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 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.

The Problem With Using AI For UGC

Mar 31, 2026

Before you fire your creators and go all in on AI UGC, read this. There are landmines hiding in the fine print, risks your ad accounts may not survive, and a biological mechanism in your viewers' brains actively working against you.

90% of TikTok Shop Brands Are Making This Content Rights Mistake

Mar 24, 2026

Most brands scaling on TikTok Shop are sitting on a legal problem they don't know about. This issue breaks down what rights you actually need, how to get them, and ensure that 100% of your affiliate content stays usable.

Why Most Brands Don't Get Usable UGC (Clue: It's Not The Creators' Fault)

Mar 17, 2026

In this edition, we uncover why creators ghost you, the five reasons why you keep getting unusable content, and how to instantly fix your UGC framework.