Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital space has progressed substantially over the last years, 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.

Utilizing old doors from a country house of his co-founder’s daddy, Peçanha built 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 function with imagination and analytics.

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

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

Peçanha has a few views to share.

Sharing And Achieving A Typical Objective

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

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

We founded Rock Content since we believe that there’s a better way to do marketing by using content to bring in and delight your audience and generate organization.

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

How do you make certain your marketing objectives are lined up with the overall organization?

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

Every 6 months, the executive group evaluates the business’s goals– like profits, net income retention (NRR), etc– to develop the general company prepare for the company.

Then, we have a design of cascading responsibilities and key performance indicators (KPIs) that begin on top and end at the private contributor, where all the steps are linked to each other.

Among the effects is that much of the department objectives are typically pretty close to income, sometimes even shared with the sales group.

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

Buying Individuals And Training

How has your philosophy on structure and handling a team changed over time?

VP: “I discovered a few things over the last ten years, however I think the most important one is that a terrific employee who delivers constant quality and goes the “additional mile” is worth 10x somebody who just does what he’s told, even if correctly.

This grit that some people have makes a whole difference, and now I focus my hiring on this soft ability more than anything.

Obviously, if it’s a more senior position, the experience will play a huge function, but I prefer to train a passionate junior worker than deal with an adequate senior one.”

In a 2022 Gartner study, the lack of in-house resources stuck out as the biggest gap in performing content methods. Facing this challenge, how do you bring in and keep top marketing talent?

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

Also, 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 needs.

Retention is a different game since we need to keep them engaged and delighted with the business, so we invest a lot in training and other initiatives.

I choose to have smaller teams, so each member has more responsibility and recognition. Considering that we outsource our content creation to our own freelance network, it’s simpler to have a scalable group.”

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 ideal technique in place?

VP: “The primary metric of my group today is Sales Certified Leads (SQLs), so I require to generate not just volume but premium potential customers for the sales team.

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

So, for example, if a sponsorship generates 1 million in the pipeline and costs me 100,000, I increase the financial investment there.”

They say the CMO role is mostly driven by analytics rather than gut decisions. Do you concur? How do you use information in your daily work?

VP: “I agree, and most of my choices are based upon data.

I’m continuously inspecting how many SQLs my team produced, the expense per dollar generated in the pipeline, and channel and campaign performance. However data alone isn’t sufficient to make thoughtful decisions, which’s where gut feelings and experience can be found in.

A CMO needs to take a look at information and see a story, understand it, and write its next chapter.

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

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

VP: “Having the ability to craft and tell a great story, both internally and externally, is among the greatest skills a CMO need to have, and it does not get sufficient attention in a world focused on information.

Data is important, naturally, but if you can’t turn that into a method that not just brings outcomes however also excites people, you’ll have a hard time being a terrific CMO and leader.”

If you needed to sum up the worth of a material online marketer, what would it be?

VP: “An excellent content marketer can develop pieces of content that seem easy and simple to compose, however behind them, there’s constantly a strategy, a lot of research study, and skills that are unnoticeable to the end user, and that’s how it needs to be.”

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

VP: “If whatever goes well, the term content marketing will no longer be utilized in the near future.

Content strategies will be so integrated within the marketing department that it won’t make good sense to call it content marketing, the same method we don’t state Web 2.0 any longer.

Excellent CMOs and online marketers will understand that the consumer follows a journey where whatever is content (even PPC, offline media, etc), and it does not make sense to treat them separately.”

Have a look at this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in material marketing.

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Featured Image: Thanks To Vitor Peçanha