We were set the challenge to appeal to niche parenting publications, alongside targeting higher-domain national and lifestyle publications. We needed to explore how we could tackle this within the US market and adapt our strategy to suit the individual demands.

Our first observation was that, much like the UK market, journalists at higher domain publications are more responsive to tailored pitching, through journalist requests, feature pitching, and thought leadership style articles.

These methods helped us to secure links in New York Magazine, GoodtoKnow, and more. The key element here is that the content provided to the journalist was, first and foremost, exclusive to the publication and secondly, expert-written by the in-house specialists.

We used the in-house team of experts to support this activity, and by doing so, we were able to establish a solid relationship with these individual publications on behalf of the brand.

When securing coverage in more niche parenting publications, we found that tips and advice-based content was the most successful method. One key finding was that seasonal-based content was hugely successful – we tailored our strategy to suit this.

For each season, we explored different aspects that would appeal to and affect those who are either expecting a child or are new parents. For instance, seasonal aspects like weather, national holidays, and events like Christmas, Mother’s Day, and Easter performed extremely well.

Our discovery from working with Your Baby Club is that for success across a diverse range of publications, we need to adapt and change our strategy to suit. We also needed to monitor the performance of individual methods of digital PR when working with domains, to establish a wider picture of how we can ensure that coverage is consistent and diverse.