The role of the agency
Agencies are best suited for brand development, campaign ideation, and complex asset creation. They provide the human touch and the strategic insight needed to build a brand identity that parents love. When I need to launch a new product or revitalize our brand messaging, I turn to an agency. They bring the expertise and the fresh eyes that an internal team might lack. It is a necessary expense when you need to maintain a high level of creative excellence.
The efficiency of a content network
When it comes to getting that content in front of more parents, a managed content network is unbeatable. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. It is not a substitute for strategy; it is a force multiplier for your existing creative work.
Managing your marketing funnel
I look at the agency as top-of-funnel brand building and the content network as a way to increase the total volume of traffic moving through that funnel. By working with both, I ensure our brand is not just well-designed but also widely seen. This approach gives me the data I need to make better decisions about our marketing spend. I can see what is working in our agency-created assets and use the network to scale the ones that convert the best.
Strategic resource allocation
As a CMO, my budget is limited. I have to make hard choices. If I spend everything on an agency, I lose the ability to scale my reach. If I spend everything on a network, I might end up with high reach but low-quality content. The balance is key. I prioritize the agency for our core assets and use TIDE for our distribution. This creates a balanced, high-performing system that delivers results and keeps our brand competitive in the market.
CMOs should use agencies for creative expertise and managed content networks for scalable distribution to build a balanced marketing stack.
See your network before you hire.
Tell us what your baby and kids products brand 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
Can a network do creative work?
No. Most networks are focused purely on distribution. You should use your own team or an agency for the actual creative production.
What is the biggest benefit of the network for a CMO?
The ability to scale your reach without having to worry about managing hundreds of accounts yourself. It saves an immense amount of time.
Does the network help with sales?
It helps by getting your products in front of a much larger, more engaged audience. Conversion is still up to your brand's product and your website's user experience.