Content Rules is one of the best selling business books on Amazon right now. In the very first chapter, I was struck by the similarities between content marketing and translation. Ann Handley and C. C. Chapman say that content (websites, blogs, white papers, etc.) should be the basis of your marketing. Take a look at this list of what content marketing can do for your business:

• Attract customers.
• Educate your buyers abouut a purchase they are considering.
• Overcome resistance or address objections.
• Establish your credibility, trust, and authority in your industry.
• Tell your story.
• Build buzz via social networks.
• Build a base of fans and inspire customers to love you.
• Inspire impulse buys.

If you substitute "translation" for "content marketing", I think every one of these points applies. The only difference is your audience. If you are already producing content to reach your customers, it may be the time to take the next step and launch translated content.

Did you know that the Hispanic population in Tennessee more than doubled from 2000-2010? Alabama, Arkansas, Kentucky, Mississippi, North Carolina and South Carolina also experienced this explosive growth according to the Census Bureau.

Have you seen an increase in Hispanic customers? How is your organization handling your communications with Spanish-speaking customers?

A recent poll conducted by the Associated Press and Univision on Hispanic' media consumption found that U.S. Hispanics, including those whose dominant language is English, use Spanish-language media every day.

• 9 out of every 10 Spanish-dominant Hispanics watch some Spanish-language TV.
• 75% listen to Spanish-language radio each day.

• 40% of English-dominant Hispanics consume either Spanish-language television or radio.

The good news for marketers wanting to reach Hispanic consumers is that Spanish-language media can be very reasonable. In the Nashville market, 30 seconds of air time on a radio station costs around $115.

You can read more about the poll here.

This is why it is important to have all your translations edited by a second translator:

Words differently arranged have different meanings, and meanings differently arranged have a different effect.

-Blaise Pascal, philosopher and mathematician (1623-1662)

Yes, he did, and he wasn't the only English-speaking artist to record in other languages. The Rolling Stones released an Italian version of As Tears Go By, and Marvin Gaye crooned Wie Schon Das Ist (How Sweet It Is) to German audiences.  Motown artists Stevie Wonder, the Supremes, and Smokey Robinson recorded songs in French, German, Italian and Spanish.

Most foreign language versions of old hit songs are no longer available for sale, but you can listen to them thanks to YouTube. Let us know what you think of Johnny Cash singing Ring of Fire in Spanish.