SavvyMom Media has evolved to become a matchmaker of sorts. The online media company traditionally reaches moms through the curation of blogger content sent out to subscribers through multiple e-newsletters and placed online. But now, having formed relationships over the years with third-party mommy bloggers, the brand has launched the SavvyMom Media Collective and is marrying those content creators with brands to create sponsored posts.

President’s Choice and Smuckers are the first brands to work with the company and its partner bloggers and there are more opportunities for advertisers to use the new offering as it rolls out this fall, Minnow Hamilton, editor-in-chief and founder, SavvyMom Media, tells MiC.

A survey released last year (which spoke to over 2,000 women bloggers), revealed that 90% of bloggers want to work with brands. Yet two thirds of those approached by brands say that they have rejected a campaign pitch because of mismatched values. The new offering sets out to facilitate the creation of authentic blogger-brand relationships that match the beliefs, audience and expertise of the blogger with that of the brand, according to a release from SavvyMom Media.

Options with the new program include bloggers being able to test out new products, with banner ads running alongside it, or they can run sponsored sections on their site, says Hamilton. “Mom bloggers are influential because their writing is authentic and honest,” she adds. “They’re the voice of the real mom and consumers or readers can relate to them. They spread what we call ‘word of mom’ and it [can be] very effective.”