I wanted to become a mummy blogger – then I remembered I don’t have kids. Slight problem.
If you’re a mummy blogger, you’ll already be familiar with the recent attention on this community. If you’re not up to speed, here it is in a nutshell:
* Mummy bloggers build huge and supportive communities
* They can influence, inspire and persuade
* In Australia, they are finally commanding the attention of major brands (who want to reach their communities)
* Within the last month, a blogger talent agency – The Remarkables – was launched representing five mummy bloggers (okay I know that some people don’t like the word “mummy” but I’m not getting caught up with the terminology. Please do insert whatever politically correct word you prefer).
* Mainstream media has reported on “the rise of mummy bloggers”, including a TV segment this week on The Project about “millionaire mummy bloggers”.
If the reports are to be believed, mummy bloggers are the Next Big Thing in wealth creation. As a result, you can expect an influx of people creating blogs so they can write about their kids, dogs and soccer practice.
They may be inspired by the winner of the Sydney Writers’ Centre’s Best Australian Blogs Competition 2012, Eden Riley. Eden happens to be a mummy blogger but that’s not why she won. She won because she’s a gifted writer whose posts are raw, funny and compelling, regardless of whether she’s writing about her choice of new spectacles or meeting with the Prime Minister.
Last year’s winner of the Best Australian Blogs Competition was another mummy blogger – Nikki Parkinson, the blogger behind Styling You. Okay, she’s not exactly mummy blogger. But she’s a mum – and she blogs. And her posts about accessible style for real women are incredibly useful – and beautifully written. I learn stuff about scarves and eyeshadows that I never read in the glossy mags. And you know what? I believe Nikki. I trust her. But I don’t always trust the photoshopped images and accompanying advice in some magazines.
And today, a group of mummy bloggers, including Eden Riley, Mrs Woog, Zoey Martin, Kim Palmer Berry and Kerri Sackville (one of our wonderful presenters at the Sydney Writers’ Centre) are meeting with the Prime Minister at Kirribilli House. It’s true. The mummy bloggers have arrived.
There’s no doubt that mummy bloggers can hold heaps of power and influence, particularly in their communities. Bestselling author Robert Cialdini wrote in his book Influence about how we trust the opinions of like-minded people, people “like us”, and people in our communities, more than opinions from those who are not (including expert opinions or reviews).
With mainstream media painting mummy blogging as the new pathway to riches and glory, I thought I’d better get in on the action. The only problem is that I don’t have any children to blog about – not any human ones anyway. And the reality is that if you blog incessantly about your two fluffy white cats and one fluffy white dog, they don’t call you are mummy blogger … they call you a Crazy Cat Lady With a Dog.
So I had to push my mummy blogging aspirations aside. But if you’re like me – that is, physically unqualified to call yourself a mummy blogger – take heart. There are lot more brands in the world than Procter & Gamble, KFC, Dreamworld and Disney And if you’re not that interested in shampoo, fast food, kids’ rides and Snow White, there are plenty of other brands out there who may want to reach their target audience. Maybe that could be through you.
Perhaps you blog about food, cars, gadgets, movies or pop culture. Think about your community. Consider which companies want to reach your audience. Nobu, Lexus, Samsung, Dell, 20th Century Fox? Position yourself as an influencer.
The reality is that we’re seeing the long tail really take shape when it comes to blogging in Australia. In the days of Mad Men, brands were so limited in how they could reach their audiences. There were few television channels, a small number of publications and much fewer media to choose from.
Now, not only is there a huge number of mainstream media options, there are also a myriad of social media influencers and publishers who communicate with active communities. If you tweet, blog or have a group of followers, you are essentially a mini-publishing business.
You make up the long tail – and therein lies your opportunity to influence, persuade and possibly make a million. Even without any children.