Podcast Summary: Good Content with Shannon McKinstrie
Episode: Are You Talking About What You Love?
Release Date: April 29, 2025
Introduction
In the episode titled "Are You Talking About What You Love?", host Shannon McKinstrie delves into the pivotal role of self-awareness in marketing. Drawing from her recent conversation with Candace and Jennifer of the Social Circle, Shannon emphasizes the necessity for content creators to align their online presence with their genuine passions rather than adhering strictly to prescribed marketing strategies.
The Importance of Self-Awareness in Marketing
Shannon opens the discussion by highlighting how many digital marketers and social media experts often feel pressured to "niche down" and follow rigid content creation guidelines. This pressure can lead to disengagement and a lack of enthusiasm in their content creation process.
“If you're showing up, it doesn't feel exciting to you, it doesn't feel like you're truly talking about something you care about.”
— Shannon McKinstrie [05:30]
Identifying Your Passion: What You Love to Talk About
Shannon poses a critical question to her listeners: “What is something that if you got a call tomorrow from, let's say, the Today Show or CNN, and they're like, we need you on a segment, what is something that you're like, I would get on there and crush it because I can never stop talking about this one thing?” This introspection encourages creators to pinpoint topics they are genuinely passionate about.
She shares a personal anecdote about being the “content creator” among her friends since the 90s, emphasizing her lifelong dedication to content creation.
“If you can't shut up about it and you're excited about it, we are going to feel that and we're going to love it for you and for us.”
— Shannon McKinstrie [12:45]
Making Content Relatable: Borrowing Popular Phrases and Brands
Shannon illustrates how successful content creators make their content relatable by integrating popular phrases, words, and brands that resonate with their audience. She references experts on the Today Show who use familiar brands to make their advice more approachable.
Examples Provided:
-
Neurologist Dr. Jessica Lew:
- Uses “McDonald's migraine hack” to make health advice relatable to the general public.
- Quote: “McDonald's because US average people who don't know anything about health are gonna be like McDonald's.”
— Shannon McKinstrie [18:20]
-
Stylist Expert:
- Describes summer styles that “whisper luxury”, elevating standard style tips with sophisticated language.
- Quote: “Style tips that whisper luxury. How beautiful is that.”
— Shannon McKinstrie [19:10]
-
Travel Tips Expert:
- Advises against calling an Uber straight to the airport, using the brand “Uber” to maintain relatability.
- Quote: “He mentions Uber. That is a brand we know.”
— Shannon McKinstrie [20:05]
Authenticity Over Virality: Creating Content You're Excited About
Shannon stresses the importance of authenticity in content creation. She advises against producing content solely for its potential to go viral if it doesn't genuinely excite you.
“If I'm not excited about that new feature or I don't care about it, I'm not going to talk about it. Even if it's super popular, I know it would go viral. It's not interesting to me, so I'm not going to create it.”
— Shannon McKinstrie [25:15]
She contrasts this with her own enthusiasm for certain content forms, such as hitting posts on a reel, which she shares as a source of genuine excitement.
Practical Steps: Checking in with Yourself and Rebranding
Shannon encourages listeners to self-reflect and identify the topics they are passionate about. She suggests that if your current content doesn't reflect your true interests, it's perfectly acceptable to rebrand or pivot to a subject you love.
“Create content based on things that you actually care about and love. Don't feel like you have to niche so far down into something that you don't care about talking about.”
— Shannon McKinstrie [33:40]
She provides actionable advice, urging creators to:
- Check in with themselves to rediscover their passions.
- Rebrand if necessary, ensuring their content remains authentic.
- Study successful reels (linked in show notes) to understand how experts integrate relatability into their content.
Shannon also mentions a listener example: a marketing teacher who prefers discussing her weight loss journey over strictly marketing topics, illustrating that audiences will follow authentic and passionate content creators.
Conclusion and Next Steps
Wrapping up the episode, Shannon reiterates the significance of authentic content that stems from genuine passion. She assures listeners that embracing their true interests will lead to more engaging and sustainable content creation.
“This is not so much of a teaching episode. It's like I want to give you permission to check in with yourself.”
— Shannon McKinstrie [37:00]
Shannon previews the next episode, promising more tactical and practical advice, and encourages listeners to:
- Review the show notes for valuable examples.
- Prepare for a deep dive into content creation strategies that align with their passions.
She concludes with an uplifting message, reinforcing the importance of enjoying the content creation journey and maintaining authenticity.
Notable Quotes with Timestamps
-
On Excitement in Content Creation:
“If you're showing up, it doesn't feel exciting to you, it doesn't feel like you're truly talking about something you care about.”
— Shannon McKinstrie [05:30] -
On Passion-Driven Content:
“If you can't shut up about it and you're excited about it, we are going to feel that and we're going to love it for you and for us.”
— Shannon McKinstrie [12:45] -
On Relatability Through Brands:
“McDonald's because US average people who don't know anything about health are gonna be like McDonald's.”
— Shannon McKinstrie [18:20] -
On Authenticity Over Virality:
“If I'm not excited about that new feature or I don't care about it, I'm not going to talk about it. Even if it's super popular, I know it would go viral. It's not interesting to me, so I'm not going to create it.”
— Shannon McKinstrie [25:15] -
On Creating Meaningful Content:
“Create content based on things that you actually care about and love. Don't feel like you have to niche so far down into something that you don't care about talking about.”
— Shannon McKinstrie [33:40] -
On Self-Awareness and Permission to Rebrand:
“This is not so much of a teaching episode. It's like I want to give you permission to check in with yourself.”
— Shannon McKinstrie [37:00]
For a deeper understanding and practical examples, be sure to check out the show notes linked with this episode. Next week, Shannon promises to explore tactical strategies to implement these insights effectively.