Welcome to the 4th annual THM Business Update – 2017 edition! As we reflect on another transformative year for The Healthy Maven, this annual tradition offers an invaluable opportunity to look back, learn, and share the journey with our incredible community. If you’re new to these detailed yearly reviews, I highly recommend exploring our previous updates to see how far we’ve come:
- 2014 Business Review
- 2015 Annual Summary
- 2016 Year in Review
At its core, this annual report is my dedicated time at the close of each year to meticulously examine the operational and strategic evolution of The Healthy Maven. It’s a personally gratifying exercise to witness the immense changes and growth that can unfold in just twelve months. Beyond personal reflection, these updates have proven to be a source of inspiration and practical insight for many of you.
For aspiring full-time bloggers and content creators, I hope this detailed account serves as a powerful reminder: a thriving online career built on passion, consistent hard work, and unwavering commitment is not just a dream, but an achievable reality. For those who aren’t in the blogging sphere, my aim is to demystify the business side of content creation, offering a transparent glimpse into the inner workings of a modern digital platform.
Each year, these posts naturally expand in scope, mirroring the expansion of THM itself. What began as a simple blog has blossomed into a multifaceted digital platform, encompassing a vibrant blog, an engaging podcast, a dynamic YouTube channel, and much more. It’s a holistic space dedicated to empowering individuals to embrace their authentic selves and honor their body’s wisdom, often challenging conventional wisdom along the way. Regardless of the medium we choose, this foundational message remains the cornerstone of everything we do.
While I endeavor to provide a comprehensive overview, please understand that this is merely a snapshot of the complex daily operations and strategic planning that define THM. But before diving deeper, let’s explore the pivotal transformations that shaped 2017.
KEY TRANSFORMATIONS IN 2017: A YEAR OF EVOLUTION
2017 was a year marked by significant evolution and strategic shifts for The Healthy Maven. These changes, both personal and professional, profoundly impacted how the business operates and grows.
1. The Healthy Maven Underwent a Complete Makeover!
This is undoubtedly the most visible change for our community. In May 2017, we embarked on an extensive rebranding journey for THM. The collaborative genius of Saevil Row and Bettina Bogar brought our vision to life, and I am absolutely thrilled with the fresh, modern aesthetic and enhanced user experience. A rebrand isn’t just about a new look; it’s a strategic move to better align our visual identity with our evolving mission and message, ensuring a cohesive and professional presence across all platforms. You can delve deeper into the transformation process and the philosophy behind it here.
2. A Significant Geographic Relocation
Moving across the country to the US was a massive personal undertaking, and it inevitably brought substantial changes to the fabric of my business operations. The process of establishing THM as a legitimate entity in a new country involved navigating complex legal and financial landscapes. Opening new business accounts, understanding different tax structures, and pursuing trademark registration in the US were all lengthy procedures with a steep learning curve. This experience underscored the importance of adaptability and meticulous planning when scaling an online business, especially across borders. If there’s enough interest, I’d be happy to share more detailed insights into the challenges and solutions encountered during this unique business transition.
3. Establishing a Structured Work Schedule
One of the most impactful changes for both my personal well-being and business efficiency was finally setting a definitive work schedule. As detailed in my Work-Life Balance post, I implemented a strict 9-5 (or sometimes 6-3) workday, completely eliminating weekend work. This wasn’t merely about personal preference; it was a strategic decision to combat burnout and enhance productivity. The increased downtime has allowed me to reset, recharge, and return to my work with renewed focus and creativity, ultimately benefiting the quality of content and strategic decisions made for THM. It proves that discipline in time management leads to sustainable business growth and personal fulfillment.
4. Prioritizing Business Organization and Efficiency
I freely admit to a past reputation for disorganization (a fact my Mama Maven frequently reminds me of!). However, running a successful business demands a high level of operational efficiency. Disorganization is simply not compatible with sustained growth and seamless execution. Therefore, a top priority for 2017 was to meticulously streamline our processes and get all my “ducks in a row” for THM. While a content calendar has always been in place, I became far more rigorous in adhering to it. Furthermore, I invested in several essential tools that have delivered an incredible return on investment, revolutionizing how I manage the business:
- Reliable Hard Drives: Essential for Content Creators
My external computer hard drive and the indispensable SanDisk iXpand™ Base phone hard drive have become my most trusted allies. With the sheer volume of high-quality content produced for THM – from high-resolution images to extensive video footage and audio files – my computer and phone storage often struggled to keep pace. My phone, in particular, has evolved into an increasingly vital tool for capturing spontaneous content and managing immediate communications. The thought of losing all that precious data is truly terrifying. I’ve adopted a religious habit of backing up everything, ensuring that in the event of unforeseen circumstances, our valuable assets are secure. The beauty of the SanDisk iXpand™ Base lies in its effortless automation; it intelligently backs up photos and contacts every time my iPhone (compatible with iPhone 5 through 7+ or iPad) charges overnight. This simple yet profound feature has significantly reduced stress and simplified my life and business operations, eliminating the need for recurring monthly subscription fees and providing invaluable peace of mind. - Strategic Content Calendar: The Blueprint for Consistency
I’ve utilized CoSchedule for a few years, but it was in 2017 that its role transitioned from a useful tool to an absolutely indispensable cornerstone of my content strategy. As my memory becomes less infallible (a sentiment many can relate to with age!), I’ve learned that “if it’s not on the calendar, it doesn’t exist.” Every piece of content – from blog posts and detailed articles to video scripts and podcast episodes – is meticulously scheduled within CoSchedule. This centralized system ensures consistency, allows for strategic planning of content themes, and prevents missed deadlines. Additionally, I leverage Calendly for efficient scheduling of podcast interviews, which seamlessly integrates with my Google Calendar, further streamlining my workflow and time management.
THE EVOLUTION OF CONTENT STRATEGY
Last year’s update foreshadowed a significant shift in our content focus, moving gradually from a predominant emphasis on food to a broader, more encompassing lifestyle narrative. While delicious and nourishing recipes remain a cherished part of THM, they no longer represent the sole focus. My passion extends beyond the kitchen, embracing a multitude of interests that inspire me, bring joy, and offer genuine value to our audience. For the first time since launching the blog, I feel a profound sense of alignment and “groove” with our content strategy. It authentically reflects my life, my learning, and my passions, which in turn fuels the daily dedication to this platform. The proliferation of various content mediums has also presented an exciting challenge: discerning which platform is best suited for particular types of content. Here’s our current strategic approach:
The Healthy Maven Podcast: A Platform for Diverse Voices
The podcast has truly evolved into a vibrant forum where I engage in candid conversations with “mavens” and thought leaders within the health and wellness community. These discussions often feature individuals who share similar perspectives on health, but critically, also those who offer different viewpoints. While we may not always see eye-to-eye, my primary objective as a host is to cultivate a safe, respectful space where guests can freely articulate their insights and experiences. This format has been an incredible source of personal learning, enriching my understanding of the vast health landscape. It also provides a valuable opportunity to spotlight and celebrate the unique journeys of others, given that my own journey is widely chronicled across our other platforms.
My YouTube Channel: Embracing Authenticity Through Video
In parallel with the podcast, I’ve discovered that video is the perfect medium for sharing my personal journey as it unfolds, unfiltered and authentic. Whether it’s through an adventurous travel diary, a candid “what I eat in a day” vlog, or an intimate “week in the life” series, my YouTube channel has become a space where I can truly be myself. The most cherished feedback I receive from our community is when you commend the realness and relatability of my videos. While I appreciate an aesthetically pleasing travelogue, my true passion lies in capturing the spontaneous, unscripted moments of daily life – moments that require no VSCO filter to enhance their inherent charm. It’s incredibly rewarding to know that you enjoy watching these videos as much as I adore creating them, fostering a deeper, more personal connection.
The Blog: The Hub for In-Depth Insights and Actionable Content
At its heart, the blog remains the foundational space where I synthesize all the knowledge gained from podcast interviews and my own personal experiences, transforming it into valuable, actionable content for you. Whether it’s providing step-by-step instructions for a nutritious recipe, clarifying the distinctions between an emotional support animal and a service animal, or demystifying complex health topics, every blog post is meticulously crafted to offer a clear takeaway or practical insight. This very post serves as a prime example: it’s a distillation of my entrepreneurial journey, combined with lessons learned from countless others, and hopefully, packed with valuable insights for your own blogging aspirations or your broader understanding of the dynamic online content industry.
NAVIGATING THE SOCIAL MEDIA LANDSCAPE
Ah, social media – a topic so vast and complex, it could easily warrant an entire dedicated article on its business implications. My roots as a blogger, rather than an “influencer” (a term I use reluctantly, for lack of a better alternative), have profoundly shaped my perspective on social platforms. For me, social media fundamentally serves as a strategic tool to drive traffic and engagement back to our core evergreen content hubs: the blog, the podcast, or the YouTube channel. It is not, in and of itself, the business. I recognize the growing trend of individuals building entire brands solely on platforms like Instagram, forgoing a traditional blog entirely, but this approach simply doesn’t align with my philosophy. My passion lies in crafting enduring, valuable content that retains its relevance over time, rather than ephemeral images with a 24-hour shelf-life. When I do share on social media, the overarching goal is always authenticity and to ultimately guide our audience to where the “real meat” of our content resides.
Moreover, I’ve become increasingly cautious about constructing a business entirely dependent on another company’s ever-changing algorithm. While I unequivocally acknowledge the immense value of social media for connection and dissemination, the idea of “putting all my eggs in one basket” on a platform over which I have no ultimate control feels strategically risky. Instead, I leverage social media primarily to foster genuine connections with our community, offer glimpses behind the scenes of THM, and effectively market our meticulously crafted content across various channels.
- Facebook: Our Facebook presence, expertly managed by Georgia, focuses on scheduling THM content and sharing other high-quality content from the wider health and wellness community, fostering engagement and broader reach.
- Pinterest: Pinterest remains our undisputed bread and butter, consistently serving as the primary driver of traffic to The Healthy Maven. Its function as a visual search engine, rather than just a social network, makes it an invaluable asset for discovering evergreen content like recipes, lifestyle tips, and healthy living guides.
- Twitter: While its role in the digital landscape has evolved, Twitter is still utilized for timely updates, engaging in trending conversations, and sharing quick insights. (Though, a common question remains: “Does anyone still use Twitter?”).
- Instagram: I’ve moved past the frustration of constantly chasing Instagram’s algorithm and have instead adopted a more intentional approach. I now focus on sharing content authentically when I feel inspired and stepping away when it feels like a chore. The platform’s notorious demand for constant engagement for growth doesn’t align with my desire for balance, which means our Instagram growth is admittedly slower. However, Instagram, particularly through Stories, has proven to be an unparalleled space for direct, personal connection with our community. For this profound ability to foster genuine interaction, it continues to hold a special place in our social media strategy.
REDEFINING BUSINESS GROWTH AND MEASUREMENT
Each year, I dedicate a section to “growth,” and it’s intriguing to observe how my perspective on this metric has steadily matured. Perhaps it’s a byproduct of establishing a sustainable foundation, but honestly, quantitative growth – particularly in terms of sheer numbers – has become less of a paramount priority. I’ve personally experienced the paradox of achieving double the page views yet feeling less connected to the very essence of my business. Do numbers matter? Absolutely, they provide valuable insights. However, they are not the ultimate arbiter of a truly successful and fulfilling business.
Our true north lies in consistently offering authentic value. This commitment inevitably fosters an engaged audience, which is infinitely more gratifying and demonstrably more influential than any abstract page view count. An engaged community translates into meaningful conversations, genuine feedback, and a loyal following that resonates deeply with our core message.
That said, I also acknowledge the immense privilege of having experienced substantial numerical growth during THM’s nascent years, which has undoubtedly provided a strong foundation. In many ways, I feel as though we started with tremendous momentum, and over the past two years, the process has been more about “weaning and pruning” our audience. This involves nurturing those who genuinely connect with the entirety of THM’s mission and message, rather than just seeking out the latest healthy energy ball recipe. It has been incredibly rewarding to witness those who have chosen to stick around for this evolving journey, and I am profoundly grateful for each and every one of you. You are, unequivocally, “my people.”
Instead of inundating you with raw numbers this year (as I have in past reports), I will simply direct you to last year’s post, as the numerical figures remain largely consistent. My decision to shift focus stems from a crucial understanding: what the raw data doesn’t reveal are the countless emails, heartfelt comments, direct messages, and invaluable in-person conversations I share with you on a daily basis. These qualitative interactions are where the true impact and connection lie. Furthermore, traditional metrics fail to capture the profound personal growth and enhanced work-life balance I’ve cultivated within my business. These intangible metrics hold far greater significance for my personal and professional fulfillment. I also want to avoid discouraging new bloggers who might feel their initial numbers don’t measure up to perceived industry standards. If I could impart one piece of advice to anyone starting out, it would be this: blogging is fundamentally not about the numbers.
TRANSPARENCY IN MONETIZATION: THE BUSINESS OF BLOGGING
And guess what? Just as blogging isn’t solely about the numbers, it’s also not exclusively about the money. However, in the real world, a girl’s got to pay her bills, so let’s openly discuss the financial engine that keeps The Healthy Maven thriving.
The most frequent follow-up question I receive after “what do you do?” is invariably, “but how do you make money?” I’ve addressed this question countless times, both in person and extensively on the blog. For a comprehensive dive into this topic, particularly regarding strategic brand partnerships, I encourage you to read this dedicated post on sponsored content.
It’s an interesting irony that people often comment on the volume of sponsored work I undertake (fortunately, in a positive light), when in reality, I’m doing less sponsored content now than at any point in THM’s history. The perception might stem from the fact that I’m no longer publishing content six days a week, which means there’s less “free” content to balance out the sponsored posts. Crucially, my approach to brand partnerships has evolved significantly: I now exclusively collaborate with brands whose mission and products genuinely align with the topics I already plan to discuss organically. This symbiotic relationship means that sponsored content often feels like a natural extension of our regular content, reducing the perceived need for purely unsponsored posts when the sponsored collaborations are already a perfect fit.
This very post exemplifies that philosophy. The annual THM business update is a long-standing tradition, and 2017 is no exception. My partnership with SanDisk allows me to transparently share my entrepreneurial journey and business insights with you, while simultaneously highlighting a product – the iXpand™ Base – that I genuinely love and integrate into my daily operations. It’s a win-win scenario for everyone involved. Reaching this point, where I can be highly selective about my brand collaborations and firmly establish the parameters for sponsored work, has required immense effort and strategic negotiation. I feel incredibly fortunate to partner with brands that resonate with THM’s values, but it’s important to acknowledge the extensive behind-the-scenes work, including rigorous negotiation and occasionally challenging discussions, that ensures both The Healthy Maven and our valued community are always treated fairly and authentically.
In addition to sponsored work, which constitutes the bulk of THM’s income, we also utilize display advertising on the blog and strategically integrate affiliate links within our content. While this piecemeal income stream can fluctuate, it is unequivocally lucrative. My intention in sharing this isn’t to boast, but rather to unequivocally address the misconceptions some hold – that someone else supports me, or that I don’t generate substantial income from this venture. I have poured countless hours and immense dedication into building this business and achieving financial success. While I recognize I don’t owe anyone an explanation, it can be frustrating to encounter demeaning comments that undermine the hard work and legitimate effort invested.
Crucially, a significant portion of the income generated is reinvested directly back into the business. Blogging, when approached as a serious enterprise, is a continuous investment: in cutting-edge technology, essential software subscriptions, high-quality ingredients for recipes (FOOD!), travel for content creation and events, and perhaps most importantly, in expanding and supporting our dedicated staff.
BUILDING THE DREAM TEAM: COLLABORATION FOR SUSTAINABLE GROWTH
Last year, I candidly discussed one of the most profound lessons I’ve absorbed in my blogging journey: there isn’t a singular, universal path to growth. The realization that building an “empire” or striving for exponential “BIGGER” growth wasn’t necessarily the right fit for The Healthy Maven, nor for me personally, was incredibly liberating. This invaluable insight now serves as a guiding principle, carefully considered before embarking on any new project or expansion.
However, acknowledging that I cannot, and should not, do everything alone has been equally crucial. Over the past five years, THM has benefited from a tremendous amount of support, some offered out of pure generosity and kindness, and others through paid roles. Hiring Jess a few years ago marked a significant milestone, representing my first foray into delegating a piece of my business – a decision I have never once regretted. As mentioned last year, Jess and I transitioned paths when I relocated to the US, and Cassie admirably stepped into her role. Cassie was an immense help in navigating the complexities of establishing the business in a new country. Yet, as the year progressed, it became increasingly apparent that the scope of support needed was growing, particularly in the critical area of comprehensive business management.
Initially, C (my partner) stepped in for a few months between his own professional commitments, serving as an invaluable operations manager. This arrangement worked exceptionally well for a period. However, we both recognized the inherent discomfort in having both our livelihoods solely dependent on a single, self-owned business. Furthermore, the volume of tasks eventually proved insufficient for a full-time role. Thus, in August, I brought Tanya on board, swiftly followed by Georgia.
Tanya now masterfully handles all operational and business management aspects for THM, alongside overseeing email marketing and contributing to content creation. Georgia is responsible for managing our social media presence and coordinating and managing our podcast production. I genuinely cannot overstate the profound value these two incredible women bring to my life and to The Healthy Maven. It’s a testament to modern collaboration that our team of three operates seamlessly across different time zones, spanning the country. Both Tanya and Georgia work part-time and exhibit remarkable independence, which immediately alleviated any lingering fears I had about micromanagement. In many respects, I feel as though I manifested their arrival into these crucial roles by openly discussing my need for support with virtually every blogger I knew. It was through this organic networking that both of them eventually landed in my inbox. So, for anyone contemplating expanding their team and seeking additional help but feeling unsure where to begin, my strongest advice is simple: just start talking about it!
LOOKING AHEAD TO 2018: EMBRACING A SUSTAINABLE PATH
What can you truly expect from The Healthy Maven in 2018? Honestly, more of the same – and I mean that in the most positive and fulfilling way possible. I genuinely feel like I’ve finally settled into a comfortable, sustainable “groove” with THM. I’ve come to terms with the fundamental truth that I simply cannot do everything, all at once, and critically, that is perfectly and completely okay. While I’ve worked diligently to get organized and streamline operations, I’ve also granted myself permission to embrace flexibility when life inevitably intervenes. If a video needs a bit more time, or if I need to take a brief break from podcasting, I now allow for that grace. Consistency is undeniably important for any thriving online platform, but it should never come at the cost of generating an unwarranted amount of stress in one’s life. This profound realization has undoubtedly been my most significant learning lesson this past year.
So, anticipate a continuation of the content and community you’ve come to love: nutritious and delicious recipes shared from time to time, heartfelt life reflections, insightful travel guides, authentic “what I eat in a day” vlogs, thought-provoking and occasionally controversial podcast episodes, and much more.
One specific aspiration I’m keen to actualize more frequently in 2018 is to host more in-person meet-ups. For me, there is an unparalleled thrill in connecting with our community face-to-face, allowing our vibrant online discussions to transcend the digital space and blossom into real-world interactions. That is truly where a unique kind of magic happens and deeper connections are forged.
I’m excited to be hosting an event in partnership with Sweetgreen and Imperfect Produce focused on intention setting for 2018 in just a few weeks, with several more events already in the planning stages for the coming year. If you reside in the Bay Area and are interested in joining these community gatherings, please make sure to sign up for this dedicated list to stay fully up-to-date on all future local events. Beyond the Bay Area, I’m also actively exploring opportunities to host events in other locations, so please stay tuned for those announcements as well!
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It’s truly been another remarkable year, one for the record books! I find it almost surreal that we are rapidly approaching THM’s 5th birthday. It feels simultaneously like yesterday that I hit “publish” on our very first post, and yet also like the person behind this blog has evolved into a fundamentally different human being. This journey has been an extraordinary tapestry of strange, overwhelming, and profoundly gratifying experiences, and I am perpetually grateful for the opportunity to share every twist and turn with all of you.
As I always emphasize, The Healthy Maven would be absolutely nowhere without your unwavering support, engagement, and belief. I am so incredibly grateful that this is my job – a reality I reflect upon almost every single day. So, from the very bottom of my heart, thank you, thank you so much for another fantastic and transformative year.
This is a sponsored conversation written by me on behalf of SanDisk. As ALWAYS, all opinions expressed are 100% my own, and I am committed to working exclusively with brands who genuinely support and align with THM’s core mission and values. Thank you for your continued support in helping to make my dream of running The Healthy Maven full-time a vibrant and sustainable reality.
All images courtesy of me or Bettina Bogar.