Life With Scoliosis WordPress blog, ecommerce store and YouTube channel.

Life With Scoliosis: Content, Community & Ecommerce

Owned-brand project
Areas: WordPress, content strategy, social media, video, email marketing, ecommerce and community building
Period: 2010–present

Life With Scoliosis began as a personal blog documenting my experience of scoliosis and spinal-fusion surgery. I developed it into a multi-channel content and awareness platform spanning a WordPress website, Instagram, TikTok, Pinterest, YouTube, email and ecommerce.

The project has given me extensive practical experience of building a distinctive brand, understanding a specialist audience and adapting useful content across different platforms and formats.

Today, I maintain the website as an evergreen resource and create social content selectively. Its established content continues to attract visitors, views and subscribers organically.

Selected results

Figures correct as of August 2026.

12,000 website users in 2026 to date · 50,000+ YouTube views · 4,000+ Instagram followers · 22.7K Pinterest monthly views · 1,000+ email subscribers

WordPress website and content

I created and continue to maintain the Life With Scoliosis website using WordPress. It contains long-form content covering scoliosis, surgery, recovery, exercise and everyday life with the condition.

My work has included researching, writing and formatting articles; managing the CMS; organising categories, images and internal links; optimising selected evergreen content for search; and maintaining a supportive, accessible tone of voice.

During 2026 to date, the website has attracted approximately 12,000 active users and 15,000 page views, demonstrating the continued value and discoverability of its established content.

Social media and content distribution

I have planned and created organic content for Instagram and TikTok, including educational posts, personal storytelling, short-form video, branded graphics, captions and fundraising campaigns.

View this post on Instagram

A post shared by Louise | Life with scoliosis & spinal fusion (@lifewithscoliosisblog)

I adapt subjects for different platforms while responding sensitively to questions and community feedback. The Instagram account has grown to more than 4,000 followers and generated approximately 73,000 content views over the previous 90 days. TikTok has attracted more than 1,000 followers and 25,000 cumulative likes.

@lifewithscoliosisblog 13 years post op from #scoliosissurgery this week 🎉🎉🎉🎉 where does the time go?! any questions for me please let me know in the comments! ☺️#scoliosis #spinalfusion #titaniumspine #spinalfusionvlog #spinalfusionsurvivor #spinalfusionsurgeryrecovery #spinalfusionsurgery ♬ A Day in My Life - Soft Boy

I also use Pinterest to extend the lifespan and discoverability of website content. By creating and sharing visual pins linked to relevant resources, the account currently generates approximately 22,700 monthly views.

The project has led to several interviews, podcast appearances and press features connected to scoliosis, surgery and running. I have also interviewed other people living with scoliosis and shared their experiences through written and social content.

YouTube and video production

I launched the Life With Scoliosis YouTube channel to complement the written content and explore longer-form video storytelling.

I independently researched, planned, presented and produced the videos, including filming, editing in Adobe Premiere Pro, creating thumbnails and writing titles and descriptions.

The channel contains 52 videos, has attracted more than 815 subscribers and has generated over 50,000 cumulative views. Although I am not currently publishing regularly, the existing video library continues to attract views and subscribers organically.

Email marketing

I created and sent monthly newsletters through Mailchimp to distribute new content, maintain engagement with the community and bring readers back to the website.

I managed the newsletter planning, copywriting, campaign creation and scheduling, as well as promoting subscriptions across the website and social channels. Through this activity, I grew the mailing list to more than 1,000 subscribers.

Ecommerce and affiliate marketing

I established an online store offering scoliosis-awareness clothing, accessories and gifts. This involved setting up the Spring storefront, developing product concepts and designs, writing product descriptions and promoting the collection through the website and social media.

I also participated in the Amazon Associates programme, incorporating relevant product recommendations and properly disclosed affiliate links into selected blog content.

Audience and impact

Life With Scoliosis has developed organically around a specialist health and lifestyle subject. Alongside building its website, content and audience, I have used the platform to support awareness campaigns and raise thousands of pounds for the Scoliosis Association UK.

The project demonstrates my ability to manage a brand independently, understand an audience and deliver coordinated activity across content, WordPress, email, social media, video and ecommerce.

Capabilities demonstrated

WordPress · Content strategy · Blogging · SEO · Copywriting · Instagram · TikTok · Pinterest · YouTube · Adobe Premiere Pro · Mailchimp · Email marketing · Ecommerce · Product content · Amazon Associates · Affiliate marketing · Community engagement · Campaign delivery