The Food Hussy’s Blueprint for Blogging Success: Insider Tips on Brand Collaboration & Growth

Attending industry conferences can be a game-changer for digital content creators, and the 2018 International Food Bloggers Conference (IFBC) was no exception. Those fortunate enough to be present were treated to a memorable five-minute burst of wisdom and wit from food blogger The Food Hussy, also known as Heather Johnson, during the lively Lightning Talks session. Her energetic delivery and invaluable insights left attendees craving more, prompting this exclusive deep-dive interview.

Meet The Food Hussy: A Decade of Delicious Insights

Heather Johnson’s journey into the world of food blogging began in 2008. What sets her apart is her extensive professional background: over two decades of marketing agency experience. For ten years, she skillfully balanced her corporate role as a marketing professional during the day with her passion for food blogging by night and on weekends. This unique dual perspective—understanding both the intricate needs of brands and the creative demands of bloggers—eventually led her to specialize. She transitioned to managing influencer relationships full-time in her day job, while simultaneously growing her personal brand as a prominent food influencer. This fusion of agency expertise and hands-on blogging experience makes her insights truly unparalleled and incredibly valuable to anyone navigating the influencer marketing landscape.

What Exactly is a “Food Hussy”?

One of the first questions many ask is about the unique moniker: “The Food Hussy.” Heather explains, beyond the playful self-identification, she views “hussy” in a wonderfully positive light. “I call all my friends that,” she reveals, “it’s how you know I like you.” To her, it embodies someone who is honest, open, and unafraid to “tell it like it is.” This ethos perfectly encapsulates her blogging style: authentic, direct, and always engaging. While many might share these traits, Heather playfully reminds us, “there’s only ONE Food Hussy!”—a testament to her distinctive brand and voice.

From Culinary Enthusiast to Influential Voice

Heather’s venture into food and travel blogging was a natural progression of her passions. “I started my blog because, of course, I love food,” she shares. Coupled with her naturally opinionated and outspoken personality, the blog quickly became a platform for sharing her thoughts. She initially focused on restaurant reviews in her hometown of Cincinnati, quickly establishing herself as a local authority, even reaching the #1 spot on Zomato. Her content swiftly expanded beyond reviews to include delectable recipes, engaging travel diaries and road trip guides, practical DIY projects, and insightful product reviews. Her growing influence also led to regular appearances on local TV news segments, further solidifying her presence in the food media landscape.

The Road Ahead: Aspirations and Growth

After more than a decade in the blogging world, Heather Johnson is far from slowing down. Her ultimate dream? “I am so ready for my future on The Food Network (someday)!” she exclaims, a goal that many food bloggers aspire to. In the meantime, she remains committed to expanding her diverse content portfolio—creating more recipes, delivering candid reviews, and documenting her captivating road trips. Additionally, her expertise is increasingly sought after, leading to more speaking engagements at industry conferences. This continuous evolution ensures that The Food Hussy remains at the forefront of food and travel influencing.

Essential Tips for Successful Brand Collaboration

Heather’s “lightning round” presentation at IFBC was a masterclass in actionable advice for food bloggers looking to partner effectively with brands. Drawing from her unique position as both an agency professional and a prominent influencer, she offered indispensable guidance. Here, she elaborates on her key recommendations, providing deeper context for navigating brand collaborations.

Website Optimization: The Agency Perspective

When working with bloggers from an agency standpoint, certain website elements can either streamline or hinder the process. Heather highlights two crucial points for bloggers to optimize their online presence and make themselves more accessible to brands:

• Direct Email Access, Not Just a Form: “Make sure you have your email listed (not a form) so people like me can easily reach you,” Heather emphasizes. While contact forms might seem professional, they often add an extra step and delay for busy agency professionals. For quick, direct outreach, an easily visible email address is paramount. To mitigate spam concerns, she suggests typing it out in a human-readable format, such as “foodhussy at gmail dot com,” rather than creating barriers for potential collaborations. Brands and agencies appreciate direct communication channels.
• Social Channel Links Open in New Tabs: This seemingly minor detail makes a significant difference in user experience. “Set your social channel links up to open in a new tab. Please!” Heather urges. In a fast-paced environment, agencies need to quickly access a blogger’s social channels to assess engagement and content. Ensuring these links open in a new tab not only speeds up the research process but also prevents the brand from losing the visitor from the main blog page. This simple adjustment improves navigation and retains traffic.

Professionalism is Key: Beyond the Blog Post

Beyond website mechanics, professional conduct is paramount in building lasting brand relationships:

• Take Deadlines and Details Seriously: “Please. Because brands and agencies working with them do,” Heather stresses. In the corporate world, missed deadlines and overlooked details can have significant repercussions, impacting campaign timelines and budgets. Bloggers who consistently deliver on time and adhere to specified guidelines build a reputation for reliability and professionalism, making them preferred partners for future projects.
• Honesty and Referrals Build Trust: If a project isn’t the right fit for your niche or expertise, don’t hesitate to speak up. Even better, “feel free to suggest fellow bloggers who may be a better fit.” Heather shares an example: a gluten-free brand approached her, which wasn’t aligned with her content. Instead of forcing it, she referred friends who specialized in gluten-free recipes. This integrity not only saves time for all parties but also strengthens community ties and positions you as a helpful, knowledgeable industry peer.

The Blogger’s Playbook for Success: Insider Strategies

Switching hats to her role as a successful food blogger, Heather shares a wealth of practical advice for fellow content creators aiming for sustainable growth and monetization:

• Know Your Rates: Confidence in pricing is non-negotiable. “This way when someone comes asking, you’re not asking friends what you should charge and hemming around. Instead, you can quickly say, ‘This is my rate.'” Having a clear rate sheet not only projects professionalism but also streamlines negotiations. Brands that truly want to work with you will be willing to discuss or negotiate if your initial rate is above their budget, rather than dismissing you outright. Researching market rates, understanding your value, and clearly defining your deliverables are crucial steps in establishing your pricing.
• “No” is NOT a Four-Letter Word: Especially for established bloggers, requests for free work in exchange for minimal compensation are common. “I’m a very established blogger, and I’m frequently asked to create recipes in exchange for a loaf of bread,” she illustrates. Heather is “completely comfortable telling them no.” Saying no protects your time, validates your worth, and ensures you focus on projects that align with your business goals and compensation expectations. It’s a powerful tool for setting boundaries and maintaining your value.
• Options Equal More Money: When a brand inquires about your rates, don’t just offer one price point. “I give them options: I could make one of their recipes, create one of my own, add a video, etc. Give them options at different budget levels!” This strategy allows brands to choose a package that fits their budget while still engaging your services. It also demonstrates your versatility and willingness to customize, potentially leading to higher-value collaborations. Think about tiered packages: a basic blog post, a post with social amplification, a recipe development package, or a premium option including video content.
• If You Hate It, Then Farm It Out: Bloggers often wear many hats, but some tasks drain energy and time without directly contributing to core income generation. “For example, if there’s a social media task you hate doing (i.e., Pinterest pins) look into hiring a VA (virtual assistant).” VAs are often affordable and can proficiently handle administrative, social media, or technical tasks, freeing up your time to focus on content creation, networking, and securing new business. This investment allows you to leverage your strengths and maximize your earning potential.

Beyond the Blog: Diverse Income Streams

Expanding on the concept of “options equal more money,” Heather encourages bloggers to look beyond traditional sponsored posts. “Not all of us have the same skill set, passions or niches,” she notes. Identifying your unique strengths and exploring unconventional avenues can unlock significant revenue. For instance, in addition to recipe creation and social sharing, Heather generates substantial income from sponsored TV appearances. While this might be lucrative in certain markets or for those comfortable on camera, other bloggers might find success in different areas. These could include writing e-books or cookbooks, offering professional food photography services, hosting paid workshops, consulting for brands, or planning and executing local blogger events. The key is to diversify and tailor your income streams to your individual talents and market opportunities.

Building a Thriving Blogger Community

One of the most profound mistakes Heather observes among bloggers is the tendency to hoard contacts or keep successful strategies secret. “I think a lot of bloggers think that they need to hoard contacts or things that work so nobody else finds out,” she states. Her philosophy is the complete opposite. “I consider us the Sisterhood of the Traveling Spatulas! Share those spatulas – share what works – share good contacts!”

She advocates for a collaborative spirit: if you’ve had a positive experience with a brand and know they’re looking for more creators, and you have a friend who would be a perfect fit, make the introduction. This ethos of mutual support fosters a healthier, more vibrant industry. “What goes around comes around, so help each other out and don’t be afraid to ask for help,” she advises. This collaborative approach, she attests, has significantly contributed to her own growth and success over the years.

Connect with The Food Hussy

Heather Johnson continues to be a dynamic force in the food and travel blogging world. She is actively involved in speaking at industry conferences, sharing her rich experience and practical advice. She was scheduled to speak at TBEX on a panel discussing blogging income and hopes to be a speaker at IFBC in Juneau, Alaska in the future.

For those eager to connect with The Food Hussy and tap into her wealth of knowledge, you can find her online at:

• Blog: www.thefoodhussy.com
• Facebook: facebook.com/thefoodhussy
• Twitter: twitter.com/foodhussy
• Pinterest: pinterest.com/foodhussy
• Instagram: instagram.com/foodhussy

If you’d like to get in touch with Heather directly for collaborations or inquiries, you can email her at [email protected]. Her journey and insights offer an inspiring roadmap for any food blogger looking to elevate their brand, master brand collaborations, and build a thriving, sustainable career in the digital space.