If you’re a landscaper trying to grow your business, content isn’t about going viral—it’s about becoming the obvious choice in your market.

In this episode, Benji sits down with Brian Fullerton to break down what actually matters when it comes to content, social media, and long-term brand trust in local service businesses. This is not an episode about algorithms or posting hacks. It’s about credibility, consistency, and calm leadership—and why most contractors misunderstand content entirely.

Brian shares what he’s learned after nearly a decade of building a community, answering thousands of DMs, and growing a blue-collar business in public. If you’ve ever felt invisible, unsure where to start, or worried about looking stupid online, this conversation will reset how you think about content.

You’ll learn:
• Why content is now part of your credibility infrastructure
• How the best local landscapers become the name clients think of first
• Why “going viral” is the wrong goal for service businesses
• How to turn real job sites into authentic content—without forcing it
• What not to post if you care about trust and professionalism
• How to stop worrying about what people think and just start

00:00 Why content now matters more than ever for landscapers
03:10 How customers actually decide who to hire today
06:15 Company A vs Company B: the 3-year content gap
09:45 Why content is a long-term investment, not a test
11:00 Should landscapers start with YouTube, Instagram, or something else?
18:30 The real goal of content: building a community, not followers
24:00 Why chasing virality hurts local service businesses
27:40 Turning daily job sites into real, compelling content
33:45 What not to post if you want trust and professionalism
35:10 Benji’s ICP framework: hires, customers, and partners
40:30 Showing wins and mistakes without losing credibility
46:20 Fear, confidence, and the 18–45–65 rule
49:00 Final mindset shift: nobody is paying attention—and that’s freeing