Absolutely Mama fills the gap for a London centric parenting title
Looking at the plethora of pregnancy, parenting and baby magazines available, the team behind Absolutely Mama realised there was an editorial gap in the market for the young, busy and creative woman ready to approach motherhood in a non-traditional way. Absolutely Mama launched to cater for forward-thinking mums and mums-to-be, interested in modern content and design that focuses on the mother. Core themes include health, fashion, beauty, interiors and design.
Absolutely Mama is a parenting title with a real difference – something that’s reflected in its editorial content, design aesthetic and digital strategy.
The driving force behind the magazine is a new generation of enterprising modern mamas: women embracing motherhood as a creative opportunity. These pro-active, digitally savvy ‘Insta-mums’ won’t accept tired styling, bland features or cliched content. They insist upon the same diversity of ideas and quality of content they’re used to from wider women’s lifestyle media. They didn’t lose their sense of style when they had their babies, and they certainly don’t need a magazine to condescend to them when it could be talking to them as a friend and fellow mother.
It helps that the Absolutely Mama team is largely made up of mothers working flexibly while balancing the demands of career, creative interests and child-raising. The magazine is made by the same women it seeks to engage and represent. As a result, the publication resists lecturing to, patronising or making assumptions about its audience and focuses instead on real mothers’ ways of answering the many challenges and opportunities presented to them.
Absolutely Mama is a magazine designed by and for women determined to forge their own distinctive path through motherhood. And while the big brands and major products are represented, Absolutely Mama makes a point of foregrounding independent, design-led and often mama-run boutiques and brands so as to serve and support the revolutionary – and, once again, enterprising – new mothering community in all its forms.
In step with its audience at a critical point in their evolution as a community; leading the charge for the women it seeks to represent; embodying the values and vitality of its community in its forward-thinking design and open-minded, agenda-setting content: Absolutely Mama is the only parenting title with its finger firmly on the pulse of the new mothering culture.
After the success of the first issues, the Absolutely Mama team received encouraging positive comments about the quality and design of the magazine as well as its feel, look and vibe. Being a forward thinking, design-led, mother-focused publication shouldn’t be restricted only to Londoners. Readers from all around the UK contacted us, asking us for the magazine to be available outside London as well. And this is how the team went national. Our subsequent issues has moved its focus from the London mother to modern mothers all around the UK.
For more information on advertising in Absolutely Mama contact us here
The Buyer Journey is the process a potential customer goes through from the initial realisation stage, to the decision stage where they make the purchase. It’s imperative for content marketers to understand the Buyer Journey as only then will they truly be able to understand their customer’s approach, needs and values. To help you appeal to your ideal customer, we take you through the step-by-step process a buyer will go through on their journey.
At the awareness stage, the potential buyer will be coming to the realisation that they are in need of a certain product by experiencing and expressing symptoms of a problem or opportunity.
The customer will be undertaking educational research to more clearly understand, frame and put a name to what they need, whether they view it as a problem or opportunity.
The content types that work best during the awareness stage include educational content, such as white papers.
At the consideration stage, the potential buyer has defined and named their problem or opportunity. They are starting to research and understand the various available approaches and methods to help solve their problem or opportunity.
The content type that works best at the consideration stage includes expert guides and videos.
At the decision stage, the potential buyer has decided what their strategy will be and has compiled a list of all available vendors and products. They’ll be continuing to research each of these vendors and products before ultimately making the final purchase decision.
The content types that appeal at the decision stage include case studies and product literature.
To find out more about Zest’s content services, get in touch with our dedicated team.