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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

Meta’s BFCM curveball, how to win on Trybe, and Claude meets Refunnel

Nov 8, 2026

Rising CPMs and a pixel change landing Nov 12, our 36-page unofficial Trybe guide, and three new features, including an AI way to ask about your creators.

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New in Refunnel: AI product detection + language filters

Oct 27, 2026

Two beta features in your dashboard, a new UGC playbook, and what’s happening in the industry.

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DO NOT let your TikTok Shop signals go to waste!

Sep 10, 2026

Free, online, Sept 17. Full TikTok Shop playbook before Q4.

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The Death of the One-Off Creator Deal (And What's Replacing It)

Jun 9, 2026

The structure of most creator deals guarantees someone walks away feeling shortchanged. Today, we break down the model that fixes that.

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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.

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