Podcast Summary: "Creator Style Content is for Everyone, Even You"

Podcast Information:

• Title: Good Content with Shannon McKinstrie
• Host: Shannon McKinstrie
• Episode: Creator Style Content is for Everyone, Even You
• Release Date: July 29, 2025

Overview

In the episode titled "Creator Style Content is for Everyone, Even You," Shannon McKinstrie delves into the transformative power of embracing a creator mindset for business owners. She dismantles the misconception that only influencers or dedicated content creators can produce effective social media content, emphasizing that every business, regardless of size or industry, can and should adopt creator-style strategies to enhance their online presence and drive sales.

1. Embracing the Creator Identity

Shannon begins by addressing the common hesitancy among business owners to identify as creators. She asserts that the term "creator" is not exclusive to influencers but is a fundamental aspect of modern business content strategy.

• Key Point: Every business owner inherently plays the role of a content creator.

• Notable Quote:

  “You are a creator whether you like it or not.” [00:04]

Discussion: Shannon emphasizes that adopting a creator mindset doesn't require one to label themselves strictly as a creator or influencer. Instead, it involves integrating creative storytelling and personal touches into their content to engage audiences more effectively.

2. Bridging the Disconnect in Content Creation

Drawing from her recent experience at a conference in Austin, Shannon highlights a significant disconnect between traditional business content and what resonates on platforms like Instagram.

• Key Point: Traditional, magazine-style content fails to engage modern audiences seeking authentic and personal connections.

• Notable Quote:

  “A lot of the reels I was showing the travel agents... was for travel agents. It was called the Biz Huddle.” [00:02]

Discussion: Shannon recounts how travel agents at the conference were struggling to generate content that not only attracted followers but also converted them into sales. She underscores the necessity for content that humanizes the brand, making it relatable and engaging.

3. The Shift from Corporate to Personal Content

Shannon advocates for a significant shift from corporate, impersonal content to more personal, story-driven narratives that resonate on an emotional level with the audience.

• Key Points:

  • Storytelling Over Static Information: Moving away from bland, informational posts to stories that evoke emotions.
  • Humanizing the Brand: Presenting the brand as a relatable entity rather than a faceless corporation.

• Notable Quotes:

  “We are here to follow humans. I want to know where you're going... I want to know what, why you chose that destination.” [00:07]

  “Creating content from a place of intention and a message that delivers and resonates.” [00:09]

Discussion: Shannon emphasizes that audiences today seek authentic connections. By sharing personal experiences, motivations, and behind-the-scenes glimpses, businesses can create deeper, more meaningful engagements with their followers.

4. Real-World Examples of Successful Creator-Style Content

To illustrate her points, Shannon shares various examples of businesses successfully implementing creator-style content.

• Trader Joe's:

  • Example: A reel showcasing a week of shopping at Trader Joe's with a compelling hook.

  • Impact: Garnered 31,000 likes by presenting a personal shopping experience.

  • Notable Quote:

    “Her hook says, a week of Trader Joe's wheels for $102 and 44 cents. Brilliant hook, brilliant.” [00:16]

• Tattoo Artists and Small Businesses:

  • Example: A tattoo artist sharing recent designs, adding a personal touch.

  • Impact: Increased engagement by showcasing personal artistry rather than just promoting services.

  • Notable Quote:

    “She's a tattoo artist. Do you see what I mean?” [00:17]

• Motion App:

  • Example: Demonstrating how an AI assistant helps manage tasks in a relatable, humanized manner.

  • Impact: Positioned the software as an essential, user-friendly tool through personal storytelling.

  • Notable Quote:

    “She’s answering as a human, a person. It prioritizes tasks for me...” [00:18]

• Nitro Bar:

  • Example: Highlighting unique flavors like blueberry watermelon lemonade to spark conversations.

  • Impact: Created buzz and community engagement around innovative product offerings.

  • Notable Quote:

    “How lucky are we to be alive at the same time as Blueberry watermelon, lemonade.” [00:19]

Discussion: These examples demonstrate how diverse businesses can implement creator-style content by focusing on personal stories, unique experiences, and authentic interactions. Shannon underscores that it's not about mimicking influencers but about infusing genuine personality into every post.

5. Practical Strategies for Creating Creator-Style Content

Shannon provides actionable advice for business owners looking to transition to a creator-style content approach.

• Key Strategies:

  • Focus on Personal Stories: Share what you bought, made, or experienced recently.
  • Use Conversational Tone: Engage in a manner that feels like conversing with a friend.
  • Create Shareable Content: Develop posts that evoke emotions, humor, or relatability, encouraging shares.
  • Integrate Personality: Let the brand's unique voice shine through, making the content memorable.

• Notable Quotes:

  “Here's how I romanticize my day. It's personal when it comes to the educational content.” [00:10]

  “This is a chef creating from a place of personal personality.” [00:17]

Discussion: By implementing these strategies, business owners can make their content more engaging and relatable. The emphasis is on authenticity and building a community rather than merely promoting products or services.

6. The Importance of Building a Community Through Content

Shannon highlights the significance of cultivating a community around the brand by making the audience feel seen and connected.

• Key Points:

  • Engagement Over Promotion: Focus on interactions that build relationships rather than just pushing sales.
  • Creating Memorable Experiences: Content should stay with the audience, making the brand unforgettable.

• Notable Quotes:

  “They are cultivating a community where people feel... they are going to laugh, feel seen, have a giggle...” [00:15]

  “Your content needs to have a personal touch.” [00:13]

Discussion: Building a community fosters loyalty and encourages word-of-mouth promotion. Shannon illustrates how brands like Wendy's and Beyond Meat successfully engage their audiences by maintaining a consistent, relatable voice that resonates on a personal level.

7. Overcoming Common Barriers to Creator-Style Content

Shannon addresses common misconceptions and obstacles that prevent business owners from adopting a creator mindset.

• Key Points:

  • Perceived Lack of Skills: Belief that one must be tech-savvy or skilled in editing to create effective content.
  • Time Constraints: Concerns about the time investment required for quality content creation.

• Notable Quotes:

  “It just means that you are creating from a place of intention and a message that delivers and resonates.” [00:09]

  “It doesn't mean you have to completely change your strategy and all this time commitment stuff.” [00:08]

Discussion: Shannon reassures listeners that embracing a creator mindset doesn't necessitate extensive technical skills or a complete overhaul of their existing strategies. Instead, it's about intentionality and authenticity, which can be integrated seamlessly into current workflows.

8. Encouragement and Final Thoughts

Concluding the episode, Shannon offers encouragement to business owners, reaffirming that they possess the innate ability to create compelling content that resonates with their audience.

• Notable Quotes:

  “You, my friend, are a creator and your voice deserves to be heard.” [00:XX]

  “You’re a creator whether you like it or not... Your content is going to exude that vibe and feeling.” [00:05-00:06]

Discussion: Shannon motivates listeners to embrace their unique voices and perspectives, assuring them that authentic, creator-style content is within their reach. She emphasizes the importance of moving away from outdated content strategies and adopting a more personal, engaging approach to social media.

Key Takeaways

• Adopt a Creator Mindset: Every business owner can and should integrate creative, personal storytelling into their content strategies.
• Focus on Authenticity: Personal, relatable content fosters deeper connections and drives engagement more effectively than traditional corporate posts.
• Leverage Real-World Examples: Successful brands demonstrate the power of creator-style content through authentic, personality-driven narratives.
• Overcome Barriers: Addressing misconceptions about necessary skills and time commitments can empower businesses to create more engaging content.
• Build a Community: Cultivating a loyal community through consistent, authentic interactions enhances brand loyalty and encourages organic growth.

Conclusion

Shannon McKinstrie’s episode serves as a compelling guide for business owners hesitant to embrace the creator identity. By illustrating the tangible benefits of creator-style content and providing actionable strategies, she empowers listeners to transform their social media presence. Emphasizing authenticity, personal storytelling, and community building, Shannon underscores that effective content creation is accessible to all, regardless of one’s self-identification as a creator.