Blog content marketing and social media are highly effective ways to engage with mothers, a new study shows.
Women with children value blog content above all other communications, with many using blogs to help them make purchasing decisions and other choices on behalf of their families.
The research by BlogHer found nearly six in ten mums have bought a food product after reading a blog post about it. Elisa Camahort Page, co-founder and COO of BlogHer, said: "Social media is having a profound effect on family life by providing authentic, trusted information – and blogs lead the way."
Blog content marketing for mums
Blogging as part of a small business online marketing strategy can have huge benefits for companies. McCann Truth Central recently said blogs are the "foundation of the Mom Economy", where knowledge and expertise become a "vital currency".
But small businesses have to go about blogging the right way if they want to impress mothers.
Madwomen.co.uk creative director Gail Parminter noted the last thing women want is for brands to push products on them via social media. Instead, companies should build a relationship with women, she advises, adding that if they feel the brand cares about them, they are much more likely to engage with the organisation.
Ms Parminter also suggested content for websites should not only focus on facts. "[Women] would much rather hear a story about somebody who is using the product than something that reels off a load of facts and figures," she explained.
Three tips for engaging mums with blog content
* Keep it relevant. Busy women with children look to blogs to find quick answers to their queries; they are not interested in indulging businesses' boasting.
* Listen. Ms Parminter claimed women like to give feedback and engage in a two-way conversation with brands, so make it easy for them to interact.
* Be authentic. Don't try to trick mothers into thinking you care about their issues if you don't. Chances are they will pick up on the inconsistencies and, at best, go to your competitor. At worst, they will tell their friends, family and the rest of the world on social media.