Podcast Summary: Good Content with Shannon McKinstrie
Episode: Maintaining Your Brand Identity When Everything is Trendy
Release Date: November 19, 2024

Introduction

In the latest episode of Good Content, host Shannon McKinstrie delves into a pressing concern many content creators and businesses face today: maintaining brand identity amidst ever-changing trends. Released on November 19, 2024, this episode tackles the delicate balance between leveraging social media trends and preserving the unique voice and identity of a brand.

The Core Question: Preserving Identity Amid Trends

Shannon begins the episode by addressing a poignant question she received during a recent conference:

“With all the trends and the tips and the tricks out there, how do I make sure I'm not losing my identity in my content?”
— Shannon McKinstrie [00:00]

This question struck a chord with Shannon, highlighting a common anxiety among content creators: the fear of becoming just another voice lost in the social media cacophony. She emphasizes that this concern is the very reason she is passionate about her work and this podcast.

Two Types of Marketers: Quick Fixes vs. Sustainable Approaches

Shannon introduces a powerful analogy to differentiate between two distinct types of marketers:

1. Quick Fix Marketers

   • Characteristics: Use fear tactics, clickbait, and promise instant results.
   • Examples: Claims like “I cracked the algorithm” or “Magic pills for quick success”.
   • Outcome: May gain followers rapidly but struggle with long-term engagement and authenticity.

2. Sustainable Marketers

   • Characteristics: Rely on data-driven, science-based methods that prioritize long-term growth.
   • Examples: Emphasizing sustainable weight loss with nutritionists, or building quality in home construction.
   • Outcome: Establishes a loyal and engaged audience that resonates with the brand's genuine values.

“There’s a lot of unethical marketer marketing out there… I teach from a sustainable, approachable, data facts backed approach.”
— Shannon McKinstrie [04:30]

Shannon underscores that both approaches can yield followers, but sustainable methods foster lasting relationships and prevent the loss of brand identity.

The Pitfalls of Quick Fix Strategies

Delving deeper, Shannon critiques the prevalent use of quick fix strategies in social media marketing:

• Lack of Authenticity: These methods often detach content from the creator’s true self, leading to a disconnection with the audience.
• Temporary Gains: While they may attract attention initially, they fail to build a meaningful and engaged community.
• Algorithm Dependency: Reliance on unproven hacks makes content vulnerable to platform algorithm changes.

“People feel disconnected. So while the quick fixes and the fun, like, do these little hacks to gain followers. Sure. Cool, I’m over here.”
— Shannon McKinstrie [08:45]

Shannon argues that authenticity is the cornerstone of sustainable success, urging creators to prioritize genuine connections over fleeting trends.

Revisiting the Basics: Authentic Content Strategies

Shannon advocates for a return to foundational content creation practices that emphasize personal authenticity:

1. Personal Stories and Experiences

   • Example: Sharing a relaxed moment with a glass of wine or a casual conversation with friends.
   • Impact: Humanizes the brand, making it relatable and approachable.

2. Behind-the-Scenes Happenings

   • Example: Posting about attending a conference or reaching a follower milestone.
   • Impact: Provides a transparent glimpse into the brand’s journey, fostering trust.

3. Relatable Humor and Situations

   • Example: Sharing industry-specific jokes or humorous anecdotes.
   • Impact: Enhances engagement by resonating with the audience’s experiences.

“You are allowed to post something you want to post just for the heck of it.”
— Shannon McKinstrie [16:10]

Shannon emphasizes that incorporating personal and relatable elements ensures that content remains unique and true to the brand’s identity.

Practical Tips to Maintain Brand Identity

Shannon offers actionable strategies for creators to integrate their identity into their content effectively:

1. Introduce Personal Elements in Content

   • Technique: Start posts with personal reflections or stories before delving into business-related content.
   • Example: “I saw a hilarious one from realtors I followed today...”

2. Shift from Generic to Specific Narratives

   • Technique: Replace broad advice with personalized experiences and methods.
   • Example: Instead of “Five ways to declutter a room,” use “The five steps I take when decluttering a room for a client.”

3. Utilize Humor and Relatability

   • Technique: Share humorous industry scenarios to connect with the audience.
   • Example: Relating to realtors’ frustrations with home inspections.

4. Highlight Happenings and Milestones

   • Technique: Celebrate and share significant events or achievements.
   • Example: “I just got to work with my dream client.”

5. Create Engaging and Original Content

   • Technique: Blend personal anecdotes with professional insights to craft content that stands out.
   • Example: Combining a personal breakfast routine with tips on morning productivity.

“Three things I do at night to make sure I wake up.”
— Shannon McKinstrie [17:50]

By personalizing content and sharing genuine experiences, creators can maintain their unique voice while still leveraging effective social media strategies.

Enhancing Audience Connection Through Capability and Wow Factor

Shannon touches on the importance of empowering the audience through content:

• Making People Feel Capable: Ensuring that content helps the audience feel competent and confident in taking action.

  • Example: Demonstrating how a product can enhance their lives, like gifting candied grapes for a unique holiday present.

• Creating a Wow Factor: Introducing surprising or delightful elements that leave a lasting impression.

  • Example: Sharing unexpected uses or benefits of a product.

“You’re making them wow people, right? That's one of the big things is making people feel capable.”
— Shannon McKinstrie [22:30]

Shannon suggests that content should not only inform but also inspire and empower, reinforcing the brand’s identity and fostering a deeper connection with the audience.

Conclusion: Championing Authenticity in the Social Media Landscape

Wrapping up the episode, Shannon reiterates the crucial role of authenticity in maintaining brand identity:

“If you feel like your identity is gone in your content, let's get it back. Love you, friend.”
— Shannon McKinstrie [24:00]

She encourages creators to embrace their unique voices and integrate personal elements into their content. By doing so, they can stand out amidst the noise, build genuine relationships with their audience, and achieve sustainable growth.

Key Takeaways

1. Authenticity Over Trends: Prioritize genuine, personal content to maintain brand identity.
2. Sustainable Strategies: Opt for data-driven, long-term methods rather than quick fixes.
3. Engage Personally: Share personal stories, humor, and behind-the-scenes moments to connect with your audience.
4. Empower Your Audience: Create content that makes your audience feel capable and inspires them.
5. Consistency is Key: Regularly infuse your unique voice into all forms of content to reinforce your brand’s identity.

By following Shannon McKinstrie’s insightful advice, content creators and businesses can navigate the ever-evolving social media landscape without compromising their core identity, ensuring that their message remains authentic, engaging, and impactful.