We define content as one article on a single web page containing any or all of the below elements. Your article should have a single coherent theme and not contain multiple themes as this would confuse your audience.
Using videos as part of your content strategy is a powerful way to help mums decide. According to Small Business Trends, 74 percent of users who watched an explainer video to learn more about a product or service subsequently bought it and 77 percent of consumers say they’ve been convinced to buy a product or service by watching a video. 92 percent of mobile video viewers will share videos.
Visual storytelling like Infographics are almost as powerful as videos when it comes to your buying cycle and content strategy. Research on colourful visuals by Xerox found that people are 80 percent more engaged when reading content if it is presented using visuals. You want your infographics to include plenty of useful data too.
These are the key elements of your content page.
- Page Title.
Title of your article developed to entice readership and give clear indication of article content.
- Hero Summary.
1-2 sentence snippet overview of your article. Make this snippet exciting as mums will scan this to see what your article is about.
- Hero Image.
Your main image at the top of your content page.
- Article Title.
Same as page title.
Break your page content up into smaller snackable portions, each with their own sub-heading to introduce the section.
- Body Content.
- Related Links.
Mum+ links relevant to your article.
- Inline Image.
Visual elements to help communicate meaning of content.
This is where we embed a Call-To-Action for your article to help mum with her next steps once she has viewed your content. She’s now ready for the next click.
- Professional Profile.
If your content is written by an expert we will highlight your credentials here.
Content Word Lengths
There are no real word limits for your content page, as some article types require longer word lengths. Word lengths should be as long as the article needs to be. Word lengths can be from 250 words to north of 2,500.
People are now reading longer form content so long as it is of value and informative. To put this in context, articles with a word count of more than 2,500 were shared the most in 2016 with an average idea length being 2,100 words according to data from sources such as HubSpot.
One Article Theme Per Page
Your content page cannot combine multiple articles or multiple themes as that will simply confuse mum while reading. Always stay on topic in relation to the page title and hero extract. Please do not combine several articles into one content page.
Also, please keep in mind that your content should be easily read with minimal scientific or medical terms or jargon.
Micro-content like video, infographics, polls, CTA’s, explainer boxes all add colour and understanding to your content and we encourage you to insert these elements into your page. Micro-content brings your web page to life.
Keep paragraphs to a maximum of 4-5 sentences.
- Break paragraphs up with lists
After 2 to 3 paragraphs insert a subtitle.
Try to insert visual elements after every 4-6 paragraphs.
Page Headings or Headlines
Headlines and titles should be reflective of content.
All First Words of the Main Headline, Title, and Subtitle are Capitalised (like this).
All Major Words in the Headline Title, and Subtitle are Capitalised including the second part of hyphenated Major Words, e.g., Part-Time not Part-time.
All visual content elements must have a description or title.
Avoid using periods at the end of headlines or titles! (like this)
When you use bold sparingly, and it can be effective.
As mums often skim read through content, bolding key points can help drive home a point. This should be used sparingly else the words appear like you are yelling at your audience. Also, if too many words are bolded they won’t stand out so much.
Video, Infographics and visual elements to convey the message or story. Provide users with visuals like images, graphs, infographics, screenshots and video clips instead of big blocks of text. These allow them to process your message more quickly and retain more valuable information.
Overused, staged, and stock photography are unbelievable. Choose realistic images that portray real world, real people, and real product use. Over-produced video is not as authentic as single shot non-edited videos, lower quality is OK, this brings authenticity to the experience.
Use new perspectives for your pictures and videos if possible like:
- 360, drone, and head-on camera.
Images should be good quality, clear, recognisable, and correctly oriented.
Images should relate specifically to the content and not be misleading.
Images can be supplied in .png or .jpg file formats, ideally already web optimised.
We will optimise & resize images appropriate for publishing.
When choosing images, think about the following:
Are product images appropriate and useful? If so, this should be your first choice.
Can you use an authentic image or a real person to tell a believable story about people using your product and benefitting from it?
How can you show that your product is of good, or superior, quality? Can you show the craft, the expertise or the materials that make it great?
Call-To-Actions are crucial to move mum to the next stage of her buying cycle.
We need to treat the CTA with the respect and attention it deserves and keep in mind that not every piece of content is intended to make the hard sell. Sometimes, the desired conversion from a piece of content is not a purchase, but to bring mum deeper into the customer journey to discover more about you and your products.
Mums are likely to scroll past overly used formal CTA’s like Buy Now, Call Now, or Learn More. Preferring more personal and casual enticements like Here’s is a link, Let’s Chat, Let’s get some, Have your say, or We’ve got you covered.
Casual conversational language produces better conversions with more engaged responses and is more authentic. With CTA’s, it pays to be less demanding and more suggestive, be personal like a friend rather than demanding like a sales person.
- Allow mum to buy or find a retailer.
- Capture mum data.
- Drive sample requests.
- Polls, surveys, and competitions.
- Optimised product landing pages.
- Gated & personalised content.
All CTA’s must include a link to the action you are asking the mum to perform.
All off-site links will spawn a new tab, any on-site or internal links will stay with the same browsing tab.
If claims are made about products or services please always support this with relevant, professional and appropriate evidence. This helps build confidence in your product and brand.
Please avoid content, including earned media, which promotes or supports negative comments or views about people, competitors, products or categories.
You can supply your written content to us in either word or pdf format. Alternatively, if the content is already live you can simply provide a URL and we will copy it over and start formatting it.
Please include all original visual elements including any download links to videos or other elements that are part of your page’s content.
If you need help sharing larger files with us just let us know and we’ll send you a file sharing link to upload to.
We will not allow any significant changes to content once it has been submitted so please ensure what you send is what you want published.
What Happens After We Submit Content?
Our mum+ team will get busy formatting and shaping your content into your web page. We’ll absolutely let you review the page in draft format before anything gets sent live to make sure you are happy with the look and feel. This review process is just focused on the look and feel and not the wording or substance of the content you submitted.
Mum+ Proofing Process
If we are helping you by repurposing and rewriting some of your content, we’ll send that back to you in word format for review and approval before we start to populate it into your web page.
Updating Your Content
You can update or edit any content piece every 3 months to make small changes to the copy, replace images or videos, or change a Call-To-Action if required. Mum+ should also agree to these changes to ensure all changes are appropriate.
You can totally replace any content piece every 6 months. Mum+ must also agree
to a change in new content piece to ensure all content is appropriate.
Unpublishing Your Content
Finally, if in the future you feel a content piece that you have supplied, and we have published, is no longer suitable, you just let us know (including URL) and we can easily un-publish it within 48 hours. This does not include content we have repurposed through editing or rewriting.
Once we get a request to unpublish a content piece, a receipt request confirmation email will be sent to the content partner from mum+, signalling the start of the 48-hour notice of removal timeframe. Due to caching (storing) performed by some servers, CDN’s (Content Delivery Networks), and browsers, your content may linger for a little longer even though we have removed it from our servers. This is beyond our control and a condition of modern Internet transfer protocols.
Copyright & Content Removal
You retain all copyright and full ownership of the content and content elements that you supply to mum+. You have the right at any time to remove your content. Mum+ will remove any content as requested by a partner within 24 hours of receiving the request.
Any of your content that we have helped to repurpose through editing or rewriting, beyond its original form, we simply ask that you don’t republish this content on any other parenting or pregnancy platform, or any other platform that has a pregnancy and parenting section or category. Once we edit or rewrite a content piece, we then retain the right to continue to publish this content within the mum+ platform or mum+ network of websites.
You absolutely can publish this edited or rewritten content in your own digital channels and publications. We just ask that when you do publish any content we have edited or rewritten that you simply include a mum+ logo (we’ll provide the artwork) and a live link to our platform.