The Mindful Marketing Podcast (Formerly Known As The Savvy Social Podcast)

Scrappy Content Creation with Adam Constantine

·36 min·3 clips

Andréa Jones and Adam Constantine discuss why scrappy content—anything that doesn't look like a TV commercial—works for small businesses without production studios.

The episode begins with host Andréa Jones introducing the topic of scrappy content creation with guest Adam Constantine, focusing on simplifying marketing for small businesses. Adam defines scrappy content as anything that doesn't look like a TV commercial, highlighting how millennials grew up with polished media but now embrace lo-fi styles due to smartphones and social media. He shares his personal story of creating content while playing basketball overseas, which led to someone asking if he made content for companies, sparking his business. Adam argues that low-quality content works because it feels authentic and doesn't come across as salesy, comparing it to America's Funniest Home Videos. He uses Mr. Beast as a case study, noting that content should move people to engagement, such as sharing or talking about it. For creators with limited time, Adam advises posting consistently for six months to test what works, emphasizing that bad content often goes unseen. If content isn't gaining traction, he suggests analyzing successful competitors or influencers to understand audience preferences. Adam discusses the role of trends, warning that once a trend hits mainstream news, it's too late to join, and recommends looking at social-first brands for timing. He encourages creators to use influencers as blueprints for engaging specific demographics. In terms of practical advice, Adam recommends green screen content as a starting point, using apps like TikTok and CapCut, and avoiding lengthy introductions. The episode concludes with Adam sharing his contact information and Andréa promoting her Mindful Marketing Lab for trend reports.

As heard by us

A practical reset for small businesses caught between perfectionism and the need to keep publishing.

Scrappy content creation is treated as a practical small-business problem: how to keep publishing without a full production studio, especially when every post seems to invite imposter syndrome.

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Why you'd press play

You can treat social posts like low-stakes experiments, even without a production studio watching your every move.

Read the full recommendation in PlayNext →

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