How Carrots ‘N’ Cake adapts to changing digital trends

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In 2008, Boston-area resident Tina Haupert wanted to get in shape for her wedding day. Never a fan of crash diets, she started reading healthy living blogs and figured, What the heck, why not start one of my own? She believed healthy foods could be combined with small servings of delicious, guilty pleasures, and Carrots ‘N’ Cake was born.

What began as a personal blog became, in Tina’s words, “a go-to resource for all things healthy living, from my love of delicious food and wine, to fun workouts, quick beauty and fashion tips, and the ‘true life’ of tackling a chronic illness, ulcerative colitis, head first.”

A former social media marketing consultant, Tina is now a full-time certified nutrition coach and functional diagnostic nutrition practitioner, offering group and one-on-one coaching—as well as fitness and nutrition programs—to the Carrots ‘N’ Cake community. She’s built her brand online, attracting local and national media attention and landing book deals, including “The Everything Macro Diet Cookbook,” published in August 2020. And in late 2020, she launched the Carrots ‘N’ Cake podcast

Tina recently chatted with us about how her blog and her business took off.

Tell us about the evolution of your blog from its beginnings to how it became a full-time job.

Tina: I started the blog as a hobby. It was a side gig, but over time, more people started to read it. When I began to have more of an audience, I got in touch with an advertising company and started showing ads in the sidebar. Before ad companies knew what was going to happen with blogs, they used to pay us per page view, which was a pretty decent income for simply blogging and having ads on your site.

I was working full-time and doing the blog on the side for a good two to three years, then ended up quitting my full-time job and having a part-time job. I was doing about 20 hours a week at my part-time job, and then the rest of the time was spent on the blog. Over time, things just kept growing. I ended up getting book deals and traveling a ton so I couldn’t keep the regular job and went all-in, full-time on the blog.