Redefining The Mommy Blogger

March 12, 2013

Originally posted on IZEA.

Who has “mommy blogger” in their marketing plan?
I raised my hand too. Connecting with the right bloggers should be in every brand’s playbook. The “mommy blogger” in particular has become the Holy Grail. Why? Some time ago marketers finally figured out two important facts about how products are purchased:

1. Women manage the wallet.

2. They are a force to be reckoned with online.

I can’t think of a faster way to bring a room of marketing executives to full attention than to whisper the words… mommy… bloggah.

In all seriousness, women with big voices and the social networks to go with it are a hot commodity. As with all trends, the concept tends to get abused the more it gets used. I’m here to help represent the bloggers’ perspective and provide you marketers with a few pointers on how to work with them.

First, let’s frame the issue.

I cannot say it any better than this:

“I struggle with the term “mommy blogger” because while I’m proud to be a mother, that’s not all I am. Motherhood drives a lot of my posts, but I write about a lot more than that. I also hate the term “mommy” when it doesn’t come out of a child’s mouth. It almost sounds condescending. I’m a mother, a woman, a sister, a friend, a writer. I don’t necessarily need to label myself as such because first and foremost I am me.”
– Megan Eccles of loveletters710

While there are women who happily call themselves mommy bloggers, others have been pigeon holed into the category. And, they don’t like it one bit.

Let’s face it motherhood is beautiful and complicated. Speaking as a mom I can tell you that it brings out a side of yourself you never knew. The first time you hold your child it’s as if life didn’t exist before that moment. Then, somewhere along the path of you realize that you’re a multi-dimensional person, not just a mom. “I am me.”

So, what’s in a name?

“The term “mommy blogger” is too generalized but I understand why people continue to use it. You have kids + a blog = mommy blogger. Should it really matter if people call us mommy bloggers?”
– Morgan Quinn of thelittlehenhouse.com

The path to motherhood parallels the discovery of who you are as a writer. A publication starts out as one thing and it blossoms into another. Like kids, blogs do not always go as planned! Blogging is very personal. Lumping all women who happen to have children into the category “mommy bloggers” can be taken personally too. It’s not the worst thing in the world you can call someone but it’s not very thoughtful either. For some it can even feel demeaning.

The parallel between blogging and motherhood was nicely captured in a post by SD Bargain Mama here: Mommy Blogger – Does One Title Fit All?

Pointers for approaching women who blog.

Here are a five pointers to keep you out of trouble as you navigate the blogosphere. God forbid you end up on C.C. Chapman’s Pinterest board.

1. Be thoughtful about using labels in your pitch.
Unless a blogger identify herself as mom blogger, you can better label her:
women who blog
or
moms who blog

…Until you take the time to investigate what she really writes about. Women write about a variety of topics such as lifestyle, raising chickens, fashion, and technology. Any one of these topics might supersede the mom talk.

2. Determine if a mommy blogger is what you really need.
Hey, you might discover you didn’t need a mommy blogger after all. Align your brand/product to the topics you want to target. If it’s moms you want, target publications they read. Keep in mind they aren’t always reading about poopie diapers. If you’re selling fashion, target fashion.

3. R.E.S.P.E.C.T.
Respect her guidelines. Look for a press or advertising section on the site or visit the about page to find out if there is a certain way a blogger wants to be approached.

4. Be precise.
Contacting a blogger you’ve never met is the equivalent of a cold call. Minus the sleazy salesman talk I hope. Bloggers can receive hundreds of pitches. You’ll never make it through the noise without a clear and concise message about what you want and what’s in it for them.

5. Build relationships.
Women are natural relationship builders. When you reach out to them consider how you can build a long-term brand relationship and position it as such in your pitch. You will gain interest and you will get much more out it over the long run.

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