Managing the content strategy for Kidspot was like strapping in for a rodeo ride. The site grew fast and the content strategy remained agile from when I joined in 2009 to when I left in 2014. The strategy was to build organic traffic through low competition keywords, augmenting that traffic with a daily and monthly email while building a loyal community through Kidspot Social, a database of around 75,000 mums who came together to ‘chat’ about everything from how to cure nappy rash to what they should cook for dinner that night. The content Kidspot produced included:

  • daily updated articles around our key navigation points

  • daily email

  • weekly recipes and ‘things to do’ with children

  • community building, managing user generated content and engagement

  • social media building – posting frequently on social platforms to help more audience discover Kidspot

  • video content to build search demand for Food and Things To Do

  • blogs and influencer content

Evolving Content Strategy For Kidspot

We had to change our content creation as digital consumption changed, moving from weekly content planning to ‘moment by moment’ planning as digital evolved to include social media as well as search for content discovery.

When I began as editor, Kidspot wanted to serve mothers as people, not just parents. The business strategy was to monetise through display advertising and brand sponsorships. Kidspot needed to keep growing site traffic and bundled content offerings to brands – the more we created content that spoke to mothers as ‘real people’ rather than perfect parents, the traffic kept growing. In the early days, this was easy as very few lifestyle magazines were publishing content online but it quickly became competitive as more magazine mastheads, niche influencers like bloggers and platforms like Ninemsn and Yahoo tried to attract the parenting market.