Building your core brand team
Your team, whether in-house or agency, is the heart of your brand. They are the ones creating the voice, the content, and the strategy. This is a high-stakes job that needs the right resources. As a CMO, you must ensure they have the tools to be effective. Don't just give them a mandate; give them the tools to execute that mandate. That is where a managed content network comes in.
The role of the agency partner
An agency is a great tool for a CMO. They can take on the tasks that your team doesn't have time for. But you have to be careful not to let them run the show. You are the CMO. You have to guide the agency, define the goals, and hold them accountable. If you aren't doing that, you aren't leading. Use your agency for the heavy lifting, but keep the brand vision firmly in your own hands.
Freelancers as a project resource
Freelancers are a great way to handle surges in your workload. When you have a big event or a new campaign, bring them in. But don't build your marketing team around them. You need consistency to grow a hotel group. Freelancers are a support tool, not the main event. Use them to help you bridge the gaps during busy times, and keep your focus on your long-term goals.
Scaling with network automation
The common thread in all these models is the need for reach. None of them solve it by themselves. A managed content network does. It is the multiplier for your team's work. By using a network, you take the content your team (whether in-house, agency, or freelancer) creates and you ensure it reaches the widest possible audience. This is the efficiency boost that every CMO needs.
Your team handles the strategy and creative work, while a managed content network handles the distribution to ensure your reach always grows.
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
How do I balance the costs?
Measure the return on investment for each model. If in-house is costing you too much for the results, shift to an agency or a lean core team plus a network.
What is the biggest challenge with agencies?
Keeping them aligned. It takes a lot of time to ensure they are producing content that truly feels like your brand.
Can I use a network to test which model works?
Yes. A network provides the same distribution platform regardless of who creates the content, allowing you to test the creative quality of your partners.