Creating Mom-Friendly Content Is Not Just for the Diaper Companies

Mothers are a gateway to sales — women make 85% of purchasing decisions in households, and often those women are moms. How to create awesome content for this target group?

Major brands usually go with anything from child development tips to supplemental tools like apps and calculators, as well as mom-authored blogs and branded communities. But if you think that creating mom-friendly content is just for the diaper companies, you are wrong. Here you will find six examples of great content marketing to moms.

Recently, we witnessed a few really good female-empowerment advertising campaigns from brands like Pantene (“Not Sorry”), Under Armour (“I Will What I Want”) and Always (“Like a Girl”). We also saw a sweeping effort to update the image of women in stock photography with the Lean In Getty Images Collection.

This is all an answer to women’s domination of consumer spending in both ecommerce and traditional retail. Bridget Brennan, in her article for Forbes about women-to-marketing trends to follow in 2015, underlines: “The tools of the trade may be changing, but women’s role as »chief purchasing officer« of the home hasn’t – nor have the fundamentals of female culture. It’s comforting to know that no matter how fast technology advances, no matter how frequently people shop on their mobile phones and laptops, one thing remains the same: women are the purchasers of this world, and understanding why she buys is the most valuable insurance policy there is, for 2015 and beyond.” Others even add that women are the media managers of their families and the true owners of social media today.

So what should you remember about when creating content to moms?

She is not buying for just herself, she is also buying for the baby, the toddler, the teenager and for the entire soccer team. She’s not just buying Kellogg’s and baby wipes — she’s also purchasing electronics and other household items, sometimes even from her smartphone since 70% of moms now own smartphones.

OK, many moms used to stay home and watch soap operas while they cleaned the house, but that’s in the past now. Today’s moms are much more dynamic. They have access to online tools and they use them to fight the feelings of isolation and maintain relationships — the rise of Facebook, Twitter and blogs have given moms a place to congregate, build relationships and share opinions. So, for brands, earning a mom’s attention and trust can be a gold mine and a path to other moms.

But how do you do it?

I like Christina Schmitz’s point of view. She lists such universal needs of today’s moms (beyond a good night’s sleep):

  • Know-how: They need answers to questions they don’t know they have yet.
  • Utility: They need tools to simplify or amplify a piece of their lives, meeting the changing demands of life and work styles.
  • Community: They need to know they’re not alone on this journey.

Here are some mom-dedicated brand content examples based on these needs:

1. Fisher-Price offers the perfect online tool for moms. The website has many sources of content, including DIY projects, child activities, online games, blog posts, and many more. Their “Sharing Moments of Joy” page allows moms to post pictures of their kids, which keeps them captivated and involved. They also have a page just for blogs and information geared toward grandparents. To engage moms even more, in the “Playtime Guide” they can select their babies’ age for tips, activities, and toy suggestions to help reassure them that they are on the right track with their little one.


2. Johnson & Johnson – this brand offers many content sites for moms all over the world. The three that really stand out are: JOH5NSON’S®, JOHNSON’S® BEDTIME™, and All three of these websites feature great content for new mothers, with everything you could ever want to know about having a baby (I guess). Even though they have the three main content sites about babies, Johnson & Johnson differentiates each of them to provide specific, unique, and interesting information through each to help new mothers and recommend products.

3. Anthropologie: always a step ahead, Anthropologie posts to their blog and social media with up-to-date content on clothing styles, recipes, DIY projects, contests, home ideas, and more. To attract moms’ attention with high-quality images, they use a professional photographer to take stunning photos for each of their posts (David Meerman Scott in our interview advised doing the same when talking about effective content distribution) – and it works. The amazing artwork along with the layout of the blog instantly draws moms in to help them learn more and ultimately – decide to shop.

4. Nike: Nike’s “Better For It – Inner Thoughts” shines the spotlight not on elite professional athletes, but on women who are in the daily grind of challenging themselves to get fit. With over 8.6 million YouTube views and lots of shorter clips that correspond with the campaign, Nike put its best foot forward to connect with everyday women, and never looked back.


5. Coca-Cola: this content-based site has it all – news, videos, food, music, recipes and sports, to name a few. Many consumers already enjoy Coke products, so how do they target moms? They give them an entire section on “Empowering Women” on their blog, which really resonates with moms. This curated content offers a lot for moms, with brand information, current events, and more.

6. GoPro: we already know it – photos and visuals of all varieties will become even more prominent in the marketing toolbox in 2016, particularly for businesses with a large base of female buyers. And this is good – women have long been the photo album makers, scrapbook keepers and milestone custodians of their households offline. In the past decade, this behavior has simply shifted online and GoPro understands this. Meredith Marsh, a blogger and YouTuber, “focused on motivating folks to create awesome GoPro videos and family movies,” and “a mom on a mission to create movies that don’t suck” – understands it even more. In the world of GoPro that’s not typical for moms, Meredith carved out a space where she uses the technology to capture, share and help “re-live life’s re-livable moments.”

Get more stuff like this in your inbox. Sign up for our newsletter and get emails of great stories like this:

[grwebform url=”″ css=”on” center=”off” center_margin=”200″/]