New sections like family health and specials like 'top 50 apps' were used as native content campaigns

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.