Tip for marketers: English isn’t everyone’s first language

Our LifeThere are 54.1 million Hispanics in the United States. That’s 17% of the population. Back in 1970, they made up only 2% of the population which makes them one of the fastest growing racial / ethnic groups in America.

Of that 54.1 million, 35 million speak Spanish at home and 38% say Spanish is their dominant language. But in a recent survey of senior-level content marketers, 49% said they never translate English marketing content into Spanish.

It’s one thing to speak only English here at home, but that same survey from Smartling reveals that 70% of marketers use only English-language content even when they’re marking outside of the United States. How big of a problem is this? Honestly, it varies. 63% of those surveyed said that between six and 50 percent of their customers are located outside of the US.

Are you making these 5 social media mistakes in your business?

Bianchipr Auto SuppliersSocial media can be a very effect marketing tool for every type of business but people underestimate the amount of thought and effort it takes to do social correctly.

Bianchi PR, a firm that specializes in automotive suppliers, studied the social media efforts of their top clients and found that there was plenty of room for improvement.

James A. Bianchi, firm president said,

“Auto suppliers – like many other business-to-business sectors – are using social media, but most of them are way behind consumer-oriented sectors in terms of strategy, content and engagement. Every supplier I’ve talked with is intensely curious about how his or her company compares with peers and what they can do to boost engagement.”

If you’re not in the automotive biz, keep reading anyway; these are tips everyone can use.

The key to successful content marketing? More promotion, less content

PR Newswire Top 3 Content Promotion Goals“The idea of “if you build it, they will come” is (and always has been) only true if you insert the words “and you promote it” in the middle.”

That quote comes from a new white paper published by PR Newswire and the Content Marketing Institute called “Time to Orchestrate the Concert of Paid Media“. This is where we stop and acknowledge the fact that PR Newswire is in the content promotion business but, biased or not, it’s a solid statement.

You can write the best content in the world. You can reveal the secrets of the universe, but it won’t matter if people can’t find your content to read it. Same old song, I know but here’s the interesting new verse; paying for content to promote content. For example; paying for a press release to promote a white paper which in turn promotes your business.

How we view content is changing, what we view. . . not so much

We hear a lot about how streaming video and mobile options are cutting into traditional TV time. But Nielsen’s Q3 report makes it clear that the TV industry isn’t in danger of collapse, just yet. The real story isn’t about giving up one for the other, it’s about choosing one over the other based on time, place and current passion.

Look at this timeline of technological offerings:

Nielsen JourneyWhen the VCR hit stores, we thought there would never be a better invention for watching TV. But look where we are now; online streaming, Blu-Ray, time-shifting, and tiny digital gizmos that deliver even more content to you while you sit on the couch. I got an Amazon Fire Stick over the weekend and now I have 1,000 more ways to fill my evening hours. (What did we watch first? 1970’s Celebrity Bowling. What a hoot.)

Thanksgiving paid search spend; higher, earlier than ever before

If you spotted Christmas ornaments one shelf over from Halloween decorations, that’s the Christmas Creep. But retailers aren’t the only ones pushing for an early start to the holidays, search marketers are doing it, too.


This chart from Kenshoo shows the gentle rise in Paid Search ad spend leading up to Thanksgiving 2012, 2013, and 2014. In 2012 and 2013, ad spend actually dips down a week and half before turkey day. But in 2014, ad spend continues to rise slowly before taking off about a week before the big day.

In the next 60 seconds, 300 hours of video will be uploaded to YouTube

youtube-upload-300x251YouTube’s stats page says that people are uploading 100 hours worth of new videos every minute. ReelSEO says they have it on good authority, that the number is now closer to 300 hours of new uploads every minute and I believe it.

I’ve developed the habit of watching videos every night before I go to bed. More often than not, there are so many new videos in my feed, I don’t have to look elsewhere for entertainment. Let me put this in perspective. I only follow 26 people and I get 3-5 new updates per day. The majority of the people I follow upload videos that are no less than 7 minutes and can be up to 40 minutes. That means, I’m seeing anywhere from an hour to 3 hours of new content per night.

From Thanksgiving to Cyber Monday; it was a record-breaking run

Black Friday may have gotten off to a slow start but the numbers are all in, the dollars have been compared and guess what – we have a winner! Individually and combined, the last five days broke all kinds of records for sales, growth, traffic and change.

Online Sales

Black Friday was a banner day for online shopping with sales up 20.6% over last year. That made it the biggest day in US online shopping history, until. . . .

Cyber Monday broke sales records to become the biggest day in US online shopping history with a 15% increase over last year.

Walmart Holiday

Mobile Sales

Cyber Monday was also Walmart’s biggest online sales day ever with mobile accounting for more than 70% of the traffic over the holiday weekend.