If you are not creating unique content to help you connect with the Latino audience, you are overlooking one of the most important aspects in your Hispanic marketing efforts. It doesn’t matter if you are an immigration lawyer, a cosmetic surgeon, an insurance company or a service franchise company… to gain access to the online Hispanic market, you all need meaningful content that speaks to your audiences’ hearts and minds. Customers want to know who you are, what you do, and even more importantly, how you can help them. Be sure your content answers those questions, or your competitors will certainly address them for you.
We’re not saying you should be creating content for the sake of having more articles and blogs, and consequently more links and indexed pages. That helps, but the main reason is to develop unique and highly relevant content that not only shares who you are to your customers, but also communicates clearly how your customers will benefit from your products and services.
Search engines favor quality over quantity. It’s better you create an article or guest post per week that is shared 500 times, than ten articles per week that are shared only a few times and nobody knows about them.
What content mix is right for you will depend on many variables. Press releases, blogs, web articles and infographics all may convey similar messages in various forms. Whereas a blog may be more personal, a how-to article may be more technical. The intended audience of your collateral may be different as well. Whereas a press release may be geared towards reaching web editors and journalists, an infographic or web article may be geared towards the end user.
You may want to create content in both English and Spanish, should you want to capture the attention of the entire spectrum of Hispanic readers/users. However, it’s important to note that your customer support team should be operationally ready to support calls and leads coming in whatever language you decide to target. Otherwise, you won’t be able to reap the benefits of all your hard work.