Talent agency recruits mommy bloggers

So-called mommy blogs have grown increasingly popular in recent years, and many newsmedia publishers have followed the trend, building that content category to their news outlets. Former Edelman Senior Vice President Danielle Wiley is going a different route, directly to the successful mommy bloggers themselves.

Wiley has created Sway Group, a talent agency to represent mommy bloggers, assist public relations agencies in customising programming that matches clients to the right bloggers, and more, AdAge reported today.

While at Edelman, Wiley was one of the first PR agents to work with mommy bloggers. Now, instead of charging agencies for her help, she negotiates blogger fees and takes a commission from the money she brings her blogger clients. And to give the bloggers a better safety net in an online world they may not have much experience in, she books work for them based on their brands, and also helps protect them in a more highly FTC-regulated world, the report explained.

Image: Experience Matters

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