How to Reach Moms with Content Marketing

By Severin Nesselhauf

Originally posted on Business2Community.

Moms are officially the 21^st century power spender: Today’s mom makes nearly 85 percent of purchasing decisions for the home. What’s more, Moms will control two-thirds of all consumer wealth in the U.S. within the next decade.

Yet when it comes to reaching moms through marketing, 91 percent of women (moms included) say that advertisers don’t understand them. With Mother’s Day upon us (it’s May 10 – you’re welcome for the reminder to order those flowers), let’s discuss how marketers can better bond with this powerful demographic through content.

Where moms are getting information

First, let’s take a look at where Moms are gleaning their information. Here are a couple insights:

• 80 percent of moms visit a blog before making a purchase decision.
• 65 percent of moms have “go-to” or preferred blogs that they visit (as opposed to 50 percent of the general population).

These numbers reflect a huge potential for marketers to reach moms more effectively – and not through advertising. Instead, these stats show a need for relevant content that is in tune with both Mom’s lifestyle and her need for information.

Simple message vs. meaningful advice

So, we know moms want helpful information from your brand, but which topics truly resonate? To find out, we looked at the Demand Media Interest Index and identified a few key areas of interests for moms when it comes to their kids:

• Moms with toddlers are three times more interested in development and activity topics.
• Parenting advice makes up almost 75 percent of content searches by Mom.
• Moms are two times more interested in activities and teaching opportunities than they are in discipline.

The key takeaway: Moms are open to receiving parenting advice from brands – as long as it goes beyond a simple marketing message.

From baby showers to gardening: Mom topics in Spring

Ultimately, successful content marketing isn’t just about providing relevant information; it’s about providing relevant information at the right time. So, beyond general parenting topics, there are seasonal parenting trends that brands can tap into.