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 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 nation house of his co-founder’s father, Peçanha constructed the very first tables for the start-up in 2013.

Huge (and small) choices that formed Rock Content into what it is today were made around those tables. And the chief marketer sat at the heart of every decision-making procedure, driving development and function with imagination and analytics.

Today, his function as a CMO has actually never been more vibrant and influential.

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

Peçanha has a couple of views to share.

Sharing And Achieving A Common 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 beginning was an idea and a plan to perform it.

We founded Rock Content because we believe that there’s a much better way to do marketing by using content to draw in and thrill your audience and generate service.

When we first began in 2013, material marketing wasn’t extremely well understood in the nation, and our vision was to end up being the largest material marketing business on the planet, beginning by introducing it to Brazil.”

How do you make sure your marketing goals are aligned with the overall organization?

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

Every 6 months, the executive team reviews the business’s goals– like earnings, net income retention (NRR), etc– to develop the total company plan for the company.

Then, we have a model of cascading obligations and crucial efficiency indicators (KPIs) that begin on top and end at the specific factor, where all the actions are connected to each other.

Among the repercussions is that a lot of the department objectives are generally quite close to earnings, sometimes even shared with the sales team.

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

Purchasing Individuals And Training

How has your philosophy on building and handling a group altered in time?

VP: “I discovered a couple of things over the last ten years, but I think the most crucial one is that a great staff member who provides consistent quality and goes the “extra mile” is worth 10x someone who simply does what he’s informed, even if correctly.

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

Of course, if it’s a more senior position, the experience will play a big role, however I prefer to train a passionate junior employee than handle an adequate senior one.”

In a 2022 Gartner study, the lack of internal resources stood apart as the most significant gap in carrying out content techniques. Facing this difficulty, how do you attract and keep top marketing skill?

VP: “We built a huge brand name in the digital marketing area over the last ten years. We are seen as innovators and innovators in the space, especially in Brazil, so we don’t have an attraction problem when it comes to marketing skill.

Likewise, among our “hacks” is our knowing center, Rock University, which has already crossed the 500,000-student mark since we are generally educating the marketplace for our needs.

Retention is a different video game because we need to keep them engaged and thrilled with the company, so we invest a lot in training and other initiatives.

I prefer to have smaller groups, so each member has more obligation and acknowledgment. Given that we outsource our material creation to our own freelance network, it’s simpler to have a scalable group.”

Leading In A Data-First Culture

What kind of material marketing metrics do you focus on, and how do you determine whether you have the right method in location?

VP: “The primary metric of my team today is Sales Certified Leads (SQLs), so I require to create not just volume however high-quality potential customers for the sales team.

It’s simple 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 how much pipeline each source creates.

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

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

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

I’m continuously checking the number of SQLs my group generated, the cost per dollar produced in the pipeline, and channel and project performance. But information alone isn’t sufficient to make thoughtful choices, which’s where gut feelings and experience can be found in.

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

Of course, not every initiative is heavily based on information. It’s still essential to do things that aren’t directly quantifiable, like brand awareness projects, but these represent a little part of my financial investment and time.”

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

VP: “Having the ability to craft and tell an excellent story, both internally and externally, is one of the greatest abilities a CMO should have, and it doesn’t get sufficient attention in a world concentrated on data.

Information is essential, naturally, however if you can’t turn that into a technique that not only brings outcomes but also excites people, you’ll have a hard time being an excellent CMO and leader.”

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

VP: “A fantastic content marketer can produce pieces of content that appear simple and easy to compose, however behind them, there’s always a method, a great deal of research study, and abilities that are unnoticeable to the end user, which’s how it must be.”

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

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

Content techniques will be so incorporated within the marketing department that it won’t make good sense to call it content marketing, the same method we do not state Web 2.0 anymore.

Good CMOs and online marketers will understand that the consumer follows a journey where everything is content (even PPC, offline media, and so on), and it doesn’t make good sense to treat them separately.”

Take 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: Courtesy of Vitor Peçanha