Reframe the team's objective
Your team's time is too valuable to spend on manual posting. A managed content network is a set of many brand-owned Instagram pages that post your 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. Their job is now to supply that network with the best content and to optimize the landing pages where that traffic arrives.
Leverage for creative impact
By using a network to handle distribution, you free up your team to focus on creative excellence. They should be testing new video hooks and messaging to see what drives the highest conversion. This is the only way to scale your reach and conversion simultaneously. You are building a high-performance marketing department that uses systems to achieve what would usually require a massive headcount.
Manage by funnel metrics
Your team needs to be measured by their contribution to the pipeline. With a network providing the traffic, you have all the data you need to hold them accountable. They should report on conversion rates, lead quality, and total enrollments. This focus on the funnel keeps your marketing department aligned with the company's growth goals and ensures that your creative effort is being spent on things that actually move the needle.
Communicate the platform reality
Be clear with your team about the nature of this strategy. It involves technical risks, like account bans, which a provider like TIDE will handle. They should not be surprised by this. Instead, they should be prepared to adapt their content to the trends of the platform. This awareness helps them focus on the results and the creative side of the work, which is exactly what a high-performing CMO expects from their team.
Brief your team to manage the funnel and strategy, using a managed network to handle distribution and reach at scale.
See your network before you hire.
Tell us what your online course business 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
Is this a positive for the team?
Yes, it frees them from the monotony of daily posting and allows them to work on more strategic projects.
How do I ensure they stay focused?
By using the data from the network to set clear performance targets for the content and the landing pages.
What if they have never done this?
It is a simple shift in focus. The provider manages the tech, so they only need to focus on content and strategy.