Content marketing is a hot topic these days and millennial moms are huge consumers of online content. As savvy moms use the internet to become more efficient and improve their lives, brands have an opportunity to step in and help them along the way.
What? Content marketing is defined as any marketing format that involves the creation and sharing of media and publishing content in order to get customers. The Wikipedia definition further says that content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering “consistent, ongoing valuable information. “
Why? Moms are always on- they have to be, and this new era of moms is also highly connected. According to BabyCenter, over 90% of moms use social media regularly and 89% of moms are using their smartphones to access social media. Expectant and new moms in particular are highly vigilant, and they appreciate information from brands to help them make choices for their families. All of this backs up the fact that brands should seize the opportunity to market relevant content to moms.
Still not convinced? Check out this cool infographic.
How? Content marketing takes time and lots of trial and error to get it “right.” Smart content marketers know that listening and reciprocating with your audience is the key to developing content that meets their needs and ultimately builds connection. Whether you are writing content for a brand blog or curating content for your brand’s Facebook page, it’s important to develop a strategy early on that defines objectives for each owned media property. Stay tuned for upcoming posts that explore the “how” of content marketing in more detail.
Who? As one of our favorite mom marketers, Huggies can offer some great inspiration in the area of content marketing. Across all brand properties, Huggies is delivering small bites of useful information for moms which covers topics like planning for baby, potty training tips, and creating a Pinterest-perfect baby shower worth 100 likes. For keeping the content relevant, and diapers in the back seat, Huggies gets our gold star in content marketing.
What ways can your brand embrace content marketing and keep it top of mind with a critical mom audience?