The Content Game

I scaled Social Snowball to a $35 million exit by leveraging content. Now I write a weekly newsletter teaching brands how to use content the right way to scale their business.

Latest Posts

The World's Most Iconic UGC Campaigns (And How to Reengineer Their Virality)

Jun 2, 2026

In 2014, a simple internet dare raised $220 million. No agency planned it. Here's what the Ice Bucket Challenge, Share a Coke, and other iconic UGC campaigns actually got right...and how you can reengineer their virality.

The SaaS UGC Framework: How to Turn Users Into Content Machines

May 26, 2026

Warning: This playbook will make your current UGC strategy look embarrassing. Inside is a step-by-step system for generating authentic content at scale—the kind that stops scrolls, builds trust, and turns strangers into customers.

Pay-Per-Asset vs. Retainers vs. Revenue Share: How to Pay Creators

May 19, 2026

Most brands overcomplicate creator compensation. They either copy their competitors or just pull numbers out of thin air. This issue gives you a dead-simple framework with five questions, three models, and one clear answer for every creator in your roster.

Whitelisted Ads: When to Use Them, When Not To, and What to Test First

May 12, 2026

Most brands whitelist by default or skip it because the setup process is annoying. Both approaches leave money on the table. This edition gives you the framework to decide in advance if whitelisting is worth pursuing at all.

The Creator Scorecard: How to Stop Losing Money on Creator Partnerships

May 5, 2026

Follower count is a vanity metric. So are engagement rates. Here's the scoring system we use instead, and why it almost guarantees profitable UGC campaigns.