Summary of "We’re Getting Back to Basics and Loving Our Content" - Good Content with Shannon McKinstrie
Podcast Information:
- Title: Good Content with Shannon McKinstrie
- Host/Author: Shannon McKinstrie
- Episode: We’re Getting Back to Basics and Loving Our Content
- Release Date: January 7, 2025
Introduction
In the episode titled "We’re Getting Back to Basics and Loving Our Content," Shannon McKinstrie explores the pivotal shift in social media marketing towards authentic, foundational strategies. Reflecting on her successful 2024 and looking ahead to 2025, Shannon emphasizes the importance of moving away from toxic marketing practices and embracing genuine content creation.
Reflecting on 2024 and Anticipating 2025
Shannon begins by sharing her reflections on 2024, describing it as her most successful year in business despite underlying challenges. She acknowledges the pervasive negative impact of questionable marketing advice that proliferated over the past four years, particularly since the pandemic began. Shannon expresses optimism for 2025, highlighting upgrades to her podcast studio and anticipating significant developments for her show.
Notable Quote (00:45):
"2025 is going to be the year of transparency, honesty, integrity, authenticity."
The Downside of Toxic Marketing Advice
A significant portion of Shannon's discussion centers on the problematic marketing strategies that emerged post-2020. She critiques the flood of poor advice that led to confusion, burnout, and stagnation among business owners. Shannon shares personal anecdotes about witnessing the detrimental effects of these tactics, including receiving direct messages from overwhelmed individuals struggling to keep up with relentless content demands.
Notable Quote (05:30):
"From 2020 to 2024, the amount of toxic and BS advice I saw there was, honestly, it was hurtful for me."
Embracing Authenticity: Back to Basics
Shannon passionately advocates for a return to the core principles of social media: storytelling, authentic engagement, and human connection. She argues that the overemphasis on tactics and strategies has overshadowed the essence of genuine interaction, which is crucial for sustainable growth and meaningful relationships with audiences.
Documenting Personal Journeys
Drawing from her own experience, Shannon explains how she transitioned from merely managing social media for clients to building her personal brand. She emphasizes the value of sharing behind-the-scenes content, personal stories, and a balanced mix of educational and motivational posts. This approach not only attracted followers but also fostered a deeper connection with her audience.
Notable Quote (12:10):
"Going back to basics is for business owners, going back to the basics of marketing. Who are your people? What are their desires?"
The Power of Diverse Content
Shannon introduces the concept of "going rogue," encouraging content creators to occasionally diverge from strictly business-related posts to showcase their personalities and interests. This flexibility can help build a more relatable and diverse audience without diluting the core business message.
Notable Quote (09:50):
"You do not only have to post business unless you want to. I posted today some silly reel about playing Barbies with my daughter."
The Evolution of Social Media Management
Reflecting on her five-year journey as a social media manager, Shannon contrasts past and present strategies. She highlights how the advent of features like reels has transformed content creation, allowing for more dynamic and engaging posts. Shannon underscores the necessity of adaptability and authentic interaction over rigid, formulaic approaches.
Notable Quote (14:20):
"Nowadays, we're getting back to basics. We're getting back because it went so far. Left to, like, business, business. Sell, sell. Marketing, marketing."
2025: A Year of Strategic Simplicity and Authenticity
Looking forward, Shannon envisions 2025 as a year where marketers and business owners prioritize authenticity and simplicity. She believes that by understanding and aligning with their audience's core desires, businesses can foster stronger connections and achieve sustainable growth without resorting to overbearing tactics.
Notable Quote (25:00):
"2025 to be the year that you go back to basics and actually enjoy being there and posting content that you're actually proud of and excited about."
Practical Strategies for Authentic Content Creation
Shannon provides actionable advice for listeners aiming to implement a back-to-basics approach in their content strategies:
- Self-Assessment and Alignment: Regularly evaluate personal and business goals to ensure content strategies align with core values and audience needs.
- Embrace Authentic Storytelling: Share genuine stories and experiences that reflect the human side of the business.
- Batch Content Creation: When feeling inspired, create multiple pieces of content using her 4H method to maintain consistency and quality.
- Flexibility in Content: Allow room for spontaneous posts that showcase different aspects of one's personality and interests.
Notable Quote (28:45):
"If you're feeling energized, batch a bunch of ideas based on the 4H method. Go to my YouTube channel... Everything's in the show notes."
Rediscovering Human Connections in Marketing
Shannon emphasizes that true marketing success lies in understanding and connecting with people on a human level. She encourages business owners to delve into the motivations and desires of their audience, ensuring that their offerings resonate on a deeper emotional level.
Notable Quote (18:30):
"We are back to what was social media in the first place. It was storytelling and documenting and following humans."
Combating Overwhelm and Encouraging Balance
Acknowledging the stress and burnout many face in the digital age, Shannon advocates for a balanced approach to social media. She reassures listeners that it's possible to grow a business without succumbing to the pressures of constant content production, highlighting the importance of passion and authentic engagement over mere quantity.
Notable Quote (30:10):
"Give yourself permission to share something just cause you wanna share it... you don't have to be on social media to grow a business."
Conclusion
In wrapping up the episode, Shannon reaffirms her commitment to promoting timeless marketing principles grounded in authenticity and human connection. She reassures listeners that by returning to the basics, they can overcome the noise of ineffective strategies and build meaningful, impactful businesses. Shannon encourages her audience to embrace their unique stories, share content they are passionate about, and foster genuine connections with their communities.
Notable Quote (32:00):
"We're so tired of the gimmicks. From 2020 to 2023, they just got worse. And in 2024, they really came to a head, and everyone was like, none of this is working. This is all crap. And now we're going back to basics, and I'm so excited."
This episode serves as a clarion call for marketers and business owners to steer clear of fleeting trends and focus on building authentic, meaningful connections with their audiences. Shannon McKinstrie's insights provide a roadmap for navigating the complexities of social media with integrity and purpose, setting the stage for a more balanced and effective approach in 2025.