Midlife WTF: Integrated Marketing Plan

Brand:

Midlife WTF: A bold, funny, and real destination for women 40+ navigating menopause, midlife transitions, career shifts, relationships, fitness, and wellness - with clarity, humor, and community.

Goals:

• Position Midlife WTF as the go-to resource for women 40+ for honest, expert-backed content about menopause and midlife.

• Create a thriving online community where women share experiences, get advice, and support one another.

• Monetize content through advertising, sponsorships, and partnerships.

  
  

Strategies:

• Build a robust website and resource hub.

• Create multi-format content that connects - written, video, audio - with clarity, humor, and expertise.

• Foster community engagement and build loyalty.

• Implement a plan to monetize as the audience grows.

  
  

Tactics:

Define Buyer Persona: Jennifer

• 54-year-old high-achieving Senior Director juggling career, college-aged kids, aging parents, and post-menopause symptoms.

• Feels blindsided by hot flashes, weight gain, low libido, brain fog.

• Seeks straightforward, research-based advice - no gimmicks, no judgment, no fluff.

  
  

Establish Graphic Identity

Logo & Color Palette:

• Black: Power, sophistication

• Neon Pink: Energy, rebellious femininity

• White: Balance and simplicity

  
  

  Fonts:

• Primary: Spite Graffiti (bold, edgy, nostalgic 80s style)

• Secondary: Soft Candy (for Canva use) or Calibri (for word clarity)

  
  

Logo Elements:

• Airbrushed font + neon evokes Gen X nostalgia.

• "Emoji" face signals frustration and humor.

• Female symbol clearly marks the audience.

• Tone: Playful but bold - taking menopause seriously without losing humor.

  
  

Website: www.midlifewtf.com

Primary Components:

• Blog posts as the main content engine (establish voice and authority).

• Newsletter sign-up prominent on homepage.

• SEO optimization (long-tail keywords, smart linking, proper headings).

  
  

Drive Traffic:

• Blog promotion on social media (Instagram and Facebook).

• Microblogs and memes on social (fun, shareable).

• Paid search and digital ads.

• Organic SEO and Google Analytics monitoring.

  
  

Content Creation

Blogs – fresh content weekly

Examples already live:

• HRT – AKA My Body on Wi-Fi Instead of Dial-up

• Wearables, Cycles, and the Alert that Should Exist

• Why Did No One Tell Me It Would Be Like This?

• Does My New Pooch Make Me Look Fat?

• Oprah, Hormones, and the Revolution We’ve Been Waiting For

• Lift More, Cry Less: The Menopause Workout Manifesto

• My Metabolism is Ghosting Me

• I Birthed You, I Bankrolled You, Please Text Me Back

  
  

Video Blog Content (Vlogs) - fresh content monthly

• Short 2–5 minute videos with humor and real advice (hot flashes, HRT, weight loss myths, empty nesting).

• Reels and short videos for social media cross-promotion.

•  Example already live: Menopause and Marriage – a Love Story

Audio Blog Content (Podcasts) - fresh content bi-monthly

• Midlife WTF Podcast - real talk and expert interviews about menopause, fitness, career changes, and mental health.

• Tie audio content back to blog posts for deeper brand engagement.

• Example already live:  Did I Just Burst Into Flames in the Produce Aisle?

  
  

SEO Best Practices

• Focus on long-tail keywords: "best workout for menopause," "what helps hot flashes," "menopause and career changes."

• Link out to credible resources (Mayo Clinic, NAMS, Dr. Stacey Sims).

• Google Analytics: Track blog performance and optimize future topics.

• Regularly review Google Trends/Keyword Planner for new content ideas.

  
  

Social Media: Focus on Instagram and Facebook

• Promote Blog Content Weekly – Sample 

• Short-Form Video (Reels, Stories) – Sample 

• Memes - Sample

• Microblogs – Samples

• Community Engagement – Sample

• Use Facebook Closed Groups for deeper discussions and peer sharing.

• Use original photography where appropriate to build authenticity and trust, helping the brand feel real, relatable, and unique. - Samples

Influencer Campaign

• Partner with midlife and menopause-friendly influencers to amplify reach, drivevnewsletter sign-ups, and increase community participation. 

• Use different levels (micro vs. macro vs. nano) to gauge effectiveness.

Examples:

• @chalenejohnson – Midlife fitness and energy (850K followers)

• @taniadalton – Energy and menopause coach (18K followers)

• @so_this_is_50 – Fat loss and menopause body coach (116K followers)

• @carametz_ – Menopause fitness coach with massive reach (620K followers)

  
  

Email Marketing

• Welcome email sequence to nurture engagement

• Create weekly newsletters with:

  • Quick tips (“3 Ways to Beat the Hot Flash Today”)

  • Blog updates (video and podcast)

  • Product recommendations

  • Event announcements

    
    

Paid Search & Display Advertising

Google Search Ads:

• Keywords: menopause, perimenopause, hot flashes, HRT, weight loss, hormone therapy, brain fog, fitness for women over 40 (50,60), midlife women, empty nest, aging parents

  
  

  Keyword phrases: menopause help, menopause weight gain, best HRT for women, perimenopause treatment, women over 40 (50,60) workout, women over 40 (50,60) weight training, midlife health tips, menopause apron, menopause support blog, menopause symptoms

  
  

Display Ads:

• Run ads on: Women's Health, Real Simple, Good Housekeeping, Cosmopolitan online.

  
  

Podcast Ads/Sponsorships:

Target midlife-friendly podcasts like:

• Mel Robbins Podcast

• Better with Dr. Stephanie

• The Dr. Gabrielle Lyon Show

• Well Beyond 40