Clorox As Content Curator

Clorox Sponsored Curation Site for Moms

Federated Media has teamed up with Clorox on a metablog for moms that pulls content from top womens and parenting sites such as Dooce, Rookie Moms, Girls Gone Child and Her Bad Mother. The site is powered by Foodbuzz, a curation platform (and community of 4000+ food bloggers) acquired by FM in 2010.

From Clickz:

“Federated Media Publishing has launched the first of what it has dubbed ‘DailyBuzzes,’ or sites that will curate content around specific topics with a variety of brand partners. The first site, DailyBuzz Moms, will, not surprisingly, target moms (and some dads) in partnership with The Clorox Company.”

I love the idea of brands investing in marketing projects that also attempt to provide a consumer service. Many will fail, but I appreciate the effort to do something beyond an interruptive product pitch. So I’m rooting for Colorox and FM on this one, but they’ll face at least two obstacles on the road to a big and engaged audience. One, they aren’t the only curators in town. They’re up against hundreds of sites and services that also promise to filter and present a digestible sampling of the day’s best parenting content, including the bloggers they’ve partnered with. Two, they head into that battle — a battle for consumer attention — with a hand tied behind their back. Unlike an independent blogger or a new startup, Clorox has its brand to consider. Earlier this week, tech bloggers achieved record traffic by covering the Bin Laden story. Heather Armstrong at Dooce reached new audiences 2 years ago when her unhappy rant directed at Maytag went viral on Twitter. Will Clorox be open to republishing quality content, even if it’s sometimes controversial? I hope so.

At first blush, I’m a fan. If you like the idea of StumbleUpon, Digg or Twitter, but don’t have the time or patience for all that randomness, it’s a simple way to discover new voices around your favorite topics — in this case, Mom content. And tapping into an existing platform like Foodbuzz (both the technology and the humans) will give Clorox a leg up.

Disclosure: I was part of the founding team at FM and worked there from 2005 to 2009, and I continue to have a crush on the entire Armstrong family, who create Dooce.

  1. # Tac Anderson said: May 5th, 2011 at 11:53 am

    I’m curious on your take if brands should try and do this stuff on their own or are they better to partner with companies like FM?

  2. # Chas said: May 5th, 2011 at 5:54 pm

    Tac: To me the only question is, which partner do you pick. I continue to think FM is the best in the business — perhaps I’m biased! Brands generally aren’t prepared to do this without help. Kraft makes great mac and cheese, but Conde Nast makes better magazines. To succeed brands need to be as good as any other website that’s trying to serve the same audience, and that will almost always mean partnering with the best in the business at tech platforms, editorial vision and good storytelling.

  3. # Mr. dooce said: May 5th, 2011 at 6:05 pm


    Hope you are well!

  4. # Deanna Brown said: May 6th, 2011 at 9:03 am

    Chas, as always, so many of your points resonate for me.

    That said, one correction (perhaps our bad on not being clearer in the press release). This is a ‘partnership’ with Clorox but FMP has ventured into the ‘publisher and product’ role on it’s own last year when we acquired Foodbuzz ( is a property of FM and a unique curation/community platform which we are using the best of to create these new platforms; Clorox is participating with both curated content/inclusion AND sponsorship).

    I’m sure this is clear as mud…but hope this helps.

    Signed, Chief Bottlewasher.

  5. # Chas said: May 6th, 2011 at 9:12 am

    Thank you, Deanna. I’ll update the main post to better explain the Foodbuzz platform. Separately, I’d like to point out that the bottles at FM are looking much cleaner than when I was there!

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