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Young Latino professionals.

U.S. Hispanic community key take-aways
  • According to the U.S. Census, at 50.5 million, the U.S. Latino community is the largest minority group in the United States constituting 16.3%of the nation’s population.
  • The Hispanic population will rise to 128 million in 2050, tripling in size according to U.S. Census projections. Latinos will be 29% of the population. By then, nearly one in three U.S. residents will be Hispanic.
  • At least 69% of all Hispanic and Latino Americans over age five are bilingual in English and Spanish. 90% of all U.S. Latinos speak English, and at least 78% of all Hispanic and Latino Americans speak Spanish. 
  • The U.S. Latino population is young. The median age of the Latino population is 28 years old, nearly 10 years younger than the total market age of 37 years. 
Here are some recent studies and publications explaining the huge marketing opportunity that the growing U.S. Latino community represents to a broad and diverse group of industries, from fast food, to automobile, telecommunications, travel and much more. Also studies about the latest developments and best practices of modern marketing in the United States. 


Key elements of a successful Hispanic Content Marketing Strategy:

Holistic Approach: Paid, owned and earned media are not three silos, but have to be looked at in an integrated and strategic way. Quality and credibility matters.

Content Creation: Custom Content needs to be created with the purpose of creating a point of engagement. Whether in short form for the Internet or mobile devices or in long form (e.g. for TV), the goal is to look for an opportunity where consumers can interact in a relevant way and take action in terms of learning more about the client, or share the content via social media.  

Structure and Research:
Build  an architecture that allows for an efficient interaction between Paid, Owned and Earned Media.  For that it is crucial to understand the dynamics between them. Research and audits of owned and paid media are crucial. Track the popularity and engagement with the content created or earned. 

Three Key Questions to assess the impact of Owned on Earned Media:

1.How does the consumer really work. e.g.  does he/she  update his Facebook page or not?
2. Which  owned assets have the potential to be utilized and which ones do not?  E.g.. what is the size of delivery trucks and the reach of  social media pages?|
3. Can these owned media elements be extended upon or new ones be created?

Two Key Questions to assess the Impact of Paid on Earned Media
1. What is the objective? Awareness, Consideration or Sales?
2. What is the target?  Younger audience-Millenials, Older ?

Paid and Earned Media

Paid and earned media can be complementary. Study how different forms of paid media can influence earned media and to learn from it to see how it works.  Earned media adds credibility, paid media communicates that the brand is committed, is serious and has the financial wherewithal to move forward.  

Building Your Content Marketing Workflow. Assigning Roles

Identifying needs for your campaigns and assets.

But to be successful at content marketing, you need to do more than manage your content assets. You need to manage the people responsible for producing, editing, and publishing those assets.

Steps to building your content marketing workflow: assigning roles and responsibilities.

The Campaign Owner

The campaign owner is the person responsible for managing every aspect of a campaign, including assigning owners for every asset in that campaign (such as blog posts, emails, landing pages, social updates, etc.), scheduling all content, keeping team members on track, and communicating status updates.

In short, he or she keeps the trains running on time.

A few days before launch, campaign owners should create a pre-launch checklist of remaining tasks, a list of landing page and asset URLs, and suggested social language. This list should be circulated to the entire team.Building Your Content Marketing Workflow Part 2: Assigning Roles image assingingrolesinyourcontentmarketingworkflow

“Places please” list email, and it helps our entire team collaborate to make the content launch a successful one.

The Asset Owner

Asset owners are responsible for producing and publishing an asset such as a blog post, an infographic, or a presentation within a content campaign. Usually, the campaign owner is responsible for assigning people to fill this role.

Instead of producing their content in a silo, asset owners should collaborate closely with the campaign owner to identify the deadline, editor, graphic needs, etc. of the asset. They should also be keenly aware of the goals for this content campaign, what their asset CTA is, and how their asset fits into the overall campaign flow.

The Editor

Editors are responsible for editing the content that the asset owners create. They should not only have excellent copywriting skills, and an eye for detail, but also (like the asset owners) understand the campaign from top to bottom—what it is, why it’s launching, what the goals are, where the content is going to live, and how each asset connects to the other.

But if you have too many editors, it can stop a launch in its tracks. Make sure there aren’t too many cooks in the kitchen during the asset editorial process. Next week, we’ll dive a bit deeper into content marketing approval processes, but for now, just remember this: the fewer the editors, the better.

The Designer

Your content’s design is often as—if not more—valuable than the text. In fact, visuals are processed 60,000X faster in the brain than text.

Working closely with your designer is important for making your content really stand out. And it’s essential that the campaign owner communicate with them in the right way.

Here are some key things to keep in mind when working with designers:

  • Communicate early and often: design processes often require a lot of back-and-forth editing. It’s important for the asset owner and/or the campaign owner to communicate the vision for the asset well before the deadline.

  • Give feedback in the same place: If designers have to mine through their email, their project management tool, and comments in Google Docs to access feedback, they’ll be frustrated and could miss some valuable information. Pick one feedback channel and stick to it.

  • Listen: Asset owners and campaign owners are entitled to their own opinions. But the designer’s job isn’t just to make something look pretty. It’s important to listen to their ideas and give them the creative freedom to take the vision for the asset to the next level.

carlos giron,
Feb 4, 2013, 8:44 AM
carlos giron,
Feb 4, 2013, 8:35 AM