Daddy Blogger ≠ Mommy Blogger, plus a book giveaway
Recently, I read a post by CC Chapman entitled “I’m a Dad and Damn Proud of It.” Certainly, it was a great post talking about what he feels is the most important role that he plays, which would be father to his kids.
In the post, he goes on to talk about why “Daddy Bloggers”, a term he initally resisted but has warmed to, aren’t taken as seriously by brands and the media as mommybloggers. He then signals the start of his quest to get more brands to pay attention to Daddy Bloggers and see them in the same light as their female counterparts.
I was very conflicted when I first read this post. (Full disclosure – CC just released a book through my company and we spoke on a panel at BlogWorld Expo last month.) My inital thought was, are you kidding me? Men have control EVERY other sandbox in the world, and now you want to take over this little part of the playground where we have been able to make an impact and be heard? Can’t you just leave this the interwebs alone? Surely, a melodramatic and reactionary reaction, but hey, this is my sandbox.
Then I stopped rolling my eyes and thought about it more. He does have a point. Yet, I don’t see the Daddy Bloggers taking over and kicking any Mommy Bloggers out of power. As if the power that MBs have is something to covet. I think there is a role for Daddy Blogger, but I don’t see them ever being top dog in the blogosphere.
Brands looking at bloggers want to know if the blogger is influential and how many people of quality that blogger influences. If the role of the Daddy Blogger is to relate to other dads, I wonder how much of their readership is male? Most men I know will read TechCrunch, Mashable (I do hang with the geeks) or ESPN, not a blog. Certainly the man I know the most, aka Mr. IT, doesn’t read any blogs. I’m lucky he turns on his Blackberry when he leaves the house. Women, by far, seem to read more blogs than men in my world. So if a brand is looking for a male to be talking to a female audience, bingo. I think there is a role for the male blogger who is talking to women but if the message is aimed at men, I’m not sure the Daddy Blogger is the best person to give it out.
Why is that? Three words – WORD OF MOUTH. Women are simply much better at the game of WoM marketing than men are. It’s the same reason that we’re stereotypically portrayed as gabby and gossipy – while we’re chatting about that mom who pushed to the front of the carpool line at school, we’re also talking about the new restaurant we just ate at, the new jeans we simply love, and the sale at that local boutique that sells the sweaters that are to. die. for. It’s why Mommy Bloggers have the power that they do. Brands know that these women are eager to try new products and will tell everyone when they like something. It’s what women do, and at least for some, comes off quite naturally.
CC has a point in that brands shouldn’t ignore dads/men when it comes to looking for advocates. The engagement will be different and so will the impact. Greater or lesser will depend on the product, but overall, I don’t expect Mommy Bloggers to be out of a job anytime soon.
In any case, whoever you are, if you aren’t reading CC’s blog and following him socially, do so immediately. Not only is he smart and thought-provoking, he’s a NICE GUY. His book, Content Rules is published and available now from, as they say in the UK, all good bookstores. Co-written with Ann Handley of Marketing Profs, it’s a must-read for any blogger wondering how to take their blog to the next level, if the next level is good content that people want to read, hear or watch. I have one copy of the book to give away – post a comment below and I’ll choose a winner on Friday at 9am Eastern.