Podcast Summary: Good Content with Shannon McKinstrie

Episode: Find Your Content Rhythm and Build a Simple Content Strategy
Host: Shannon McKinstrie
Date: November 18, 2025

Episode Overview

This episode, recorded in Shannon McKinstrie’s signature relaxed and candid style, cuts through the noise of social media advice to offer clear, practical strategies for building an effective and sustainable content plan. Shannon shares her philosophy that there are “no absolutes” in social media, details her original “4 H’s” framework for planning content, and guides listeners in finding their unique posting rhythm. The focus is on making content creation enjoyable and connecting with audiences in a genuine way, rather than getting bogged down by so-called rules and rigid calendars.

Key Discussion Points and Insights

1. The Myth of “Absolute” Content Rules

• Shannon’s Core Philosophy: There are no inflexible rules for content creation—except for platform technicalities (like hashtag limits).
  • “If anyone is speaking to you in absolutes … like, you have to post twice a day … there is none. What is the magical amount of times to post? There isn’t one.” [04:04]
• Content success comes from authenticity and resonance, not following someone else’s rigid formula.

2. The “4 H’s” Framework

Shannon introduces and explains her original system for simplifying content planning:

• Heard: Content that makes the audience feel seen and validated—a “warm hug,” pep talks, community-building.
  • “It’s that belonging, it’s that warm hug or like a pep talk type thing where it just goes, dang, I need to hear that. Or dang, you get me.” [07:18]
• Helpful: Tutorials, tips, suggestions—direct value and education.
• Humor: Silly, playful content, relatable jokes, and trends.
• Happenings: Behind-the-scenes, life updates, personal shares—what’s happening in your business or world.
  • “Who are you? What’s going on? Where are you at? What you doing, what you love? What’s your vibe?” [08:15]
• These categories create flexibility—content can blend several H's at once.

3. Simplifying Your Content Rhythm

• Instead of stressing over perfect schedules, Shannon recommends picking a posting rhythm (cadence) that fits your life and business.
  • “You pick a cadence. Whatever word you want to say. I want to post three times a week … And they’re doing great.” [11:34]
• Use your natural energy and audience habits to guide what you post and when.
  • Example: Softer, “Heard” content on Mondays, more “Helpful” tips midweek, humor or happenings by the weekend.

4. Examples of Content Planning in Action

• Shannon shares how she organizes her week:
  • Monday: Soft, “warm hug” content (e.g., POV, community-focused)
  • Tuesday–Thursday: Helpful ideas, tips, tutorials
  • Friday/Saturday: Humorous or “Happenings” (life, behind-the-scenes, fun trends)
• Flexibility is key: “I don’t live by a content calendar. I don’t live by a strict schedule. You can’t, on social media, you can’t.” [14:20]
• “Most of my content is in the helpful category because my content is more of an educational account … But then by Friday, Saturday, I will definitely at least post a happening or something humorous … I showed some pictures, gave them some thoughts.” [15:35]

5. Audience Alignment and Content Identity

• The “magic sauce” is matching what you love to create with what your audience wants.
  • “What is it? Like, really check in with yourself of what you love creating and what your audience wants to see. That’s the magic sauce right there.” [17:24]
• You can lean into one category or mix several—there’s no right or wrong.

6. Content Hooks and Examples

• Shannon provides specific examples of hooks for each “H”:

  • Heard: “Dear algorithm, send me everyone stuck in View Jail, one flop away from quitting and ready for a quick content that performs so Instagram can feel fun again.” [21:21]
  • Helpful: “The hook that’s blowing up accounts on Instagram right now, which is that Dear algorithm hook.” [22:10]
  • Humor+Education: “I talked to the camera … I’m very unserious … I shouted out Scorpio season, did a weird dance move … and gave tips on social media.” [22:45]
  • Happenings: Birthday post with personal reflection and behind-the-scenes pics.

• Content can (and should) overlap: funny + educational, heard + happenings, etc.

Notable Quotes & Memorable Moments

• “There are no absolutes in social media except for, like, the general, like, terms, conditions, rules Instagram gives us, right? … But overall, there’s no hardcore rules.” [03:30]
• “If your content connects with them, they’re going to go to your account, look around, maybe buy something. Right? It’s the same as like when we walk past the store, we’re like, that looks like me. That looks cute. I identify with this. Walk in, that’s your content.” [05:23]
• “Every piece of content needs to resonate and connect. That will always build authority, that will always lead to conversions, that will always lead to follows.” [05:12]
• “Once you come up … you know I’ve got hooks I share every week on this podcast. And so I’ll leave you … that is just a humor hook, a herd hook, a helpful hook, right? Just to help you guys get started.” [20:55]
• “There is no absolute and these things can intertwine … Do you see what I mean? There’s no rules and there’s so many rules out there that we’ve lost the plot.” [23:44]

Important Timestamps

• 03:30: Myth of absolutes in social media
• 05:12: Main point—content must resonate and connect
• 07:18 – 09:00: Introduction and breakdown of the 4 H’s
• 11:34: Picking your content cadence/rhythm
• 14:20: Why strict calendars don’t work for social content
• 15:35: Weekly posting rhythm example
• 17:24: Aligning content with passion and audience needs
• 21:21 – 22:10: Example content hooks for each of the 4 H’s
• 22:45 – 23:44: Humor + education example and content overlap

Tone and Delivery

Shannon’s tone is warm, personable, and empowering—with plenty of humor and relatability. She speaks like a trusted friend, using everyday language and giving candid glimpses into her own process. Her advice is practical and actionable, focused on making good content creation accessible and fun.

Summary Takeaways

• Ignore rigid social media “rules”—focus on genuine content that connects.
• Use the “4 H’s” (Heard, Helpful, Humor, Happenings) as building blocks for variety and balance.
• Find your posting rhythm based on your life, energy, and audience needs.
• Content should resonate, overlap, and reflect your unique personality.
• There are no absolutes—so give yourself permission to experiment and enjoy the process.

For more hooks and real-time examples, check out Shannon’s webinar and Instagram account.