Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital area has developed considerably over the last years, something remains the very same– a chief marketing officer wears 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 nation home of his co-founder’s dad, Peçanha constructed the very first tables for the startup 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 process, driving development and purpose with creativity and analytics.

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

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

Peçanha has a couple of views to share.

Sharing And Attaining A Common Goal

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

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

We founded Rock Content due to the fact that our company believe that there’s a much better method to do marketing by using content to draw in and delight your audience and produce organization.

When we initially began in 2013, material marketing wasn’t effectively understood in the nation, and our vision was to become the largest material marketing company on the planet, starting by presenting it to Brazil.”

How do you make sure your marketing objectives are aligned with the general company?

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

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

Then, we have a model of cascading duties and key performance indicators (KPIs) that start at the top and end at the private factor, where all the steps are linked to each other.

One of the repercussions is that a number of the department objectives are normally quite near profits, often even shared with the sales team.

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

Purchasing Individuals And Training

How has your approach on structure and managing a team altered over time?

VP: “I discovered a few things over the last 10 years, however I believe the most essential one is that a great team member 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 an entire difference, and now I focus my hiring on this soft ability more than anything.

Of course, if it’s a more senior position, the experience will play a big function, but I prefer to train an enthusiastic junior worker than deal with a sufficient senior one.”

In a 2022 Gartner survey, the absence of internal resources stuck out as the biggest gap in performing content strategies. Facing this challenge, how do you attract and maintain top marketing skill?

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

Likewise, one of our “hacks” is our learning center, Rock University, which has currently crossed the 500,000-student mark because we are generally educating the market for our requirements.

Retention is a various video game due to the fact that we require to keep them engaged and delighted with the company, so we invest a lot in training and other initiatives.

I choose to have smaller groups, so each member has more obligation and acknowledgment. Because we outsource our material development to our own freelance network, it’s easier to have a scalable group.”

Leading In A Data-First Culture

What type of material marketing metrics do you concentrate on, and how do you figure out whether you have the right strategy in place?

VP: “The primary metric of my group today is Sales Certified Leads (SQLs), so I require to create not only volume but top quality prospects for the sales group.

It’s easy to understand if we are carrying out well or not with this metric, and we are constantly keeping track of the SQL sources based on how much pipeline each source produces.

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

They state the CMO role is mostly driven by analytics instead of gut choices. Do you agree? How do you utilize information in your day-to-day work?

VP: “I agree, and the majority of my decisions are based upon data.

I’m constantly checking how many SQLs my group generated, the cost per dollar produced in the pipeline, and channel and project efficiency. But data alone isn’t sufficient to make thoughtful decisions, which’s where suspicion and experience can be found in.

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

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

What are the skills that CMOs require which don’t get adequate attention?

VP: “Being able to craft and inform an excellent story, both internally and externally, is one of the greatest abilities a CMO need to have, and it does not get adequate attention in a world concentrated on information.

Information is necessary, naturally, but if you can’t turn that into a method that not only brings results however likewise excites people, you’ll have a difficult time being a fantastic CMO and leader.”

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

VP: “An excellent content online marketer can produce pieces of content that appear simple and easy to write, but behind them, there’s constantly a technique, a great deal of research, and skills that are unnoticeable to the end user, and that’s how it must be.”

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

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

Material strategies will be so incorporated within the marketing department that it will not make good sense to call it content marketing, the very same method we don’t state Web 2.0 anymore.

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

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

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Featured Image: Courtesy of Vitor Peçanha