Wondering if starting to do your business’ blog in Spanish is worth a shot? You are not alone. As one of the fastest-growing communities in the United States, companies have begun drawing their attention to the Hispanic community and the different ways they might be able to attract and convert this audience. That’s where blog marketing comes in.
Whether you’re a professional marketer or a business owner who is looking for strategies to help grow your company, by now, you probably know the many benefits of blogging. When properly optimized, not only does it help drive traffic to your website and promote your products and services. It also helps build trust and connections with customers.
However, as you may also know, an essential part of any marketing strategy is to be targeted and focused on specific audiences to make sure that you can convert leads into actual buyers/customers. That is why it might be worth considering investing some time and money into a Spanish blog marketing strategy. It’s a straightforward way to target a fast-growing market effectively with considerable purchasing power.
The Pros Of Blog Marketing In Spanish
While there are some crucial elements to consider when considering beginning blogging in Spanish (mainly the time investment it requires), the benefits can certainly outweigh the difficulties. Here are some of the pros, just to name a few:
- Less competition. As of now, there are not that many businesses targeting the Hispanic community by sharing their content in Spanish. That leaves a lot of room for Spanish-focused companies to stand out with this audience.
- Cultural Connection. Being able to speak to an audience in a language that holds a cultural relevance for them. This will help your content be more attractive and draw a sense of belonging within them. Sharing content in Spanish will help your business create a deeper emotional and cultural connection with the Hispanic community.
- Attracting a loyal audience. Hispanics are known for being the most loyal of all ethnic groups. So by targeting them in Spanish with adapted content strategies, you could be helping your business retain a very loyal customer base.
Blogging In Spanish. What Does It Take?
We have covered the basics of the advantages that blogging in Spanish can bring to your business. Now it’s time to dive deeper into some key elements that you need to consider when implementing your strategy.
Transcreating, not translating.
When we talk about translating, we refer to the process of turning an original or “source” text into a text in another language. This is very different from transcreating, which you will need to do if you want to adapt your content to Spanish. Transcreating is a merger between two words: translation and creation. It means that the translation you do of your content should not be a literal, word-by-word translation; that would sound unnatural and will probably not make much sense. Transcreating is a very different process in which your translation preserves the message’s original intent, context, emotion, and tone.
If you want to share content in Spanish, you need to transcreate your entire brand essence to reach the audiences you’re trying to target. This includes transcreating, not translating, your blog’s main keywords and phrases. You might also consider transcreating your slogan and tagline, depending on the case.
Your objective should always be to sound natural while maintaining your original message’s essence.
Working with what you already have vs. starting from scratch
Another important aspect of putting some thought into your strategy is whether you will transcreate previous blog posts and content you already have or share brand new content.
In our opinion, while the first option might be the most time-convenient, the latter is the better option. However, this obviously depends on the resources you have available. Maybe you can start by transcreating what you already have to start thinking about creating brand new content in Spanish.
We would like to point out that you will hold a more significant advantage to attract your target audience by creating Spanish blog content from scratch. After all, this will help make sure that everything about your blog post, from the hashtag research to the examples you use throughout the entire article, is precise and relevant to your audience.
Adapt your content
This last point brings us to another important principle. Whichever strategy you use, transcreating what you already have or starting from scratch, you are going to need to put a lot more effort into it than just translating word by word.
When transcreating, you might notice certain stories or metaphors that, while they make perfect sense in English, just don’t work in Spanish. You want your content in Spanish to be as resonating and identifiable as it was in its original language. That’s why it’s so important to go beyond a mere word-by-word translation.
The same happens when writing brand-new content in Spanish. Ensure that everything, from the theme and title to the examples used in your article, is adapted to the audience.
It’s not just about the writing; it’s about the entire buyer journey.
When posting your article in your blog, it’s also important to remember your ultimate marketing goal. While a simple blog article could be shared to drive website traffic and boost your SEO, don’t forget that you also want the visitors reading your blog to convert from mere visitors to buyers. Always keep in mind that the reason you’re thinking of blogging in Spanish in the first place is that there’s a purchase intent from Spanish-speaking audiences that you want to capitalize on.
It’s fundamental to remember because it means that there are many more adjustments that you need to make. Not just writing and sharing an article in Spanish. You need to create content assets throughout your website that help visitors move through the buyer journey. Think about adding Spanish calls to actions, landing pages, and pop-ups that can help you become more effective at converting.
Time value is a straightforward but critical point. When deciding to do blog marketing in Spanish, you need to remember that you and your team will need to invest some time doing it right. To be effective, the idea is to not rush through the process. Take the amount of time it needs.
The benefits of doing blog marketing in Spanish are plenty. It can be a highly efficient way to resonate with a fast-growing, loyal market with a strategy that currently has little to no competition. While it does require a necessary time investment, the results can be very positive for your business. It’s all a matter of doing it right. This means making sure that you’re sharing content adapted to this audience and that whatever content you share sounds natural and appealing. Remember, the key is to transcreate, not translate.
Interested in sharing blog content in Spanish, but not sure how transcreating works? Schedule a meeting with Colibri Digital Marketing today so that our team can help you with your Spanish needs.