Today we’d like to introduce you to Izadeli 'Iza' Montalvo.

​Hi Iza; we appreciate you taking the time to share your story with us today. Where does your story begin?
Since I was seven, storytelling has been a part of who I am. On those lazy Sundays, my bisabuela María Olán would whisk me away to her childhood in 1940s Puerto Rico. She’d describe her life with such vividness. I remember this tale about a festive street parade that danced through our living room. Her stories taught me how narratives can bridge worlds. As a teen, you’d often find me glued to international channels, fascinated by how stories connected people. The unique cultural quirks, not the commonalities, caught my eye.
Growing up bilingual and bicultural, I soon realized I had a unique ability to blend these diverse cultural narratives. Whether it was poetry, plays, or journalism, I poured this passion into every word. My studies in communications at St. John’s University were just the beginning. In my two decades in journalism – as a newspaper editor, reporter, radio host, and TV producer –and working with members of the U.S. Congress, I learned firsthand the power of a well-told story.
But it wasn’t all smooth sailing. I hit a professional ceiling, and life threw its curveballs – my husband’s illness at the time and the joys and challenges of raising a neurodiverse son and a high school graduate in the middle of a pandemic reshaped my worldview. Terrified but determined, I channeled everything into launching my own business. Those early years were a mix of triumphs and setbacks, but every sacrifice has been worth it.
This journey, while demanding, has been incredibly fulfilling. It’s taught me resilience and the importance of genuine connection. And that’s what I bring to the table – a lifetime of lessons learned not just in and outside the newsroom but on the balcony and in the kitchen with my bisabuela, where my love for storytelling truly began.


Would it have been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Has it been a smooth road? Far from it. Starting Olán Media was a leap into the unknown, especially with no formal business training. At first, I felt like an imposter, stepping into a world I barely knew. But, with the support of my family, guidance from mentors, and a shift in my mindset, I turned my doubts into strengths. My background, rich in cultural insights and multilingual abilities, became my edge in this new venture.
In the beginning, juggling every role was overwhelming, and yes, I stumbled quite a bit. But each mistake was a lesson in entrepreneurship. I learned to view fear as a driving force, not a roadblock, and to use my network effectively. The most significant breakthroughs often happen when you tackle difficulties head-on, not when you avoid them.

Let’s switch gears a bit and talk business. What should we know?
At Olán Media, we’re at the forefront of cross-cultural communication, tailoring our services to effectively bridge brands with multicultural audiences. Our expertise lies in Latino Strategy and engagement, Cross-Culture PR and branding, Bilingual Content Creation, and Crisis Management Counsel. We focus on more than just translating content; we strive to dismantle cultural barriers, providing strategies that enhance engagement and visibility in diverse markets. We aim to strengthen relationships for businesses and boost their reputation, ensuring they succeed in a culturally rich environment.

​What are your plans for the future?
I’m excited to launch Cross-Culture Connect, a unique framework designed to enhance cultural fluency in thought leaders and businesses. After two years of intensive coaching and entrepreneurial retreats worldwide, this initiative will offer personalized coaching, immersive retreats, and strategic personal branding transformations. I aim to guide leaders and brands in utilizing their cultural insights effectively, mastering empathetic leadership communication, and developing an executive presence that transcends borders. Ultimately, I envision Olán Media becoming the go-to partner for purpose-driven brands eager to connect authentically with a diverse and evolving audience.

Contact Info:

• Website: www.olanmediagroup.com
• Facebook: www.facebook.com/izamontalvonews
• Linkedin: www.linkedin.com/in/izamontalvo
• Twitter: www.twitter.com/izamontalvonews
• Youtube: www.youtube.com/crosscultureconnect

With artists like Bad Bunny dominating the charts and U.S. Latinos wielding outsized influence on social media, Spanish language content is undeniably going mainstream in the U.S.

This seismic shift presents major opportunities—and imperatives—for brands seeking to engage today’s consumers. I spoke with cross-cultural communications executive Izadeli ‘Iza’ Montalvo, founder of Olán Media and Cross-Culture Connect, about why developing Spanish content should be an urgent priority right now.

“We’re seeing phenomenons like Bad Bunny breaking cultural barriers. Spanish used to be seen as niche, but it’s becoming universal pop culture,” said Montalvo, also an AI translation leading expert.

According to Montalvo, “the vast majority of U.S. Latinos—75% according to Pew Research—have retained Spanish language proficiency. 85% say it’s important for future generations to speak it too.”

This means brands creating Spanish content can connect with most Latinos in their native tongue. Yet Montalvo cautions that simply translating English copy won’t cut it.

“Use humor, Latino pop culture references, and embrace emotion to make content that resonates and goes viral,” she advised. “Collaborate with native speakers on an authentic tone. Visually engaging, short-form content optimized for the right platforms works best.”

But why focus on Spanish language now? “U.S. Latinos are a massive, fast-growing market projected to reach 111.2 million by 2060,” Montalvo explained. “With most brands still English-only, Spanish content can differentiate you.”

For Latino consumers, seeing their language reflected builds trust and affinity for brands that make the effort to recognize them. Failing to create content that resonates with this influential demographic means missing out on connecting with a key consumer group.

Even for bilingual Latino consumers in the U.S. who toggle between both languages, providing content in both English and Spanish shows brands understand and cater to their media habits.

Montalvo continued: “It also establishes loyalty with younger, bilingual Latinos consuming both English and Spanish media. And it positions you for expansion into South America’s 210 million Spanish speakers.”

With the advances of cutting-edge technology, brands can rely on some AI tools to have a strong head start with translations. AI tools have become increasingly sophisticated in recent years, and they are now able to produce high-quality translations.

However, it is important to note that AI translation tools are not perfect, and they should not be used to replace human translators altogether. Human translators are still essential for ensuring the accuracy, cultural sensitivity, and effectiveness of translated content.

“While AI translation tools can help brands create initial translations, human experts are essential for ensuring the accuracy, cultural sensitivity, and effectiveness of the final product,” says Montalvo. “Brands who are combining human expertise with AI technology are the ones who are truly leading the way in reaching and connecting with multicultural and diverse audiences.”

To reach and connect with a rapidly growing and influential audience, brands should develop Spanish content that is authentic, culturally relevant, and engaging. 

Social media has become a centerpiece of the U.S. Latino experience, with studies showing 77% using platforms like YouTube, Facebook and Instagram at high rates driven by desires to connect with Latino culture and find Spanish language content.

According to Montalvo,”86% of U.S. Latino smartphone users want Spanish and bilingual content. On sites like TikTok, over 75% share content about their Latino heritage.”

She added, “This high engagement converts to influence, with Latinos spending almost 10 hours daily on mobile and being 1.4x more likely to purchase from social channels.”
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Montalvo concludes that developing Spanish content should be an urgent priority for all brands, saying: “With the right cultural insight, you can create viral content without advanced language skills.”

Read the original article: ​https://www.feast-magazine.co.uk/technology/the-explosive-growth-of-spanish-language-content-an-expert-qa-with-cross-cultural-communications-executive-izadeli-iza-montalvo-35896

For far too long, many brands have treated bilingual content as an optional extra - a "nice-to-have" rather than a priority.

But the recent Bad Bunny Time Magazine cover marks a pivotal moment, proving once and for all that multilingual marketing is absolutely crucial for any brand with global ambitions.

The time has come to flip the script on bilingual and bicultural branding. This is not just about showing customers you "value" their culture. It's about understanding that without locally targeted multilingual content, you are essentially invisible to much of the global marketplace.

Brands cannot afford to leave money on the table by only catering to English speakers. Hispanics already wield over $1.7 trillion in economic power in the US alone. The global middle class is projected to almost double by 2030, with the Asia Pacific region leading growth.

To capitalize on emerging markets, bridging language and cultural barriers through bilingual content must become central to every global marketing strategy. No exceptions.

Gone are the days of simply translating English materials as an afterthought. Bilingual content requires meticulous localization and cultural customization.

​Is this difficult? Absolutely. But brands choosing the easy way out will sorely lose out.

Having a global presence is key for brands looking to expand their reach and increase revenue. But simply translating English content does not cut it. To truly resonate with international audiences, brands need bilingual content that speaks to consumers in their native language.

What is Bilingual Content and Why Does it Matter?

Bilingual content refers to any type of content, including websites, ads, social posts, newsletters and more, presented in two or more languages. This allows brands to effectively communicate with diverse communities.


The benefits of bilingual content for global brands are plentiful:

• Improved customer loyalty by showing cultural awareness
• Easier market expansion into different countries

By taking the time to create content in multiple languages, global brands demonstrate their commitment to inclusivity and valuing all customers equally.

Successful Examples of Bilingual Branding

Some of the world's most recognized brands have leveraged bilingual content to boost their global presence.

Coca-Cola transcreates its ads and social campaigns into multiple languages to connect better with diverse audiences. This helps Coca-Cola build an inclusive brand image across cultures.

Nike's website and marketing materials are available in various languages, allowing seamless engagement and purchases by international customers. Their multilingual approach contributes greatly to Nike's reputation as a top global brand.

Challenges and Best Practices for Bilingual Content

Developing bilingual content requires meticulous writing techniques and localization. Here are some top tips:

• Hire professional content creators fluent in both languages to ensure accuracy and cultural appropriateness. Don't just rely on simple word-for-word translations.
• Maintain brand consistency across languages through style guides outlining tone, messaging, and visual identity.
• Go beyond translation and adapt content to resonate locally through idioms, graphics, and cultural customization.
• Perform extensive quality checks and user testing to guarantee your content is culturally sensitive.

​For brands aiming to go global, bilingual content is a must. By providing content in multiple languages, tailored to resonate locally, brands can successfully expand their reach and establish themselves as an inclusive global force. The effort to properly execute multilingual branding has immense payoffs in improved international engagement and revenue.

With over 460 million Spanish speakers worldwide, it’s no brainer that Spanish content is incredibly important in today’s digital landscape.Brands and content creators that tap into this vast audience stand to become global leaders in their fields.
When incorporating Spanish language content and even Spanglish content in your marketing and communication plans, you can reach wider audiences and establish and authentic readership base, followers and customers.
In our increasingly globalized world, language diversity has become essential for successful communication and engagement.
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Embracing Spanish language content allows your business or brand to bridge language gaps and foster a diverse environment for Spanish speakers, ultimately building trust and loyalty.

With over 41 million Spanish speakers just in the United States, catering to this market can drive significant business growth.

One major benefit of Spanish language content is increased brand visibility through multicultural marketing. By targeting Spanish-speaking consumers, businesses can stand out from competitors. Offering Spanish content shows a commitment to diversity that consumers find compelling, leading to greater brand loyalty.

Additionally, Spanish language content opens doors to untapped markets. As demand for Spanish language content surges, businesses providing relevant, engaging content in Spanish language gain a competitive edge. Adapting marketing allows exploration of new markets and expanded customer bases.

​It’s vital to consider cultural nuances and tailor messaging that resonate. Effective localization involves understanding context and aligning content with values, customs, heritage and preferences.
Spanish speakers appreciate content reflecting their cultural identity and experiences.

​Spanish language content into websites, newsletters and blogs can also provide significant SEO value. Offering Spanish language content boosts search engine rankings and organic traffic. Search engines recognize the importance of multilingual content and prioritize sites with multiple languages.
Optimizing Spanish language content for relevant keywords attracts active Spanish-speaking searchers, leading to higher conversion rates and sales.