Dads Feel Ignored By Parenting Companies, And They Aren’t Happy About It

How a Kickstarter campaign to build the first dads’ clothing line can change the game of parenting

Guest post by Andrew Bentley, Father + Figure, CEO

For several years before my wife became pregnant, we discussed wanting to be equal parenting partners. We were going to be like swaddling superheros back-to-back, fighting the evils of teething and poopy diaper monsters. We bonded over it.

But when she became pregnant and we moved from discussion to actual preparation, I started to feel left behind. The vast majority of books, classes and equipment were geared towards mothers. During birth, I read, dads are supposed to stay out of the way and try not to faint. And for the first time I was conscious to the deluge of commercials, TV characters and books that paint dads as helpless parenting punchlines. My superhero dad cape withered.

I had a hunch I wasn’t alone in my disappointment with parenting resources and cultural norms, especially after hearing similar sentiment from my new dad friends. To better understand the new father experience, I conducted a survey of 350 millennial dads. Turns out, 84% of them wish parenting companies better understood their needs. I expected lots of dads to feel left behind, but this large majority blew me away.

dads' clothing line

The lack of attention given to new fathers has consequences. More than three quarters of dads surveyed feel they aren’t valued as parents when products and services aren’t geared towards them. Personally, it made me feel like a second-class parent.

Inspired by dozens of dads sharing their stories with me and becoming a father myself, I am building a startup to support and inspire dads. My company, Father + Figure, is developing the first clothing line designed for new dads. The clothing combines fashion and utility, with built-in features to help dads care for their children.

Why clothing? When my wife started wearing maternity clothes, I noticed they weren’t only practical but also helped her get in the mindset of carrying and caring for a child. Feeling prepared is an important component of confident care-taking of a newborn. Father + Figure’s clothes are fashionable uniforms for dads to put on for the big game.

The line includes a t-shirt, a long-sleeve denim shirt and bandana print burp rags. Stylistically and functionally, they are inspired by classic american workwear, with features like loops to store burp rags or attach toys. Father + Figure’s shirts are made from the softest materials I could find. They include extra soft patches where babies are most often held, such as along the forearms.

dads' clothing line

After designing and testing for more than a year my dads’ clothing line is ready to be produced here in the USA. In order to do that I am raising funds for our first product run. If you want to join this movement to support dads please back our Kickstarter project here. We’ve gotten tremendous support but still need more.

Britt & Britt Share Their New Mom Must-Haves

new mom must have products and services for babies

As colleagues, friends and first-time moms, The Motherhood’s Brittnee and Brittney often turn to each other for advice, recommendations and support on everything related to raising little ones. New mom must-haves is a common watercooler topic in our office!

With summer being the top season for births in the U.S., Britt & Britt thought now would be the perfect time for a round-up of favorite items that they often share with others. As members of an award-winning social media marketing agency that connects influential moms with top consumer brands, we are in a unique position of learning about the latest and greatest products and services that make families’ lives just a little bit easier, and several of our favorite partners are included below.

Brittnee’s Top Picks

VTech montior: one of our new mom must-haves

Image courtesy of Meghan, JaMonkey

When she was expecting, Britt put a video monitor on the very top of her shopping list. However, once her son became more mobile, he thought he’d demonstrate his growing strength and dexterity by pulling the camera off the wall and throwing it across the room, rendering it useless. When Britt was researching replacement options, VTech monitors* rose to the top of her list. The VTech Safe and Sound Pan & Tilt Full Color Video Baby Monitor checked all of the boxes of features she was looking for: high-res video, pan/zoom/tilt capabilities, night vision and a talk-back option. She’s already scouting locations in her house to install additional camera units, which will be incredibly helpful as her little one puts his newly acquired walking skills to use!

The MamaRoo by 4Moms was an absolute live-saver for Britt! Her son loved the rocking and swaying motions (the “kangaroo” setting was his favorite), and it was often the only way she could overcome his resistance to nap in those early days.

Many a skeptical parent has resisted this one (Britt even originally removed it from her registry because after reading about it she couldn’t fathom using it!), but she later ran out and bought one at the start of her little man’s first cold. She learned firsthand the NoseFrida “The Snotsucker” Nasal Aspirator is a must. Don’t ask, just do it.

When baby’s tummy was upset, Colic Calm was the gentlest, most effective, all-natural solution Britt found. She now gifts this to every new mom she knows! Pro tip: put a bib on your baby when delivering the drops. The product is very dark and can stain clothing.

Those first few months with a newborn can be difficult, beautiful, magical, frustrating, confusing and sometimes isolating — all at the same time. Britt recommends taking a look at the Covey app* for help. Covey is a way to meet other parents based on interests, location and kids’ ages. It’s a nice low-pressure way to connect with others, get advice and share experiences in a supportive, online environment. If you want to take your digital friendships to “real life” friendships, it’s easy to find info on local playdates, family-friendly activities and meet-ups. Covey is available on iTunes and Google Play.

Brittney’s New Mom Must-Haves

MiMedia: one of our new mom must-haves

Image courtesy of Julie, Mommie Cooks

When you take a series of 40+ photos of your child’s first taste of solid food and you can’t bear to delete a single imperfect shot even though your phone is nearly out of space, there’s an elegant solution to this storage dilemma: MiMedia*, a personal cloud that organizes and stores digital files in one safe, secure spot. Britt has been using MiMedia for several weeks and notes that it’s the most simple, user-friendly solution she’s found — and she’s tried many! It’s unbelievably easy to use, even for the most sleep-deprived of parents. It’s well-worth taking a few seconds to sign up online and download the app. Use the code TheMotherhood for a free 10GB account!

Speaking of apps, Britt and her husband couldn’t live without the Baby Connect app, especially during the first few months after their daughter was born. BabyConnect provides a super simple way to track daily activities from feedings to diaper changes, as well as milestones and growth stats. You can even download charts and graphs so you can see trends and patterns over time. The list of features is impressive, and data can sync to more than one mobile device.

After taking turns staying awake holding their newborn all night for the first week after they came home from the hospital, Britt and her husband knew they had to find something their daughter would sleep in. The flat bassinet earned a hard “no” from their daughter and the crib in the next room might as well have been a mile away. However, once they tried the Fisher-Price Newborn Rock ‘n Play Sleeper, the game was officially changed. Parents, the reviews are true: the Rock ‘n Play is indeed made with sleepy dust!

Butt Paste: one of our new mom-haves

Image courtesy of April, April Golightly

No diaper bag or changing table is complete without Butt Paste*. These colorful tubes of ointment kick rash like nothing else! Free from harsh ingredients, Butt Paste saves those baby buns from the 3Ps — parabens, preservatives and phthalates — earning it an A+ in Britt’s book. She always includes a few tubes into baby shower gifts. Are you a #ButtPasteMom, too?

We know 82 percent** of parents would do almost anything to avoid long lines at fast food restaurants when they have children in tow, and Britt is one of them! When all she hears from the back seat of the car is “Snaaack! Snaaack!” Britt knows she needs to find some waffle fries and chicken strips NOW. One of Britt’s best mom-to-mom tips is to download the Chick-fil-A* ONE mobile app. This awesome app allows you to order and pay for food in advance, meaning you can bypass the line at the register or minimize time in the drive-thru. This is a seriously awesome perk, especially if you visit during busy lunch and dinner times, because everyone knows toddlers don’t wait for food. Click over to iTunes or Google Play and download this lifesaver today!

What are your new mom must-haves? We’d love to hear what you couldn’t live without. Share your suggestions via the comments. Another mom out there just may discover her new favorite product.

* Indicates the brand is a partner of The Motherhood. All opinions are our own and none of the content is meant to be medical advice. Be sure to contact your healthcare provider for recommendations specific to your family.
**According to a recent survey commissioned by Chick-fil-A.

Heat Up Your Summer Marketing with Influencer Campaigns

With the official start of summer quickly approaching, The Motherhood’s social listening team compiled a few ideas to heat up your summer marketing tactics by integrating influencer campaigns that take advantage of trending topics and seasonal events.

Social posts on mobile devices increase by about 30 percent in the summer, and posts with the keyword “travel” spike by 46 percent, so this is no time for online marketing strategy to take a vacation. Brands can reach consumers online during this peak vacation and travel time by knowing the trends and drawing on natural topics and tie-ins for the season.

According to Facebook, the top summer topics from 2015 were running, beach, parties, parks and forests, and movies. This summer, consider crafting an authentic influencer marketing campaign to create valuable content while leveraging these summer events and trends.

Here are some seasonal events and search trends to be aware of when creating your summer marketing campaigns or your brand’s social posts:



SCHOOL’S OUT FOR THE SUMMER – As kids’ annual vacation from schoolwork begins, parents plan activities. There are more than 40,500 searches of “summer activities for kids” in June alone. Celebrate summer break and include your product in posts or pictures of fun summer activities.

TRAVEL PLANNING – Make your brand top-of-mind during summer travel planning. Fun fact: Tuesday is the most popular day to make travel-related purchases online. If possible, post early in the week about how your brand purchase can help with consumers’ travel plans!

FATHER’S DAY – Searches related to “Father’s Day,” specifically related to “gifts” and “ideas,” peak this month! Mobile dominates Father’s Day searches and social posts and the most likely requirements for gifts are “fun” and “practical”.

Fun June Holidays: National Candy Month & National Adopt-a-Cat Month



INDEPENDENCE DAY – The average American spends about $300 on Fourth of July celebrations. Searches for “grilling” peak around this holiday. Festival- and holiday-related content brings 1.5x more engagement than average. Creating Independence Day themed content can generate high engagement and value yearly.

STAYCATIONS – Searches about “staycations” peak in July and increase in popularity every year. A surprising number of travel searches are for hotels near home. This trend promises to increase in popularity in the future, so creating evergreen content could bring high value over time.

Fun July Holidays: National Ice Cream Month 



RIO OLYMPICS – Nothing brings the world together like the Olympic games, with millennials more focused on team victory than individual glory. It is an inherently social event, with 86 percent of online users planning to use Facebook for “voicing Olympic reactions.”

MOVING MONTH – Searches for real estate and house hunting peak in late summer. This, as well as all of the college students moving into their new dorms, leads to a increase in moving.

BACK-TO-SCHOOL Be early and be online: consumers search for information on back-to-school products before searching for a store near them to purchase. Pay attention to the must-haves in your product category this season and bridge the gap between search and store.

Fun August Holidays: Family Fun Month & National Picnic Month



LABOR DAY – Searches related to “Labor Day” are highest on the day itself, including a high number of searches for sales around this holiday.

GRANDPARENTS DAY – There are more than 450,000 searches for “Grandparents Day” in September. While only 13 percent of grandchildren communicate with their grandparents via social media, younger generations will still be posting about the holiday on their social channels!

Fun September Holidays: Baby Safety Month & Self Improvement Month

Timing is everything with these summer trends and events, especially on social media. By posting content at the beginning of the week or month that is focused on planning and activities, you can fuel inspiration long-term! Posting slightly before peak periods will allow your brand to lead the conversation as well as provide opportunity to rise to the top of online search results. Furthermore, these trends and events resurface every year, so evergreen blog content from trusted influencers created with SEO in mind will continue to provide value for years to come.

Keep in mind that for every topic and event listed above, there is bound to be a trending hashtag with it, so consider adding a trending hashtag or two to your social posts to increase the reach of your summer marketing efforts.

Happy Summer!

Interested in building an influencer marketing campaign with these trends in mind? Contact us!

PR News Names The Motherhood Social Media Team of the Year

Yesterday, The Motherhood was honored to be named Social Media Team of the Year, alongside the UN Foundation, at the PR News 2016 Social Media Awards luncheon in South Beach, Miami.

Social Media Team of the Year

Image credit: Brittney Coburn

The Motherhood’s Brittney Coburn was on hand to accept the Social Media Team of the Year award at the luncheon, which celebrated the nation’s most noteworthy campaigns of the year. The winners represent the year’s most creative, resourceful and shareable campaigns.

We are so proud of the remarkable work and creativity that comes from our team and are incredibly thankful to PR News for this recognition!

From the PR News website:

“This year’s Social Media Award winners embodied the curiosity and flexibility that’s required to stay on top of the rapidly changing social media space. As social continues to come of age, these practitioners were able to score unrivaled successes for their organizations and brands. They tracked, promoted and adapted their messages in ways that continue to push the discipline of public relations into the future.

“Despite the challenges associated with proving how social can translate into actions that drive purchases, donations, membership and community action, the PR pros behind these campaigns show that there’s incredible value where most of us live: on social media.”

Featured image above courtesy PR News.

#MeasurementMonday: How to Measure SEO Success of a Blog Post

Measure social engagement as part of influencer campaigns

A staggering 89 percent of consumers begin their purchase process with a search engine, which leaves no doubt that search engine optimization (SEO) in influencer marketing campaigns plays a huge factor in generating long-term value and results for brands.

To best understand how important good SEO can be for a campaign, consider this: The first page of Google Search Results receives more than 91 percent of all search clicks, with the top three results in the list nabbing 61 percent of all clicks. Not only can strategic SEO help influencer content rise to the top of search results, but it can also boost your own company website’s ranking: Blog posts are sources of authoritative inbound links which factor into your own site’s search ranking success.

In today’s Measurement Monday post, we are taking a close look at how to structure campaigns for SEO success, as well as how to measure that success practically and accurately.

measure see success of blog post

In one of our previous posts, we touched on why influencer-generated evergreen content is so powerful. Blog posts that are “evergreen” offer brands long-term results, as they help content rise to the top of search rankings and provide potential customers with readily available resources as they are searching for information related to the brand or product.

Before launching an influencer marketing campaign, be sure to do some keyword research and craft a strategy that leverages specific keywords in the blogger-generated content. The words and phrases you use should offer a balance of the most commonly searched terms (those that currently rank the highest) and those that have lower competition and are more “ownable” to your brand. These keywords should appear not only in the headings of blog posts but also regularly throughout the body content and in image descriptions.

It’s important to remember that you can use SEO strategy in social media posts by utilizing keywords, especially since Facebook and Twitter posts are treated like any other web page by Google’s rankings. Studies have shown that engagement of social media posts have a direct correlation to higher search rankings, furthering the value of engagement in influencer campaigns. You can apply SEO on Pinterest by focusing on image relevancy and using strategic keywords in pin titles and descriptions. Social signals increase search rankings by signaling search engines you are relevant and by increasing domain authority.

When correctly executed, influencer-generated blog posts can become significant traffic sources for a brand website over time. For example, in one of The Motherhood’s recent campaigns for a healthcare client, blog posts from our team of influencers served as one of the top drivers of traffic to the client’s website and contributed to significant conversion. Many of the influencers’ blog posts have generated hundreds and even thousands of monthly visits to the company’s site.

As you can see in the graph below, the top-performing blog post increased in popularity over time, generating a high level of traffic from Pinterest and organic search and continuing to drive high levels of visits to the company’s site, even 10 months after being posted.

evergreen traffic increase over time

A study by Halverson Group found that the lifespan of a blog post is almost 24 times as long as the standard 30 days reporting metric, indicating that the current measurement metrics are undervaluing blog post performance by failing to measure any results over time. The takeaway? It is important that our measurement methods account for this long-term value.

Metrics that can be monitored to track the SEO success of a blog post include search engine rankings, views after a certain period of time, and social media engagement. It is important that these factors are tracked consistently across blog posts if there are multiple posts resulting from a given campaign.

Three ways to measure the SEO success of a blog post:

  1. Record the page views at time increments, such as after one week of posting, three months and six months after. Be sure that these numbers are being recorded from a consistent measurement source across all posts.
  2. Do a search for your keywords and pay attention to how the post ranks on search engines. This includes images that appear in search!
  3. Monitor engagement on Pinterest (and other social platforms). While this activity may not always immediately convert to page views, it will over time, and it indicates intent and boosts search rankings. Engagement on other platforms should also be measured, as social signals increase the off-page SEO results.

SEO, along with effective measurement of long-term campaign success, are important strategic factors in influencer marketing. Using the three methods mentioned above, the long-term value of search engine optimized influencer marketing can be better reported and included in the measurement of overall campaign success.

Interested in learning more? Read all of our #MeasurementMonday series posts HERE.

Campaigns with The Motherhood’s bloggers have seen program content rise to the top of search rankings. We’d love to work with you in developing easy-to-find, evergreen blog posts that will live on for potential consumers to find when they’re searching for more information online prior to purchase. If you’re interested in working with us, email

Blogger Spotlight: Kristy, Mommy Hates Cooking

Video, value and vintage inspiration – Kristy of Mommy Hates Cooking tells all in this month’s blogger spotlight!

As our featured June blogger, Kristy dishes on what’s in and what’s out, along with why 2016 is the year for truly “living” and how she plans to implement that philosophy with her own family.

Dig in below to read more, and give Kristy a shout out at @MomHatesCooking.

Mommy Hates Cooking

Love what you see?

Check out our most recent blogger spotlights, as well as our 2015 Blogger Spotlight Series.

How does the Blogger Spotlight Series work?

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top-performing influencers. It’s not about numbers, but rather, the quality, authentic content they’re delivering consistently. It’s about reliability, professionalism and partnership. We discuss our nominations for the month and ultimately decide on just one blogger to invite as our featured blogger. Stop back July 1 for the next blogger spotlight!

Kidbox Offers Style and Convenience for Kids’ Clothing


Clothes shopping with kids can be tricky: Getting them to the store, having them try on various items and finding a few cute, complete outfits is often an exercise in patience. Now, thanks to a new kids’ style delivery service called Kidbox, finding seasonal options for your kids – from toddlers to tweens – just got a lot easier.

Through an ongoing partnership, The Motherhood and Kidbox have asked a group of bloggers to set up profiles for their own kids to try out the service for their summer clothing needs. Blog and social media coverage will be appearing over the next couple of weeks, and a few members of the group have already shared what they love:

It’s not really a subscription – there are no upfront charges.


Photo credit: Melissa, All Things Chic

Jessica at A Parent in America outlined the Kidbox payment process: “Although I entered our payment info, your card will not be charged until you have personally decided which items you would like to keep. You have seven days to decide, and there is free shipping for families both ways. You can keep none of the clothing items, ship them back in the provided package and pay nothing, no problem. Or you can choose to keep one, two, etc. or all. Totally your world.”

It’s a great value for trusted brands.

For name brands including Seven for All Mankind, Lucky, Diesel, Reebok and more, Melissa at All Things Chic was impressed: “The pricing is totally amazing – if you keep the whole box, you pay $98. THAT’S IT! Which is a savings of $183 off list prices and $55 off Kidbox prices! HUGE savings! AND I DIDN’T HAVE TO GO TO THE STORE! SCORE! If you need to swap a size or return something, just put in the enclosed shipping pouch and return for free. Easy peasy.”

It’s tailored for the season, your geographic location, your child’s personality and more.

Image credit: Jessica, A Parent in America (screen shot of Kidbox site)

Image credit: Jessica, A Parent in America (screen shot of Kidbox site)

Parents and kids both have ideas about the types of clothing that will work, from color preferences to hem length to what “winter” means in, say, southern California vs. Wisconsin. Jennifer at Double Duty Mommy noted, “What makes Kidbox different? They ask you questions about your kid! So simple, right? I could not believe how detailed every page was, so I was confident knowing the clothes I trusted Kidbox to send my daughter fit her style and my Mama Bear rules.”

It’s a chance to do good while dressing your kid.

Kidbox is on a mission to clothe kids in need and help parents and kids give back. Jennifer at The Suburban Mom shared, “Kidbox donates a clothing item for every box sold. The coolest part is that you and your child get to decide where that donated item goes. When you decide to keep your entire box, you and your child can choose between sending that clothing item to children in military families, children facing poverty to children living in foster care. It’s a great way to start a conversation with your children about giving back.”

It offers surprise and delight.


Photo credit: Jennifer, Double Duty Mommy

In describing the box her daughter received, Jessica at A Parent in America said, “Not only did it contain crazy-cool clothes, it was packed with presents and goodies for her! She received an activity book, letter stickers, crayons and a ‘surprise egg ball’ that she unwound to reveal three Cracker Jack-style prizes inside.”

For more information or to sign up for a Kidbox shipment, visit the Kidbox website or follow the brand on Instagram, Pinterest or Facebook. You can also check out the #UnpackHappy hashtag on most social media platforms to see moms’ take on the service.

Top Kidbox photo credit: Jessica, A Parent in America

TM Book Club: New Stacie Billis Cookbook, Make It Easy

Stacie Billis cookbook

It should come as no surprise that The Motherhood team loves to cook, eat, and talk about what’s coming out of our kitchens! Over the past couple years, we’ve shared recipes that we turn to when bringing together family and friends, as well as those that inspire us to eat well, and we’re always looking for fresh ideas to put something new on the table.

So when our friend Stacie over at One Hungry Mama reached out to share the great news that she had compiled all of her tried-and-true recipes into one book, Make It Easy, our team was excited to dig in (quite literally)! With 120 mix-and-match recipes, Make It Easy truly takes the guesswork out of the whole process, from food prep to presentation. Using everything from smart, store-bought shortcuts to cook-from-scratch dishes, the book delivers recipes that will leave your family impressed without leaving you stressed.

Check out some of the recipes we tested in our own kitchens, and read for yourself how the Make It Easy approach worked for us!

One-Bowl Lemon Ricotta Pound Cake

Stacie Billis Cookbook

The key term here is “one-bowl,” followed closely by “ricotta” and “cake.”

This recipe has a high ratio of convenience to deliciousness, which makes it a winner in our book. As billed, all of the ingredients can be combined in a single bowl, which makes for quick assembly and easy cleanup. The cake itself, baked in a loaf pan, is dense, fine-crumbed and flavored with just the right amount of lemon. It’s perfect for a lighter dessert (served with fruit and whipped cream), an indulgent snack (spread with ricotta and honey), or even a quick breakfast, after being warmed in the toaster oven or microwave.

Buttered Pasta with Ricotta and Peas

Stacie Billis Cookbook

Using the leftover ricotta cheese you’ll have in your fridge after making the above pound cake, you can whip up this simple, tasty dinner.

The best part about this pasta dish (aside from the ricotta) is that the recipe is fairly basic and can accommodate a variety of ingredients. Your kids don’t like peas? No problem, just throw in whatever you have on hand, such as cubed chicken, ground sausage, corn, bell pepper or other meats and veggies they prefer. And for picky eaters, plain buttered noodles with cheese is always a winner.

Corn, Green Chili and Cheddar Strata

Stacie Billis Cookbook

Make-ahead recipes are a blessing when you have a large group of people to feed or a potluck event to squeeze into your schedule – and with a full loaf of French bread and nine eggs incorporated in the recipe, this strata makes plenty for everyone.

You can (and should) assemble the dish the night before baking it, so the prep work is already done. All you have to do is pop it in the oven and serve with a side of sliced avocado, fruit, toast or bacon. It’s savory but not spicy, and it’s substantial enough to offer as a main breakfast or dinner option. The recipe is also quite versatile – you can swap or add any number of ingredients based on personal preference.

Parmesan Roasted Broccoli

Stacie Billis Cookbook

The most unique thing about this cookbook is that it’s truly a resource versus a standard cookbook. Sure, it’s filled with recipes, but it’s not made of up of just dinner entrees or dessert dishes, but rather, practical, smart and useful kitchen hacks and tricks to truly make things simple and delicious.

While it seems too simple to be an entry in any cookbook, Parmesan Roasted Broccoli was one of the first recipes we dog-eared. Oftentimes it’s the side dishes that leave us in a rut, turning to the same steaming/boiling/raw routine with our veggies. It’s amazing how you can elevate your veggie dish by roasting and dressing it with the right ingredients. This one uses a little lemon, Parmesan, olive oil and seasoning; it will be a staple on the dinner menu.

Avocado Miso Dressing

Stacie Billis Cookbook

This sauce is the answer to the too-ripe avocados sitting on your counter, as well as the too-boring-to-eat salad you brought for lunch and nearly any other dish that needs a little extra flavor. This dressing is truly out of this world.

The ingredients seem simple enough, and you might think you can anticipate what it will taste like. We promise it’s better than anything you’re imagining up as you skim through the list of ingredients. Stacie suggests this as a go-to for salads or seafood, so we topped lightly seared scallops with the bright green dressing for a really light, fresh-tasting dinner.

Roasted Cherry Tomatoes

Stacie Billis Cookbook

Again, this may seem like a too-obvious idea to be included in a cookbook; however, that’s what this book is all about. Stacie encourages you to hone in on really smart food preparation ideas in order to elevate your dishes.

Tossed in a little olive oil and salt, and roasted to perfection, these tomatoes are the perfect addition to made-from-scratch hummus (which she also has a recipe for!), as well as a simple base for tomato sauce to serve over pasta.

Almond Milk

Stacie Billis Cookbook

Another unique aspect of this book is that it offers options for made-from-scratch, as well as store-bought, ingredients. Stacie offers context around why you might choose store-bought for some things, while made-from-scratch is the way to go for others.

While there are likely numerous, delicious almond milk options at your local grocer, if you’re a fan of nut milk, it would serve you well to try making it yourself! Incredibly simple, it’s admittedly satisfying to see it progress from almond to milk. Made-from-scratch almond milk is a “yes!” in our book.

Overall Thoughts on the Cookbook

We sincerely loved exploring this cookbook as a team, although calling it a cookbook seems to undercut all that it offers. Make It Easy is really the Swiss Army Knife of cookbooks; it’s a true resource for the kitchen and offers far more than recipes. Although we loved the several recipes we tried, we appreciate the book even more for the tips and tools it offers the everyday cook.

Simple Actions Make a Difference in the Fight Against Child Hunger in America

Fighting child hunger in America

Since 2013, The Motherhood has been a very proud supporter of the Child Hunger Ends Here campaign by ConAgra, which aims to empower a community of people to take on the fight against child hunger in America, changing the realities of hunger one meal at a time.

This year, YouTube sensation Kid President (aka Robby Novak) partnered with ConAgra to help bring awareness to this critical issue. Working with ConAgra, The Motherhood mobilized our network of bloggers to share Kid President’s video, helping trigger meal donations from ConAgra to Feeding America (with one view, like or share of the video equaling one donation). We were thrilled to hear we surpassed the goal of 100,000 meals in less than one week – amazing!

Kid President helps fight child hunger

Credit: Jon Morgan/AP Images for ConAgra

Over the past several years, in partnership with ConAgra, its agencies, retail partners and celebrity ambassadors, The Motherhood has engaged 136 bloggers as advocates for the Child Hunger Ends Here program, generating more than 1.2 billion overall impressions during that time. By taking simple yet impactful actions themselves, and encouraging their communities to do the same, these bloggers alone have triggered an estimated half a million meal donations!

That group includes a number of bloggers who have lent their voices, support and influence to more than one Child Hunger Ends Here campaign over the years, helping to make a continued impact on the fight against child hunger in America. In their words, here is why the program strikes a chord with them:

Anne, Upstate Ramblings
“Kids love helping others, and it is important to teach them compassion when they are young so it becomes a lifelong habit. My son helps out with a huge food drive run by the scouts every year, but we also make sure to drop off smaller amounts of food every month. Food pantries always need more supplies, and every donation, no matter how small, will be appreciated.”

Getting involved in the fight against child hunger in America

Image credit: Anne, Upstate Ramblings

Crystal, Cinnamon Hollow
“You know the saying ‘It takes a village to raise a child’? Well that saying comes from somewhere. We are a nation that is built to take care of one another. If the children of our future are suffering, guess what? We’re all suffering. It’s not too difficult to reach out and make sure everyone has enough food on their table. Actually, it’s REALLY easy. And all you have to do is shop for your own regular products. ConAgra, Kroger and P&G do the rest.”

Crystal, Simply Being Mommy
“Companies like ConAgra make it easy to help and get involved in the fight against hunger in the United States. I’ve been a huge supporter of the Child Hunger Ends Here program for the last few years and I invite you to be a supporter as well. I can’t think of a better cause to support than hungry children within our own communities.”

getting kids involved in the fight against child hunger in America

Image credit: Crystal, Simply Being Mommy

Donna, Blog By Donna
“It truly is inexcusable to me that here in the United States, the land of the free, the land of the plenty, the land where many of us waste food on a daily basis… we have children hungry. And children who experience even intermittent struggles with hunger may suffer serious, long-term consequences to their health, well-being and educational achievement. What’s more, being hungry robs kids of the promise of childhood – the ability to play, grow and learn. It’s easy for us to help end child hunger. Seriously… EASY! ConAgra Foods is partnering with P&G to build a community of people to make a difference …. this is a cause I will gladly support.”

Jennifer, Double Duty Mommy
“While I was [on the site] I also signed up to make a monthly donation. I feel good about donating because at least my family is helping our community every month even if we can’t always bring food directly into the food banks.”

Volunteers helping the fight against child hunger in America

Credit: Jon Morgan/AP Images for ConAgra

Kathy, A Mom’s Impression
“Ending child hunger is going to take a lot of people taking little steps. One of the easiest steps is helping ConAgra Foods by entering a code to supply a meal for a child. Join me today, and help end this epidemic in America!”

Code entry helps fight child hunger in AmericaLending Support in the Fight Against Child Hunger in America

The Child Hunger Ends Here program has set a goal to donate one million meals to food insecure kids in 2016, and everyone can easily participate by going to their favorite retailer and looking for the red pushpin and code on specially marked packages of ConAgra’s food, like Marie Callender’s® and Hunt’s®. For each eight-digit code entered at from January 2016 through January 2017, ConAgra will donate the monetary equivalent of one meal to Feeding America, up to one million meals.

To learn more about the issue of child hunger and ways to get involved, visit and click on the “How You Can Help” tab.

This post on the fight against child hunger in America is published in proud partnership with Child Hunger Ends Here. All opinions are our own. 

Featured image courtesy of the Child Hunger Ends Here program.

#MeasurementMonday: Collecting Smart Data from Influencer Social Media and Blog Content

Measure social engagement as part of influencer campaigns

Over the past couple of years, we’ve seen a significant rise in the use of the term “big data.” There are more tools and opportunity than ever before for collecting massive amounts of data online – but our abilities to make sense of and create value with all that data are still lacking. “Paralysis by overanalysis” plagues even the most sophisticated brand marketers.

This #MeasurementMonday, we are tackling the less quantitative side of marketing measurement: smart data and insights.

Smart data insights from social marketing

Before beginning an online campaign, insights collected through research can help shape a well-planned strategy. Social media marketing, especially in collaboration with influencers, can encourage the collection of smart data and insights. When campaigns are crafted in a way that creates authentic content and encourages natural conversation, the results will generally tell a robust story of how consumers responded to the information shared, what stuck out to them, and where they found the most value.

So, how can you cultivate these insights?

Unfortunately, there is not a simple formula for gathering data. Automated marketing tools and influencer marketing platforms do not rise to this level of sophistication in their reporting. In order to gather smart data, methods of data collection and storage must be consistent and timely, even across multiple channels and platforms. That data must then be aggregated into a single format and analyzed for trend recognition. Compiling insights from smart data collected during marketing campaigns requires a human touch, which at times can be tedious, but creates immense value when pulled correctly and presented in a meaningful way.

As a data-driven influencer marketing agency, The Motherhood leads brands in the process of cultivating, distilling and analyzing small data, and couples that with influencer-provided insights as part of our built-in feedback loop, to deliver meaningful ways to inform future strategy.

THREE WAYS TO collect smart data and insights IN YOUR Influencer marketing CAMPAIGN:

1. Allow creative freedom. 

When given creative freedom, influencers generate content that reflects the thoughts of actual consumers. Influencer-generated content is created in ways that make sense to consumers and can teach brands a few things about how to connect with their target audience on a personal level. In the sponsored campaigns facilitated by The Motherhood, we often see an allowance for creative license bear fruit for the client – we advise giving influencers a selection of general themes to help shape their content and then allowing them to write in a way that is most authentic to them and engaging for their readers.

2. Tap niche communities through target influencers.

As influential leaders within their respective communities, bloggers publishing sponsored content can provide brands with a window into consumers’ minds – seeing how consumers react to their products or service offerings on a more personal level. Engagements (likes, shares, comments, etc.) on blog and social media posts are great indicators of factors such as reciprocity and shared value in a particular online community.

3. Facilitate natural conversations around a specific topic.

Influencers’ blog posts, tweets, contests and more can be crafted in a way that encourages feedback and ideas from real-life targeted consumers – so the brand can not only generate awareness of and interest in its products and services, it can gather insights on topics of interest from comments and replies to the online coverage.

At The Motherhood Inc., we focus on gathering smart insights and reporting them in meaningful ways to our clients. We listen closely to what our teams of influencers have to say and the feedback their readers share. Interested in creating an influencer marketing campaign that generates deep insights for your brand or company? We’d love to talk! Email us at to get started.

Social Media Marketing Measurement Monday

Continue following our #MeasurementMonday series and view past posts here!


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