The newsletters, which mail to about 20,000 subscribers, serve as a compilation highlighting the themes explored on the site during that week, to drive visitors to explore the site, says Kimberly Dobson, vice president of Lifetime Moms.
The Lifetime Mom Channel Leaders and Affiliate Network reaches an estimated one million moms per month. While moms aren’t the only women Lifetime wants to engage, they are a core audience for the network, says Dobson.
The Moms site offers content targeting women at different stages of their lives, such has the MomGenerations.com blog by Audrey McClelland. “We like that multigenerational aspect,” says Dobson.
Lifetime Moms has 10 distinct channels—such as Family & Parenting and Home & DIY—headed up by 16 leaders who provide diverse content that combines personal insights and experiences on a variety of topics relevant to mothers. Four new channels are also being introduced, including Multicultural Moms and Work & Life.
The goal of the site—a two-year-old network of over 85 blogs—is to create a digital extension of the Lifetime brand, both to support programming and advertisers, says Dobson. “We wanted to extend engagement with the programming and offer a new opportunity to create content within the Lifetime brand.”
Disney was one advertiser that worked with Lifetime, creating a campaign focusing on the memories a family could create by going on a trip to a Disney theme park. On-air messaging coordinated with a sweepstakes on the Moms website.
Social media sites such as Facebook and Twitter are also being used to support the site. “We want to engage our consumers where ever they are online,” says Dobson. “We’ll throw out provocative questions to engage them with our network.”
Offline and in-person, Lifetime will be engaging with moms and women active in social media at life events such as the upcoming BlogHer conference in San Diego. The network will hold a dance party during the conference to “celebrate Lifetime moms” during the event.