Good Content with Shannon McKinstry
Episode: Embrace the Content Creator Mindset
Release Date: April 22, 2025
Introduction
In this episode of Good Content, host Shannon McKinstry dives deep into cultivating a content creator mindset. Shannon emphasizes the importance of removing content creation overwhelm by focusing on tried-and-true strategies that resonate with audiences. She shares insights from her Reels Lab live coaching sessions and provides actionable tips to elevate your social media presence effectively.
Optimizing Reels with Simple Tweaks
Shannon begins by discussing her Reels Lab coaching calls, where members submit their reels for live audits. She highlights that often, improving a reel requires just one or two simple adjustments.
“It’s either a little adjusting of the text or adding one more descriptive word that makes someone stop and go, this reel is for me.”
— Shannon McKinstry [04:30]
These minor changes can significantly enhance engagement by making the content more relatable and compelling.
The Four H's: Creating Content Based on Feelings
Central to Shannon's strategy are the Four H's, which guide her content creation process based on the desired emotional response from the audience. These emotions include:
- Helpfulness: Providing relief or solutions.
- Humor: Creating relatability through laughter.
- Hurt: Addressing pain points.
- Hope: Inspiring and motivating followers.
“We buy off feelings. We follow people because we relate to them and they make us want to do better.”
— Shannon McKinstry [06:45]
By targeting these emotions, content creators can foster deeper connections with their audience, leading to increased loyalty and engagement.
Personal Branding vs. Content Creating
Shannon challenges the traditional notion of a personal brand, advocating instead for viewing your social media presence as a personal account. She notes that authenticity and relatability are key to successful content.
“If you want your business account to grow more and succeed more, you need to start treating it more like a personal account.”
— Shannon McKinstry [12:15]
She urges creators to share personal stories and aspects of their lives to build a genuine connection with their audience, making their brand feel more human and approachable.
Engaging Your Audience Through Stories
Shannon emphasizes the power of storytelling in content creation. By sharing behind-the-scenes glimpses and personal anecdotes, creators can make their audience feel more connected and engaged.
“On stories, talk about what you’re up to. Share your life and things you love to bond with your people.”
— Shannon McKinstry [16:50]
This approach not only enhances relatability but also encourages followers to interact more openly, fostering a sense of community.
Building a Community
A recurring theme in the episode is the importance of building an engaged community around your brand. Shannon asserts that community-building has always been fundamental, despite recent trends highlighting its resurgence.
“If someone feels like they belong in your community, they’re going to follow and tell everyone about you.”
— Shannon McKinstry [19:20]
She advises using language that resonates with your target audience and incorporating elements that make them feel included and valued within your community.
Practical Examples and Strategies
Shannon provides several practical examples to illustrate her points:
-
Wine Stopper Reel:
- Example: A video showing unpackaging a wine stopper with the caption “I just found THE Wine Stopper on Amazon.”
- Insight: Emphasizing specific words like “THE” and using relevant emojis can make the content more engaging and targeted.
“Adding one more descriptive word makes someone stop and go, this reel is for me.”
— Shannon McKinstry [08:10] -
Travel Agent Reel:
- Example: “Best friends, no passport, luxury resort trip.”
- Insight: Including identifiers like “no passport” immediately conveys ease and convenience, attracting those looking for stress-free travel options.
-
DIY Home Improvement:
- Example: “Five easy DIYs that instantly make your home look more expensive.”
- Insight: Words like “DIY,” “instantly,” and “expensive” tap into desires for quick, cost-effective upgrades, increasing the reel’s appeal.
“The word instantly triggers instant gratification.”
— Shannon McKinstry [18:05]
Conclusion and Takeaways
Shannon wraps up the episode by reiterating the importance of approaching your content with a content creator mindset. Key takeaways include:
- Focus on Emotional Connection: Create content that evokes specific feelings to build a stronger bond with your audience.
- Personalize Your Brand: Treat your business account like a personal account to enhance authenticity and relatability.
- Engage Through Stories: Share personal experiences and behind-the-scenes moments to foster community.
- Use Strategic Language: Incorporate descriptive words and identifiers to make your content more engaging and targeted.
- Leverage Community Building: Continuously work on building and nurturing an engaged community around your brand.
“Attention is currency, so use words that pop out and capture it.”
— Shannon McKinstry [22:00]
Shannon encourages listeners to utilize tools like ChatGPT to brainstorm identifiers and analyze testimonials to refine their messaging. She promises to delve deeper into these strategies in future episodes, providing even more actionable prompts and tips.
“Go enjoy your spring break. I love you, friend, and I’ll talk to you next week.”
— Shannon McKinstry [22:30]
By embracing the content creator mindset, Shannon McKinstry offers valuable insights and practical strategies to enhance your social media presence, build authentic connections, and grow your business with good content.