How to Make Content for Parents

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According to NielsenIQ research , parents are increasingly making online purchases of children's products every year. This trend is also confirmed by reports from multi-product platforms. For example, the "children's clothing" category took third place in terms of turnover on Wildberries and Ozon in 2022. Co-founder of the Hurdy Gurdy brand Anna Egorova shared what content "goes best" for parents and how brands can build communications to strengthen trusting relationships with moms and dads.

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Where does child marketing begin?
According to Rosstat , more than one million children austria telegram number database were born in Russia in 2022 alone. This means that children's brands need to introduce new parents to their products again and again. To retain the attention of a new audience and increase the loyalty of the current one, a brand must speak the same language with parents, respond to their needs and desires.

Parents are a very responsive and emotional audience. It is important for them to know that the product is safe, useful, of good quality and corresponds to the price. They make a purchase decision based on trust in the brand, so they carefully study the products, focus on reviews and take into account the opinions of influencers. In order for children's brands to become truly beloved and dear to mothers, they must know the specifics of promoting parental content.


Content Features for Parents
Short text, infographics, collections, checklists
Modern parenting is a life in multitasking mode. Therefore, one of the main criteria for the text is length. Posts should be short. Moms are usually very busy, so they do not have time to read longreads. It is better not to use abstruse phrases and complex terms in communication - limit yourself to simple texts.

Use infographics wherever possible. Collections and checklists are very popular formats among parents. For example: games to take on a plane, gift ideas for newborns, recommended books for preschoolers, etc.

The following screenshots illustrate this feature well: