Managing your workload and stress
Working with an agency involves a lot of meetings, reviews, and project management. It can be a huge time-sink. A managed content network, once it is up and running, is far more hands-off. It just needs a steady stream of content from you. If you are struggling with a massive to-do list, moving distribution to a network can free up hours of your time. You still need to be the strategist, but you won't be bogged down by the daily task of managing a distribution partner.
Proving results to your stakeholders
Agencies take time to show results. You have to explain to your boss why you are paying a retainer for 'brand awareness.' A managed content network gives you hard data on traffic and bookings almost immediately. It is much easier to prove your ROI with a network because you can show the direct line from a post to a reservation. Use this to your advantage when you need to make a case for more budget or resources.
Content quality and brand standards
Agencies are great at maintaining brand standards. They will ensure your tone is perfect and your design is on point. A managed content network is less about finesse and more about volume. You have to ensure that your provider has strict quality controls. If the content isn't up to par, the network will amplify that as much as it amplifies the good stuff. Never sacrifice your brand's reputation for the sake of volume; it will backfire in the long run.
When is an agency the right choice?
If you don't have the time or the skills to manage the creative process, an agency is the better choice. They bring the expertise you might be lacking. Use them to help you build the content that you then send to your distribution network. They can be a great creative partner, even if they aren't the ones doing the heavy lifting of distribution. The most successful marketing managers find a way to make their agency and their network work together.
Use an agency for creative strategy and content quality, and a network for scalable distribution and direct booking performance.
See your network before you hire.
Tell us what your hotel group already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What is the biggest mistake I can make?
Trying to make an agency do the work of a network. They are not set up for high-volume, automated distribution. You will end up paying a lot for poor results.
How do I explain this to my agency?
Tell them you are adding a distribution partner to amplify their creative. Most agencies will welcome this because it helps their work perform better.
Which is more reliable?
Agencies. They are built for consistent, long-term brand building. Networks are performance tools that have inherent volatility due to platform policies.