Brands need original content to connect with female consumers

Marketers and PR professionals have been trying to figure out how to reach women for years.

Marketers and PR professionals have been trying to figure out how to reach women for years. Building relationships with mommy bloggers and developing campaigns and sponsorships around networks like BlogHer, one of the largest femme blog platforms, has proved successful in reaching the consumer with the purse. But today, it's not enough.

Brands should leverage tools and networks that are out there, but consumers, especially women, need fresh, personal messages and stories they can relate to. Isn't that how the whole mommy blogger phenomena started?

Big-name companies and brands are already developing their own strategies, platforms, and messages to reach women. The PepsiCo Women's Inspiration Network (WIN), an interactive online channel at, is perhaps the most recent and visible example of a brand creating editorial content, almost as a brand extension, with a balanced promotional tone.

Most importantly, it's information that's relevant to women and can be leveraged at events like the BlogHer conference or South by Southwest. For example, at South by Southwest WIN partnered with blogger Sloane Berrent for an initiative that honors influential women in social media and technology. The company will then post interviews with the honorees and attendees.

Jones New York is another brand actually tapping into the characteristics of its consumer audience. The company unveiled the next phase of its Empowering Your Confidence campaign, which celebrates its heritage in dressing women for success.

In a regional campaign, the company is acknowledging women in DC via an ad campaign featuring five prominent women in their respective workplaces, online platforms, and a video with brand ambassador and former White House press secretary Dee Dee Myers.

The national campaign will include a six-market tour this spring to help women craft wardrobe solutions, as well as a digital “Little Black Book of Career Advice” with shareable content from influential women.

Brands need to create original content and figure out how best to push it out, whether that's through established outlets with a female voice or their own channels. But, as always, it starts with a message and the ability to tap into a familiar struggle, goal, or emotion.

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