It All Started In 2014.
The Trail To Health began as a platform to track Erika’s Lyme treatments and share with others the experience.
It since turned into a full media brand that has pushed the limits of content production and growing a highly engaged audience .
Blog & Website
The Trail To Health blog was intentionally built into a high-impact wellness destination, attracting over 120,000 unique visitors and 147,000+ annual page views. Growth was fueled by SEO-optimized content spanning health insights, brand collaborations, gluten-free dining guides, and purpose-driven storytelling designed to educate and convert.
Podcast
This Healthy Life Podcast was launched as a natural extension of the brand, featuring expert interviews and real wellness conversations that deepen community connection and brand authority across channels.
Media Appearances
Media reach was built through over 400 national TV segments, all personally pitched by Erika through direct producer relationships. Features include Netflix’s Afflicted, Destination TV, and major morning shows, alongside speaking engagements at wellness conferences and online health summits.
Instagram growth was driven by consistent lifestyle content, wellness education, and authentic storytelling—reaching over 117k followers. With an average of 350+ comments per post, the account maintains a highly engaged community that actively interacts with and shares the content.
YouTube
YouTube was used to amplify TV segments, interviews, and long-form wellness content, supporting search visibility and expanding the multimedia reach of the brand.
Self-Published Cookbook & Shopify Store
The Wandering Palate cookbook was entirely self-published, with all design and photography produced in-house. A Shopify storefront was launched to support product sales and streamline direct-to-consumer fulfillment. The launch was supported by an extensive media tour across the U.S., with appearances on TV and radio shows to drive visibility and sales.
Pinterest was leveraged as a visual search engine to drive traffic to blog content, resulting in over 600,000 monthly views and significant evergreen referral traffic.
TikTok
TikTok content was designed to capture a younger wellness audience through relatable, trend-driven videos highlighting gluten-free travel, health tips, and behind-the-scenes moments. Videos average over 10,000 views, contributing to steady growth and increased brand visibility on the platform.
Medical Practice Experience
Strategic marketing support for a high-performing functional medicine practice led to $6 million in sales in just 8 months. Efforts included blog content, lead generation, optimized email funnels, and a full CRM strategy—demonstrating the power of content-led marketing in the health space.
A targeted mix of live content, community-driven posts, gluten-free resources, and strategic use of Facebook Groups helped grow the audience to over 10,000. These efforts created vibrant online communities and an additional touchpoint for engaging the brand’s loyal following.
Brand Partnerships
Brand partnerships have been cultivated with over 500 aligned wellness and lifestyle companies, built on authentic storytelling and long-term value. Many of these collaborations have evolved into deeper relationships through affiliate marketing, repeat content campaigns, and ongoing contributor roles that drive sustained results.
Coaching Practice
As an IIN Certified Health coach, Erika launched a personalized health coaching practice was developed to support clients on chronic illness recovery and wellness journeys, using the authority of the blog and media presence to attract aligned clientele.