Podcast · Business

Good Content with Shannon McKinstrie

by Shannon McKinstrie · English · Business

Open a bottle of pinot grigio or whip up an oat milk latte and relax with your host, Shannon McKinstrie, as she cuts through the obnoxious social media noise, answers all your burning questions, and shares exactly what’s working right now in real time. No more second-guessing, it’s time to level up

New episodes: Weekly
Typical length: 14 min
Latest: 6 Oct 2026
Language: English

Latest episode

6 Oct 2026 · 14 min

The Simple Editing Process for Reels That Saves Me Hours Each Week

Editing reels does not need to take up hours of your time and I am going to share exactly what I do each week to simplify the process. I’m breaking down how I make editing reels faster by leaning on the Edits app and using templates, and we’ll discuss duplicating projects and saving your favorite sounds and fonts so you’re always ready to create. I’ll also show you how to incorporate the RISE method to create irresistible hooks for reels, keeping the content creation process simple, saving yo...

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Earlier episodes 29 most recent

E133 · 29 Sep 2026 · 12 min

You Need a Content Schedule That Works For Your Life

Did you know you’re more likely to hit post on your content when it feels easier and it actually works with your life? I don’t know if you’ve ever noticed, but I tend to avoid posting heavy content on Friday, leaning into content that is low lift and a little more fun. I actually plan out all my content in a way that fits into my busy schedule and I have some advice to share when it comes to posting routines and squeezing content into your busy workdays. I have some ideas for low lift, low en...
E132 · 22 Sep 2026 · 9 min

Creating Content For An Interest Based Algorithm

Rumor has it that social media as we know it, is dead. In a sense, yes, social media is dead as we once knew it, but social media is still a place to be social and it’s still a place to build community, it just looks a lot different from what it was six to ten years ago. Now, instead of seeing all your friends and their new dog or their vacation, our feeds are interest based, which means we are seeing content around what we are showing interest in. If I send my husband a golf video, I’m going...
E131 · 15 Sep 2026 · 11 min

Two Types of Reels to Turn Viral Views into New Followers

If you’ve ever had a reel go viral with thousands of views, but you didn’t really gain any new followers from it, this happens more often than you think. Just because a reel goes viral, doesn’t mean all those views suddenly convert into new followers. I have found two types of reels that consistently bring in new followers, a signature series and what I like to call a “that’s me!” reel. We’ll talk about why I love these two types of reels so much and I’ll share how my new signature series is ...
E130 · 8 Sep 2026 · 15 min

Feeling Excited About Content Creation Changes Everything

If you’ve ever wondered about going viral on Instagram and what it really takes to grow your business through content creation, I’m sharing stories about how I recently helped two different accounts skyrocket over 30,000 followers using a simple, strategic reel with a powerful hook and how you can prepare if something similar happens to you. We’ll talk about the importance of having systems in place to capture and communicate with your new audience, and how I use tools like ManyChat to build ...
E129 · 1 Sep 2026 · 15 min

Start Thinking Outside Your Niche

If you feel stuck in the cycle of strictly business content, consider this your permission to start thinking beyond your niche. For your next post I want you to experiment and have some fun, show us who you are and what you’re up to. We’ll discuss why posting about your random interests can spark engagement and attract new followers and how curiosity and connection will always be the heart of social media success. Make sure to tune into the next episode for part two! In this episode we’ll b...
E128 · 25 Aug 2026 · 14 min

The Rise of the Conversational Expert

This episode might just change your life. We’re discussing a particular style of video that is exploding right now, it’s unpolished and feels like you’re having an off the cuff Facetime call with a friend. We’re in a new era of talk to camera reels that I like to think of as the conversational expert, and I really need you to understand just how powerful this type of reel is. If you’ve been feeling stuck when it comes to your content, make this talk to camera reel this week. It’s not difficul...
E127 · 18 Aug 2026 · 13 min

Create Trial Reels that Turn Viewers into Followers with Personalized Content

I wanted to take today to talk about creating trial reels and making your content feel human again. (And yes, this applies to all the social media apps, not just Instagram!) The old advice of removing “I” and “my” from your content actually makes your content less engaging, and switching to more personalized hooks can make a massive difference in your engagement rates. I’m taking you on a scroll to share real examples, demonstrating how to apply them to your niche, whether you’re selling prod...
E126 · 11 Aug 2026 · 17 min

Make More Sales by Building Trust with Your Audience

We’re getting personal in this episode! I'm sharing my thoughts on imposter syndrome and ethical marketing, but I’m also breaking down the huge Reels Lab sale that I just had, with numbers, and why this was so important to me. We’ll talk about two key marketing strategies that no one else is talking about (building trust and sharing your values) that made this sale a major success. PS. I’m sharing everything, how many emails went out, social media posts, how many story views I had, and how mu...
E125 · 4 Aug 2026 · 20 min

How to Get Noticed Online for Brand Deal Opportunities

Are brand deals on your radar? This episode is going to set you on the right track for landing brand partnerships (and a little extra income!), even if you’ve never been interested in them before today. I’ve got a lot of insider advice from some of my closest friends so you’re going to walk away from this episode with tons of little golden nuggets. We’ll talk about optimizing your profile so you’re easy to reach, creating a media kit, and I even have a few ideas for cold pitching if you want ...
E124 · 28 Jul 2026 · 17 min

Have More Conversations and Let Your Audience Shape Your Content

If you’re the person who is stuck right now and you don’t know what to post, I need you to get out and start having more conversations. Once you start having these conversations, notice what sparks interest. My audience shapes everything I do, from offers to website content to taglines, and noticing the smallest details can start meaningful conversations that help grow your brand. I’ll share how conversations have impacted my content and helped me get brand deals. We’ll also look at real cont...
E123 · 21 Jul 2026 · 8 min

Fill in the Blanks and Start Sharing Your Insider Knowledge

I hope you did your homework last week because we’re jumping right in with some prompts to help you start sharing your insider experiences. This type of content works for any industry, whether you’re a stay at home parent, a grad student, or you work a 9 to 5, we want all of your unique insider knowledge. We’ll walk through multiple high performing content ideas, with easy prompts and I’m sharing lots of ideas to help you fill in the blanks. Today, we’re embracing identity, taste, and real li...
E122 · 14 Jul 2026 · 15 min

Insider Style Content is Taking Over Social Media

We have entered yet another new era of content creation and it all leads back to human connection. One of the biggest and most underrated growth hacks on social media is bonding with your audience, and for a while people forgot the whole reason we are on social media to begin with. Well I think we’ve all realized what was missing and now we are looking for people to connect with and feel seen. And when we look at what’s really working on Instagram right now, its content based on lived experie...
E121 · 7 Jul 2026 · 11 min

Discover What’s Valuable Once You Start Posting

For years I thought I had nothing valuable to share on social media. When I first started posting on Instagram, nothing I was sharing was mind blowing, I was just documenting. So, I started posting a little more, showed up in stories, and took people along on my journey, and suddenly I'm getting people asking me, “How do I work with you? Will you come into my office? I'll pay you.” All I was doing was documenting something I did not find valuable or interesting, but it was valuable and intere...
E120 · 30 Jun 2026 · 11 min

Three Things To Set Up Before Your Content Goes Viral

I tell people this all the time and I don’t think they realize that you are literally just one post away from blowing up on Instagram. But here’s the thing most people don’t think about, you need to have the systems in place before it ever happens. I’m not saying don’t post your content, or use my hooks, in fact I want you to do that today! If you’re sharing online and people are connecting with you, eventually people will start reaching out, and I want to make sure you have systems in place ...
E119 · 23 Jun 2026 · 12 min

Your Boring Life Moments are the Shortcut to Success

If you feel like you are boring, or your niche is boring, I need you to hear me: you are not boring. Those random and mundane life moments are exactly what we are craving on social media right now, and if you feel like you have nothing to say on Instagram, get out of the house, go for a walk, meet with a friend, read a news article and take note of what lights you up. Go do something interesting and talk about it. We see all this content on social media and it’s so edited and perfect, sometim...
E118 · 16 Jun 2026 · 13 min

Identity Maxxing Will Help You Find Your Ideal Audience

Identity maxxing is taking over Instagram right now and I’m here for it. We are getting thrown so much content these days, that you need something to help you stand out from everyone else. Because we don’t want to simply blend in, we want to create content that resonates and connects with our audience. This looks like sharing pieces of you (aka your identity) that other people can connect with so they see themselves and stop, thinking “wait, that’s me!” If you’re struggling with low views or ...
E117 · 9 Jun 2026 · 15 min

How to Start Making Money Without Fancy Funnels

I know a lot of people make it seem easy, they have a viral reel, sell a bunch of stuff and then suddenly become millionaires. Fun fact: It's actually not that easy, because if it was, we would all be millionaires. I know it appears to happen overnight, but for most people they’ve been doing this for a long time, myself included. My Reels Lab recently hit over $2 million in sales and I’m going to tell you exactly how I did the dang thing without fancy funnels. In this episode we’ll be cover...
E116 · 2 Jun 2026 · 16 min

Easy Content Ideas for When You’re Not Feeling Creative

I’ve been navigating this strange “white space” after a whirlwind few weeks filled with nonstop busyness now that everything has slowed down. Instead of feeling relaxed, I was hit with a wave of anxiety and feeling like maybe I’m not doing enough. So, I’m working on letting myself just be, that means no big launches, no new projects, just enjoying where I’m at right now. If you’re running on empty or stuck in a creative slump, remember that it’s okay to repurpose your content or simply take a...
E115 · 26 May 2026 · 15 min

It’s Time to Get Yapping On Camera

Right now is the easiest time to grow on social media, especially with the rise of yapping videos. What is yapping exactly? It’s basically just a talk to camera reel. Whether the idea of yapping on camera feels scary for you or you’re just not sure where to start, I’m going to walk you through my favorite tips and a simple formula to help you start creating your own yapping videos. In this episode we’ll be covering: Why we all love yapping videos on Instagram so much right now, especially w...
E114 · 19 May 2026 · 14 min

Intellectual Property vs. Content Inspiration: Protecting Your Work as a Creator

We're diving into a hot topic: content copying. I’m breaking down the difference between inspiration vs copying, how to protect your intellectual property, and I’m sharing personal experiences of copyright infringement and the best ways to handle it all. We'll talk about what you can do when your content is taken without credit, the right and wrong ways to get inspired, and why it's so important to celebrate your own originality in the online space. If you’ve ever wondered when to shout someo...
E113 · 12 May 2026 · 16 min

This Instagram Story Strategy Became My Biggest Sales Funnel

Instagram Stories have become my biggest sales funnel to date, even rivaling my email list, and I’m going to walk you through my proven strategy that works for both launches and daily content. This strategy includes how I start my day, incorporating interactive elements like stickers and sliders, with a mix of both business and personal content to keep followers engaged. I’ll break down how I structure stories like a sales page from introducing offers to sharing testimonials and we’ll also to...
E112 · 5 May 2026 · 19 min

Multiply Your Views by Adding These Five Things to Your Hooks

This past week was a pivotal moment in my career, from my early days with a bulky video camera to standing on stage as a keynote speaker at Social Media Marketing World, I am so grateful for this journey I am on. There may be a few tears as I reflect on how my lifelong love for documenting memories and making people feel seen has come full circle, and I hope it reminds us all that your unique stories matter in business and online marketing. This week I want to focus on your hooks, so I’m shar...
E111 · 28 Apr 2026 · 10 min

It’s How You Fill in the Blanks That Makes the Hook Unique to You

If you’re struggling with what to put in the blank for the “fill in the blank hooks” I share with you each week, I’m going to help you figure out exactly where to start. These hooks are templates waiting for you to add your own personality so you don’t sound like every other person posting on Instagram. We’ll discuss using specificity and identifiers that your audience will relate to, while still tapping into those trends and experiences that really makes your content stand out. Then, I want ...
E110 · 21 Apr 2026 · 15 min

Become More Memorable When You Stop Overthinking and Start Repeating

We need to talk about something that I hope will change everything for you as far as being more consistent, stopping overthinking, growing your account, and getting more sales. I think this might be one of the biggest struggles a lot of my clients still have, but you need to start repeating yourself. You can say the same thing 100 times and that's not going to drive anyone away, it's actually going to keep them around. We're looking for content that reflects exactly what we want to see, that ...
E109 · 14 Apr 2026 · 17 min

The Human Side of Content That Sells

Get your notes app ready, my friend, because we’re going in today. If you’re still feeling a little confused when it comes to specificity and filling in the blanks for all the hooks I share with you, this episode will help everything fall into place. Have you noticed that the people growing the fastest on Instagram right now, are not the most polished, they’re the most human? This is what is working right now, and we are seeing it everywhere from huge corporate brands to smaller brands ...
E108 · 7 Apr 2026 · 13 min

Why You NEED To Take Content Creation Seriously

I don’t want you to think of yourself as just a business owner or a service provider, instead start thinking of yourself as a creator, because that's the type of content that drives engagement (likes, follows, shares, comments) in today’s social media. Brands big and small are embracing unpolished, creator style content to connect and engage with their audiences. Whether you’re a social media manager, a solo entrepreneur, or aspiring UGC creator, I’m sharing actionable strategies to help you ...
E107 · 31 Mar 2026 · 17 min

Where To Find Content Ideas So You’re Always Ready To Post

Let’s dive into one of my favorite topics: where to find content ideas so you never run out of inspiration. I’m sharing all my favorite strategies for uncovering endless ideas, starting with questions I receive directly from you! I share how listening to your audience, keeping an eye on news updates and industry changes, and using tools like Google Alerts help you stay ahead and create content that keeps your audience engaged. This means leveraging places like Reddit, YouTube, and TikTok comm...
E106 · 24 Mar 2026 · 12 min

Spark Conversation with Reels Your Audience Will Want To Respond To

Are you ready for a challenge? This weekend I was sitting in the airport with my husband. I told him I was going to grab a video already on his phone, post it, and by the time we land it will have quadruple the number of views he normally has. The result? It’s already over 10,000 views and he normally gets around 300 to 400. I see him overthinking his content and I know you are too. We are in a loneliness epidemic, people want to connect and we connect through conversations and storytelling. ...
E105 · 17 Mar 2026 · 12 min

Know When to Tune Out the Guru Advice and Trust Yourself

Ten years ago, I never could have imagined that I would be where I am right now, and if you are feeling discouraged when it comes to social media, I want you to know that so much can change in just a year. When I first started out on social media, there were no “rules” but now Instagram is flooded with “guru’s” telling you what to do and what not to do. Not only did it suck all the fun out of social media, it can get confusing with all the conflicting information. So instead of feeling ...

About Good Content with Shannon McKinstrie

Good Content with Shannon McKinstrie is a English business podcast from Shannon McKinstrie. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Shannon McKinstrie
Language: English
Category: Business
New episodes: Weekly
Typical length: 14 min
Latest episode: 6 Oct 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1738650060

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