Social Media Week LA: How to Create & Distribute Compelling Content

Social Media Week LA brought together dozens of industry experts to talk discuss content trends and strategy, and we’ve noted some of our key takeaways below.

Social Listening to Define Content and Strategy

Social listening – taking stock of what people are saying about your brand, competitors, a topic or industry on social media – continues to be a goldmine of information for brands. It’s a way for you to not only glean insights about your existing audience, but also to identify ways to learn about new audiences, spark new campaign ideas and get ahead of potential crises.

Stephanie Nordstrom with Fender explained that, by implementing social listening and better understanding their audience, they grew their fans by 28 percent and added more than one million new fans across social media platforms.

Mitchell Pavao with Leaf Group shared that when his team started focusing on conversations, they gathered insights that ultimately led them to create a new online property to focus on a specific niche – in this case, adorable pet content on He explained that making this move ultimately helped them improve Facebook reach, too.

Compelling Social Videos + Defining Your Visual Voice

Video continues to be a hot topic, and brands and content creators are showing no signs of slowing down when it comes to producing videos. Multiple experts discussed how mobile and social video have disrupted traditional television, and it’s no surprise: viewers want to tune in on-the-go, plus we have the ability to watch content across devices at all hours of the day (versus one specific time and on one channel).

When it comes to creating quality video content, a few speakers offered a reminder to start by figuring out who your audience is. Understand their interests and consumption habits, and determine how your brand would fit in.

Chief Creative Officer of Brit + Co Anjelika Temple also explained that it’s important to define your visual voice. How can you do that? She suggested creating physical and digital mood boards, adding images that speak to you and your brand – and getting input from a variety of people in your organization.

The beauty of social media is that it invites dialogue and input from your audience. Joe Perez, the co-founder of Tastemade, explained that receiving community-provided input is key when it comes to creating a “modern media company.” (SoulPancake CEO Shabnam Mogharabi suggests even tapping these potential brand evangelists to be the subject of your video content.)

Perez also underscored that the length and format of videos must be platform-specific; what works on one channel doesn’t necessarily translate to another. For instance, Facebook’s autoplay feature calls for standout images and compelling visuals that make sense without sound.

Content Distribution + Storytelling

With a video uploaded to YouTube every .001 seconds, content distribution is just as important as creating the perfect video. Mogharabi explained: “It doesn’t matter how good the content is if no one sees it.”

Mogharabi tells her staff to “strive to be a virus, not viral,” explaining that virality is great, but once your content peaks, engagement falls off because viewers have nowhere to go from there. How can you avoid being a one-hit wonder? Create a steady drumbeat of content to give viewers something to come back to after a big moment.

She also advised that if you do focus on a hero piece of content and strive for a viral moment, then you must have hero distribution to go along with it. That means pulling out all the stops to leverage the moment: support it with media buys, PR, Facebook boosted posts and influencer distribution.

Pavao also encouraged brands to self-reflect when it comes to creating content and storytelling: What differentiates your brand from others? How are you better than other brands? How do you tell your story to your audience – are you snarky, funny, providing news or something else? Once you have those insights, you can refine your message and determine how to execute.

Thanks to the organizers of Social Media Week for putting on another great event where we learned valuable insights from industry leaders!

Spotlight Blogger: Nicole with Pretty Opinionated

Nicole with Pretty Opinionated

Nicole with Pretty Opinionated, a lifestyle blog, is an extraordinary mom to an 11-year-old boy, a passionate reader and writer – and our July Spotlight Blogger! Nicole has a way of making topics relatable and hurdles surmountable, which makes her blog such a joy to read. Take a look at our Q&A with her below!

What do you feel is the #1 trend in influencer marketing in 2017?

Live video, although I’m hoping we swing back to written content because I get way too nervous on video!

What trend or platform is on its way out?

I don’t think any platforms are particularly on the way out, I think we’ll just keep changing how we use them. Like Facebook, one day GIFs are all the rage, the next it’s those Tasty-style videos and the next it’s Live videos. As for trends, all of them! By nature, trends are short-lived. That’s why we have to constantly adapt as influencers.

Influencer marketing is ________.

Brilliant. Think about it: brands benefit from having real people share their products for a fraction of the cost of an ad during a popular show. I was telling my husband the other day, it makes more sense to pay influencers who have a strong following and KNOW that your product is making it in front of your target audience versus paying $1 million for ad space on a TV show and assuming that 50% will fast-forward the commercial, 25% will get up and get a snack during it, 10% will browse on their phones or have a conversation, and maybe 5% will actually SEE the commercial. Those are totally made-up numbers, by the way, but it’s how I imagine the majority of us watch TV!

What content do you feel your readers find most valuable?

Honest, real-life tips, insanely easy recipes and other ideas that the average, busy mom can use resonate the deepest with my readers. I am absolutely imperfect and flawed (especially when it comes to cooking!), and I think my readers appreciate the fact that I openly admit that regularly.

What is your favorite space to engage with your readers?

On my blog, because I’m a very wordy person! Social media is useful, but I have a hard time limiting myself to a set number of characters!

Where do you see the most engagement with your content?

On my blog itself and on Pinterest. I am madly in love with Pinterest!

Tell us why you blog.

Honestly, I was a broke single mom and needed to figure out a way to pay the bills when I started it. I saw other blogs talking about how much money they made and figured it would be easy. It’s SO not, at least not at first! I kept doing it, though, because I love it. I can work in my jammies, interact with other people who actually “get” me and spend more time with my son.

Where do you find inspiration for new blog posts?

Everywhere! I have a whole system that includes checking out what’s trending on Pinterest, what holidays (regular and weird) are coming up and what has worked well for me in the past that I can expand on. I also read like crazy, everything from magazines to other blogs. I keep multiple notebooks and list apps handy so I can jot down things as they pop into my head. Sometimes, I even come up with them in my dreams!

What advice would you give to someone thinking of starting a blog?

Be yourself and find your own voice. In the beginning, it’s tempting to read thousands of tips from other bloggers and try to duplicate what they’re doing, but you’ll not only be miserable, you’ll be inauthentic. Readers can spot a fake a mile away. Find your voice and let it ring out.

2017 is the year of ________.

Strong women. I think with the current political climate, women are working harder than ever to protect their rights. We’ve always been fighters, but I feel like we’re becoming more united, speaking up louder and really making sure our voices are heard.

My 2017 holiday predictions:

Double duty or functional gifts. More and more people are jumping on the minimalist bandwagon, so I think wish lists will reflect that. Storage that doubles as home decor, kitchen gadgets with multiple purposes and just plain useful gifts will be big!

What’s your greatest challenge when working with brands?

Getting clear and concise expectations up front. I don’t need a lot of hand-holding or creative direction, but if you need me to take a picture of a product in a certain way, I need to know that BEFORE I use it all up. Or, if you want me to write from a certain angle, I need to know that before I write 1,000+ words from another. Most brands are pretty good about this, but I’ve had a few that change directions late in the game and cost me hours of work.

What are your thoughts on working with a brand on multiple occasions (vs. one-off programs)?

I love it. While one-off programs are great too, I love getting to know a brand from different angles and helping my readers develop a deeper relationship with them through my posts.

What are your thoughts on programs measured by initial click-through rates?

I do not love them at all. I think that some brands assume that if they don’t get 1,000 clicks that first day, the campaign failed. That’s like saying that if a million people don’t rush out the door to buy a soda within five minutes after a commercial airs, they’re never going to buy it at all. Readers may not always click through right away, but they’ll (hopefully!) remember what I said when they are ready to buy. In an ideal world, they’ll come back to my post and click the link, but I’ve read a blog post from another blogger in the past about a product, then grabbed it when I was out and about or shopping online without going back to their post.

Favorite program you’ve done with The Motherhood?

I’ve had such a great experience with every program, but I absolutely LOVED Simple Sugars. Not only were their products insanely amazing, but the mom/daughter team behind them was just so inspiring.

What’s the #1 question you’re asked by your readers, and what’s your answer?

The biggest question I get asked is: “How do you start a blog?” For that, I send them to someone else who writes about that subject for a living! I can give basic answers – get a domain, get a host, write, write, write – but honestly, my mom did the first two for me!

What’s the #1 question you’re asked by brands, and what’s your answer?

I think the biggest question I get asked is how I plan to share their product in a unique way. Everyone wants to know that, which makes sense. My answer varies, obviously, but the heart of it is always the same: by making it personal. I don’t copy and paste key messages. I find a way to relate them to my own life, and I think readers find that a lot more authentic and engaging.

What should brands start doing (better) when working with bloggers?

Remember that, for most of us, our blogs are often our businesses and how we keep a roof over our kids’ heads. Treat us with the respect that you would treat another business person. Don’t ask us to do something for free if we don’t have that kind of relationship yet! I am often more than happy to send out a “pro bono” tweet or something to help out a brand with whom I have a relationship, but if your first message to me is asking for a freebie, it’ll end up in my delete folder. Unless of course it’s for a charitable or social good cause. Or for an indie author — I have a soft spot for them!

For more on Nicole, visit her blog or check out her brilliant ideas on Pinterest!

More about The Motherhood’s Spotlight Blogger Series

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top 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 feature.

Take a look at our other featured influencers here, and stop by in August for the next Spotlight Blogger!

Facebook’s Declining Organic Reach: Tips for Publishers to Maintain Reach

Facebook's Declining Organic Reach

Algorithmic changes mean lower organic reach for publishers. Read on for tips on how to combat Facebook’s Declining Reach!

If you’re a marketer or publisher, you’ve likely tried to stay ahead of Facebook’s declining organic reach due to its ever-changing algorithm. And, despite your efforts to follow best practices for publishing, you might be seeing some subtle – but noticeable – changes to the organic reach of your Facebook posts.

For years, Facebook has been laying the groundwork for these changes – explaining that there’s an enormous amount of content being published every minute of every day: “on average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook.” So, it’s inevitable that there will be some competition to be visible in the News Feed.

In 2016, Facebook tweaked its algorithm such that content from family and friends was prioritized to appear in the News Feed over content from Pages. As Business2Community writes, at that time, “Facebook warns Pages could anticipate a dip in organic reach which could be as low as two percent or even lower in some cases. Think about that. Based on that two percent figure, for a brand with 10,000 fans, only 200 people will see its posts. If you had one million fans, only 20,000 would see your company’s posts.”

Digiday shared numerous theories on Facebook’s declining organic reach this year, too. Some believe it’s because Facebook wants publishers to spend more to promote their posts, while others think it may be that people are tired of reading about the election and subsequent coverage.

Though we’re all at the mercy of the Facebook algorithm, here are some tips on how publishers can combat Facebook’s declining organic reach:

1) Use Facebook Live: Last year, Facebook invested more than $50 million in deals with media companies and celebrities to develop content for Facebook Live, so it’s evident that they’re interested in maximizing the success of this feature. Read about best practices for going live here and here.

2) Publish Videos: Facebook reported that 100 million hours of video are watched each day on the platform, and according to Socialbakers, native Facebook videos have a greater organic reach when compared to other forms of content. (“Native” means that they should be uploaded directly to Facebook – not shared from other video platforms.)

3) Employ Social Listening and Respond Accordingly: Knowing what your audience is talking about and joining in on the conversation is crucial to staying relevant. Pay attention to trending topics and chime in!

4) Be Human and Not Overly Promotional: Businesses naturally want to promote their products and services, but to maintain interest and engagement with your community, balance those posts with interesting, interactive and authentic content.

Have you noticed Facebook’s declining organic reach on your page? How are you staying ahead of these changes? Tell us in the comments!

Happy Father’s Day to our Dad Influencers and Dads Behind the Blogs

father influencers and bloggers

One of the “other-hoods” of The Motherhood is The Fatherhood, which not only includes dad influencers who run their own individual blogs, but also those who contribute to their partner’s blog! As part of our ongoing series, The Other-hoods of The Motherhood, we want to shine a light on how dads play a role in influencer marketing. Just in time for Father’s Day, we asked our network of influencers exactly how their partners help contribute to their profession.

When it comes to the ways in which husbands or significant others are involved in our mom influencers’ blogs, more than 91 percent of respondents said their partners were involved to some degree! More than 24 percent of those surveyed said their partners were regularly involved in their blogs.

dad influencers

So, how exactly are these dads contributing?

dad bloggers
To a certain degree, in many cases, the dads in these mom blog professionals’ lives help with everything you can think of: writing, photography, finances, executing projects, providing constructive feedback, content creation – even modeling!

Here is some of the feedback they shared with us directly:

dad influencer quote

Meredith, Unoriginal Mom

father influencer quote

Lesley, The Lucky Pear

fatherhood quote

Larisha, We’re Parents

We are lucky to be able to work with some amazing dad influencers, as well. Check out our Spotlight Blogger feature on dad blogger Trey from Daddy Mojo!

To all the dad INFLUENCERS AND BLOG SUPPORTERS out there: We hope you have some time to relax this Father’s Day. Thank you for all that you do!

Are you looking to execute a social media and blog influencer marketing campaign highlighting dad influencers and blog contributors? Talk to us! We are experts in scaling strategic, unique and engaging influencer marketing campaigns that fit your needs and deliver quality content and meaningful results.

Content, Insights & Measurement: Takeaways from the Social Shake-Up Show

Recently, The Motherhood attended PR News’ Social Shake-Up Show in Atlanta. One of the top social media conferences for digital marketers, it brought together brilliant minds from Google, Adobe, PwC and many more companies. Take a look at some of our top takeaways from the event!

Content, Content Everywhere

Did you know that every two days, humankind creates as much information as we did from the dawn of civilization until 2003 (Eric Schmidt, Chairman & former CEO of Google)? That’s the equivalent of five exabytes of data!

What comprises that information, exactly? According to Jessica Fish of Leader Networks, every 60 seconds:

  • Email users send more than 2 million messages.
  • Google gets more than 4 million search queries.
  • Facebook users share nearly 2.5 million pieces of content.
  • Twitter users tweet nearly 300,000 times.
  • Instagram users post nearly 220,000 new photos.
  • YouTube users upload 72 hours of new video content.
  • Apple users download nearly 50,000 apps.
  • Tindr users swipe more than 400,000 times.

How can you ensure that your content is relevant and strategic, rather than simply churning out content for the sake of it? During the Social Shake-Up Show, Chad Warren, who manages content for Adobe, shared some tips for planning, creating and sharing three categories of content relevant to your audience:

  • Evergreen Content: Defined as content that pulls people in consistently by providing solutions to what they’re searching for within your industry.
  • Campaign Content: Warren defined this as content brands and agencies push out during key moments.
  • Real-Time Content: As the name implies, this is opportunistic content that responds to timely information.

Have more questions about this? The Motherhood provides insights-driven counsel on how to create and promote strategic content in each of these categories.

Data-Driven Insights

Social listening and keeping tabs on what’s being said about your brand and industry continues to be a huge opportunity for brands to be part of the conversation, respond to customers’ feedback and show you’re paying attention to the wants and needs of your constituents.

Rob Bernstein with IPG Mediabrands offered insights on the multi-layered process of social listening:

  • Historical/Automated Listening: This includes going back in the archives and conducting historical research, benchmarking and identifying consumer insights.
  • Emotional Listening: This layer involves keying into sentiment, insights from social media content, and the results/insights from paid social initiatives.
  • Real-Person, Real-Time Listening: Tracking tools like HootSuite and Sprinklr help streamline social listening, but it’s that human touch that helps take turn those insights into opportunities to make brands shine.

Measurement & Metrics

Presenters at the Social Shake-Up Show emphasized that social media continues to be one of the best avenues for word of mouth, and as such, marketers are constantly trying to determine how to effectively measure success on this relatively new – and ever changing – medium.

Allen Plummer with Vanguard underscores focusing on the right metrics. C-suite executives are looking for bottom-line-driving metrics such as ROI, conversion rates and determining how social media fits in with the overall customer journey.

Plummer also advised that, in order to be successful, social media needs to fit within the broader marketing picture. We couldn’t agree more!

Did you attend the Social Shake-Up Show? What were some insights you took away from the event? Share with us in the comments.

Spotlight Blogger: Felicita with Casa Moncada

Felicita with Casa Moncada

Felicita with Casa Moncada, a South Florida systems analyst and mom of two, is also a top influencer and our Spotlight Blogger this month! In our Q&A, she shares helpful tips for other bloggers, and her perspectives on the industry. Read on for more!

What do you feel is the #1 trend in influencer marketing in 2017?

Live video seems to be a big thing this year with Facebook Live, Snapchat, and Instagram Stories.

What content do you feel your readers find most valuable?

My readers like easy recipes and DIY projects. Giveaways are pretty popular, too! I think anything that can make their lives a little easier.

What are your thoughts on working with a brand on multiple occasions (vs. one-off programs)?

Working with brands on multiple occasions is a great way to form lasting relationships with that brand. If it is a brand that we love, it is easier for our posts to sound authentic. Our readers can see that we really connect with that brand/product.

Influencer marketing is…

Changing the world! Influencers are becoming more and more powerful. We bring brands/products to people in an authentic way.

What is your favorite space to engage with your readers?

Instagram is definitely my favorite platform. Pictures tell so much and now we have the option of doing videos.

Where do you find inspiration for new blog posts?

I find inspiration all around me. Things my kids are doing, watching, talking about really helps me know what is “popular.” I also get inspiration from talking to friends and family about what is happening in their lives.

What advice would you give to someone thinking of starting a blog?

Blogging definitely takes work. Having 10-15 articles already written will help manage the other aspects of blogging — such as focusing on sharing on social media. Sometimes blogging can seem overwhelming, so having that little cushion could be a tremendous help!

Tell us why you blog.

I started a little family blog back in 2008 to share photos of my first born with friends and family back in New York. I grew to love writing and sharing recipes and projects with the world. It really is an outlet for me to be creative. I love learning new things and connecting with other bloggers. It really has been a wonderful experience.

What’s your greatest challenge when working with brands?

I think it is definitely getting them to see our value and paying us for it. Writing blog posts, taking pictures, editing pictures, and sharing on social media is work. We should be paid for that.

Favorite program you’ve done with The Motherhood?

I love the Suave program that I participated in with my son. He is such a little character and always worries about how he looks. Suave gave him the confidence he needs.

What are your thoughts on Snapchat?

I like Snapchat but have not used it for blogging. I think if I’m going to do video, I want it to be something my readers can revisit. If you have a lot of followers on Snapchat, I can see the appeal of sharing a quick video to feature a product or brand.

Where do you see the most engagement with your content?

Instagram definitely shows the most engagement.

What should brands start doing (better) when working with bloggers?

I think brands should let bloggers be creative. Trust that they will do amazing work on their behalf.

For more on Felicita, check out her blog here!
Felicita with Casa Moncada

More about The Motherhood’s Spotlight Blogger Series

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top 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 feature.

Take a look at our other featured influencers here, and stop by in July for the next Spotlight Blogger!

Fred Forward Symposium: Thought Leadership on Families, Digital Media, Mister Rogers and the Neighborhood

Fred Forward Symposium

Last week, I had the great fortune to be a part of the Fred Forward Symposium at the Fred Rogers Center in Latrobe, PA, where the goal was to look at and discuss, from a variety of different angles and expert voices, “How families live well with media and technology in ways that strengthen and enhance adult-child relationships?”

Amazing minds from media, entertainment, academia, research, non-profits and business presented on topics, each more fascinating and thought provoking than the next. Presentations included: Family Personas in the Media (shout out to Dr. Shira Lee Katz from Netflix); Learning from Organizations in Diverse Settings (this session still has me thinking – thank you Brian Wallace of The Coin Laundry Association, Ramon Murphy of the Bodega Association of the US and Patti Miller of the Clinton Foundation and Too Small to Fail); The Impact of Words and Language; Messages Not to Be Missed; Brand Strategy; and Connecting with Parents Through Children’s Media and Music (Laurie Berkner, Joey Mazzarino and Brad Montague seriously brought the house down!). Facebook’s head of safety, Antigone Davis had powerful points about connection and community, as well as safety, sharing the MamaDragons as an important example of the impact of online community and support.

Every single speaker was mind blowingly impressive and I loved meeting and chatting with so many of you: Amazon’s brilliant Dr. Alice Wilder, the motivating and inspiring Joanne Goldblum of the National Diaper Bank Network (their work changes lives), Dr. Todd Wolynn from Kids Plus Pediatrics (everyone should be so lucky to have him as their pediatrician), Dr. Anne Gill (who made me cry with her beautiful words on parenting) from the Center for Parents and Children University of Pittsburgh and the very witty and smart Wynne Tyree of Smarty Pants.

Betty Cohen, Chris McKee and I presented a panel titled: Lessons Learned from Commercial Messaging. Betty moderated in such a thoughtful way while Chris (a seriously talented guy) and I focused on dad and mom angles of marketing. I can hardly wait to work with both Chris and Betty more. They are so sharp, funny and wise. I’ll let Twitter tell you:

Here are more from tweets from the Fred Forward Symposium! I can’t help sharing these tweets, every session had such nuggets that I can’t stop thinking about:

It was so clear through the Fred Forward Symposium that we are strengthened, sustained and grow because of the support of our neighborhoods, wherever they may be. Thank you Rick Fernandes and the whole Fred Rogers Center team for including me. I’ll never forget your incredible symposium, the life experience of it and the invaluable lessons from the hearts and brains of the world-changing people there.


Mother’s Day Post: Kids Say the Darnedest (and Sweetest!) Things

Every mom knows that life is unpredictable; schedules change last-minute, messes are made at the most inconvenient times, and kids constantly say the darnedest (and sweetest) things! With Mother’s Day approaching, we’re taking a moment to celebrate motherhood through the eyes of kids!

Our influencers recently gave us hilarious and precious quotes that their kids shared about them as moms. We absolutely loved what they had to say. Do any of these sound familiar to you?
mother's day post

Fadra, All Things Fadra

“My daughter always says, ‘You’re the best mom IN ALL THE LAND’ (Disney emphasis, of course).” – Leanne, Rave & Review

“I asked them what they thought would happen if I didn’t do my job as a mom for one day. My oldest said, ‘We’d all die!'” – Shell, Things I Can’t Say

Jennifer, Engineer Mommy

Donna, Blog by Donna

“My 5-year-old: ‘I love you mom, even if you aren’t that smart. I mean, you forget things sometimes, around the house. And maybe you suffer from short-term memory loss? I don’t know. I love you anyway.'” – Marie, Marie Osbourne

“Mom, you are legit.” – Kasandria, Southern Bella’s Ways

Stephanie, Beauty Brite

“My daughter wants to be a blogger and ‘the best cook like me’ when she grows up.” – Bianca, Ella B Styles

Rita, Rita’s Reviews

Happy Mother’s Day! What’s the funniest thing your kids have said about you as their mom?

The Motherhood’s CEO Talks Influencer Marketing on TechVibe Radio

The Motherhood’s CEO, Cooper Munroe, had the opportunity to participate in 1020 KDKA’s TechVibe Radio’s Neighborhood Tour. The hosts of the radio show, Pittsburgh Technology Council’s CEO Audrey Russo and Director of Visibility Jonathan Kersting, regularly interview local technology and entrepreneurial leaders.

TechVibe Radio

During the interview, Cooper shared a history of how blogging emerged, more about The Motherhood’s roots and her thoughts on how technology has empowered influencers in becoming some of the most sought-after marketers of our time.

Check out her interview here!

Spotlight Blogger: Sharon with Cupcakes and Cutlery

Top influencer Sharon Garofalow of Cupcakes and Cutlery aims to help other moms “be the best with less stress.” We love that philosophy, especially because we know many parents these days feel pressure to live picture-perfect lives, ready for social media. Take a look at our interview with Sharon, our May Spotlight Blogger, to learn more about her thoughts on social media, working with brands and more!

What is the #1 trend in influencer marketing? 

I think video is going to keep getting bigger. Whether it’s live or edited, I think brands are going to start requesting this more and more.

What content do your readers find most valuable?

My readers love things that make their lives a little easier. My quick recipes tend to go over well. With my recipes, they know they are getting something delicious that won’t keep them in the kitchen all day.

What are your thoughts on working with a brand on multiple occasions (vs. one-off programs)? 

I love to work with brands over a few posts or a long term rather than one-off program. I think it helps to build a relationship, we find each other’s strengths, we can create really unique content and make magic. One-off campaigns can sometimes be harder to really showcase what the brand is all about because we aren’t given enough time to really dive in.

What are your thoughts on programs measured by initial click-through rates? 

Of course brands want clicks, but they aren’t always going to be the consumer they really want to target. Over the last few years, engagement with online content has really changed, and it takes a great deal of energy to get people to react to something. That doesn’t mean they aren’t seeing it, I just don’t think click-through rates are a great way to gauge actual interest and reach.

Influencer marketing is…

Important. We are demanding consumers just like everyone else. We just have a unique way to spread word of mouth for the things we love.

Where do you find inspiration for new blog posts?

I find inspiration in my everyday life. As a busy, working mom to two little boys, I am my target market. When I figure out a shortcut, I know I need to share it. I also listen to my mom friends to see what they are struggling with.

Tell us why you blog.

My blog started out as a creative outlet when I was working in a job that I didn’t love. Over the years it has changed focus a few times, and basically grown up with myself and my kids. I blog, now, because I think that I can really help other moms be the best with less stress. I also think that in our culture of “busy,” moms really do need to take time to focus on themselves. I blog to try to encourage moms that they can be an equal partner in their family and even invest a little time into the things they enjoy.

What’s your greatest challenge when working with brands?

I think, sometimes, it can be frustrating getting the brand to understand why you should be paid what you are worth. I think they think you just shoot a few pictures and write a little something and it’s done. For me, I really put thought into my posts and try to make sure that they share my personal experience and really show my readers why the product is of value. Plus, I style photo shoots and edit those images. It’s time-consuming. We really are like one-person ad agencies, and I don’t think they look at it that way.

Favorite program you’ve done with The Motherhood

I really enjoyed the Protein Challenge campaign with The Beef Checkoff. It allowed me to be creative in sharing why moms need more protein in their diets and was a multiple-post commitment. I also really loved how easy it was to use The Mometer platform to record social, and you had everything you needed to create a successful campaign right at your fingertips.

Where do you see the most engagement with your content?

Most of my engagement is on Instagram right now. It’s super visual, which I love, and can really show a little more of your personality and behind the scenes than your actual blog. It’s not always on content that is directly tied to a blog post, but I think it’s really creating a place where my readers can let me know when something resonates with them which, in turn, can sometimes influence what I am writing about on the blog.

What’s the #1 question you’re asked by brands, and what’s your answer?

Brands are really interested in age right now, it seems. I’ve seen so many blog opportunities ask specifically for a certain age range, which I don’t fall into. I get the appeal of millennials who can’t NOT share things online, but my age group has the money to buy things. I think age restrictions really miss the mark when trying to find bloggers for campaigns. Just because I am a certain age doesn’t mean that my reader demographic isn’t what they are looking for.

What are brands doing right when working with bloggers?

When the brand gives the blogger the freedom to create content that they know their reader will love and is authentic to them, that is right! When they try to put too many restrictions on it, no one is going to be happy. I’ve had a brand request that my images include their brand colors. I wish they would trust that I will do an amazing job for them, and it will fit in with my usual content, instead of sticking out and having my readers say, “What is going on?!”

What should brands start doing (better) when working with bloggers?

I would love to see more relationships being built between brands and bloggers and multi-post campaigns. I would love to be loyal to a brand rather than take posts for competitors (months later) because I’ve got bills to pay. And these don’t have to be monetary exchanges, either. Maybe they have a great social media department and can share some tips with the bloggers. Or maybe they leverage a cool experience they get through their company to treat a blogger. I got to do the most amazing experience yesterday with a brand that has made me a fan of their product for life. I got to spend time with their president, learn about the product and now I want to tell everyone about it! And the day before I had never heard of them before

More about The Motherhood’s Spotlight Blogger Series

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top 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 feature.

Take a look at our other featured influencers here, and stop by in June for the next Spotlight Blogger!

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