We live in a world in which technology has destroyed the barriers to building a media platform and removed its gatekeepers. The rise of blogging, YouTubing, podcasting, Vining, and online education is the result of this seismic change. This revolution has created tremendous business opportunities for entrepreneurs.

As the Hispanic market continues to expand and more service providers or CPG manufacturers want to get their fair share of growth, I often find myself telling clients "this is a little like the export business." I say this in particular because many times I have the opportunity to work with underdeveloped categories or brands. The situation is pretty typical: low penetration, low brand awareness, low distribution, low know-how, low, low, and all of a sudden, lo and behold, we find ourselves marketing to Hispanics.

Hispanics over-index in [insert every product and service here]. Every day we find out how Hispanics over-index in everything from mobile coupons to hamburgers. While interesting data, it doesn't really provide marketers with the insight needed to effectively target Hispanic consumers. We are guilty of contributing to the over-indexing story because as a market-researcher, we are tasked with reporting the numbers. The over-indexing narrative is becoming so pervasive that we are running the risk of over saturating the marketing conversation to the point where our over-index chant becomes a drawn out hum, tuned out by the brand managers and consumer …

The Hispanic market is big business, attracting over $8.3 billion in ad spend to reach a growing population of 55.4 million with over $168 billion in discretionary spending. AHAA's 2015 Hispanic Ad Spend Allocation Report shows more companies increasing investment toward the Hispanic market, with overall Hispanic ad spend among the top 500 advertisers increasing 63% from 2010 to 2014.

Google+ has long been the black sheep of the Google family, and the broader social media community for that matter. Even Google itself has acknowledged the network's shortcomings, as former Googler Chris Messina candidly wrote how both he and Google had fudged up. Chris's word choice was a bit more colorful. And then there was the departure of Google+ creator, Vic Gundotra, in April 2014 - arguably the most ominous sign for the social network's future at the time. But while Google+ was undoubtedly mishandled early on, it does still possess promise for brands.

With brands executing more and more Hispanic content marketing campaigns, it is imperative to get qualified eyeballs on that branded content. Savvy content marketers employ a variety of digital tactics to promote their content including organic search, paid search, social media, influencer marketing and more recently native advertising. For the sake of this post, native advertising refers to paid distribution of content via native advertising networks such as Outbrain, Taboola, Nativo and Yahoo! Stream Ads.