Hispanic Content Marketing: Sharing Content in a Multicultural Era

For educational purposes only.
#HispanicContentMarketing

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?

Definitions
 Content Marketing
 Hispanics in the U.S.A.

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.”

“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

“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

Source: Salesforce.com

Source: Sekari.comFor educational purposes only.

 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.

 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.

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

As of July 1, 2012 = 53 Million according to U.S. Census Bureau

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

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.

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.

 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

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.

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

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

 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.

 Is Content Marketing: Marketing or P.R.?
Wilson Camelo from Camelo Communications said:

• 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.”

• 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.”

“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

How and where are Latinos consuming content from
brands?
Chiqui Cartagena from Univision
“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.

brands?
Chiqui Cartagena from Univision
Source: Ad Age Insights

Vanessa Vasquez
brands?

What brands are good examples of great
Hispanic Content Marketing
KRAFT FOODS

MCDONALD’S

UNILEVER: “Vive Mejor” – Bilingual Website where young
Latina moms can find: Recipes, Beauty, Health and Savings.

AARP

FORD

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.

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.

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.

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.

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.

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.

Fabiana Salgado-Lowe
@FabianaLowe
Blog: www.askfab.com

Hispanic Content Marketing: Sharing Content in a Multicultural Era

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