Do you want to target US Hispanics for content marketing and blogs but are unsure where to begin? Keep reading, and you will find what you are looking for.
Hispanics in the US have largely remained untapped as an audience. But that is not the case anymore due to the increasing población (population) and purchasing power.
According to Business Wire, Latinos and Hispanics have a purchasing power of $3.6 trillion, and this has proved to be simply magical for the US economy. Keeping this in mind, it would be foolish for businesses not to harness the Hispanic demographic.
Apart from that, content marketing is known for its numerous benefits in attracting leads. So, directing your content marketing efforts toward the Hispanic demographic seems like a solid strategy.
But how can it be carried out smoothly?
Let us discuss tips on targeting the Hispanic audience through content marketing, specifically blogs.
What Makes It Hard to Target the Hispanic Audience?
Most negocios (businesses) are making multilingual content a part of their content marketing strategy.
Companies like Optimum are targeting their Hispanic audience through Hispanic customer service and website pages in Español as well as English. To learn about their services, all you have to do is visit the Optimum en Español page.
This not only makes a minority audience feel seen and heard, but it also increases their chances of turning into a sales lead.
But this is a telecommunications giant we are talking about. What about a small business?
Let’s start with a scenario. You have a business that targets an English-speaking audience. But you intend to branch out into Latino-dominated areas.
The question is: How to do it?
Do you launch a separate website and translate it into Spanish? But, it won’t have the multicultural nuances to attract the Hispanic audience. Not to forget, there is also the technical SEO aspect of hosting a multilingual website.
Plus, a separate website for the Hispanic audience is also a costly and time-consuming feat. And small businesses are often time- and resource-strapped.
Another problem is the varying level of Spanish proficiency in the Hispanic masses. Some people with a Hispanic background cannot even read Spanish. This can make it hard for businesses to target them by simply writing content in Español.
Let us discuss some tips on how you can optimize your content marketing strategy and your blog for the Hispanic audience.
5 Blogging Tips to Write for a Hispanic Audience
I might have painted a gloomy picture up there, but all hope is not lost. Here are some tips you can follow.
Research Your Audience
Hispanics are a diverse group, both in terms of nationality and age. This is why it is important to research thoroughly what age, gender, and location-demographic you want to target.
For instance, Chicanos will have different values than Cubans or Puerto Ricans. Then, there are traditionalists, millennials, and Gen Z, who are first, second, or third-generation immigrants with their own perceptions.
Each of these groups has different sizes, and it is important to create content that caters to specific groups instead of every Hispanic.
Write Blogs in Spanglish
Considering the varying levels of Spanish proficiency among Hispanics, writing blogs specifically in Spanish just won’t cut it.
However, many individuals from the newer generations are turning to Spanish to reconnect with their roots, so you cannot completely omit the use of Spanish. The middle ground is choosing Spanglish. This means using English as a primary language in your blog but incorporating popular Spanish phrases and terms.
Give Localization a Shot
Translation might not cut it, but localization can be the answer to your woes. You need to localize your content for the particular demographics you are targeting, making sure it is relevant to that audience. You can write about specific cultural and traditional events.
Plus, you can talk about your producto (Product) or servicio (service) on how it can benefit the Latino or Hispanic audience.
Be Mindful of Stereotypes
This one is for the non-Latinos. You need to be careful of stereotypes. As a Latino myself, I know I immediately walk out of a movie as soon as I see it portraying us as illegal US immigrants. So, you need to be mindful of cultural sensitivities and avoid stereotypes.
Optimize It for Mobile Phones
According to research, Hispanics are avid mobile phone users. According to Statista, 85% of the Hispanic population in the US owns a smartphone. So, if you want to target Hispanics, you should optimize your blog for mobile phones. This is because smartphones are the touchpoint with the most likely chances of connecting you to your target audience.
Following these tips can increase your chances of connecting with your Hispanic audience by including Latino cultural and linguistic perspectives.
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