5 Tips for Creating Content for Mums

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If you’re interested in creating content for mums, then you’ve come to the right place! Easy Parenting magazine has been producing quality print content for Irish mums for over 5 years, and is Ireland’s no.1 parenting magazine. Our digital arm was launched last year and we now have a reach of over 1 million per month (females aged 26 – 45 demographic) via Mums Online and our social media channels.

We also produce the Ultimate Maternity Guide for Ireland’s top three national maternity hospitals, and run The National Parenting Product Awards.

So you could say we know Irish mums..


Why mums are important to you

Women make the decision in the purchases of 94% of home furnishings, 92% of vacation, 91% of homes, 60% of automobile and 51% of consumer electronics (Harvard Business Review). These same statistics run through almost every family purchase – so whatever industry you are in – if you want to increase sales you need to know how to talk to mums.


Top 5 tips for creating content for mums

Client blog post one


Add value

We’re all busy, but this is doubly true for mums. Juggling a job, home, kids, school and a multitude of things to remember (ok hands up who forgot the PE kit this morning…), mums don’t have time for just any old content.

We need to show them that their valuable time is appreciated. So you need to make it a two-way transaction and give them something back. A competition, a giveaway, a discount, a printable – think about what could make their life better or easier and offer it up.



Focus on customer experience

You may want a thousand clicks on a specific link, or a 10% rise in sales in the next quarter – but think about your customer’s experience above everything else.

First, you need to make it easy for them to find the content. Mums don’t have hours to search online for specific information. They’re probably balancing a baby on one hip and making sure the toddler doesn’t draw on the walls with the other, whilst making dinner and checking emails. You need to make it simple for them to click that link or buy that product. Think about the path your customer needs to take in order to tick your target.

Step 1 to creating customer personas


Don’t patronise

Mums aren’t stupid. They can see a hidden link in your perfectly crafted content. They can tell when a press release has been copied into an email. They don’t want to hear how useless the men in their lives are. They won’t buy your product because the latest Z-list teen celeb has one. Talk to them like the intelligent, worldly, amazing women they are.

Step 1 to creating customer personas


Make them laugh

Often mums just need a quick laugh to pull them out of a crappy morning and show them that they’re not the only one struggling today. Humour is an amazing way to connect, show that your brand is human and trigger positive emotions. This image went viral as thousands of mums saw it, shared it and said – ‘Yes! That’s me!’




Make it shareable

65% of consumers trust word of mouth on the Internet more than content produced by advertisers (Nielsen).

Word of mouth dissemination on the Internet has proven to be one of the most effective ways to share information about a product (Frost, 2010).

Mums talk to each other. Fact. They love to share good information and great products. If you can get one mum on your team, she’ll bring her friends, and then they’ll bring their friends, and before you know it, you’ll have your own army of supporters acting as your very own sale reps. So get it right, make it shareable, and leave the rest to your new sales team!

Simple, no?

Of course if you’d rather get some experts to do it all for you, then we are ready and waiting! Contact us to find out how we can help you create content that resonates with mums.