Breaking the recipe bottleneck
Why structure simplifies everything
Liam was killing it on TikTok. His keto recipe videos had racked up thousands of followers, and his snappy, fast-paced cooking clips were exactly what his audience craved. A dash of humor, a sprinkle of slick editing, and boom—instant engagement.
But behind the scenes, Liam was stuck.
Each time he wanted to post a recipe to his blog, he had to rewatch his own TikToks, jot down measurements, and try to remember exactly how he’d phrased things. If he wanted to share the same recipe in his email newsletter or repurpose it for Instagram Reels, it meant another round of editing, rewriting captions, and manually formatting ingredients.
The process was messy, inefficient, and draining. And when brands approached him asking to feature his recipes on their apps or websites, he didn’t even know where to start. He had no easy way to deliver a clean, organized version of his content.
How Liam was creating content
Liam’s workflow was typical for many content creators:
Filming TikToks using CapCut for editing.
Typing out ingredients and steps directly in the TikTok caption (in shorthand).
Rewriting captions for Instagram, because TikTok’s formatting never quite fit.
Copy-pasting to a Google Doc when he wanted to turn a video into a blog post.
Struggling to keep everything consistent and easy to find.
His tools were great, but his content lacked structure. Everything lived in silos: short-form captions here, rough ingredient lists there, scattered steps everywhere.
That’s why every new platform felt like starting from scratch.
How structure changed Liam’s game
One day, after a frustrating afternoon spent rewriting the same keto pancake recipe for his blog, Liam stumbled upon structured content strategies.
Here’s what shifted:
He started breaking down every video BEFORE filming. He outlined:
Recipe title
Ingredients list (clearly formatted)
Step-by-step instructions
Cook time, servings, macros
He used Airtable to manage all recipes. Instead of scattered docs, every recipe had its own record, with fields for each content piece.
He added basic schema markup to his blog. Even though his audience loved TikTok, Liam realized search engines and apps needed structured data to make sense of his content.
Suddenly, instead of reverse-engineering content after filming, Liam had a system:
Ingredients lists pulled directly from Airtable.
Blog posts are auto-populated with labeled sections.
Captions formatted quickly and consistently.
Brands could use his structured content without manual rework.
He wasn’t spending hours cleaning up after himself. His content worked everywhere from the start.
Structured content vs. traditional content
Traditional content? Platform-first, fragmented, rewritten over and over.
Structured content? Flexible, modular, organized at the start, so it flows effortlessly to wherever it needs to go.
In the latest Blueberri blog post, we break down the difference between traditional and structured content and how food creators like Liam can simplify their workflow while unlocking new opportunities. Read the full post here.
What Liam gained
Once Liam embraced structure, here’s what happened:
He launched a keto recipe ebook in weeks, without reformatting each recipe manually.
A meal-tracking app syndicated his recipes, complete with nutrition info, using his structured content.
He stopped spending nights rewriting captions and focused on experimenting with new video formats.
He broke free from the bottleneck—and saw his content (and revenue) multiply without multiplying his workload.
Ready to break your own recipe bottleneck?
Start small:
Break down your next recipe into labeled, modular parts.
Use a content management tool like Airtable or Notion.
Add schema markup to your site.
Want to see exactly how structured content stacks up against traditional formats? Read the full blog post.
What’s the one task that slows down your content workflow the most? Reply and let me know. I’d love to tackle it in a future issue.
Your friend in food,
Sandie