Developing an Understanding of the Media Landscape to See Where Your Story is Best Suited

By Chan Desai, Account Strategist — Otter PR 

Being a stay-at-home mom is more achievable now than ever, thanks to the evolving media landscape. The art of storytelling has enabled moms to form connections on social media, which has transformed how moms can make a living while still staying at home with the children. 

As you balance your business and motherhood roles, tapping into the expansive media landscape can be your secret weapon for driving your brand ahead. It's the ticket to cherishing precious moments with your kids while running your business from home.

From the trusted pillars of newspapers and television to the boundless frontier of social media and podcasts, the options can be staggering. However, there's a method to this media madness. 

By understanding the unique qualities of each platform and weaving them into your brand's story, you'll be equipped to foster deep connections and put your brand in front of your desired audience. Your journey as a mompreneur is poised for a meaningful and prosperous path ahead with a map of the media landscape. 

Research and analyze different media platforms

Understanding the different media platforms to serve your business best is a little like understanding the different personalities of your kids. Everyone has to eat dinner, but how you present it to each child helps them accept and eat the meal. 

For example, one child may prefer to eat their meals on an orange plate with lots of extra ketchup, while the other doesn't care and likes it plain, and another demands the pink plate with their favorite pink spoon and maple syrup. Treating your audience the way that will best connect and resonate with them is what will get your brand to the right people, and navigating the media landscape is like picking out the correct plate for the right audience. 

The goal for your brand is to share your story — the tricky part is finding out how and on what "plate." Each medium is a conduit for your voice, from the longstanding pillars of newspapers and magazines to the digital avenues of social media and podcasts. 

For example, newspapers and magazines provide your brand with credibility, making you an expert in that industry. Television and radio are modern-day orators, presenting your stories through audio and visual elements. Websites, blogs, and social media are like bustling farmer's markets of ideas where connections are formed. Lastly, podcasts offer an intimate space for in-depth conversation, much like a cozy fireside chat or those 10 minutes of afternoon coffee with a friend. 

Harmonizing your story with the essence of each platform is pivotal. As you choose the appropriate attire for various occasions, your content should seamlessly fit each platform's atmosphere and audience. Authenticity is the key, whether narrating your parenting journey or unveiling business expertise.

Study audience demographics and preferences 

Imagine planning a big family gathering — you'd want to know everyone's favorite dishes and activities, right? That's exactly what studying your audience's demographics and preferences is like for your media strategy — it's about getting to know them like your own family.

Start by figuring out the basics: their ages, where they're from, and if they're more of a mom tribe or a grandma squad. But really, you need to know what they're passionate about, what they like to do in their free time. Whether crafting, healthy living, or exploring new places, connecting with their interests creates a bond like sharing family traditions.

Preferences are necessary, too. Do they enjoy cozying up with a book, tuning in to their favorite show, or catching up on the latest podcast? Knowing this helps you serve your story on their favorite plate and makes them feel heard. 

Listening to your audience is as important as listening to your children. Read their comments and reviews on similar stuff. It's like overhearing them chatting about their preferences, and if you join those online coffee chats, you'll hear all about their hopes, dreams, and challenges, too.

Creating audience personas is like making a special scrapbook for each family member. Give them names and faces — make them real. This makes it easy to plan content that's just right for them in a way they'll receive, like making their favorite dish on their favorite plate. 

Monitor industry trends and developments

Monitoring media trends is like staying in sync with your child's evolving interests. Just as you adapt parenting strategies as they grow or for each child, embrace technological advancements that enhance your storytelling for each type of audience on each platform. Explore emerging platforms, mirroring how you encourage your child's exploration.

Study evolving storytelling formats to stay relevant and relatable. Experimenting with new formats keeps your content engaging, and don't be afraid to try a new media platform. TikTok emerged as a favorite for many moms because of the pandemic, and it was easier to use with fewer rules at the beginning. 

Keep a finger on the media pulse while studying and understanding the analytics. Tracking your insights is like monitoring your child's progress — you want to ensure you're on track and hitting every milestone. These insights show what's working and what needs refining.

Engage with media professionals and influencers

Consider this phase as assembling a network of allies, much like the supportive circle of friends you've nurtured on your motherhood journey. Engaging with media professionals and influencers can elevate your brand's presence.

You can start by engaging with people on social media and attending free workshops and networking events. You can even see if your city has a local mompreneur group. Also, establish yourself on more reputable social media platforms like LinkedIn, Twitter, and Alignable or your local business bureau webpage. 

Once you've made yourself known and begun to engage with others, start asking for help. Seek the advice of media professionals and form collaborations with them and influencers as well. These collaborations introduce your brand to new audiences and expand your reach.

Most importantly, build meaningful connections that extend beyond business transactions. As you forge genuine bonds with other moms, authentic relationships with media professionals and influencers create a supportive network that fosters mutual growth.

The media landscape doesn't have to seem like an ever-growing mountain of self-doubt and impossibility. With the right mindset and help, getting your brand to the right people gets easier with time and experience — much like raising kids. 

– Chan Desai graduated with a Master’s degree in Management Communication with a focus on Marketing Communication, and an undergraduate degree in Communication Studies with a focus on Media Studies. She has been with Otter since 2021 and has earned her clients successes in The American Reporter, Forbes Business Council, NY Weekly, and more.