Accepting account volatility as a cost
As a head of growth, you deal with performance data every day. You know that no channel is perfectly stable. A managed content network is no different. The volatility comes from the platforms themselves. Because you are using automation, the risk of page bans is part of the territory. The key is to optimize for the total volume of traffic rather than the longevity of individual accounts. TIDE manages the turnover. If you obsess over every account that gets shut down, you are looking at the wrong metrics. Focus on the aggregate growth.
The risk to tracking and attribution
When you have 50+ pages, attribution can get messy. How do you know which page sent a specific lead? If you don't have a solid plan for tracking, you are flying blind. Work with your provider to ensure that your links are properly tagged and that you can analyze the performance of different segments of the network. The risk is that you spend your budget and have no way to prove where the traffic is coming from or how it is converting. Set up your tracking before the network goes live.
Content quality as a bottleneck
If you are running a lean growth team, you might be tempted to put out a high volume of low-quality videos. This is a risk. If your content doesn't resonate, the network won't save you. The risk is a high bounce rate or a lack of qualified leads. You need to ensure that the content you feed the network is optimized for your target audience. Use the data from the network to refine your hooks and messaging. Don't let the ease of distribution blind you to the need for quality creative.
Dependency on the provider
There is a risk in outsourcing your entire distribution layer. If the provider goes down or their systems fail, your growth engine stops. You need to ensure you are not 100% dependent on a single partner. While TIDE provides a great service, you should keep your other growth channels active. Never consolidate your entire firm's growth strategy into one vendor. Treat the network as a powerful, but supplementary, part of your overall growth strategy. This diversification protects you if things go wrong with the provider.
Growth leads should view account bans as a cost of scale, while focusing on attribution and content quality to ensure performance.
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Follow-up questions
How do I measure the success of the network?
Track the increase in total site traffic and qualified leads during the period the network is active, compared to your baseline performance.
What's the biggest mistake I could make?
The biggest mistake is neglecting to track the traffic properly, leaving you with no clear evidence of the network's impact on your growth.
Should I change my content strategy for this?
You should tailor your content to be punchy and engaging, which is optimal for a high-volume, fast-scrolling distribution environment.