With the growing presence of the Hispanic American community and their impressive purchasing power, it is essential for content creators to learn about the best blogging practices when it comes to reaching this flourishing ethnic group. These practices call for cultural sensitivity as well as understanding patterns of Internet use. Here are five considerations to make when writing blog posts for Latino audiences in the United States:
Diversity is one of the greatest drivers of the Hispanic American experience. This is a group that includes people whose familial lineage includes people from the Iberian Peninsula, South America and Central America, as well as parts of the Caribbean and North America. As expected, their personalities greatly vary based on their ancestry, generational traits and socioeconomic status. To this end, it is important that blogs for Hispanic Americans to project a personality that matches the interests of their readers. This can be achieved by closely studying the target market; for example, a blog about online tutoring for high school and college students should celebrate the high rate of adaption of mobile technologies by young Latinos.
Blog content should be written with respect and cultural awareness, but it must not become fixated on these two issues to the point that it turns into fluff. Just like other online audiences, Hispanic Americans are looking for content that is succinct, informative, useful, and engaging. One of the best ways to create focus is to avoid generalization, which in many cases is unsavory. Just like when crafting a blog’s personality, closely studying the target market is essential in achieving focus. An automotive blog can safely assume that Latino car owners are interested in maintenance topics, but not all of them are shade tree mechanics. In this case, easy maintenance such as replacing air filters can be mixed with more complex procedures like changing water pumps.
Younger Latino generations are comfortable with English and Spanish; they are likely to enjoy reading content in both languages. The best option for blog publishers is to give readers the choice of reading content in both languages; in this fashion, they can share articles within their social circles with people who prefer to read in one language or another. Some Latinos enjoy the judicious and clever mixture of both languages. Although online marketers have developed a general style of writing suitable for Latin American Spanish-speaking audiences in the U.S., mastering regional differences can bring significant success. This means writing in Portuguese for Brazilian Americans, as well as knowing how to properly engage Latinos of Argentinean heritage versus those of Puerto Rican upbringing.
Interaction should be encouraged with every post through social media sharing buttons, responding to comments, learning about reader preferences, and making good on promises made about future posts.
Frequency and Mobility
Hispanic Americans have really warmed up to mobile Internet use and social networks. Content publishers should be mindful of this fast rate of adaption by choosing mobile-friendly platforms that feature responsive Web design such as WordPress and Blogger. The next step should be to create a presence on the most popular social networks used by the target audience. Mobile use encourages Latinos to check social media updates with greater frequency, and thus content publishers should match this pattern of usage by scheduling posts at different times of day or night.
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