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.


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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