I’m Sandie. That’s my official name. Not Sandra, or Sandra Dee. Just Sandie. Like the cookies.
I started Blueberri Pi because after over a decade working in content, food, and technology, I noticed we talk a lot about the content people see, but we don’t talk nearly enough about everything happening underneath it.
I spent years woirking behind the content
My career started in food, but it didn’t stay neatly inside editorial. Over the years, my work moved across content, product, partnerships, operations, and technology. Eventually, I led content engineering at SideChef, working on the taxonomy, metadata, and ingredient systems supporting a database of more than 20,000 recipes.
Today, I work with food tech platforms, creators, and content teams through Blueberri. I also spend an unreasonable amount of time thinking about metadata, publishing systems, the future of food content, why content teams struggle to explain what they do, and whatever strange new thing the internet has decided we all need to understand this month.
Welcome to the messy middle
Some publications focus on content creation. Some focus on technology. Others focus on media and the creator economy.
Blueberri Pi lives in the messy middle where all three meet.
On Fridays, (that’s goal) I explore the systems shaping how content is created, managed, discovered, distributed, and experienced. That can mean structured content one week, AI search the next, a creator-platform shift after that, and occasionally a deep dive into why a recipe database is much more interesting than it sounds.
How is the system changing, and what does that change for the people creating and managing content?
I’m less interested in telling you how to chase the latest algorithm than understanding what’s happening behind the scenes. I don’t think creators and content professionals need another person yelling that everything they know is dead every six months. We need better ways to understand what’s actually changing. That’s what we’re doing here.
What you’ll find here
Three big conversations are running through Blueberri Pi.
Content + systems
Structured content, content operations, content engineering, workflows, governance, publishing infrastructure, and the invisible machinery behind what eventually appears on a screen.
Content + technology
AI, search, discoverability, platforms, recommendation systems, emerging interfaces, and what happens as machines increasingly interpret information before people consume it.
Content + media
Food media, creator ecosystems, digital publishing, platform economics, partnerships, audience behavior, and the increasingly blurry line between creators, publishers, platforms, and technology companies.
You don’t need to fit neatly into one of these groups. I don’t either. That’s kind of the point.
If you’re new, start here
You absolutely do not need to work your way through the archive from the beginning.
Here are a few places I’d send you first.
If you’re thinking about discoverability
Old MacDonald Had an Optimization Strategy (A-E-G-E-O)
SEO. AEO. GEO. LLMO. Every new optimization acronym promises to explain the future, but they’re all circling a much bigger question about how information gets discovered and what makes content useful after the next acronym arrives.
If you work with content systems
Structure Existed Long Before the Internet
A surprisingly human introduction to structured content, using recipes, libraries, grocery stores, and content management systems to show why structure helps information remain understandable, reusable, and useful as it moves between systems.
A Token of My Appreciation
A look beneath the AI conversation at tokens, BERT, machine interpretation, and the real infrastructure required for AI systems to understand and generate information. It also connects your SideChef experience directly to why you think about AI and content differently.
If you’re a creator
Blueberri Pi isn’t about teaching you how to post more. These issues are a good place to start if you’re thinking about how to make the content you’ve already created more discoverable, durable, and valuable.
Zero Click Discovery
What happens when people are still searching, cooking, and consuming content—but aren’t clicking like they used to? This issue follows food creator Nelly to explore why structure matters when discovery increasingly happens beyond your website.
The Myth of Consistency
A challenge to the idea that creators have to keep publishing to stay visible. It explores the difference between momentum and infrastructure—and what continues working when you stop creating for 30 days.
When Pageviews Aren’t Enough
An exploration of what happens when the old traffic-equals-revenue equation starts breaking down, and why creators need to think beyond advertising toward partnerships, diversification, and content that can create value in more than one way.
Want to go deeper into AI + creator platforms? Read The AI That Isn't Writing Your Recipes and Agents, Advocacy, and BBQ.
There’s also a podcast
Some ideas need more room than an essay. Others are simply more interesting when you can hear people think through them.
The Blueberri Podcast gives me space to go deeper into the questions I’m exploring in the newsletter. Sometimes that’s a conversation with someone working inside the industry. Sometimes it’s me pulling apart an idea that deserves more than a paragraph in Friday’s issue.
If you like the essays but find yourself thinking, OK, but I want to hear more about that, the podcast is probably where you should go next.
What’s changing about content work that you can’t quite make sense of yet?
Leave a comment and tell me.
Maybe it’s AI search or your role. Maybe your traffic disappeared or your content team has seven tools and somehow still needs three spreadsheets. Maybe everyone at work keeps saying “content strategy” while meaning five completely different things.
I read the comments, and those questions help shape what I investigate next.
I don’t think anyone has the entire future of content figured out, but we can get much better at seeing what’s coming.
Welcome to Blueberri Pi.
