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

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.

The First 0.5 Seconds: Hooks That Are Actually Stopping Thumbs in Q2 2026

Apr 28, 2026

300 feet of content. That's how much the average person scrolls through each day. Your hook gets maybe half a second to interrupt that. Here's what's actually working in Q2 2026, and it's not what most creators are doing.

The Evolution of Creator Marketing (What Works Today and What Doesn't)

Apr 14, 2026

This edition explores what motivates creators today, why most creator programs get stuck when trying to scale, and how to ensure that your creators are genuinely invested in your success.

The Unsexy System for Generating Endless Creator Content

Apr 7, 2026

Discover the gifting-to-ads pipeline that shows you which creators to contact, what to say, how to ship, and how to structure your brief so you always get usable content.