Content Strategy for the Hispanic Market

According to the Content Marketing Institute, in 2012 U.S. Hispanics had an estimated $1.2 trillion in purchasing power; that number is expected to grow to $1.5 trillion in 2015. U.S. Hispanics are spending more time online at twice the market growth rates, adding over a million users per year. In addition, they watch more online video: 62 percent more digital video than non-Hispanics.

U.S. Hispanics a tailored-made target market for digital content strategy: as content strategists, we need to start creating new content specifically tailored to the needs of Hispanic audiences — content that speaks directly to their preferences, interests and culture.

Hispanic Content Doesn’t Mean Spanish – Language

Developing a content strategy for the Hispanic market doesn’t mean that you have to create a Spanish-language site. Confusing Spanish marketing with language is a common mistake and could mean that you are missing out on the majority of your target market: 42.9 percent of U.S. Hispanics prefer to consume online content in English. This statistic is certainly to grow as more bilingual users accept more English Hispanic-centric content.

So what is the best approach for this emerging market? Appealing to the Hispanic Market doesn’t just mean speaking the language; it means understanding Hispanic users and culture. Over at Contently they provide several examples of strategy for reaching the Hispanic market, including:

  • Knowing and Understanding “Spanglish”
  • Understanding and marketing to the Hispanic extended family
  • Using the power of video, particularly on YouTube.

Read the complete article: 5 Content Marketing Tips That’ll Help You Appeal to a Hispanic Audience