Content Marketing in Spanish. When and How.
Reusing or adapting content to specific Spanish-speaking markets
Content Marketing is a must for 95% of digital businesses worldwide:
- It helps raise brand awareness.
- It helps drive traffic to your site.
- It positions your company as an expert in your field.
Planning a content marketing strategy and putting it into practice is not an easy task. Moreover, when you operate globally, things get more complicated, even in countries that speak the same language.
As I already explained in a previous post, Spanish-speaking countries share the same language, but they use country-specific terms.
Same happens with traditions, celebrations and feast days. We have some in common, but each country also has its own celebrations calendar. A celebrations calendar is a fantastic tool for content marketing, as you will be able to create specific content that links some of those celebrations to your business.
In the table below, you can see some example of celebrations in Spain, Mexico and Venezuela.
|Teacher’s Day||Not celebrated||15th May||15th January|
|Valentine’s Day||14th February||14th February Valentine’s Day and Friendship Day||14th February
Valentine’s Day and Friendship Day
|Father’s Day||19th March||3rd Sunday of June||3rd Sunday of June|
|Children’s Day||Not celebrated||30th April||3rd Sunday of July|
|Mother’s Day||1st Sunday of May||10th May||2nd Sunday of May|
|All Saint’s Day||1st November||1st November||1st November|
|Day of the Dead||Not celebrated||2nd November||2nd November|
As you can see, some of the feast days are the same in all three countries, but they have different dates.
On other occasions, even if all of the countries celebrate a feast day on the same day, they celebrate them in different ways. For example, the Day of the Dead. In Mexico, this is a celebration of death as a “natural phase in life’s long continuum”. However, in Venezuela, people remember their relatives who are no longer with us, by visiting cemeteries, cleaning tombstones and taking flowers to their late loved ones.
There are also traditions that are not celebrated on a specific date, but are intrinsic to a given country. A perfect example is the Fiesta de quince años, which consists of holding a coming-of-age party when girls turn 15, and is similar to the Sweet Sixteen parties in the US. Although this celebration is popular in most Latin American countries, we do not do anything remotely similar in Spain.
No community manager could live without automation tools these days, but if you schedule your content for different countries on the same date, you will not have the expected results.
The right kind of information at the wrong time is the wrong kind of information
No matter how good your content is, if you post it at the wrong time, it will not be of any use for your audience. Moreover, it may affect your reputation as an expert in your field, and you may lose trust from your customers or potential clients.
You can, of course, reuse it and adapt it to a particular country. For example, imagine you want to create a blog post called Five surprising gifts for Mother’s Day. You can start by preparing the general content:
- Type of post: article, video, interview, presentation (you may also decide to make different content for each country).
- Content about relationships, types of families, etc.
- If you are talking about five gifts, you may consider having two that are common for all your Spanish-speaking audience and three that are country-specific.
And then work on the country-specific content:
- Publication dates
- Country-specific gifts
- Related content (pictures for social media, for example)
Of course, the one you decide to use as the master content will require the most effort, but once you are done with this piece of content, you just have to focus on the specific bits and pieces.
If you want to improve your post SEO, it is also useful to make a post series. Once you create the master post, you add the country name to each specific post. For example: Mexico: Five Gifts for Mother’s Day. Remember to include the links to the other posts of this series at the end of each post.
Easy to say, not so easy to do, I know. However, don’t challenges give you a shot of adrenaline?
See you for the next post!