How Mason Woodruff Built a $30k+/Month Food Blog
How Mason Woodruff Built a $30k+/Month Food Blog
Dec 3, 2024
Mason Woodruff
Mason Woodruff
⏳ 5.5 min
⏳ 5.5 min
Revenue/month
Revenue/month
$30,000+
$30,000+
$30,000+
No. of founders
No. of founders
1
1
1
Startup costs
Startup costs
$10,000
$10,000
$10,000
Company type
Company type
Company type
Blog
Blog
Blog
Contents
Introduction
Introduction
Mason Woodruff isn’t your typical entrepreneur. He didn’t stumble into millions with a single viral recipe or celebrity endorsement. Instead, he turned his passion for food and fitness into a thriving blog that now generates $20,000–$30,000 per month. His blog, Kinda Healthy Recipes, serves up creative, fitness-friendly meals that help busy people enjoy food without feeling guilty.
How did he do it? Mason combined his knack for experimenting in the kitchen with a strategic approach to blogging. Here’s the breakdown of his journey—from a side hustle to a full-time income—and the lessons any aspiring entrepreneur can learn.
Mason Woodruff isn’t your typical entrepreneur. He didn’t stumble into millions with a single viral recipe or celebrity endorsement. Instead, he turned his passion for food and fitness into a thriving blog that now generates $20,000–$30,000 per month. His blog, Kinda Healthy Recipes, serves up creative, fitness-friendly meals that help busy people enjoy food without feeling guilty.
How did he do it? Mason combined his knack for experimenting in the kitchen with a strategic approach to blogging. Here’s the breakdown of his journey—from a side hustle to a full-time income—and the lessons any aspiring entrepreneur can learn.
The Lightbulb Moment
The Lightbulb Moment
Back in 2014, Mason was wrapping up a degree in nutrition. Most of his peers were gearing up for postgraduate internships, but Mason had other ideas. Instead of following the traditional route to becoming a Registered Dietitian, he pivoted to personal training and started a blog as a side project.
Initially, the blog was a portfolio for freelance writing gigs and personal training clients. By 2017, he realized the potential of food blogging and decided to go all-in.
“Perfect is the enemy of good. If I’d waited for perfection to start, I’d still be waiting.”
With $10,000 in savings, Mason gave himself six months to make the blog work. At first, it only made a few hundred dollars a month, but Mason had read enough success stories to know blogging could be lucrative.
Back in 2014, Mason was wrapping up a degree in nutrition. Most of his peers were gearing up for postgraduate internships, but Mason had other ideas. Instead of following the traditional route to becoming a Registered Dietitian, he pivoted to personal training and started a blog as a side project.
Initially, the blog was a portfolio for freelance writing gigs and personal training clients. By 2017, he realized the potential of food blogging and decided to go all-in.
“Perfect is the enemy of good. If I’d waited for perfection to start, I’d still be waiting.”
With $10,000 in savings, Mason gave himself six months to make the blog work. At first, it only made a few hundred dollars a month, but Mason had read enough success stories to know blogging could be lucrative.
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➤ Every week, we dig up stories of how regular people started and grew their businesses—
➤ Plus the marketing hacks that won them customers.
➤ Then, we share those insights with you.
➤ Every week, we dig up stories of how regular people started and grew their businesses—
➤ Plus the marketing hacks that won them customers.
➤ Then, we share those insights with you.
From Fitness Advice to Recipe Goldmine
From Fitness Advice to Recipe Goldmine
The blog’s content initially focused on performance nutrition and training tips. But Mason noticed a trend—his recipes consistently outperformed other types of content. By the end of 2017, he pivoted entirely to recipe development.
It was a smart move. Food content was not only more engaging for his audience but also opened doors for partnerships and affiliate opportunities. In 2018, an affiliate deal with a nutrition coaching company became his big break, extending his financial runway and exposing his blog to a larger audience.
The blog’s content initially focused on performance nutrition and training tips. But Mason noticed a trend—his recipes consistently outperformed other types of content. By the end of 2017, he pivoted entirely to recipe development.
It was a smart move. Food content was not only more engaging for his audience but also opened doors for partnerships and affiliate opportunities. In 2018, an affiliate deal with a nutrition coaching company became his big break, extending his financial runway and exposing his blog to a larger audience.
The Power of Persistence
The Power of Persistence
If you think Mason’s journey was smooth sailing, think again. He candidly admits his early content wasn’t great—especially the food photography.
“Some of my best-performing posts have photos taken on an iPhone.”
Despite the rough start, Mason focused on quantity over perfection. By 2019, he upgraded his photography skills and equipment, investing in a DSLR and learning from resources like The Bite Shot. The lesson? Consistent effort pays off, and skills can always be improved.
Photo credit: Starter story -2018(taken with an iPhone) 2020(taken with a DSLR camera)
If you think Mason’s journey was smooth sailing, think again. He candidly admits his early content wasn’t great—especially the food photography.
“Some of my best-performing posts have photos taken on an iPhone.”
Despite the rough start, Mason focused on quantity over perfection. By 2019, he upgraded his photography skills and equipment, investing in a DSLR and learning from resources like The Bite Shot. The lesson? Consistent effort pays off, and skills can always be improved.
Photo credit: Starter story -2018(taken with an iPhone) 2020(taken with a DSLR camera)
The Launch Strategy
The Launch Strategy
Mason started his blog with minimal costs. Blogging as a business has low overhead, and Mason took advantage of his low living expenses to stretch his $10,000 savings.
He also tried launching a membership offering early on but quickly realized he wasn’t ready. Instead of forcing a monetization model, Mason refunded his early supporters and focused on building a content library.
“If I had any advice, it would be to start something as early as possible. Like, today.”
Kinda Healthy Recipes now has over 200K monthly visitors to the site
Mason started his blog with minimal costs. Blogging as a business has low overhead, and Mason took advantage of his low living expenses to stretch his $10,000 savings.
He also tried launching a membership offering early on but quickly realized he wasn’t ready. Instead of forcing a monetization model, Mason refunded his early supporters and focused on building a content library.
“If I had any advice, it would be to start something as early as possible. Like, today.”
Kinda Healthy Recipes now has over 200K monthly visitors to the site
How Mason Attracts Millions of Visitors
How Mason Attracts Millions of Visitors
Today, Mason’s blog draws millions of page views annually. His secret? A mix of SEO, Pinterest, and good old-fashioned Instagram engagement.
1. Mastering Pinterest
Pinterest is Mason’s not-so-secret weapon. He creates multiple pins for each blog post using Canva, focusing on eye-catching designs and relevant keywords.
“Pinterest is a goldmine for food, DIY, and travel niches. But it’s underserved in many other niches too.”
Some of his top-performing pins have been shared hundreds of thousands of times. These pins also boost his Google rankings, creating a flywheel of traffic.
2. Crushing It on Instagram
Mason’s Instagram boasts 200k+ followers, but he emphasizes that most of his revenue comes from Google and Pinterest. Still, Instagram plays a crucial role in connecting with his audience.
“Post your best content for free, respond to every comment and DM, and show up consistently.”
Mason shared full recipes for free and hosted weekly Q&A sessions to build trust and engagement.
3. SEO That Works
Mason didn’t start with an SEO strategy, but he learned fast. By 2019, he was targeting low-competition keywords and optimizing existing posts with internal links and content improvements. The result? A 150% increase in organic traffic in just one year.
Today, Mason’s blog draws millions of page views annually. His secret? A mix of SEO, Pinterest, and good old-fashioned Instagram engagement.
1. Mastering Pinterest
Pinterest is Mason’s not-so-secret weapon. He creates multiple pins for each blog post using Canva, focusing on eye-catching designs and relevant keywords.
“Pinterest is a goldmine for food, DIY, and travel niches. But it’s underserved in many other niches too.”
Some of his top-performing pins have been shared hundreds of thousands of times. These pins also boost his Google rankings, creating a flywheel of traffic.
2. Crushing It on Instagram
Mason’s Instagram boasts 200k+ followers, but he emphasizes that most of his revenue comes from Google and Pinterest. Still, Instagram plays a crucial role in connecting with his audience.
“Post your best content for free, respond to every comment and DM, and show up consistently.”
Mason shared full recipes for free and hosted weekly Q&A sessions to build trust and engagement.
3. SEO That Works
Mason didn’t start with an SEO strategy, but he learned fast. By 2019, he was targeting low-competition keywords and optimizing existing posts with internal links and content improvements. The result? A 150% increase in organic traffic in just one year.
Building a Community
Building a Community
Mason didn’t stop at recipes. He cultivated a community with a Facebook group of over 17,000 members. This group is a hub for sharing recipe photos, product recommendations, and food discussions.
“As a creator, your core audience is the ultimate asset in your business.”
Mason didn’t stop at recipes. He cultivated a community with a Facebook group of over 17,000 members. This group is a hub for sharing recipe photos, product recommendations, and food discussions.
“As a creator, your core audience is the ultimate asset in your business.”
The Revenue Breakdown
The Revenue Breakdown
Mason’s blog generates income from multiple streams:
Display Advertising: Partnering with Mediavine for full-service ad management.
Affiliate Marketing: Working with brands like PEScience for protein recipes.
Patreon: Offering exclusive content and early access to recipes.
Occasional Sponsored Posts: Mason is selective about sponsorships, ensuring they align with his brand.
Mason’s blog generates income from multiple streams:
Display Advertising: Partnering with Mediavine for full-service ad management.
Affiliate Marketing: Working with brands like PEScience for protein recipes.
Patreon: Offering exclusive content and early access to recipes.
Occasional Sponsored Posts: Mason is selective about sponsorships, ensuring they align with his brand.
Lessons Learned Along the Way
Lessons Learned Along the Way
Mason’s biggest takeaways? Start early, focus on building trust, and know what you want from your business.
“Stop spending money on things you don’t need. But you already knew that.”
He also stresses the importance of maintaining authenticity. Whether it’s vetting partnerships or connecting with followers, Mason keeps his audience’s trust at the forefront.
Mason’s biggest takeaways? Start early, focus on building trust, and know what you want from your business.
“Stop spending money on things you don’t need. But you already knew that.”
He also stresses the importance of maintaining authenticity. Whether it’s vetting partnerships or connecting with followers, Mason keeps his audience’s trust at the forefront.
Takeaways for Aspiring Entrepreneurs
Takeaways for Aspiring Entrepreneurs
Start Small: Mason launched his blog with just $10,000 in savings and scaled over time.
Adapt to What Works: He pivoted from fitness advice to recipes when he saw better engagement.
Focus on Your Audience: Mason’s success stems from building trust and engaging directly with his community.
Leverage Free Tools: Platforms like Pinterest and Canva can amplify your reach without breaking the bank.
Think Long-Term: Mason’s blog didn’t become a success overnight. Consistency and patience are key.
Whether you’re starting a blog, building a business, or chasing a dream, Mason’s story proves that success comes from a mix of passion, persistence, and strategic thinking.
P.S. I’ve got a weekly newsletter where I share Stories of how regular people started and grew their businesses— Plus the marketing hacks that won them customers. Then, I share those insights with you. I would love for you to join us here
Shoot me a DM if you want to share your story or visit this page to submit your information 💌
- h/t KHR, Withthewoodruffs, Starter Story ⇢ Great resources
Start Small: Mason launched his blog with just $10,000 in savings and scaled over time.
Adapt to What Works: He pivoted from fitness advice to recipes when he saw better engagement.
Focus on Your Audience: Mason’s success stems from building trust and engaging directly with his community.
Leverage Free Tools: Platforms like Pinterest and Canva can amplify your reach without breaking the bank.
Think Long-Term: Mason’s blog didn’t become a success overnight. Consistency and patience are key.
Whether you’re starting a blog, building a business, or chasing a dream, Mason’s story proves that success comes from a mix of passion, persistence, and strategic thinking.
P.S. I’ve got a weekly newsletter where I share Stories of how regular people started and grew their businesses— Plus the marketing hacks that won them customers. Then, I share those insights with you. I would love for you to join us here
Shoot me a DM if you want to share your story or visit this page to submit your information 💌
- h/t KHR, Withthewoodruffs, Starter Story ⇢ Great resources
