Case Study Time: Becoming a Motherhood Writer for Mumli
My time as a copywriter in the motherhood space
As with most things in life, I was simply in the right place at the right time when I landed this epic freelancing career highlight work.
I’d worked for TRIBE in the lead-up to having my first child, and a colleague from there left shortly after to work for a startup called Mumli. It was an app designed by mums, for mums. A way to connect, share stories, have a good vent, learn stuff, and get your baby shit in order.
So a few months after I’d had my little boy, said colleague reached out to ask if I was looking for some work. I said YAS PLEASE. And the rest is history.
I wrote hundreds of articles for Mumli
Between the start of 2021 and mid-2022 I wrote countless articles for Mumli. I literally can’t even count how many. It’s some of the most inspiring and amazing work I’ve ever done. I truly felt that I could connect with the people reading the articles – as a new mum myself I was right in the zone!
As a motherhood blog writer for Mumli, I clocked up SO much experience in writing for different purposes, always with a solid focus on the brand’s fun, approachable, feisty tone of voice. Here’s a peek at some of the different ways I applied my copywriting skills.
SEO copywriting
Content was a large part of Mumli’s growth strategy, and they engaged an SEO specialist to help them uncover what mums are searching. Most of the articles I did for Mumli were specifically aimed at meeting SEO goals, while also giving readers excellent information in a fun way!
By working off SEO briefs, I became quite adept at writing articles that combined:
SEO goals and specific search terms
Well-researched information with credible sources
Compassion, enjoyability and UX
Mumli’s fun tone of voice.
Believe me, it wasn’t always easy, but I think I got quite good at it.
Here’s a little example: A guide to planning your birth and delivery
Medical copywriting
A lot of the pieces I wrote were about pregnancy and birth. As we were giving women advice and information, of course I had to thoroughly research topics, using only the most credible sources.
* Curveball *
At times Mumli was targeting a US audience, at times it was targeting an Australian audience. I had to pivot as needed to source information suitable to the right audiences. There’s literally different national health advice between countries! Quite significant in some cases. So I had to find the best sources and look deep into health advice and policies.
An example: How much weight should you gain during pregnancy?
Oh, and I should add that the medical articles I wrote were always reviewed by a qualified medical professional. Super important!
Mental health copywriting
Becoming a parent absolutely messes you up in the head. It’s a HUGE identify shift – especially for mums. So I was so privileged to be able to research and write advice for managing mental health during the transition. Many of my pieces included strategies to improve mental health, and helpful resources.
An example from: 8 tips on how to maintain mental health during pregnancy
Lifestyle copywriting
Sometimes I was called upon for the lighter, more fun stuff.
An example from: Top babymoon destinations 2022
Interviews with experts
Mumli loved to draw wisdom from real experts, and I often had the honour of interviewing them and weaving their quotes into articles. A highlight for me was interviewing Nadine Richardson, creator of the She Births course!
Comprehensive guides
Some of the pieces I wrote were designed to be complete guides to navigating a certain part of motherhood. I had to really nut out every element of the journey, and provide useful information.
This is probably the piece I’m most proud of out of anything I wrote for Mumli:
Everything you need to know about the postpartum period
Topical pieces
Of course, a good content strategy has to shift with the news cycle, so I was often asked to drop what I was doing and quickly put together a piece to meet the current needs of mothers.
Some examples:
For Father’s Day: 5 ways to help your partner be a great dad
What to do in a baby formula shortage
Heavy stuff
Good lord, some of the content was difficult! I had to write about miscarriages, birth defects, infertility and child sickness, finding a way retain Mumli’s distinctive tone while giving the piece the seriousness it deserved.
Some examples:
Where to find help: Guide for parents with a special needs child
A guide to understanding the diagnosis of unexplained infertility
How to talk to family and friends about your infertility
What is a birth defect and what are common birth defects?
Gender equality stuff
Yaaaaaaas! These sorts of articles were totally my jam. I loved being able to tease out the issues around motherhood and the pay gap, household inequality and more. Bloody loved it!
I think it’s so important to discuss these topics, and found it a great opportunity to engage mums in my personal networks to contribute to the articles.
Some examples:
PSA: Maternity leave is not a vacation
Pregnancy and work: How the f*ck do you do both?
Hey, employers – here’s what mothers in the workplace really need
A career highlight
I loved writing for Mumli, and I’ll always consider it a highlight of my career. I met some amazing people, some who I’ll call a friend forever!
When I was writing in the motherhood space, I felt like I was truly contributing my skills towards something meaningful, and leaving my mark on the world.
Sadly, Mumli is no more as the app missed out on funding and couldn’t continue to operate. I mean, the world is filled with pandemics, wars and general upheaval RN, so they did so well to go for so long!
So look. If you need a seasoned mum, who’s also an expert writer, to craft some incredible content for a mother-based audience – I am absolutely your gal. Please reach out for a chat – and know I’ll consider discounts or pro bono work for particularly special work <3
