You post. You wait. Crickets. The same handful of likes from the same handful of people. Nothing travels.

In this episode, I unpack the shift that turned a string of ignored posts in our practice into content the community started actively pulling into football clubs, school groups and Facebook chats — without us asking.

It’s the difference between marketing content (which only ever reaches the people already following you) and a public service announcement (which gets shared with the people who’ve never heard of you).

You’ll learn the four ingredients that turn a post into a PSA, the five-step roadmap to build one on purpose, and the simple test to know — before you publish — whether your next piece of content has any chance of travelling.