The Boost with Greg Rollett

🏆 Affiliate Summit East is coming to New York City! Join us August 4-5 at the Marriott Marquee and use code BOOST15 for 15% off your ticket: https://www.affiliatesummit.com/east

Discover how Fanatics grew from $175 million to $5 billion in revenue by building authentic partnerships with creators, publishers, and even first-time affiliates in the sports merchandise space.

In this episode of The Boost, host Greg Rollett sits down with Wade Tonkin, Global Director of Affiliate Marketing at Fanatics, to uncover the affiliate strategies that have powered Fanatics' explosive growth over the past 14 years. 

Wade shares how training new creators, leveraging cultural moments, and building genuine connections with sports fans has created a robust affiliate ecosystem that drives significant revenue.

🧠 You'll learn: 
• Why Fanatics invests in training first-time affiliates instead of just chasing big publishers 
• How to help creators craft authentic calls-to-action that convert their engaged audiences 
• The impact of cultural moments (like Taylor Swift attending NFL games) on merchandise sales 
• Why media publishers can be powerful partners during time-sensitive sports events 
• Strategies for working with niche communities from card collectors to WWE fans 
• How to coach creators to give audiences "the why" behind affiliate promotions

Whether you're a publisher, brand, creator, or sports merchandise retailer—this episode is your masterclass in building an affiliate program that scales from passionate micro-influencers to major media partnerships.

🎁 The Boost Is Presented by Grommet. Grommet is the leading product discovery marketplace, connecting thousands of new and unique products with millions of shoppers. 

✨ Explore what's trending → https://thegrommet.com. 

💸 Want to promote these products and earn 20% commission on every sale? Email [email protected] to join our exclusive publisher program.

→ Connect with Wade Tonkin on LinkedIn: https://www.linkedin.com/in/wadetonkin/ 
→ Fanatics Affiliate Program: https://fanatics.com (click the affiliate program link) 

→ Subscribe to The Boost: https://www.youtube.com/playlist?list=PLLozJSCzkxQdigpzrVjBTMYKYlFw7BmH5

🎟️ Join us at Affiliate Summit East 2025! Use code BOOST15 for 15% off tickets: https://www.affiliatesummit.com/east

Is traditional SEO dying while search as a whole is evolving? In this special live episode of The Boost recorded at Affiliate Summit West, host Greg Rollett sits down with Melissa Harden, search intelligence expert from Digitas, to tackle the controversial question on everyone's mind: Is SEO really dead?

Melissa reveals that while SEO isn't dead, the hyper-focused approach to on-page optimization is dying as search becomes increasingly multi-channel and audience-driven. She introduces the concept of "search intelligence" as the evolution of traditional SEO strategies.

🧠 In This Episode You'll Discover: 

• Why traditional on-page SEO tactics are dying but search optimization is more important than ever 

• How audience perception is now a critical ranking factor (with real examples like AARP ranking for shapewear) 

• The 5 tactical strategies publishers need to implement in the new search era 

• Why search is becoming a "validation engine" rather than a discovery platform 

• How to create a cross-channel "drip strategy" that boosts visibility across platforms 

• Why real-time content and recency signals are crucial for search visibility

Whether you're a publisher, affiliate marketer, or brand looking to boost your content performance, this episode delivers a masterclass in adapting to the rapidly changing search landscape.

🎁 The Boost Is Presented by Grommet. Grommet is the leading product discovery marketplace, connecting thousands of new and unique products with millions of shoppers. 

✨ Explore what's trending → https://thegrommet.com. 

💸 Want to promote these products and earn 20% commission on every sale? Email [email protected] to join our exclusive publisher program.

→ Connect with Melissa Harden: LinkedIn: https://www.linkedin.com/in/melissaharden/

Instagram: @melissaharden 

Podcast: https://www.youtube.com/@HardenSearchBar

→ Subscribe to The Boost:

https://open.spotify.com/show/2G7E26WPLxDXCPhsXtzDX9?si=rSenir0mTdOnFoCFqDIxzA 

🎟️ Join us at Affiliate Summit East in New York City, August 4-5th! Use code BOOST15 for 15% off your tickets: https://www.affiliatesummit.com/east

Discover the counterintuitive strategy of partnering with competitors that helped Money.com transform from a struggling legacy brand into a 9-figure publishing powerhouse.

In this episode of The Boost, host Greg Rollett sits down with Greg Powel, CEO of The Money Group, to explore how he's rewriting the rules of publisher relationships by creating win-win partnerships with companies many would consider direct competitors.

Greg shares his journey from Google executive to media entrepreneur, revealing why competitive collaboration—not competition—is the secret behind Money.com's ability to spend "nine figures a year with Google" while building a publishing ecosystem that benefits everyone involved.

🧠 You'll learn: 
• Why the "friendnemy" approach to competitor relationships creates massive growth opportunities 
• How Money.com partners with competitors like NerdWallet to monetize content across platforms 
• The acquisition strategy that transformed a 50-year-old brand with 20-second page loads into a digital juggernaut 
• Their publisher flywheel model that creates win-win-win scenarios for advertisers, publishers, and Money.com 
• How to identify acquisition opportunities and avoid common pitfalls when buying media properties 
• Why human-created content remains essential for building trust in financial publishing (and how AI fits in)

Whether you're a publisher looking to forge strategic partnerships, a media brand considering acquisition growth, or a content creator seeking innovative monetization strategies—this episode delivers a masterclass in collaborative publisher relationships that generate exponential growth.

🎁 The Boost Is Presented by Grommet. Grommet is the leading product discovery marketplace, connecting thousands of new and unique products with millions of shoppers. 

✨ Explore what's trending → https://thegrommet.com. 

💸 Want to promote these products and earn 20% commission on every sale? 

Email [email protected] to join our exclusive publisher program.

Connect with Greg Powel: 
→ LinkedIn: https://www.linkedin.com/in/gregpowel/
→ Money.com: https://money.com

🎤 Affiliate Summit East – August 4–5 in NYC
The biggest affiliate marketing event on the East Coast! Join 1,000s of affiliates, publishers, and brands at the Marriott Marquis in NYC. Use code BOOST15 to save 15% on your ticket.
🎟 https://www.affiliatesummit.com/east

In this episode of The Boost, host Greg Rollett sits down with Margaret Cohn, Director of Commerce at Fandom, to uncover how the internet’s biggest fan platform turns community passion into real revenue. From curated Blu-ray drops to gaming-adjacent collectibles and fan-first product strategies, Margaret shares how Fandom’s editorial team connects superfans with the content and products they crave—without compromising authenticity.

Margaret breaks down the company's multi-brand, full-funnel ecosystem across platforms like GameSpot, TV Guide, and Metacritic. She reveals how Fandom balances niche expertise with data-driven testing, doubling revenue with savvy Blu-ray deals and collectible content. You’ll hear how they empower editors to make product decisions, leverage platforms like Discord and YouTube to meet fans where they are, and why email continues to outperform social as a commerce channel.

Plus, Margaret gives us a sneak peek into what’s coming in 2025—including a renewed focus on video commerce and a huge year for gaming with titles like the Nintendo Switch 2 on the horizon.

Watch this episode to discover:

✅ Why niche fandoms are the future of commerce content

✅ How Fandom connects wikis, reviews, and media sites into one seamless fan journey

✅ The importance of editorial trust and why fans call them out when they get it wrong

✅ What’s working in affiliate content—from Blu-ray sales to gaming collectibles

✅ How Fandom is planning to win with video, email, and evergreen SEO content

✅ Why product joy and audience expertise are the secret ingredients in their strategy

About The Boost:
The Boost is brought to you by Grommet, Affiliate Summit, and GiddyUp—designed to give publishers and media pros the vital boost they need to grow their business through content and commerce.

Hosted by Emmy® Award-winning producer Greg Rollett, The Boost features interviews with industry leaders—editors, publishers, commerce directors, and CROs—who are redefining what’s possible at the intersection of content, community, and commerce.

The Boost Is Presented By:

🛍 The Grommet
Discover 1,000s of new and emerging brands and get paid 20% commission for every sale. Learn more or apply as an affiliate:
👉 https://thegrommet.com/affiliates

📬 Get In Touch:
Greg Rollett: [email protected]
LinkedIn: https://www.linkedin.com/in/gregrollett/
X (Twitter): https://x.com/gregrollett

🎟 Get 15% off your ticket to Affiliate Summit East in NYC (Aug 4–5) with code BOOST15 → https://affiliatesummit.com

Discounts still work, but only when they’re done right.

In this episode of The Boost, Greg sits down with Harry Dixon, CEO & Co-Founder of Checkmate, to talk about the future of conversion, smarter discounting, and why first-party data is the single biggest opportunity for eCommerce brands in 2025 and beyond.

Harry shares how Checkmate uses identity + intent data to power personalization at scale, generate 36% higher cart conversion, and finally solve the messy world of attribution. If you’ve ever asked yourself, "Are my offers actually working?"—this episode is for you.

🧠 You’ll learn:

Why Checkmate is anti-discount—and how they use fewer, smarter offers to convert more shoppers

How to personalize at scale using identity and intent data

Why most brands are underutilizing their own CRM and SKU data

How to build a first-party data flywheel without a full data science team

What “set and forget” personalization looks like in action

How single-use codes are solving the attribution crisis for influencers and affiliates

Whether you’re a performance marketer, DTC brand, or publisher trying to drive higher conversions, this episode is packed with tactical insight.

🎁 The Boost Is Presented by Grommet
Grommet is the leading product discovery marketplace, connecting thousands of new and unique products with millions of shoppers.
✨ Explore what’s trending → https://thegrommet.com

💸 Want to promote these products and earn 20% commission on every sale?
Email [email protected] to join our exclusive publisher program.

🎟 Don’t forget: Get 15% off your ticket to Affiliate Summit East in NYC (Aug 4–5) with code BOOST15. Head to https://affiliatesummit.com

The search game has changed and publishers are feeling the heat.

In this episode of The Boost, Greg sits down with Amy Aitman, COO of Venture 4th Media and co-founder of Red Visible, to unpack what it really takes to build winning content strategies in today’s fragmented landscape. From the death of Google-first publishing to the rise of Reddit, YouTube, and niche forums, Amy brings the fire on how publishers can adapt, stay relevant, and create content that actually connects.

You’ll learn:
-Why SEO alone won’t save your site in 2025
-What content moats still exist—and how to build them
-How Reddit is becoming the most important platform you’re ignoring
-What today’s content team should really look like (hint: multi-hyphenates FTW)
-Why authenticity and community are the new SEO

If you’re a content creator, affiliate marketer, or digital publisher—this episode is a must-listen.

This episode is presented by Grommet, the leading product discovery marketplace that connect thousands of new and unique products with millions of shoppers. Check out what's trending at https://thegrommet.com

Want to promote these products to your audience and earn 20% for every sale of every product? Email [email protected] for more information about joining our exclusive publisher program. 

→ Join us at Affiliate Summit East (use code BOOST15): https://affiliatesummit.com

Want to know how one of the world’s most recognizable media brands drives 300M+ monthly visitors while staying performance-obsessed?

In this episode of The Boost, Greg Rollett sits down with Hannah Buitekant, Managing Director of Commercial at dmg media (Daily Mail), to break down how they balance storytelling with scale, content with commerce, and editorial integrity with monetization.

Whether you're a publisher, brand, creator, or advertiser—this episode is your masterclass in building media that matters and monetizes.

🎯 What You’ll Learn in This Episode:

How Daily Mail tailors content for every platform (TikTok, YouTube, Pinterest & more)

The “Three R’s” that fuel dmg’s content strategy

Commerce, video, and premiumization—and how they drive revenue

Why views aren’t enough—and what brands really want from publishers

The power of repurposing and slicing content

Team building in a multi-platform world

How to survive and thrive on borrowed platforms like TikTok

🔗 Resources & Links:
→ Learn more about dmg media: https://www.dmgmedia.co.uk
→ Connect with Hannah on LinkedIn: https://www.linkedin.com/in/hannah-buitekant
→ Subscribe to The Boost: https://www.youtube.com/watch?v=3_U2rBjjd9s&list=PLLozJSCzkxQdigpzrVjBTMYKYlFw7BmH5
→ Join us at Affiliate Summit East (use code BOOST15): https://affiliatesummit.com

In this episode of The Boost, host Greg Rollett sits down with Eric Schechter, cofounder of GiddyUp and President of Grommet, to unveil the groundbreaking affiliate program designed to put publishers first.

Eric shares his extensive experience in the affiliate and performance marketing space and dives deep into what makes Grommet’s affiliate program a game-changer for publishers, brands, and shoppers alike. From curated product selections to unmatched commission structures, this program sets a new standard for affiliate partnerships.

Together, Greg and Eric explore key topics such as:

• The shift from traditional affiliate programs to publisher-first models.

• Why trust, community, and product quality are essential for publishers.

• How Grommet’s program offers 20% shopper discounts and 20% affiliate payouts.

• Strategies for product discoverability and aligning with publisher values.

• What sets Grommet apart as a platform for innovative, small-business products.

Packed with valuable insights and actionable advice, this episode is a must-listen for publishers, affiliates, and marketers aiming to maximize revenue while supporting independent makers.

What You’ll Learn:

• How Grommet’s curated approach builds trust with publishers and shoppers.

• Why high commissions and shopper incentives are the future of affiliate marketing.

• The importance of discoverability and product alignment for publishers.

• Key takeaways from building an affiliate program that prioritizes partnerships.

Timestamps:

0:00 – Intro and Affiliate Summit West details

3:30 – Meet Eric Schechter and the launch of Grommet’s affiliate program

10:20 – How publishers differ from media buyers and what they need

18:45 – The role of trust and community in affiliate success

26:50 – Why Grommet vets every product for quality and innovation

36:10 – Shopper discounts and publisher payouts: A win-win model

43:25 – Discoverability: Helping publishers find the perfect products

50:15 – How to get started with Grommet’s affiliate program

About The Boost:

The Boost is your go-to podcast for publishers, marketers, and media professionals looking to elevate their business through content, community, and commerce. Hosted by Emmy® Award-winning producer Greg Rollett, the show features top industry leaders sharing actionable insights to help you grow your business.

Presented by:

The Grommet – Discover innovative products and earn 20% per sale as an affiliate: https://thegrommet.com/affiliates

Affiliate Summit West 2025 – Join the biggest affiliate marketing event in Las Vegas: https://www.affiliatesummit.com/west (Use code BOOST15 for 15% off!)

Follow Greg Rollett:

LinkedIn: https://www.linkedin.com/in/gregrollett

X: https://x.com/gregrollett

In this episode of The Boost, host Greg Rollett welcomes Tye DeGrange, founder of Round Barn Labs, to dive into the hottest trends shaping the future of affiliate and publisher marketing in 2025.

Tye brings his unique insights from leading a top boutique agency and shares practical strategies to navigate the evolving digital landscape, from Google’s algorithm updates to the rapid rise of AI and traffic diversification. Together, Greg and Tye tackle key topics such as:

•The seismic shifts in Google search traffic and how publishers can adapt.

•Why trust and authenticity are the new cornerstones of affiliate marketing success.

•How AI tools are revolutionizing workflows and boosting efficiency.

•Strategies to diversify traffic sources and mitigate risks.

•Predictions for 2025: Will it be an up year or down year for affiliates?

Packed with actionable advice and real-world examples, this episode will equip publishers, affiliates, and marketers with the tools they need to thrive in 2025.

What You’ll Learn:

•Why Google’s updates are reshaping publisher strategies.

•How to use AI to enhance your marketing workflow.

•The importance of building trust and authenticity in your audience.

•Where to diversify traffic for sustainable growth.

•Insights on how the affiliate space will evolve in 2025.

Timestamps:

0:00 – Introduction and Affiliate Summit West details

3:20 – Meet Tye DeGrange and his insights on affiliate marketing

8:15 – The state of Google search traffic: What’s next?

14:30 – The shift to trust and authenticity in publishing

21:45 – How AI is changing marketing workflows

30:10 – Diversifying traffic: Key opportunities for 2025

38:25 – Predictions for 2025: Optimism or caution?

42:50 – Round Barn Labs and the RBL Flywheel Newsletter

About The Boost:

The Boost is your go-to podcast for publishers, marketers, and media professionals looking to elevate their business through content, community, and commerce. Hosted by Emmy® Award-winning producer Greg Rollett, the show features top industry leaders sharing actionable insights to help you grow your business.

Presented by:

The Grommet – Discover innovative products and earn 20% per sale as an affiliate: https://thegrommet.com/affiliates

Affiliate Summit West 2025 – Join the biggest affiliate marketing event in Las Vegas: https://www.affiliatesummit.com/west (Use code BOOST15 for 15% off!)

Connect with Tye DeGrange:

Newsletter: RBL Flywheel Newsletter - https://the-flywheel.beehiiv.com/ 

LinkedIn: https://www.linkedin.com/in/tyedegrange

Follow Greg Rollett:

LinkedIn: https://www.linkedin.com/in/gregrollett

X: https://x.com/gregrollett

Subscribe for more episodes of The Boost!

In this episode of The Boost, host Greg Rollett sits down with Jeremy Aaronson, Chief Revenue Officer at UpsellIt, to uncover the biggest opportunities for e-commerce brands to increase their conversions and boost revenue in 2024.

Jeremy dives into actionable strategies that brands can implement right now—from smarter partnerships and data utilization to fixing broken coupon systems and buttoning up your funnels for Q4. With over 20 years of experience in the conversion optimization space, Jeremy shares proven tips to:

• Leverage brand partnerships to reduce costs and build trust.
• Turn unused data into actionable insights to improve performance.
• Optimize funnels and upsell strategies to maximize Q4 results.
• Use AI and real-time tools to boost AOV (Average Order Value).

Whether you’re a publisher, marketer, or e-commerce brand looking to optimize your conversions, this episode is packed with real-world insights to help you succeed.

What You’ll Learn:

1. Why partnerships are a game-changer in 2024.
2. The hidden opportunities brands overlook in their coupon strategies.
3. How slowing down and analyzing data can accelerate growth.
4. The critical steps to prepare your funnel for Q4 success.
5. How to leverage external experts to boost your performance quickly.

About The Boost:
The Boost is the go-to podcast for publishers, marketers, and media professionals looking to elevate their business through content, community, and commerce. Hosted by Emmy® Award-winning producer Greg Rollett, the show features interviews with top industry leaders sharing actionable insights you can use to grow your business.

Presented by:
The Grommet – Discover new products and earn 20% per sale as an affiliate: https://thegrommet.com/affiliates

Affiliate Summit West 2025 – Join the biggest affiliate marketing event in Las Vegas: https://www.affiliatesummit.com/west (Use code BOOST15 for 15% off!)

Connect with Jeremy Aaronson: Website: https://www.upsellit.com

Follow Greg Rollett: LinkedIn: https://www.linkedin.com/in/gregrollett X: https://x.com/gregrollett

Subscribe for more episodes of The Boost!