Episode Overview

Podcast: Good Content with Shannon McKinstrie
Episode: Where To Find Content Ideas So You’re Always Ready To Post
Date: March 31, 2026
Host: Shannon McKinstrie

In this episode, Shannon tackles one of the most common and paralyzing struggles for content creators and business owners: "Where do I find content ideas?" With her signature mix of practical wisdom and down-to-earth encouragement, Shannon lays out actionable strategies to ensure you always have a bank of ideas and never face the dreaded content drought again. She shares real-life examples, hooks, and an inside look at how viral moments can be engineered—and sustained.

Key Discussion Points & Insights

1. Start With Your Audience’s Questions (00:44)

• Main insight: The best source of content ideas is the questions your audience, clients, and followers are already asking you.
  • “The best place to come up with content ideas...is the questions you get.” (00:33)
• Make a list of common questions from DMs, emails, your community, and even what you see asked on your competitors’ accounts.

2. Tap Into Online Communities & Comments (01:06)

• Reddit, YouTube Comments, Instagram, TikTok: Scan comment sections and threads in your niche to see what real people are curious about.
• “Look at the comments, look at the questions people are asking.” (01:12)

3. News Updates & Trends (01:47)

• Stay on top of trends and news in your industry for timely content ideas.
  • Example: In marketing, check tech news sources like The Verge for updates on platforms such as Meta, Instagram, and YouTube.

4. Know Your Audience Through Market Research (02:40)

• Constantly listen to your people: DMs, community comments, event questions, and responses to your emails all provide insight.
• Reiterate and update your understanding as your audience (and trends) evolve.

5. Repurposing Hooks & Formulas (05:37)

• Hooks aren’t industry-specific: Notice compelling formats in other niches, and adapt them for your own.
  • Real-life example: Viral hook for a hormone health account ("POV, you are a woman over 40...") became a viral decluttering reel with tailored messaging—leading to 12,000 new followers.

Memorable Moments & Notable Quotes

The Power of a Good Hook (06:28)

• “Another place to find content is in the hooks and the content you’re seeing and can attach to.”
• Content ideas often come from topics, tips, and stories—especially the ones you love telling at dinner parties or to friends.

Avoiding Content Overload and Comparison Traps (10:24)

• If looking at people in your own niche gives you imposter syndrome or makes you anxious, use magazines and books for inspiration instead.
• “If you find yourself that in comparison or just like you lock in Instagram and next thing you know you're like on some random page... Magazines, books, old fashioned media.” (12:15)

Practical Applications & Examples

How to Adapt Viral Hooks (13:15–17:19)

• Dissect and reword to fit your voice and subject.
  • Drugstore hair care example: “Unsexy drugstore hair care I swear by as a dermatologist.”
    Adapted for fitness: “Boring core moves I swear by as a personal trainer for former D1 athletes.”
• Using “Just a warning” as a starter for behavior-change or habit-building content.
• “Walmart is low key becoming that girl” → Use for software/features:
  “Flodesk is low key becoming that girl. New templates out now.”
  (Also works for local businesses, product launches, or niche-specific updates.)

Notable quote:
“We want to be in the know. That’s a perfect thing. These are new arrivals, new features.” (18:17)

Use Exact Questions as Content or Hooks (20:30)

• “Somebody recently asked me why I wear heavyweight shirts...” Becomes the on-screen hook: “Why do you only wear heavyweight T-shirts?”
• “What did we say at the beginning of the podcast? Questions you’re asked.” (21:49)
• Works for any business—share exact questions as the topic for your video, carousel, or post.

Tips to Beat Content Block

• Collect story ideas from all kinds of sources: personal anecdotes, old-fashioned media, or random daily experiences.
• Shannon’s practice tip: Record yourself telling any favorite story—even if you never post it—to get comfortable with content creation. (23:32)
  • “You don’t have to share it anywhere. You can delete it, but get practicing that way.”

Homework & Takeaways (22:49 | 26:08)

• Shannon’s Challenge:

  1. Identify something brand new in your field, business, or local community.
  2. Put it into a “what’s new” or “in the know” style hook and post about it this week.

• Main Mantra:
  “Start with the questions you were asked. It’s an immediate story right there, and it’s immediate. Oh, someone asks them that, then they must know what they’re doing. Start there.” (27:07)

• “You have content. So many content ideas in that beautiful brain of yours!” (27:17)

Sample Content Idea Sources Recap

• Questions from your audience (DMs, emails, comments)
• Comment sections of your niche on Reddit, YouTube, Instagram, TikTok
• Trending news and updates (industry blogs, The Verge, platform announcements)
• Other creators’ viral hooks (adapt format to your niche)
• Podcasts and YouTube channels outside your industry for tangential inspiration
• Magazines, books, and traditional media
• Personal and audience stories

Closing Thoughts

Shannon’s final encouragement:

"Human connection. Start with the question you were asked. It’s an immediate story. You got this." (27:11)

You’ll never run out of content ideas if you stay curious, listen to your people, and aren’t afraid to borrow and adapt proven formats—while keeping your authentic voice.

For actionable hooks, industry examples, and direct support, Shannon invites listeners to join her Reels Lab or her broadcast channel on Instagram—The Hook Hotline.

Useful Timestamps

• [00:44] — The best place to come up with content ideas
• [01:06] — Reddit, comment sections, and community questions
• [02:40] — Knowing your audience and adjusting content strategies
• [05:37] — Real-life viral hook example and adaptation
• [10:24] — Getting ideas from magazines/books to avoid comparison traps
• [13:15–17:19] — Dissecting viral hooks and adapting to your niche
• [20:30] — Using exact client/follower questions as content
• [22:49] — Homework/challenge for listeners
• [27:07] — Shannon's closing mantra for confident content creation

Summary by Good Content with Shannon McKinstrie – Episode: “Where To Find Content Ideas So You’re Always Ready To Post” (March 31, 2026)