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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

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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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.

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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.

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