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  • Writer's pictureAnnie Ianko

Know Your Audience: How to Create Content for A Working Mommies’ Audience

According to research, women account for up to 43% of all household purchasing decisions. More often than not, these women happen to be mothers. You’ll be surprised to find that even in sectors where the consumer base is dominated by males, like automobiles and electronics, women still account for a significant percentage of the purchase decision-making.

So, if you thought that targeted content creation for moms should be reserved for kitchen and baby oil companies, think again. Regardless of your niche, your marketing strategy should always be curated with moms in mind because they’re the decision-makers in many households.

Besides making household decisions, many moms today are employed or running businesses. This means that most of them are always busy.

So, how can you create content that can convert them?

Who is a Modern Working Mom?

The 21st Century working mom is extremely dynamic. She’s tech-savvy and has embraced the internet and social media as platforms for finding more information about products and connecting with other moms.

Modern-day moms spend hours on Facebook, Twitter, and Instagram; sharing ideas about products and services that they’re using. Thus, striking an online rapport with working mommies through targeted blog articles can lead you to a whole new goldmine of prospective customers.

To create content that can attract working mothers, you need to understand what drives their decision-making. For instance, they’re likely to engage more with content that offers them the know-how on things that are relevant to them but they don’t know much about. Additionally, working moms tend to be more interested in information and tools that improve their personal and work life.

How to Create Targeted Blog Content for Working Moms

With the above in mind, here are some tips on how you can develop blog content that will instantly drive up your audience engagement in working mothers. The tips are based on new content marketing trends that are set to dominate the online marketing space this year.

1. Marketing Product Functionalities to Establish a Sense of Connection

Today’s moms are more interested in the corporate values of the brands they buy from, and whether these values align with their own. As such, by marketing how your product adds value to aspects that they care about, you can get them to engage more with your content and potentially turn them to customers.

For example, creating blog articles that market how your products are manufactured using sustainable raw materials can go a long way towards endearing your brand to millennial moms who are increasingly wary about the environmental impacts of the products they use.

2. Incorporating Voice Search

As stated above, working moms appreciate tools that make their lives easier – and this extends to online tools. As such, ensure you optimize your blog content by incorporating tools like voice search capabilities. This negates the need for your audience to physically type in search queries, which can be tiring and time-consuming, especially for a working professional.

To get the most out of voice search tools, you need to pre-set long-tail keywords your customers would most likely mention in a voice search, then develop blog content that revolve around those keyword queries.

3. Leveraging Conversational Marketing Tools

Since moms are more emotional during their blogging experiences, consider investing in conversational software tools for your blog.

The ability to start a chat while reading through your blog content creates a more personable customer experience, something many moms appreciate. What’s more, these conversations will give you valuable feedback about your customers’ needs, enabling you to curate better-targeted content that focuses on solutions for these needs. One way to get started with this is by investing in live customer support software tools.

4. Less Text, More Visuals

It’s understandable for a blog post to have lots of text since this is what many online users expect. However, busy moms may not have the time to read through all your blogs. Thus, consider mixing your text with some audio-visual content to effectively send your message across and increase your reach.

Video platforms have grown to become one of the leading online marketing avenues for many businesses with sites such as YouTube having over 1.9 billion monthly users. Online users, moms included, prefer to watch a short blog video than spend time reading through an article with similar content. Additionally, by incorporating visual content with text, your audience is in a better position to understand the message you want to put out.

You can format your blog video posts as expert product reviews, webinars, product demonstrations, Q&A sessions, and behind-the-scenes footage of the product manufacturing process.

Remember, working mommies yearn for online content that can improve their know-how on stuff that they’re interested in. Thus, things like subtitles and closed-captions in videos can help them grasp concepts better.

For instance, if you own a sneaker retail business and want to market a new line of children’s tennis shoes through your blog. Publishing an expert product review video explaining the safety and health benefits of the sports shoes with subtitles included will enhance your viewers’ understanding of the technical features that make the sneakers a worthy purchase.

Many women also prefer listening to podcasts over reading through texts. If this is something your target audience will appreciate, consider including podcasts in your 2020 content marketing strategy.

Writing for Working Moms Shouldn’t Be a Hassle

Besides the content creation tips above, you can also partner with mom influencers to boost your brand. Keep in mind that working moms hardly have the time to spend hours online. Therefore, gear your content creation in 2020 to be as simple and as valuable as possible.

For more targeted blog writing tips for 2020, browse our latest blog posts.

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