the Hispanic market. @VVYHub  Meet the Experts For educational purposes only. #HispanicContentMarketing
  21. 21. Yadira Caro is a communications consultant at Booz Allen Hamilton. She has in depth knowledge about Latin America and the Caribbean. As a consultant, Yadira has worked with clients in the Department of Defense developing various projects including the development of a global security magazine for Latin America and the Caribbean and the implementation of a social media initiative. @YadiCaroCaro  Meet the Experts For educational purposes only. #HispanicContentMarketing
  22. 22.  Topics of Discussion 1. Is content marketing PR or Marketing? 2. How and where are Latinos consuming content from brands? 3. Some good examples of brands sharing outstanding Hispanic Content Marketing. 4. Key Takeaways and Best Practices. For educational purposes only. #HispanicContentMarketing
  23. 23.  Is Content Marketing: Marketing or P.R.? Wilson Camelo from Camelo Communications said: For educational purposes only. #HispanicContentMarketing
  24. 24.  Is Content Marketing: Marketing or P.R.? • Yadira Caro from Booz Allen Hamilton said: “Content marketing is marketing but it has similar elements to PR, however, these are different. In PR you create content such as a press release in hopes it can be picked up by the media. In content marketing you create your own story - probably with the help of former journalists who now work in your business.” For educational purposes only. #HispanicContentMarketing
  25. 25.  Is Content Marketing: Marketing or P.R.? • Vanessa Vasquez from VVYHUB.com said: “Content Marketing is both. You are giving information that is useful for clients and everyone alike. You are promoting your services and showing how you are in control of your topic. The official meaning of content marketing is to create and share good “free” content so you attract prospects and eventually those prospects can be your future customers, and those future customers to become your loyal customers.” For educational purposes only. #HispanicContentMarketing
  26. 26.  Is Content Marketing: Marketing or P.R.? “PR has historically worked with news outlets to publish a story about a client. Publications were gatekeepers. The Internet has changed everything. News has gone online and the barriers to publication have been eliminated. editors need more content than ever, but often don’t have the resources to produce it. This has opened the door for PR firms, because firms can now directly create content for client audiences, rather than just pitching it to the media. In addition to case studies and whitepapers, firms are developing blog posts, eBooks, collateral and other online content. Why? Because consumers demand more content from companies than before..” Source: Content Marketing Institute For educational purposes only. #HispanicContentMarketing
  27. 27. How and where are Latinos consuming content from brands? Chiqui Cartagena from Univision For educational purposes only. #HispanicContentMarketing “Online but mobile is growing in leaps and bounds […]As far as social media platforms: Facebook is number one, Twitter is second. Pinterest and Instagram are gaining ground very quickly. One interesting thing about the Latino market is that it is on average 10 years younger than the average American consumer. The median age is 28 whereas other American consumers’ median age is 38. Because of our youth we are naturally more adept with social media and it is natural for young people to be more technologically savvy. Latinos have embraced social media because of two reasons: they don’t see themselves reflected on mainstream media, they find social media as a channel of expression and they are very much content creators in these platforms.
  28. 28. How and where are Latinos consuming content from brands? Chiqui Cartagena from Univision For educational purposes only. #HispanicContentMarketing Source: Ad Age Insights
  29. 29. Vanessa Vasquez How and where are Latinos consuming content from brands? For educational purposes only. #HispanicContentMarketing
  30. 30. What brands are good examples of great Hispanic Content Marketing KRAFT FOODS For educational purposes only. #HispanicContentMarketing
  31. 31. What brands are good examples of great Hispanic Content Marketing MCDONALD’S For educational purposes only. #HispanicContentMarketing
  32. 32. What brands are good examples of great Hispanic Content Marketing UNILEVER: “Vive Mejor” – Bilingual Website where young Latina moms can find: Recipes, Beauty, Health and Savings. For educational purposes only. #HispanicContentMarketing
  33. 33. What brands are good examples of great Hispanic Content Marketing AARP For educational purposes only. #HispanicContentMarketing
  34. 34. What brands are good examples of great Hispanic Content Marketing FORD For educational purposes only. #HispanicContentMarketing
  35. 35. Key Takeaways and Best Practices 1. There are major differences among Hispanics so understanding your specific audience is important when crafting a content marketing strategy. 2. Don’t focus on language. Focus on level of acculturation and cultural relevance when deciding how to reach Hispanics. 3. Don’t separate Hispanics from the rest of the general market: make sure your content integrates all ethnicities to represent the world they live in. For educational purposes only. #HispanicContentMarketing
  36. 36. Key Takeaways and Best Practices 4. Don’t translate content, “trans-create” content, which is the cultural adaptation of content. 5. Young Hispanics and Millennials are more focused on sharing and engaging with brands and are more likely to be found in platforms such as Instagram, Tumblr, Storify than Gen. X Hispanics who are comfortable with sharing and receiving information through Facebook and Blogs. 6. Understand and learn what your audience wants to hear and receive as it relates to your brand. For educational purposes only. #HispanicContentMarketing
  37. 37. Key Takeaways and Best Practices For educational purposes only. #HispanicContentMarketing 7. Come up with an editorial voice that your audience will find helpful and then integrate your brand message. 8. Understand the power of the Hispanic millennials and explore this demographic when developing your strategy. 9. Hispanic millennials, who are about 20% of the U.S. millennials, are influencers and early adopters.
  38. 38. Key Takeaways and Best Practices For educational purposes only. #HispanicContentMarketing 10. Latinos are consuming a lot of mobile technology. This is a place to explore. 11. Be Bilingual! You cannot assume that everyone speaks Spanish. 12. Don’t assume that Latinos don’t have the buying power to acquire your products, services or to join your causes* *Latino buying power is about $1 Trillion, according to Nielsen.
  39. 39. What’s Next… - Young Latinos will soon surpass the rest of the population in number. - First and second generation of young Latinos are starting to see the value in speaking Spanish and will soon demand bilingual content. - Savvy online brands are aware of the power of young Hispanics and are targeting them aggressively through digital and social media strategies. For educational purposes only. #HispanicContentMarketing
  40. 40. What’s Next… - Hispanics are not a one-size fits all audience so we need to adapt to their region and level of acculturation. - Hispanics will not demand a new social media platform dedicated to them. They want to be part of the general population in the U.S. and do not want to be treated differently. Instead, the key to getting to them is adding certain things that are unique to their culture. For educational purposes only. #HispanicContentMarketing
  41. 41. For educational purposes only. #HispanicContentMarketing Fabiana Salgado-Lowe @FabianaLowe Blog: www.askfab.com

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