Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital area has actually progressed considerably over the last decade, one thing stays the exact same– a chief marketing officer wears various hats.

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

Using old doors from a nation home of his co-founder’s daddy, Peçanha constructed the very first tables for the start-up in 2013.

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

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

What does it consider modern-day CMOs to become high-impact leaders that drive their organizations to success?

Peçanha has a couple of views to share.

Sharing And Accomplishing A Common Goal

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

Vitor Peçanha: “As the creator of a marketing startup, all I had at the start was a concept and a plan to execute it.

We established Rock Material since our company believe that there’s a better method to do marketing by utilizing material to bring in and delight your audience and produce company.

When we initially started in 2013, material marketing wasn’t very well known in the country, and our vision was to become the biggest content marketing company in the world, beginning by presenting it to Brazil.”

How do you ensure your marketing objectives are aligned with the general organization?

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

Every six months, the executive team reviews the business’s goals– like profits, net earnings retention (NRR), etc– to create the total business plan for the company.

Then, we have a model of cascading responsibilities and key performance signs (KPIs) that start on top and end at the individual contributor, where all the steps are connected to each other.

One of the effects is that many of the department goals are typically pretty near income, sometimes even shared with the sales team.

My specific objective, for example, is the company’s revenue goal, not a marketing-specific metric.”

Purchasing People And Training

How has your philosophy on building and handling a group changed with time?

VP: “I discovered a few things over the last ten years, but I believe the most crucial one is that a fantastic employee who delivers consistent quality and goes the “additional mile” is worth 10x somebody who simply does what he’s told, even if properly.

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

Obviously, if it’s a more senior position, the experience will play a big function, however I prefer to train an enthusiastic junior worker than handle an appropriate senior one.”

In a 2022 Gartner study, the lack of internal resources stuck out as the most significant space in executing content techniques. Facing this obstacle, how do you bring in and keep leading marketing talent?

VP: “We developed a substantial brand name in the digital marketing area over the last 10 years. We are seen as innovators and trendsetters in the area, especially in Brazil, so we don’t have a tourist attraction problem when it pertains to marketing skill.

Likewise, among our “hacks” is our knowing center, Rock University, which has actually already crossed the 500,000-student mark due to the fact that we are generally educating the market for our requirements.

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

I prefer to have smaller sized teams, so each member has more responsibility and recognition. Considering that we outsource our material development to our own freelance network, it’s much easier to have a scalable group.”

Leading In A Data-First Culture

What kind of material marketing metrics do you concentrate on, and how do you identify whether you have the right technique in location?

VP: “The main metric of my group today is Sales Certified Leads (SQLs), so I need to create not only volume however top quality potential customers for the sales group.

It’s easy to know if we are carrying out well or not with this metric, and we are constantly keeping track of 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 financial investment there.”

They state the CMO function is mainly driven by analytics instead of gut decisions. Do you agree? How do you utilize information in your everyday work?

VP: “I agree, and the majority of my choices are based on data.

I’m constantly examining how many SQLs my group generated, the expense per dollar created in the pipeline, and channel and project performance. However data alone isn’t sufficient to make thoughtful decisions, and that’s where suspicion and experience can be found in.

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

Of course, not every initiative is heavily based upon information. It’s still crucial to do things that aren’t directly measurable, like brand awareness projects, however these represent a small portion of my financial investment and time.”

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

VP: “Being able to craft and tell a terrific story, both internally and externally, is among the best abilities a CMO must have, and it doesn’t get enough attention in a world concentrated on information.

Data is necessary, naturally, but if you can’t turn that into a method that not only brings outcomes however likewise delights individuals, you’ll have a tough time being a terrific CMO and leader.”

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

VP: “A great content online marketer can create pieces of content that appear simple and simple to write, but behind them, there’s constantly a strategy, a lot of research study, and skills that are unnoticeable to the end user, which’s how it should be.”

What do you think the future of content marketing will be? The role of AI in content method?

VP: “If everything goes well, the term material marketing will no longer be used in the near future.

Material methods will be so integrated within the marketing department that it won’t make sense to call it content marketing, the very same way we do not say Web 2.0 anymore.

Great CMOs and online marketers will understand that the consumer follows a journey where everything is content (even pay per click, offline media, etc), and it doesn’t make good sense to treat them separately.”

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

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Featured Image: Thanks To Vitor Peçanha