In between running to school plays, homework, and screaming babies, mothers across the globe have been making full-time salaries by simply narrating their life experiences and what motherhood means to them. They have otherwise been dubbed – mommy bloggers. And they have quite a captive audience.
According to a Mashable report referencing Scarborough Research, 14% of mothers are bloggers or reference blogs for parenting advice and 3.9 million mothers consider themselves bloggers. In fact, the average household income for mommy bloggers in 2012 was $84,000 – not bad for working from the comfort of your own home!
With an average of 20,000 unique visitors per month, mommy bloggers are highly important to brands, since they mention brands on average of 73 times a week reaching their large readership regularly.
Heather Armstrong’s blog Dooce.com became one of the most successful mommy blogs around and at one point had a captive audience of 100,000 daily visitors with The New York Times hailing her “Queen of the Mommy Bloggers.” In fact, her blog did so well that her husband quit his job to handle business matters for the blog. Like most web sites, Armstrong made money from the banner ads at the bottom of her blog but as consumers got used to the banner ads less began clicking on them and less revenue came in from her posted content.
What Armstrong realized is that the market was slowly evolving from the web to mobile with the majority of people consuming content via their mobile phone or via social network sites and not necessarily going to individual web pages for content. This change drastically affected bloggers like her not ready for mobile.
On a Digiday Podcast, NBC Breaking News co-founder and general manager Cory Bergman stated, “You can’t just extend what you do in desktop to a mobile world and expect to succeed”.
According to Digiday, many issues that all publishers (including mommy bloggers) are facing as content consumption shifts to mobile, includes: not a strong mobile UX experience; publishers have not learned to monetize mobile; site speed is way too slow; and publishers need to invest more money in this transition to mobile.
Marfeel encourages mommy bloggers to address these concerns to keep their blog alive and most importantly to retain their revenue. In order to create a strong mobile presence, the UX experience needs to be user friendly and the mobile pages need to load fast. A slow mobile site can turn users away before the site even loads. With those two components engagement will increase and monetization will follow.
As all mommy blogger know, motherhood contains many transitions and mobilizing motherhood means making that transition to mobile.