I first started Slick Mummy when my second child was born. I was becoming increasingly aware (whenever I googled a baby product or parenting concern) that there was quite a lot of negative or downbeat content online when it came to chatrooms, forums and blogs. I didn’t just want to be ‘another Mummy blogger’, I wanted to celebrate parenting; embrace wonderful products, interview experts and entrepreneurs and forge relationships with fantastic brands.
As a mother of three now, I’m definitely not a techie. I have a vintage Blackberry; my other half won’t let me touch his iPhone *lest I break it* and my two-year-old can work the Tivo box better than I can… But having worked in PR, Marketing and Journalism for 15 years the writing part came easily and my vision was strong. But how to earn from the situation? Well, I was no sassy Zoella.
At the offset – and with a little bit of self-marketing – I did start to get approached by PR’s. #PRFriendly was the hashtag du jour to add, but I wanted to actually mean it – and really work with them to create something greater than just a few paragraphs reviewing baby food or a cleaning product. Over the years I’ve been honoured to collaborate with brands in a really engaging way; for example on charity campaigns or interviewing brand ambassadors.
As for learning the ropes, Google Analytics has been a useful tool. Who doesn’t get addicted to watching that little arrow move up and up each month (or mortified when a post gets less traffic than its predecessors?) And since installing an SEO plugin I’ve turned into a nerd about what readers like and what time of day they like it best at. But brands are obviously interested in this too – I realised that taking a snapshot of the stats and sharing them with campaign managers meant that they could be included in performance reports.
Personally, I also love Twitter; it’s the ultimate tool for chancers and opportunists really, isn’t it? Many a time I’ve seen something and thought ‘I’d love to work with these guys’, then reached out with a tweet and crossed everything. Nine times out of ten you’ll get a reply.
And if you’re an Influencer and haven’t used Webfluential yet, you’re missing a trick. You can essentially market yourself via their portal and therefore connect with global brands all – you know – from the comfort of your sofa (or, in my case, whilst juggling the PTA and driving the kids to swimming lessons…) Webfluential just launched the first ever quoting engine; allowing Influencers to pitch brands, build quotes and media kits – even book campaigns – all via their infrastructure (which includes payment guarantee!) Webfluential are the first company to give bloggers these growth tools to market themselves and their ideas; it’s like ‘Hello Brand, it’s me, Slick Mummy – and here’s my big idea…’
When I first started out, my neighbour was a chap called Ben Hammersley. He’s a self-confessed geek (he invented the word ‘podcast’) and is Wired’s Editor at Large. He had just written a book called ’64 Things…’ which talks about the history of the internet and the digital future. When you think about how fast moving the technological world really is and just how much *stuff* is on the web, not to mention how it is found, you realise that it’s pointless to be just average. Working with huge, hero brands in a challenging way has so many benefits about and beyond just feeling like you’ve posted great content – especially when it comes to message amplification – but also nice to be recognised as an Influencer, to get positive feedback from readers and have content shared on social media.