Wednesday 04 December, 2013
The Spanish speaking market worldwide is huge and hungry for content. If your business could profit from marketing to the Spanish speaking world, you should think seriously about Spanish language content marketing. It presents some serious challenges, but it can be well worth it.
The advantages to Spanish content marketing are many. In addition to the fact that it’s a large and growing market, it’s an underfed market. Studies show that Spanish speakers are disappointed with the lack of Spanish content online. For you, this means less competition for keywords and traffic.
It’s crucial when you’re creating content for the Hispanic market to localize. You need to decide whether you’re focusing on US-based Spanish speakers or Latin America. It’s not enough to just turn all of your content into Spanish and publish as-is. You need a strong cultural understanding of your target market, and this varies from country to country.
In fact, the only thing all Spanish speaking countries share is the Spanish language. You’ll find huge differences from country to country. You should conduct market research both directly and indirectly in the countries to which you’ll market. If you’re targeting more than one country, use terms that are more general (for example, avoid regional or country-specific words).
Ditch the Stereotypes
Spanish content marketing can really backfire if you operate on stereotypes. If you don’t know Spanish speakers well, get to know them. Spend a great deal of time on Spanish language forums and other websites and get to know people just as you would with any new market. Never make assumptions, but develop your content strategy based on what you know about your market.
Hire a Native Speaker
Because you’ll need to create a great deal of Spanish content, it’s best to hire a native speaking writer to handle it for you, unless you’re a native speaker yourself. Don’t rely on translations of English content. You need someone who not only knows the language, but knows how to use it to create good content. You may also need a good Spanish copywriter.
If you have the resources, go for the best of both worlds. The Hispanic market doesn’t necessarily want its content in Spanish. The number of Hispanics in the US that are English dominant is on the rise. Don’t assume that your readers want only Spanish content.
Follow the Leader
Since Spanish content marketing is largely uncharted territory and there’s not much available on how to do it, a good way to learn is by watching and copying those who have done it successfully. One company that has successfully expanded into the Spanish speaking market is Dallas’ Pizza Patron. Look at their site and follow them on social media for ideas on how they not only use Spanish but also offer products that their Spanish speaking market loves.
Marketing to Spanish speakers isn’t just a good idea that can earn you profits, but it could be essential as the Spanish speaking market grows worldwide. Just look at Mitt Romney’s failed presidential campaign if you want to see how not reaching out to Hispanics can hurt.