Catherine Lovering has written about health, marketing, and small business since 2010. Through her work she’s remained in step with the evolution of digital marketing from advances in SEO and content to the new frontiers of generative AI. After starting her freelance career with a focus on law firm marketing, her focus shifted to consumer-focused health and wellness content and digital marketing advice for brands. Catherine holds a law degree (LLB) from the University of Victoria and a psychology degree (BA) from the University of British Columbia.

“Most marketing advice for business owners comes down to the golden rule: know your customer. With a clear vision of your ideal client, you can come up with a marketing plan that drives results.”

Catherine’s wellness must-have:

My bouldering sessions. My gym has a motto: Climbing is for everyone. That’s comforting for someone like me who didn’t touch an indoor wall until her mid-40s. Now I love the mental focus, flexibility, and strength that come from even short gym sessions. Never mind that I almost never get to the top of the wall!

Expertise

• Health
• Digital Marketing
• Generative AI
• Legal
• Taxation

Education

• BA, Political Science, University of British Columbia
• BA, Psychology and Philosophy, University of British Columbia
• LLB, University of Victoria
• LLL, University of Ottawa

The latest from Catherine:

• Tips for Overcoming Barriers to Developing Healthy Habits
• What Are AI Overviews and How Do They Affect SEO?
• Value Marketing: How to Win More Customers

Additional reading recommendations:

• How to Scale a Small Wellness Business into an Enterprise
  • This post gives essential guidance on how to manage a risky and exciting time for a small business: accelerating growth. See how to seamlessly transition from a fledgling start up to a growing and thriving enterprise.
• How to Deal with Negative Reviews on Your Dance Studio
  • The occasional bad review is inevitable. This action-oriented post gives helpful tips on how to manage negative online feedback in a way that protects your business reputation.
• The Best Defense Against Uncertainty Isn’t a Single Strategy — It’s a Mindset
  • In times of economic uncertainty, business owners should focus on what they can control. This post breaks down the key fundamentals to weather the shifting tides of the market, no matter the industry.
• How to Create a Strategic Hiring Plan
  • Gyms and fitness studios need all sorts of people to function, from personal trainers to bookkeepers. This article gives essential guidance to smart hiring: developing a plan to attract and retain the right people so your business thrives.