Understand Why Moms Blog
As businesses rush to leverage the influence of these moms, they often struggle to maximize the benefits of a relationship with them, largely because businesses don't take the time to understand why moms blog. Below are some of the top reasons that drive moms to blog.
- ART
Blogging is an expressive outlet. It offers a challenge to create something from nothing. It allows the writer to stretch the brain and create something to call her own.
- SOCIAL BOND
Blogging provides a connection to other moms, sometimes one that is deeper than face to face. Exchanges on blogs can last weeks and include the perspectives of many. Conversations can be intense and supportive. Like-minded folks can find one another and share and explore ideas.
- REASSURANCE
Blogging can provide reassurance that there are other people out there with similar ups and downs. Motherhood at times can be isolating and challenging. Social media offers a means for increasing one's own sense of well being.
- SATISFACTION
Writing can often be an outlet, especially when the going gets tough. Moms might blog because writing about their experiences helps them better understand themselves and their families.
- STAYING IN TOUCH
Families and friends today often are separated by miles and/or busy schedules. A blog can act as a hub for sharing experiences with loved ones who don't live under the same roof. A blog can be compiled in a narrative style that is deeper and more complete than the formats offered through other mediums such as email, Facebook and Twitter.
- KEEPSAKE
Many women start blogs as a pregnancy journal to record their thoughts and emotions during that crucial time. Then, they just continue from there.
- PRESERVING MEMORIES
Moms might blog about their journey in parenthood to document the memories, perhaps in hopes of one day allowing their children to read about their childhood from the perspective of a parent.
- ISSUES PLATFORM
Blogging is an important form of new media, and many people use it as a platform to express opinions on all kinds of issues - Blogs are not limited to posts on parenting! Moms who blog write about a vast array of topics including politics, products, music, technology, finances, current events, health, entertainment, business and more.
- MEANS OF INCOME
A blog can be a source of income. Mom bloggers understand the value they can offer to businesses and they are looking for ways to broker the business-to-mom relationship.
While most moms don't start a blog for financial reasons, they do welcome opportunities to work with businesses. They just don't want the business relationships to change the voice of the blog. As a result, it is essential that a business understand a mom's blog before reaching out to her for a potential relationship.
Marketers are historically good at talking at people but poor at conversations. To work with mom bloggers, businesses need to take the time to read the blog to get to know the writer and gain a better understanding of her audience.
This effort will help drive a productive conversation that can lead to a relationship that is in line with the voice of that blog. Moms take pride in their blogs and with the millions of loyal readers they have gained, rightfully so. Interested businesses need to give these moms the attention they deserve.
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KEVIN BURKE
Kevin Burke works with businesses that appreciate mothers and want to build relationships with them, to deliver marketing experiences that moms value. He is founder of Lucid Marketing, MomsWhoBlog.com and a partner in HeardItFromAMom.com Reach him here.
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One thing to add would be that Moms enjoy recommending products and services that they like. Also, an important driver in a lot of our Mommy Blogger campaigns is offering moms an opportunity to personalize the campaign message and relate their own personal experience to add to the conversation. They are not pushovers when it comes to this sort of outreach, but when they like something, think it's relevant to their readers or think it's important you couldn't have a better group on your side!
I agree with Jonathan - and add that it's great to see mom bloggers get some respect! : )
FWIW, you can apply most – if not all – of this same thinking to the growing number of Dad(dy) Bloggers as well.
The most essential line from this article?
"... take the time to read the blog to get to know the writer and gain a better understanding of her audience."
I completely agree with all the reasons why many moms scrap. Not all of those will fit every blog, but they certainly cover the majority.
I love that social media gives moms and companies the opportunities to work together. Companies have been marketing AT moms for a long time through commercials and ads and moms have been telling anyone who will listen what they do and don't like about the products they use. Now, finally the companies and moms can both listen and discuss together.
that should say blog and not scrap (writing a huge blog post about scrapbooking right now).
Jonathan, "offering moms an opportunity to personalize the campaign message and relate their own personal experience to add to the conversation" - That's participatory marketing at its best, and hopefully all businesses will soon recognize this win-win strategy. As a mom, I especially love the idea of telling marketers how to market to me, including customizing their ad messages, etc.
Having been to and posted client information on countless mom blogs, I absolutely see the difference between what mommy bloggers blog about, care about and share.
Daddy bloggers seem to blog less about what their kids' want or the products that help their kids and more about what guys usually discuss. I know this sounds sexist but it seems to be the case.
Mommy bloggers definitely share both marital and their kids' issues with each other and absolutely buzz about products, books, entertainment, clothes and other lifestyle products.
Additionally, the mom blogs connected to media companies (all are not) tend to be more easily navigated. This is important.
We shall see where it goes.