This is my intimate journey detailing how I transitioned from an aspiring enthusiast to a thriving full-time food blogger, transforming a deep passion for culinary creation into a successful and sustainable business!
Just three years ago, I vividly remember scrolling through a blog post remarkably similar to this one, a feeling of intense desire bubbling up inside me. “I want to do that, too!” I thought, a potent fire ignited in my soul. I’d never wanted anything so profoundly in my entire life. I was captivated by a community of individuals who, like me, adored food, crafting stunning culinary masterpieces, capturing them with exquisite photography, and generously sharing their recipes with a global audience – all while building a profitable venture. The question echoed in my mind: “But how?” Fueled by an unshakeable determination, I committed myself to unraveling every secret. It fills me with immense joy and excitement to finally pen this very post, because I genuinely believe that if I can achieve this dream, you absolutely can too. And I am here to guide you every step of the way.
The Genesis of a Dream: From Passion to Profession
April 2017: A New Chapter and a Culinary Awakening
Our family had just returned to Maryland after a wonderful couple of years in Charleston, and a significant life change had recently occurred: a Celiac Disease diagnosis in January. At the time, I was juggling the demands of a recruiting job, attempting to work remotely while simultaneously nurturing two energetic young children. My personal Instagram feed, then @MaryLiz929, had naturally become an outlet for sharing the various gluten-free recipes I was experimenting with, along with updates from my first round of Whole30. The Celiac diagnosis truly felt like my world had been completely upended overnight. The sudden, mandatory switch to a 100% gluten-free diet was overwhelming, but I discovered a surprising solace in sharing my experiences. It made the transition feel a little less isolating. This realization sparked a pivotal decision: I transformed my personal Instagram handle to @maryswholelife. My intention was clear – to share wholesome, nourishing recipes while still weaving in glimpses of my family life and personal journey. To this day, the name still resonates deeply with me, perfectly encapsulating my blog’s essence.
May 2017: Laying the Digital Foundation for Mary’s Whole Life
My brother, Tom, is a talented graphic designer, so naturally, I assumed he held all the answers to my burning question: “Hey – I want to start a blog. How do I do it?!” His prompt reply directed me to a highly informative blog post from The Minimalists: “How to Start a Successful Blog in (then 2017 but it’s been updated).” Following their invaluable advice, I took the crucial first steps: selecting my domain name (www.maryswholelife.com) and registering it with BlueHost. I cannot emphasize enough the critical importance of setting up your blog through WordPress.org (the self-hosted platform), rather than WordPress.com, Squarespace, or any other proprietary platform. Trust me on this: you will inevitably want the flexibility, control, and monetization options that only WordPress.org offers, and switching later can be a significant headache. I am incredibly grateful I chose this path from the very beginning.
For aspiring bloggers, I wholeheartedly recommend using BlueHost as your initial web host. They offer an affordable entry point and excellent support for newcomers. After installing WordPress, I invested in a premium theme – the Daily Dish Pro on the robust Genesis Framework – which, remarkably, is still the foundation of my site today! While I eventually migrated to Big Scoots to accommodate a surge in website traffic, BlueHost served me exceptionally well for my first couple of years.
I distinctly recall staying up until 3 AM the very first night after installing everything, driven by an insatiable desire to master every single aspect immediately. I quickly, and quite humorously, realized the sheer impossibility of this goal. A significant, yet exciting, challenge lay ahead. But my resolve was firm: I was going to make this happen! And just like that, I officially had a blog!
The Remainder of 2017: The Quiet Grind and Seed Planting
Throughout the rest of 2017, I maintained a consistent presence on Instagram, continuously sharing photos of my gluten-free and Whole30 culinary creations. On the blog itself, I tentatively posted a handful of my own recipes, often accompanied by what I now cringe at as “horribly lit photos.” My precious free time, which was remarkably scarce, was dedicated to learning and building. I devoured countless YouTube videos on backend blog setup and even enlisted the help of a tech-savvy high school friend. Looking back, I’m fairly certain my blog had a readership of precisely two during those initial six months: my mom and dad. But even that small start felt like a monumental achievement.
Building Momentum: Growth, Community, and First Wins
Early 2018: A Growing Following and Professional Aspirations
As 2018 dawned, I continued to dedicate what energy I could to the blog, navigating the demanding schedule of my full-time job and the constant needs of my children. Slowly but surely, my Instagram following began to expand. This growth was a direct result of increased engagement with like-minded accounts, strategic use of relevant and popular hashtags, a conscious effort to improve my photography (initially still using my iPhone 7 and editing directly in Instagram), and, most importantly, consistent posting. Then, something truly exciting happened: brands started reaching out, offering to send me products. Free stuff?! This was a thrilling validation – I was definitely onto something! Recognizing the need for a more professional approach, I enrolled in Broma Bakery’s acclaimed Foodtography Course. It became clear that if I intended to truly elevate my blogging game, a proper DSLR camera was essential. I dusted off my old Nikon D3100 and began attempting to follow along, though I confess, my trusty iPhone often remained my primary camera for many shots.
A pivotal moment involved meeting with my friend Molly from Spices In My DNA for coffee. We dove deep into all things blogging, and her insights were invaluable. She guided me through the essential plugins for my site and patiently answered a myriad of my nascent questions. I remain incredibly grateful for her generosity and assistance.
Around this time, I also made a conscious decision to fully immerse myself in learning about Pinterest, recognizing its immense potential for driving blog traffic. I invested in an e-book titled “Pinterest Ninja,” which proved to be incredibly helpful. It walked me through the process of setting up my business account, mastering the art of creating visually appealing long pins using Canva, and, crucially, understanding how to effectively funnel visitors to my website.
May 9, 2018: The Viral Moment that Changed Everything
On this unforgettable day, I shared a simple, yet ingenious, recipe on my Instagram page: a quick skillet Brown Butter Sage Gnocchi with Chicken, Mushrooms, and Spinach, featuring a brilliant hack for cooking Trader Joe’s cauliflower gnocchi. The timing was impeccable, as cauliflower gnocchi was rapidly becoming a culinary sensation. To my absolute astonishment, @traderjoeslist, an account boasting over 1 million followers, re-shared my post on their page! The response was immediate and overwhelming: 13,632 people liked that photo. I remember sitting at Sweet Frog with my kids, utterly sleep-deprived (my son Liam was just one month old), when my phone began to blow up with notifications. That single day, I gained an astonishing 3,000 new followers! In ONE DAY! I was quite literally jumping for joy. It felt like the best day ever, pushing my follower count to around 5,000. This viral moment was a powerful validation of my efforts and a huge confidence booster.
Just a few months later, the reputable Pederson’s Farms reached out, inviting me to do a one-day takeover on their Instagram page, which boasted approximately 50,000 followers. I was absolutely freaking out with nerves, but the experience proved to be incredibly fun and rewarding. It was a fantastic opportunity to gain significant exposure and establish my name further within the food community. That same summer marked another exciting milestone: my very first paid sponsored post, a partnership with Safe Catch Tuna. They offered me $500 for a recipe on my blog. Five hundred dollars for a single recipe?! It felt absolutely incredible, and I was beyond pumped!
August 2018: The Leap of Faith and a Growing Business Acumen
By August 2018, I had been working as a Beautycounter Consultant for about a year, intermittently sharing my favorite safer skincare and makeup products with family, friends, and on my Instagram stories. I decided to dedicate more energy to building my Beautycounter team, and I started to see a noticeable increase in my personal sales and, consequently, my paycheck*. It was then that I made a bold proposition to my husband: if I could consistently match my base salary from my recruiting job (which, admittedly, was relatively low as it was primarily commission-based), I wanted to quit and fully dedicate my energy to building the blog. To say he was skeptical would be an understatement. I also felt a growing frustration that the blog wasn’t expanding at the pace I desired, largely because I simply didn’t have enough dedicated time to invest in it. It was evident that something fundamental needed to change in my work-life balance.
*”Earnings as a Beautycounter Consultant in the U.S. may vary significantly and depend on many factors, such as dedication to selling/mentoring. Not all Consultants will earn money. To see more about the earnings and costs of Beautycounter Consultants, please view the 2020 Income Disclosure Statement at www.beautycounter.com/ids“
Around this period, I also realized the necessity of linking my website to Google Analytics. This crucial step allowed me to begin tracking my site’s performance, specifically the number of page views. As the statistics below clearly illustrate, in 2018, I was averaging anywhere from 250 to 1,000 page views per day. Each view was a tiny victory, and I was genuinely thrilled that people were actually reading my posts!
Christmas 2018: Elevating Visuals with Professional Tools
Christmas 2018 brought an unforgettable gift from my dad: a brand new Canon Rebel T6i camera. I quite literally cried tears of pure joy upon opening it. This was the push I needed to fully commit to elevating my food photography. I was determined to put everything I had learned in Foodtography School to practical use and truly master the art of using a professional camera. To complement the camera, I also purchased a versatile 50 mm lens. With these essential tools, I finally felt equipped to consistently capture high-quality, professional-grade food photos. I dedicated myself to learning photo editing using Adobe Lightroom and further enhanced my setup by acquiring a selection of beautiful photo backdrops from Woodville Backdrop. These investments marked a significant step towards professionalizing my blog’s visual appeal.
January 2019: The Year of Transformation and Major Opportunities
With the dawn of 2019, I made a resolute decision: this was the year I would transform my passion project into a legitimate business. I poured an immense amount of effort into developing new, high-quality recipes and crafting compelling content for the blog. Every spare moment became an opportunity to practice and refine my food photography skills. This period was characterized by countless late nights, moments of frustration and tears, and extensive discussions with my husband about the strategic next steps. The emotional and physical toll of trying to manage everything began to wear on me, yet my resolve never wavered.
That very month, an email arrived from Jen Kendall of the Whole30 team, containing exhilarating news: I was officially invited to do a takeover on the prestigious @whole30recipes Instagram account! I remember silently jumping up and down, stifling screams of excitement after the kids had gone to bed that night. Securing a takeover on that account is, as my friend Natalie from @tasteslovely recently articulated, akin to the Super Bowl Halftime Show for food bloggers. This incredible opportunity meant I would be sharing my recipes and story with an audience of 1.4 MILLION people. It was almost unbelievable, and I had a full six months to meticulously prepare.
Around this time, I also began running basic advertisements on my site through Gourmet Ads. While it might have only generated a modest $20 a month in residual income, it was a tangible start – proof that the blog could generate revenue, and certainly better than nothing!
My brother, with his design expertise, also generously helped me create a professional Media Kit and Rate Sheet. These essential documents serve as your business resume and pricing list, which are crucial when pitching your services to potential brand partners and companies.
March 2019: The Brave Leap and Business Formalization
A significant milestone arrived in March 2019: the combined income from my blog (ad revenue, initial sponsorships) and affiliate partnerships officially matched my base salary from my recruiting job. This was the moment my husband and I had been working towards, and we made the life-altering decision for me to submit my notice at work. It was an incredibly difficult decision, as I was approaching my five-year anniversary with the company and genuinely enjoyed my colleagues and the work itself. However, deep down, I knew this was the right choice for my burgeoning dream and family. This same month, I collaborated with a lawyer to officially register Mary’s Whole Life as an LLC. As I secured more brand partnerships and my business grew, I recognized the critical importance of formalizing the legal structure to protect myself and my brand.
July 2019: The Triumphant Takeover and Ad Network Qualification
The highly anticipated Whole30 Recipes Takeover arrived in July 2019, and it was, without exaggeration, the best week ever. It demanded an immense amount of work, preparation, and energy, but every single minute was unequivocally worth it! The takeover successfully brought over 15,000 new, engaged followers to my Instagram page, propelling my total to an astounding 25,000 followers. I genuinely couldn’t believe the exponential growth. This surge in traffic also meant I qualified for Mediavine, a premier ad network that requires a minimum of 25,000 sessions (unique monthly visits) to your website. Qualifying for Mediavine was a game-changer, signifying that I could finally generate a substantial, consistent income simply from people visiting and browsing my site. This was a monumental step towards financial independence through blogging.
The remainder of 2019 unfolded with incredible momentum. I diligently continued to engage with other accounts on Instagram, and, crucially, responded personally to every direct message and comment on my page, fostering a genuine community. I consistently shared fresh, valuable content and simultaneously revisited older blog posts, optimizing them for improved search engine visibility. I invested in myself and my business by signing up for Food Blogger Pro, an invaluable resource that taught me a tremendous amount about the intricacies of food blogging. I seized every opportunity to learn, whether through podcasts, specialized courses, or YouTube videos. While my page views naturally peaked during the exhilarating takeover week, they maintained an impressive and consistent level throughout the rest of the year, a testament to the compounding effect of my efforts.
September 2019: A Dream Becomes a Cookbook
In September 2019, an email arrived that quite literally made me gasp: Page Street Publishing reached out to discuss a COOKBOOK! Me? A published author? The idea felt surreal. After considerable deliberation, weighing the immense time commitment against the once-in-a-lifetime opportunity, I decided to wholeheartedly pursue it. I knew it would demand significant time away from the regular rhythm of blog content creation, but I also knew I would forever regret it if I turned down such an incredible chance to share my recipes in a new format. I signed the contract and embarked on the challenging yet thrilling journey of recipe development.
Here’s a snapshot of where 2019 concluded. The growth from 2018 was truly astounding!
Monetization Strategies: How a Blog Generates Income
I frequently encounter this question. I’m convinced that even my own family doesn’t fully grasp the concept of what I do, or how “blogging” can actually be a legitimate, paying job. But I assure you, it absolutely is! Crafting a single blog post from conception to publication – which includes developing and testing a recipe, executing professional photography, writing the content, optimizing for SEO, and sharing across various social channels – typically consumes anywhere from 8 to 10 hours of my time. It is a substantial amount of dedicated work! Fortunately, there are several diverse avenues through which bloggers can generate income:
1. Ad Networks: Passive Income from Website Traffic
Ad networks strategically place advertisements throughout your website. As people visit your site and navigate its pages (not necessarily clicking on the ads themselves, though that contributes), you earn revenue. This passive income stream grows directly with your website traffic. I made a strategic switch from Mediavine to AdThrive at the close of 2019, and the impact on my ad revenue was profound – it increased by over 50%. I cannot speak highly enough about the incredible support and performance I’ve experienced with AdThrive! To qualify for AdThrive, your website typically needs to maintain a minimum of 100,000 page views per month, a testament to the consistent traffic required for top-tier ad revenue.
2. Affiliate Links: Earning Through Recommendations
Affiliate marketing involves partnering with brands and companies to promote their products or services. When a reader uses your unique link or code to make a purchase, you earn a percentage of that sale as a commission. For me, maintaining authenticity and trust with my audience is paramount. Therefore, I only partner with brands and companies whose products I genuinely use, love, and believe in. No amount of potential earnings is worth compromising the trust I’ve built with my community! My current primary affiliate partnerships include Butcher Box, Nut Pods, Thrive Market, Primally Pure, and Beautycounter. Although Beautycounter extends beyond a typical affiliate relationship for me; it’s truly one of my core passions and significant income streams.
3. Sponsorships: Brand Collaborations for Curated Content
A sponsorship is a direct collaboration where a company pays you to create specific content that features their product or service. This can take many forms: a new recipe, a dedicated blog post, a social media campaign, or other promotional content. Typically, these partnerships involve detailed negotiations and contracts outlining deliverables and compensation. Companies often request metrics (such as page views, likes, comments, and engagement rates) after the content is published to assess its effectiveness. Similar to affiliate links, I approach sponsored work with great discernment. I conscientiously turn down any opportunity that I don’t believe will authentically resonate with my audience or that features products I don’t already personally use and genuinely love. This commitment to authenticity means I’ve had to strategically cut back on sponsored work during intensive periods, such as cookbook development, to maintain my focus and integrity.
What’s Next for Mary’s Whole Life: Future Goals and Growth
Presently, my life is a vibrant juggle: managing three children at home (a challenge I know many of you deeply understand!), putting the finishing touches on my cookbook (which is set to be released on November 10th – mark your calendars!), consistently creating fresh content for the blog, and, crucially, learning something new every single day. My website is also undergoing a complete redesign scheduled for June, an upgrade I am incredibly enthusiastic about. My hope is that the refreshed design will significantly enhance user-friendliness and simplify navigation for all visitors.
I am currently immersed in Hashtag Jeff’s comprehensive SEO course, dedicating myself to deepening my understanding of search engine optimization. My primary goal is to learn how to make my blog posts even more discoverable and searchable for those actively seeking wholesome, delicious recipes and lifestyle inspiration.
My overarching objective for 2020 is to prioritize the growth of my email list. The ever-changing landscape of social media algorithms and platforms means we can never fully predict what lies ahead. Building a robust email list provides a direct, reliable channel to connect with my cherished audience, ensuring our community remains strong and connected regardless of external shifts.
As far as I’m concerned, the sky is truly the limit, and I eagerly anticipate where this fulfilling journey will lead me next. I cannot adequately express my gratitude to all of YOU for your unwavering support, for utilizing my affiliate links, for visiting my website, for crafting my recipes in your own kitchens, and for sharing them with your family and friends. You are, quite simply, the absolute best, and none of this incredible journey would be possible without your constant encouragement and engagement! Thank you from the bottom of my heart.
Essential Tips for Launching and Growing Your Blog or Social Media Account:
Embarking on a blogging journey or growing your social media presence requires dedication and strategic effort. Here are my top tips, distilled from my own experiences and learnings:
- Cultivate a Deep Passion for Your Niche: Choose a topic or area that genuinely excites and motivates you to write, create, and share consistently. For me, it’s undeniably food. I find immense joy in empowering people to prepare delicious, effortlessly easy, and comforting paleo meals that nourish both body and soul. I know I will never tire of discussing, eating, or cooking food! This intrinsic love for cooking and photography transforms what can be a significant amount of work into a truly enjoyable experience, making every minute rewarding.
- Embrace Unwavering Consistency: Consistency is the single most critical factor in building and maintaining an audience. In the past two and a half years, I believe I’ve only missed posting on Instagram for two or three days total. While taking a deliberate break can be beneficial for mental well-being, consistently posting at least once a day on social media, and averaging five to seven new blog posts per month, has been a highly effective strategy for me. Regularity keeps your audience engaged and signals to algorithms that your content is valuable and fresh.
- Prioritize Authentic Engagement: Don’t just publish content; actively engage with your community. Respond thoughtfully to every direct message (DM), engage with blog comments, and truly understand who your audience (“your people”) are. Be real, be authentic, and let your genuine personality shine through. People gravitate towards individuals they can relate to, who bring them joy, provide valuable knowledge, or offer meaningful insights. Extend this engagement to other like-minded Instagram accounts by commenting and liking photos in a genuine way – avoid generic emojis and offer meaningful interactions.
- Foster a Network of Fellow Bloggers: Over the past year, I’ve had the immense pleasure of connecting with several groups of incredibly talented women within the blogging community. Having a support network of individuals who truly understand the unique triumphs and frustrations of this industry is invaluable. I communicate with my blogger friends almost daily; we constantly cheer each other on, collaborate on giveaways, posts, or content roundups, and offer mutual assistance and advice. This spirit of “collaboration over competition” is incredibly powerful and enriching.
- Commit to Continuous Learning: The digital landscape is ever-evolving, making continuous learning absolutely essential. Dedicate time daily to listen to industry podcasts, invest strategically in your business by enrolling in relevant courses (like SEO or photography workshops), and, most importantly, practice, practice, practice. Hone your skills in writing, photography, recipe development, and technical aspects of blogging.
- Just Start: Embrace Imperfection and Begin Today: There will never be a “perfect” time to embark on any significant endeavor. The most crucial step is simply to start. Utilize the resources you currently have, learn as you go, and don’t let the pursuit of perfection paralyze your progress. Imagine the incredible progress and achievements you could realize a year from now if you only take that first leap today!
Thank you profoundly for dedicating your time to read my story and for your constant, unwavering support. It is solely because of you that I am privileged to pursue my passion and do what I love, a privilege I will never take for granted. Thank you for placing your trust in me and for welcoming me into your kitchens through my recipes. I love you all!
xo,
Mary
*This post contains affiliate links. This means if you use one of my links, I will receive a small commission at no additional cost to you. Thank you for supporting Mary’s Whole Life!