12 Recipes For Writing Insanely Popular Blog Posts

Blogging is an essential part of the new marketing, whether is Hispanic Marketing or not. So I'd like to share with you this helpful list of Blogging tips which was originally published by Jon Morrow at, SmartBlogger.com, Copyright 2016

1. The Explainer (a.k.a., The "How To" Post) – This is a super-practical post that teaches readers how to achieve a specific goal. If you pick the right topic for your post, The Explainer has the potential to attract a ton of social shares. (Example) 

2. The Buffet (a.k.a., The List Post) – This post is a collection of related points on a given topic or theme organized as a list. Every year many of the most popular posts on the web are list-based posts, so a Buffet post on the right topic always has the potential to go viral. (Example

3. The Name Dropper (a.k.a., The "Egobait" Post) – This post celebrates a selected group of individuals for their notable qualities, talents or achievements. Designed to be shared by the people featured in the post, it usually performs well on social media. (Example) 

4. The Inquisitor (a.k.a., The Expert Roundup) – This post is a compilation of expert opinions on a single topic or question. A good post of this type will attract shares from participants and also help the author build valuable relationships with them once the post is published. (Example

5. The Curator (a.k.a., The Resource List) – This post is a carefully curated list of valuable resources relating to a specific topic or goal. Serving as a handy "index" to the best resources on a given topic, it's great for attracting links and subsequently, search traffic. (Example

6. The Monster (a.k.a., The Ultimate Guide) – This post is a long-form guide to a specific topic which is exhaustive in both scope and detail. Executed well, The Monster will quickly become the definitive resource on a topic and attract links and search traffic accordingly. (Example

7. The Illuminator (a.k.a., The "Why?" Post – Type #1) – This post provides valuable insight on a tricky topic or thorny problem. It has a strong bonding effect with readers and also helps to establish the authority of the author. (Example

8. The Contrarian (a.k.a., The "Why?" Post – Type #2) – This post makes a surprising but persuasive argument that intentionally contradicts the accepted wisdom on a topic. Again, this is primarily a bonding post – readers are drawn to strong opinions well-argued. (Example

9. The Insider (a.k.a., The Case Study) – This post uses a real-world example backed by actual data to yield insights about a specific topic or goal. People love evidence so Insider posts often attract links and search traffic but also build the writer's authority. (Example

10. The Jester (a.k.a., The Humorous Post) – This post uses humor to explore a topic in an entertaining and sometimes provocative way. It's perhaps one of the best ways to bond with readers but is also one of the trickier recipes to pull off. (Example

11. The Trailblazer (a.k.a., The Thought Leadership Post) – This post uses the author's insight and vision to change the way people think about a topic. The ultimate post for building authority, this is also a great "calling card" when connecting with other influencers. (Example

12. The Storyteller (a.k.a., The "Three-Act" Post) – This post uses a powerful personal story to teach more universal principles and provide inspiration. The toughest recipe of all to write but one that can bond with readers like no other. (Example

Build a Hispanic Marketing Content Plan in 10 easy steps

Everyone talks about content creation for the web.  While most ad agency creatives think of videos, flash animations and cool pictures, the truth of the matter is that content that really helps drive awareness, traffic and nurture leads into customers, is much more than that.

Of course videos and pictures are a part of it, but there are posts, blogs, ebooks, white papers, webinars and many other options, all hugely important to drive traffic, which also require a constant flow of new, relevant, and impactful content.  

While coming up with the content is not easy, by any means.  Having a process of doing so helps tremendously. So, for what it's worth, here is a 10 step approach or breakdown on how to build Content Strategy to attract more Hispanic customers to your website and close more sales. 

SUMMARY

  • Use behavioral and demographic information about your prospects to develop buyer personas based on their interests and needs, then target your content accordingly.
  • Before you start creating new content, conduct an audit of your existing content to identify the topics and personas you should focus on and set up guidelines for new content.
  • Map your content to the buying cycle of your customers to ensure that you’re creating content that works best for your readers based on which stage they are in.
  • Create an editorial calendar to build a detailed schedule for creating and publishing content.
  • Find new ways to come up with creative content topics that are relevant, helpful, and fun for your readers, and keep a backlog of these ideas so you always have some on hand when you’re ready to create new content.

KNOW YOUR AUDIENCE

1. Do persona research and develop your Ideal Custom

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2. From this first step you should start getting an idea of what types of content and topics your target would be interested in reading.  Based on your brainstorming, you should start trying to answer these types of quesitons in the content that you are about to create:

Content topics.png

3. Do a quick brainstorming to arrive at a Buyer Profile, help you identify where your target is online, what do they consume, what kind of tools do they engage with, like online- banking sites, mortgage calculators, etc, and which of your products are more attractive to them. You want to know: 

  • What do they do online? Do they read blogs? Are they active on Twitter, Facebook, or other social networks? What kind of search terms do they use? Are they email newsletter subscribers?
  • What kind of information do they tend to consume online? Educational pieces? Trend articles? Interactive tools like calculators or worksheets? Do they watch videos or listen to podcasts?
  • Which of your products do they spend the most time researching?
  • How do they use those products?

DO A CONTENT AUDIT

4. Now you should be getting closer to writing your own content with the right frame of mind for your target audience. But, before you go crazy and start writing, first do a content audit of your existing site.  Identify which content is working, which is not and see if there are ways you can repurpose that content on other formats.  So a research document or white paper can be churned out in little bites through out facebook posts, tweets or blog posts.

Content Audit.png

5. Put your content into a spread sheet and look for patterns that will indicate what audiences respond to which type of content, when, at what point in the buying cycle (more on this later).  Orginizing your content into items which will help you generate "bucketed" ideas.

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ORGANIZE YOUR CONTENT
6. Leverage your buyer's Personas, profiles and existing content-now newly organized into buckets and choose which content to use for each stage of the buying cycle.  Most every consumer goes through a buying cycle which typically looks like this:

Content Orginized.png

7. Once you identify which content fits with each of the stages in the buying cycle, identify which type of content to deploy, at what point and on what format:

Content types.png

WRITE CONTENT IN ADVANCE

8. Now, develop your Content Calendar based on what kind of content to create, what topics to cover, which personas to target and how often to publish or support customer engagement and inbound marketing strategy. Some sound advice in developing your content calendar is as follows. 

  • Write 3 to 6 months worth of content in advance
  • Specify your objectives, KPIs (traffic volume, leads, engagments, new customers)
  • Arrive at a good mix of content type, topics and personas to cover al your segments
  • Note the SEO keywords, the stage of the buying cycle, the CTA for every piece of content.
  • Align to seasonal or product specific usage periods. (Snow plows in the winter, boat shoes in the sumer)
  • Repurpose existing content. Turn it into a video, a slide show, split it into posts
  • Create separate tabs on your spreadsheet for your kind of content (Blogs, videos, posts, tweets, webinars, e-books)

 

POST, POST, POST.
9. Post, share, ask to share, tweet and measure. Keep track of who is seeing what, when, how often and be prepared with the content they will want to see at the stage in the buying cycle they are in.

tracking content.png

AUTOMATE (IF YOU CAN)
10. Choose a program or service to automate and centralize all your marketing tools and paid, earned owned channels with software such as HubSpot, who's images and infromation are leveraged and condenced in this post. It'll help youdentify which posts drove traffic, form where, which traffic converted into a lead and will make it easier to nurture that lead.

HubSpot automation.png

Of course, content alone can’t generate Hispanic inbound marketing success overnight. The pieces you create have to fit into an overall strategy comprising SEO, social mediaengagement, lead nurturing, measurement, and optimization. And, most important of all, OFFERS. You've got to have offers that attract your Hispanic customers. But with a well-defined content strategy, a detailed editorial calendar, and a good topic backlog, you’ll be publishing content like a pro and be well on your way to becoming a more effective Hispanic marketer.

Does "What's Hispanic About That?" Mean where's the Hispanic insight?

I don't think so!

How many times, as Hispanic Marketing "Experts" have we been sent back to the drawing board to start thinking again about a TV spot that'll appeal to a Hispanic audience but, most importantly, to the clients.  And what's the preferred way for clients to send us back to square one?  To ask you "And What's Hispanic About That" spot? Well, after many years as a Hispanic Marketing Creative Director and Strategic Planner, I have learned the true meaning of "What's Hispanic About That?" It does not mean the spot does not work for Hispanics, it just means the client does like the spot. Period.

And I'll explain why with an specific example I once encountered while presenting a Hispanic TV spot to the marketing folks at Chrysler.  The concept was based on professional wrestling, which is a very popular sport among Hispanics.  It was a fun idea; a famous wrestler drove up to the valet parking station at a fancy restaurant in his sparkling new Dodge Durango. Having handed the keys over to the valet parking attendant and walked off into the restaurant, the valet parking employees begin wrestling each other for the key so that they get to park the cool car themselves.  In the end, the famous wrestler walks out of the restaurant only to find his car in the exact same spot and all the parking attendants (all 8 of them) inside the vehicle still wrestling with each other for the key.

Anyway, was it a brilliant spot? Perhaps not, but it did drive the point about the vehicle's appeal to a Macho audience (very much within the Dodge Brand) and about its roomy interior for 8 passengers in a fun way. All part of the brief. And what's Hispanic about that?  Our client, (who later went to work at Walmart and became the leading player in one of the Ad Industry's biggest scandals) asked, flatly.

Well, we said, professional wrestling is a very popular sport in Mexico and Latin America and the wrestler we are using is not only famous himself, he is the son of the most famous Latin America wrestler of all time "El Santo". That should appeal to our Hispanic audience.  But where is the Hispanic insight, she asked?  Frankly, we said, our planning team couldn't find a specific Hispanic insight around "room for 8" in a Sports Utility Vehicle, at least not in the 20 focus group sessions we attended. But the spot should do a great job capturing the attention and the imagination of our target consumer, male Hispanics who want to look tough driving an SUV that's attractive enough to appeal to a very, very famous wrestler, the son of "El Santo" nonetheless.  Yeah, but I have to justify the expense of producing spots for the Hispanic market and if the spot does not have a Hispanic insight, then, it's  no good.

But to no avail, we went back to the drawing board which wasn't all that uncommon for us, or any other team of Hispanic Creatives trying to sell cool ideas to "white" clients without the obvious and stereotypical Hispanic icons or themes such as pinatas or large family gatherings.

So, a week later, we are back at Chrysler's headquarters presenting new ideas, and this time, we had spots with "Hispanic Insights" splattered all over them.  Which did she choose?  The one that was the most fun and appealing to her.  It was a couple whose wedding anniversary was up and the husband bought a diamond necklace for his wife and a Dodge Durango for himself.  Of course, the wife loved the Durango and gave the necklace to her husband, who is wearing it while they test drive their new ride.  See the spot right here.

Traditional Hispanic Marketing TV Spot for Dodge Durango.

(It actually became the most popular TV spot in fourth quarter 2004 in both the Hispanic TV networks as well as the General market networks).

What was the Hispanic insight? It was that while most people believe that the man wears the pants at a Hispanic household, the reality is that the wife is the one that rules the house, plain and simple.  What was the client's reaction?  That's not a Hispanic insight, the same happens in General Market households.  But I love it nonetheless because it is funny (and of course, because she wore the pants in her house- we assumed- and the spot appealed to her, personally.

In fact, she went on to congratulate us for delivering spots that work for both, Hispanic and General Market audiences since she could make the most of her production dollars that way.

Of course we were happy, we sold the spot, but at the same time we were frustrated because it only underscored the fact that selling Hispanic Marketing ideas or executions to General Market clients is a total guessing game, no matter how hard you try to come up with ideas that will appeal to your Hispanic audience (Hispanic Insight or not), in the end, what appeals the most to clients is what ends up getting produced.

I can't say I can blame them.  

To see more of the Hispanic spots that have made it into the General Market TV (once the Holy Grail of Hispanic Marketing Creative Directors) please check out my reel by clicking here.

I'm Lalo Wakefield, Hispanic Marketing Consultant, Creative and Strategy a sus ordenes.

 

 

Is it me or are the lines between Hispanic/General Market/ Traditional/Digital /Social/Content and Search Engine Marketing blurring?...

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If Hispanics like what you have to say, and you do what you say you’ll do and, as a brand you truly address their needs, they’ll do what you want them to do, they’ll tell everybody. It’s Human nature. It’ marketing with purpose.

How marketing has changed! Twice, for me, since I've been in Hispanic Marketing all my career. It started 25 years ago as a Copywriter/Producer at a small Hispanic agency- though they were all small, then. Much later I became Director of Creative and Strategic Integration at  Lopez Negrete Communications -now the largest in the country; it's a creative strategist role that keeps creative briefs creative, and the Creatives on strategy, always.  Initially, this applied to TV, Radio and Print campaigns but later it included promotions, digital, social media, PR and events. Quite a change, though it gets better.

Since 1996, the “Integration of Marketing Communications” had been a hot topic at most advertising agencies, but that was before the words Digital, Engagement or Social Media and others joined the fray. They made the “Integration of Marketing Communications and Consumer Engagements” the hot topic of today’s marketing world, Hispanic and otherwise.

The issue today, however, is not just how to integrate all these marketing tactics into one cohesive consumer experience, but how to actually blend them seamlessly (from the inside out, hopefully) into a single Brand experience, one that consumers at different stages of the buying cycle, who choose to engage with brands only in their own terms, will relate to on a multi-cultural level.  This is a far cry from the traditional days of marketing when the name of the game was interruption, albeit, creative and integrated interruption.

So, marketing evolved thanks in large part to an onslaught of digital channels and gadgets AND consumer’s eagerness to adopt them (especially Hispanics!). This transformed General Marketing agencies completely. It’s also in the process of changing Hispanic agencies which, in most cases, have a long way to go to catch up. Hispanic Agencies also have an additional problem to solve, the evolution of the Hispanic consumer, and the alluring smell of their buying power, which is attracting General Market Agencies.

Yes, US Hispanics evolved, just like General Market consumers did thanks to the digital revolution; but then más.  It is widely know that Hispanics over-index in their use of Social Media channels and mobile devices to access the Internet and stay in touch with their culture, their loved ones, and their favorite brands.  But, Hispanics’ lifestyles have also evolved beyond technology adoption.  They are more integrated to US culture, they are speaking both English and Spanish (at home, at work and online), they are watching General Market and Spanish language programming (both on their TV’s and their computers/smart phone’s screens) and their buying power has increased exponentially since the “Great Recession” whence, traditionally stay-at-home Hispanic moms joined the work force and started their own small businesses to help support la familia.

Most Hispanics dreamed of going back to the home country back in 1996 not stay in the US.

Yet, as the extremely diversified Hispanic buying power has gone through the roof, so have their options for content consumption.  Traditional open channels are Spanish driven -as most of the cable options- and mediocre. Other than news and sports, there is hardly anything worth watching for a well-educated, bilingual, bi-cultural Hispanic audience of any age. It’s not their fault, the competition from GM media is overbearing, and bicultural Hispanics desire to stay relevant to the home culture just as much or more. Online, Biculturals go everywhere the general market does, PLUS US Hispanic sites and sites from their home countries, of which there are many.  In short, Bicultural Hispanic’s attention, and their share of wealth, is totally fragmented.

Traditional media is emotive, and it’s the perfect set up for a brand story.  But ultimately, Digital provides brands the opportunity to build upon their story, while anticipating consumer needs and addressing them through digital tools or Apps. It also gives brands a platform to share users’ likes and wants, with the whole world. Plus, a digital platform can help reward consumer loyalty and thus build the business as well. As more and more marketers embrace digital in daring and creative ways, they also reach for its value as a research tool. The undeniable measurability of Digital provides real business intelligence, in real time and in any language. 

The dust of the Digital revolution, which gave rise to 24/7 Brand/Consumer Engagement has not yet settled, and the bicultural Hispanic marketing nut also needs to be cracked. Yet, I’m optimistic about both because we now have tools to arrive at deeper consumer segmentation models, plus tools that help us geo target them culturally and based on lifestyles and interests, not just demographics and language. We also have listening tools that help us understand what to say, how to respond and to find out if we are doing things right. Most importantly, marketers now have the ability to create Digital tools that enable consumers to do what they tell us they want to do, which blurs the lines between marketing and engaging conversations.

I'm Lalo Wakefield. Hispanic Marketing Consultant. Let's talk about what you want to talk about to Hispanics and if I can, I'll do anything to help you. 

 

The Content waits for the Ads and the Ads wait for the content to "Raise the Bar"

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Every Hispanic Creative Director dreams (if not boasts) of raising the bar on creativity when it comes to Hispanic Advertising.  However, not every content creator dreams of raising the bar on Hispanic programming, which defeats the purpose of more "conceptual" creativity in Hispanic Advertising.

It's a catch 22, no doubt.  For 25 years I have been writing and producing Hispanic Marketing campaigns for some of the largest blue-chip clients that advertis to Hispanics in the USA.  At some point, probably in year 12 or 13, I thought, "How can I raise the quality of my creative product if I can't use concepts that are, well, more conceptual, abstract or even philosophical?"  The simple answer is that they just don't test well at Hispanic focus groups and audiences.  At least not the ones watching the usual suspect networks.   

Friends within these networks have also tried to "raise the bar" on the programming, but the focus group results where those programming ideas are tested are the same as the results from the focus groups where more conceptual advertising ideas are tested.

 "No entiendo" (I don't get it)

What network executive don't understand (and neither do most brand managers who are unwilling to take risks), is that if you ask Latinos what they'd like to see on TV, inevitably they are going to ask for the same thing they are used to seeing.  Hispanics, like to play it safe, and it is understandable, they have already taken huge risks by moving to a different country.  But that does not mean they are not ready for new things, even if they don't know it, yet.   

Somebody has got to push the envelope, but if networks and marketing executives keep relying on focus groups to give the green light, we have a long time to wait. I Hispanic focus groups everyone wants to make sure they don't say the wrong thing or offend anyone at the table (least of them the people behind the "mirror" for fear that they'll not get paid for their time if they say the wrong thing.  Which leaves it up to the network executives, the advertisers and their Hispanic advertising agencies to either share some of the risk of producing more intellectual content, to the tune of HBO's Game of Thrones or Star'z the White Queen, "a la mexicana" or stick to the status quo.  

By the way, I can't blame them.  Producing high dollar shows is very risky, and if the audience "no lo entiende", someone's going to get fired.  Something neither creative directors nor network writers and producers would want for themselves.

Data on the Hispanic Market does not equal Insight into the Hispanic Market

The data on the Hispanic Market on the Lemper Report is good, but...

It is still missing the mark when it comes to clearly dementionalizing the diversity of the Hispanic Market and providing deeper insight into it's biggest opportunity. It talks about numbers and language usage, demographics and buying power, but it does not talk about culture, or more specifically, about bi-culturalism.  The point is that marketing to General Market audiences (read Anglos) and to un-acculturated Hispanics (read Spanish speaking Hispanics) is not enough.  A significant segment of the population, the bi-cultural and bi-lingual segment is still lacking any mention.  

This is no criticism, by the way on the Lambert Report. Not at all, it still provides good data (if not insight) into the Hispanic Market.  Besides, there's a difference between knowing about the bicultural opportunity, and knowing what to do about it or how to effectively market to them.  The jury still out on that, but I'm doing all I can to crack the nut.   

 

I'm Lalo Wakefield, Hispanic Marketing Consultant, Hispanic Creative Director and Hispanic Copywriter.  Let me know what you think is missing in the rapidly growing and ever evolving world of Hispanic Marketing

This segment of the Hispanic Population offers the best business opportunity, yet it is largely unseen.

The hidden bi-cultural Hispanic opportunity

The hidden bi-cultural Hispanic opportunity

While much has been said and written -by yours truly plus many others- of the great opportunity bicultural and bilingual Hispanics represent for business, the biggest bang for the buck lies in those bi-cultural Hispanics who are more adept at blending the two cultures. They represent 33% of the total US Hispanic population and a whopping 37% of the total US Hispanic buying power.

Yet, they are largely untapped, as the appropriate channels to reach them in a meaningful and relevant way remain elusive.  Their attention is neither captured by Spanish dominant Media- and it’s no wonder, given the low intellectual level of such content, beyond the news- or by the General Market (read Anglo focused media), which fails to hit upon the emotional elements that reflect the real life experiences of this segment.

However, there are some steps that marketers can take to reach this highly sought-after consumer:

Whether it is in English or Spanish (though my recommendation is English) advertisers and content developers should reflect the pride they feel for their target’s bi-cultural uniqueness along with their commitment to pass it on to their children.

Recognize that, while they are quite fluent in both languages, they do have a desire to maintain their language, plus some of their cultural traditions and, again, the fact that they want to pass it on to their children.

Demonstrate that your brand or content creators truly appreciate this audience’s ability to navigate and adopt American values, which lean towards individualism, while retaining the sense of community and connectedness that is so prevalent in Hispanic culture.

Stay away from stereotypes and the re-hashing of traditional imagery that’s so over-used in Hispanic Marketing executions by reflecting their more aggressive and goal-oriented mindset.

Constantly test new channels of communication, beyond the expected Tv, Radio and even Facebook.  Look at Reddit, Stumble Upon, FourSquare, and blogs or community boards that aren’t necessarily Hispanic focused, but that align with the target’s passion points, like music (all types), automotive, Sports (particularly Basket Ball and American football).

Have a truly multi-cultural cast in your imagery or videos.  Mix African Americans, with Whites, Asians, Arabs and Hispanics, because “multi-cultural” is how they live and see themselves.  They don’t want to be appreciated for being Hispanic-only.

While these steps may only be a start, they are certainly important to consider since this highly untapped opportunity has the most potential of an already, highly potential Hispanic Market.

I’m Lalo Wakefield, Hispanic Marketing Consultant with a Creative background, a Strategic mind and a passion for all things digital.  Let’s chat. 713-851-1662.