Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital space has developed considerably over the last decade, something stays the same– a chief marketing officer uses different hats.

Case in point: Vitor Peçanha, co-founder and CMO at Rock Content, a world-renowned leader in content marketing.

Utilizing old doors from a country house of his co-founder’s dad, Peçanha constructed the first tables for the start-up in 2013.

Huge (and little) choices that shaped Rock Material into what it is today were made around those tables. And the chief marketer sat at the heart of every decision-making procedure, driving growth and purpose with creativity and analytics.

Today, his role as a CMO has actually never been more dynamic and influential.

What does it take for modern-day CMOs to become high-impact leaders that drive their companies to success?

Peçanha has a few views to share.

Sharing And Achieving A Typical Goal

What was your vision when you began your function as a CMO?

Vitor Peçanha: “As the founder of a marketing start-up, all I had at the start was an idea and a plan to execute it.

We established Rock Content because we believe that there’s a much better way to do marketing by using material to bring in and thrill your audience and produce company.

When we initially began in 2013, material marketing wasn’t extremely well known in the country, and our vision was to end up being the biggest material marketing company worldwide, beginning by presenting it to Brazil.”

How do you make certain your marketing goals are aligned with the total organization?

VP: “At Rock Material, we have a structured management design in place.

Every six months, the executive group reviews the business’s objectives– like revenue, net revenue retention (NRR), etc– to create the total business plan for the business.

Then, we have a model of cascading obligations and essential performance indications (KPIs) that begin on top and end at the specific contributor, where all the actions are linked to each other.

Among the effects is that much of the department goals are normally quite near earnings, often even shown the sales group.

My private goal, for instance, is the business’s revenue objective, not a marketing-specific metric.”

Purchasing Individuals And Training

How has your philosophy on building and handling a team altered gradually?

VP: “I discovered a few things over the last ten years, however I believe the most crucial one is that a great employee who provides constant quality and goes the “extra mile” is worth 10x somebody who just does what he’s informed, even if properly.

This grit that some individuals have makes an entire difference, and now I focus my hiring on this soft skill more than anything.

Naturally, if it’s a more senior position, the experience will play a big function, but I prefer to train an enthusiastic junior staff member than handle an adequate senior one.”

In a 2022 Gartner survey, the absence of internal resources stuck out as the most significant space in carrying out content strategies. Facing this challenge, how do you draw in and keep top marketing skill?

VP: “We built a huge brand name in the digital marketing area over the last 10 years. We are viewed as innovators and trendsetters in the space, especially in Brazil, so we do not have an attraction problem when it pertains to marketing talent.

Likewise, among our “hacks” is our knowing center, Rock University, which has actually currently crossed the 500,000-student mark because we are generally informing the market for our requirements.

Retention is a various video game since we need to keep them engaged and excited with the business, so we invest a lot in training and other efforts.

I choose to have smaller teams, so each member has more responsibility and acknowledgment. Given that we outsource our content production to our own freelance network, it’s simpler to have a scalable team.”

Leading In A Data-First Culture

What sort of content marketing metrics do you concentrate on, and how do you figure out whether you have the best technique in location?

VP: “The primary metric of my team today is Sales Qualified Leads (SQLs), so I require to produce not only volume however high-quality prospects for the sales group.

It’s easy to understand if we are performing well or not with this metric, and we are constantly keeping an eye on the SQL sources based upon just how much pipeline each source produces.

So, for instance, if a sponsorship creates 1 million in the pipeline and expenses me 100,000, I increase the investment there.”

They say the CMO role is mainly driven by analytics rather than gut choices. Do you concur? How do you use information in your day-to-day work?

VP: “I agree, and the majority of my choices are based upon information.

I’m continuously inspecting how many SQLs my team generated, the expense per dollar created in the pipeline, and channel and campaign efficiency. But information alone isn’t adequate to make thoughtful decisions, and that’s where suspicion and experience can be found in.

A CMO requires to look at data and see a story, comprehend it, and compose its next chapter.

Naturally, not every effort is heavily based on data. It’s still essential to do things that aren’t straight measurable, like brand name awareness projects, however these represent a small portion of my financial investment and time.”

What are the abilities that CMOs need which do not get adequate attention?

VP: “Being able to craft and tell an excellent story, both internally and externally, is one of the greatest skills a CMO need to have, and it doesn’t get sufficient attention in a world focused on information.

Data is necessary, of course, but if you can’t turn that into a strategy that not only brings results but likewise thrills people, you’ll have a hard time being a fantastic CMO and leader.”

If you needed to summarize the value of a material marketer, what would it be?

VP: “A great content online marketer can produce pieces of content that seem easy and easy to compose, however behind them, there’s always a strategy, a great deal of research study, and skills that are unnoticeable to the end user, which’s how it ought to be.”

What do you believe the future of material marketing will be? The role of AI in material method?

VP: “If everything works out, the term content marketing will no longer be used in the near future.

Content methods will be so integrated within the marketing department that it will not make sense to call it content marketing, the exact same way we don’t say Web 2.0 any longer.

Good CMOs and marketers will comprehend that the consumer follows a journey where whatever is content (even pay per click, offline media, and so on), and it does not make good sense to treat them separately.”

Check out this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in material marketing.

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Featured Image: Courtesy of Vitor Peçanha