Marketers want to reach moms. The recognize that blogs are a powerful tool, but often lack the knowledge of the space and the blogger world plan effective outreach tactics. Here are 7 tips to make the job easier.
Marketing Insights for Effective Mom Blogger Outreach
Companies want to know….
“How do we reach moms to get them
to buy our product?”
Then someone in the ofﬁce says…
“Let’s hit up the Mommy Bloggers.”
Companies of all sizes are asking the same question: “How
can we get Mom Bloggers to blog about our product?”
They recognize that these blogs are valuable marketing
tools and hope to reach moms through Mom Bloggers’
Brands come to the table with a vision for how this
engagement will take place.
They have extensive research on their target consumers -
the moms who buy their product or service.
But they lack the insights into the bloggers’ world to know
what that means in terms of a long-term strategy and
Hence, the tactics fall short.
These 7 insights into the world of the
Mommy Blogger will help guide your
company’s outreach efforts.
But ﬁrst note….
Before I begin, I know many of you are
already shaking your ﬁsts at the screen
because I’m using the term
Why? Because #1…
Addressing this group as
“Mommy Bloggers” can open up
a can of very vocal worms.
• Not all moms who blog are Mommy
Bloggers – they identify with a different niche
– food, tech, lifestyle, etc…
• Some despise the term and take offense to
it – and will let you know loud and clear.
• Others totally embrace the term.
• Do your research to determine how each
blogger deﬁnes her brand.
• Also worth noting – DADS BLOG TOO.
(Hint: Carefully read their blogs, social channels
Family and personal
commitments will take priority.
Marketers, get in line.
• Your campaign may take a back seat when
family priorities take precedence.
• Most bloggers are professional and will
follow through - but have a backup plan and
be prepared to pivot.
• Bloggers are more likely to work with and go
the extra mile for marketers with whom they
have solid relationships.
(Hint: Build and continually grow your network of
bloggers, and nurture those relationships)
They create their own content –
they really don’t need yours.
• Their lives provide the inspiration for their
• They don’t need your expert’s tips or advice
- their audiences follow what they have to
say and value their opinions (and this is why
you want to work with them).
• It takes the right pitch at the right time to get
noticed and that pitch must offer a deﬁnite
value to the blogs.
(Hint: Find an angle for your content that will
help them tell THEIR stories)
Don’t tell them what their
readers want to read.
• Yes, you believe their readers will love your
content, but bloggers know what resonates
best with their audiences.
• Don’t make the assumption that the
bloggers care about the trafﬁc your content
or contest will bring.
• Unless you have a key to their analytics, you
can’t make assumptions about what content
will and won’t be successful.
(Hint: Have a conversation with them. Work
together to craft a solution that is mutually
Mom Bloggers are individuals
and each offers unique value.
• They aren’t “one size ﬁts all” and shouldn’t
all be lumped into the same category.
• Many have a clear specialty, even within the
• They often cover multiple topics and have
deﬁnite opinions on these topics that you’ll
need to note.
(Hint: Do your research to ﬁnd bloggers for
whom your product or service is a natural and
Their family dynamics are
• As their families grow larger and kids grow
older, these bloggers may need to change
up their content.
• They may ﬁnd a need to narrow, broaden, or
• As content strategists (and smart ones at
that) they are constantly testing and learning
– and when necessary, even rebranding.
(Hint: Follow the blogger’s journey and keep
communication lines open. Someone who isn’t a
ﬁt today may be the best ﬁt tomorrow)
Mom Bloggers blog for many
• Some blog just to chronicle their lives.
• Some blog to make money – for others,
money is not even on the radar.
• Some blog to work with brands, some do
not – and will not.
• Some are selective about brands while
others are more open to a wide variety.
(Hint: Take a deep dive into the bloggers’ content
to get an understanding of what motivates them)
There are bloggers and outreach specialists who will consult
and offer recommendations to ensure you are on point and
that you adhere to best practices.
Before you check that Mommy Blogger box (consider just
calling it the Blogger box), think through your approach and
seek validation on your strategy and tactics.
And for those who are shaking their ﬁsts… I get it. The good
news is that companies are getting it too. As we continue to
educate and advocate, the challenges become fewer and
opportunities will continue to ﬂourish.
(yes, it’s OK to call me that)
Marketing Manager &