When pharmaceutical company Allergan, the maker of Botox and Juvederm, decided to launch its first editorial content site, TheSpotlyte.com, in mid-September, the goal was to create a halo effect for readers interested in learning more about cosmetic beauty procedures and the medical-aesthetics industry at large.

The digital educational content-meets-provider opportunity Spotlyte has banked on is also becoming more important for community-based review website RealSelf.com.