Hispanics are thirsty for Content Marketing
Now that social media has become an integral part of most people’s lives, marketers are continuously looking for ways to take advantage of it to reach you with their message. Of the various tactics being employed, Content Marketing has emerged as one that marketers are increasingly focusing on.
But what exactly is content marketing?
Wikipedia broadly defines it as a “marketing format that involves the creation and sharing of content to drive profitable consumer action”. A content marketing strategy clearly defines audience and objectives and outlines content formats including social media updates, longer form articles, e-newsletters, videos, blogs and others.
Content marketing is already being used successfully at a large-scale by marketers targeting mainstream audiences. But few have ventured into Hispanic content marketing. They should. And here’s why.
There is a lack of quality Hispanic content online
It’s a fact; the 35 million online Hispanics have relatively few content options available, that is to say that there is a lack of digital content in Spanish and content in English that is tailored to the Hispanic market. A recent Nielson study says that a full 60% of Spanish-speaking U.S. Hispanic consumers agree there’s a lack of Spanish digital content, and Google reports that 56% of Hispanics that are not online cite a lack of Spanish content as the primary reason for not using the Internet. This represents a sound opportunity for marketers to fill the Hispanic online content gap by developing and distributing high-quality content that provides value to Hispanics.
Hispanic Search Engine Optimization is less competitive
Each month, 86% of online Hispanics visit Google looking for products, services and content relevant to them. Marketers should know that competing for Spanish language or Hispanic themed keywords is much easier when compared to equivalent English keywords. Try searches for “computer” and “computadora” on Google. Google caches over 1.3 billion pages and displays 11 paid ads for the English version, while the Spanish version gives me 88 million pages and 6 ads. Less search engine competition is directly related to the lack of Hispanic content, and brands can rise to the top of Google search results by executing a sound Hispanic content marketing strategy.
Hispanics are very likely to share good content
Countless studies have shown that Hispanics are extremely engaged with social media and a full 70% of online Hispanics visit Facebook each month. The appetite for social media is driven by not only the relative youth of the Hispanic market, but also by their desire to consume, create and share content that is relevant to them, content that is not readily being provided by brands and publishers.
As marketers begin to think more like publishers they should take a close look at the Hispanic market. They will find a large and growing market with a thirst for high-quality, relevant content.
Done right, their message will rise to the top of search engines, Facebook news feeds and ultimately be top of mind with Hispanics.