25. How to Start a Blog in Midlife (Even If You Work Full Time)

Second Act Simplified
Written By Jaime

In August 2024, my sister and I started a blog called Our Daily Lifestyles.

At the time, I didn’t know that decision would eventually lead to this podcast, a growing email list, custom GPT products, and a creative outlet that feels like mine.

I also didn’t know how slow it would be, but I feel that the slowness is worth it.

If you’re a woman in midlife wondering whether to start a blog, side project, podcast, or passion idea, I want to walk you through what this journey has actually looked like. I don’t believe in the “six figures in six months” version. The real version most of us are living.

First: Growth Was Slow (But It Was Real)

When we launched in August 2024, most of our early traffic came from Pinterest.

Traffic did not come from Instagram, Facebook, X, or anything else, just Pinterest.

I had been listening to some Podcasts about Pinterest and decided it would be the platform I focused on.

Pinterest isn’t social media in the traditional sense. It’s a search engine. People go there to plan, save, and research. They’re thinking ahead. They’re bookmarking ideas for later.

Over time, that steady pinning turned into:

  • Over 1 million impressions

  • 44,000 engagements

  • 7,000 outbound clicks to my blog

  • 5,000 saves

  • An audience reach of around 800,000

That didn’t happen overnight. It happened through consistency.

Now I’m starting to see something new: Google traffic.

It took about 12 to 13 months before I saw meaningful growth from Google. And honestly? That’s normal. Google wants consistency. It wants to know you won't disappear.

That first year was about proving I was staying.

Seasonal Content Took Off First

My highest-performing posts were seasonal:

  • Fall mason jar lanterns

  • Christmas sangria

  • Fourth of July hosting ideas

  • Fall mantle decor

Holiday content performs well. It just does. Fourth-quarter traffic has been significantly higher than at other times of the year.

But here’s what excites me more:

My newer topics are starting to gain traction.

Posts like:

  • New Job Survival Kit

  • 10 Key Priorities for a Balanced and Fulfilling Life

  • What to Write in a Sympathy Card

  • Why You’re Not Irreplaceable at Work

Those topics are much closer to what I’m building now under Second Act Simplified.

When you start something, it evolves. You evolve.

The version you begin with will not be the version you end up with.

Let’s Talk Money (Honestly)

Blogging has not been life-altering financially.

I’m an Amazon Associate. I’ve made around $10 so far.

I’ve sold a few custom GPT tools. A few. Not dozens. Not thousands.

I’ve participated in email swaps and bundles. I gained subscribers, but not explosive growth.

This is not a get-rich-quick story.

But here’s what it is:

  • It’s a proof of concept.

  • It’s skill-building.

  • It’s asset creation.

  • It’s long-term positioning.

That matters.

What Actually Helped

If you’re thinking about starting a blog, here’s what truly moved the needle for me:

1. Pinterest (Even If People Tell You Not To)

Some people dismiss Pinterest. I won’t.

It has been the single biggest traffic driver for me.

Even now, in the last 90 days, people interacting with my pins are interested in:

  • Financial topics

  • Real estate

  • Vehicles

  • Weddings

  • Gardening

  • Food and drinks

My primary audience is 25–34, though I’m writing more intentionally for women in midlife. That’s shifting slowly as I niche down.

Pinterest gives your content a longer shelf life than most platforms. People save today for something they’ll use in six months.

2. Email List from the Beginning

If you blog, build your email list immediately.

I use Mailchimp because it integrates easily with Squarespace. I’m not super techy. I work full-time. I need simple systems.

Your email list becomes your home base. Platforms change. Algorithms change. Your list doesn’t.

3. Networking

I joined We Meet Wednesdays.

I participated in a product bundle swap.

I did email swaps.

I became an affiliate for programs I genuinely use.

No single move changed everything, but together, they started to build momentum.

4. Keyword Research and SEO Tools

I use Ubersuggest for keyword research and domain authority tracking.

Since June, my domain authority has steadily increased.

That means search engines are increasingly trusting my site.

You don’t need to be an SEO expert on day one, but you do need consistency.

The Award (And Why It Matters)

In 2025, I received an award for Women’s Lifestyle Blog of the Year – USA.

That was exciting because:

  • It created a backlink.

  • It validated the work.

  • It built credibility.

Sometimes small wins build quiet confidence.

Woman working on a blog at her desk

The Pivot: From Our Daily Lifestyles to Second Act Simplified

My sister has stepped back from writing, and my focus has shifted.

I’m writing more intentionally for women in midlife who want:

  • A side hustle

  • A new hobby

  • A career pivot

  • A creative outlet

I’ve secured the domain SecondActSimplified.com and redirected it. The backend changes take time. I’ll get there.

The point is this:

You don’t have to get everything perfect before you begin.

Why I’m Still Doing This

Recently, my husband asked me:

“You’re busy. You work full-time. Weekends are packed. You’re sometimes burned out. Are you sure you want to keep doing this?”

Yes.

This is my creative outlet.

This is something I didn’t have 20 years ago when I was deep in raising kids and just trying to survive the chaos of life.

Now that I have time, I’m using it for something I enjoy.

This blog led to this podcast.

Years ago, I bought a microphone and set it aside. I never used it.

If I hadn’t started the blog, I would still be “thinking about” podcasting.

Starting one thing unlocked the next.

If You’re in Midlife and Feeling the Pull

We go through massive transitions in this season:

  • Kids grow up.

  • Family dynamics shift.

  • Careers plateau.

  • Time opens up in unexpected ways.

You don’t need to quit your job and create a massive business plan with a five-year roadmap.

You need to start and be consistent.

If You Want Help Figuring Out Your Next Step

I created a free tool called Second Act Pathfinder.

It’s a custom GPT designed to walk you through:

  • What you actually want next

  • What you’re afraid of

  • What might be realistic

  • Where to begin

If you’re stuck, it’s a starting place.

If you’re building something, even slowly, I’d love for you to join my monthly newsletter. I share practical steps, reflections, and lessons as I go.

Final Thought

Blogging has not changed my life financially, but it has changed me.

It has:

  • Improved my writing

  • Built my confidence

  • Introduced me to new communities

  • Opened doors to podcasting

  • Given me something that is mine

If you’ve been thinking about starting something, this is your nudge.

Start before you feel ready.

The slow path still moves forward.

Get The Second Act Pathfinder
Jaime

I write as Jaime—a nod to my writing journey while protecting my professional privacy. With 20 years of experience in the supply chain industry, I’ve navigated the challenges of balancing a career, family, and creative passions. I currently serve as an Advisor for the Ashland University Women in Leadership Executive Program, where I support and mentor women pursuing leadership excellence across industries.

I thrived in the early days of blogging during the rise of social media but later stepped back to embrace life’s ever-evolving chapters. As a proud parent in a blended family full of love (and plenty of pets!) and now embracing the early joys of grandparenthood, I’m excited to reignite my passion for writing.

Join me as I share my love for travel, gardening, DIY projects, and more—let’s explore life’s adventures together!

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24. The February Slump Is Normal. Quitting Doesn’t Have to Be.