BlueJam helped the parenting goods firm with their recently launched Mamas & Papas Discover blog

Mamas & Papas Discover blog: Helping parents get advice and get inspired

The client…

Designed for parents, by parents, Mamas & Papas have grown from a small family business to a leading brand in the parenting market. They sell and manufacture pushchairs and car seats, baby and toddler clothing, toys, gifts, nursery furniture and bathing and feeding products.

Objectives…

In 2017, Mamas & Papas redesigned their website to make it more mobile and customer friendly. Alongside the shop they wanted to add a ‘Mamas & Papas Discover blog’ section to provide customers with useful information regarding parenting and help build a loyal community.

What we delivered…

We worked with the in-house marketing and copywriting team to devise a strategy for creating long-form evergreen pieces to give customers expert information about all aspects of parenting from breast- and bottle-feeding to pre- and post-natal depression. These pieces were SEO-optimised to rank highly in search without compromising on readability, and they included pull quotes from real parents to build that aspect of community.

 

We also created a content plan for shorter, more conversational pieces, including parenting blogs and tips from photographers for taking great pictures of children, which could be easily shared on social.

 

To showcase Mamas & Papas’ standing as experts in the parenting field, we commissioned parenting journalists, authors and bloggers to write the pieces, including quotes from midwives, paediatricians and parenting experts.

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