Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital area has actually progressed substantially over the last years, one thing remains the very same– a chief marketing officer uses various hats.

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

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

Huge (and small) decisions 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 growth and function with creativity and analytics.

Today, his role as a CMO has never been more vibrant 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 couple of views to share.

Sharing And Attaining A Common Objective

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

Vitor Peçanha: “As the creator of a marketing startup, all I had at the beginning was an idea and a plan to perform it.

We founded Rock Content because our company believe that there’s a better method to do marketing by utilizing material to bring in and delight your audience and generate business.

When we first began in 2013, material marketing wasn’t very well known in the country, and our vision was to end up being the largest material marketing company worldwide, starting by introducing it to Brazil.”

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

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

Every six months, the executive group evaluates the business’s goals– like income, net profits retention (NRR), and so on– to produce the general business prepare for the company.

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

Among the effects is that much of the department objectives are usually pretty near earnings, in some cases even shared with the sales group.

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

Purchasing Individuals And Training

How has your viewpoint on structure and managing a team changed with time?

VP: “I learned a few things over the last ten years, however I believe the most crucial one is that an excellent staff member who delivers constant quality and goes the “extra mile” deserves 10x somebody who just does what he’s informed, even if properly.

This grit that some individuals have makes a whole distinction, 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 huge function, but I prefer to train an enthusiastic junior staff member than deal with an appropriate senior one.”

In a 2022 Gartner survey, the lack of internal resources stood apart as the biggest space in carrying out content methods. Facing this obstacle, how do you bring in and maintain leading marketing skill?

VP: “We built a big brand in the digital marketing space over the last 10 years. We are seen as innovators and trendsetters in the space, especially in Brazil, so we do not have a destination issue when it concerns marketing skill.

Likewise, one of our “hacks” is our knowing center, Rock University, which has currently crossed the 500,000-student mark due to the fact that we are generally educating the marketplace for our needs.

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

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

Leading In A Data-First Culture

What type of content marketing metrics do you focus on, and how do you determine whether you have the right technique in location?

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

It’s simple to understand if we are performing well or not with this metric, and we are constantly keeping track of the SQL sources based upon just how much pipeline each source creates.

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 instead of gut choices. Do you agree? How do you utilize data in your everyday work?

VP: “I agree, and most of my decisions are based on information.

I’m continuously checking the number of SQLs my group generated, the expense per dollar generated in the pipeline, and channel and project performance. But information alone isn’t adequate to make thoughtful choices, which’s where suspicion and experience come in.

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

Obviously, not every effort is heavily based on information. It’s still important to do things that aren’t straight measurable, like brand awareness campaigns, however these represent a little part of my financial investment and time.”

What are the skills that CMOs require which do not get enough attention?

VP: “Being able to craft and inform an excellent story, both internally and externally, is among the greatest skills a CMO should have, and it doesn’t get sufficient attention in a world focused on data.

Data is necessary, of course, however if you can’t turn that into a strategy that not just brings outcomes however also excites individuals, you’ll have a difficult time being an excellent CMO and leader.”

If you had to sum up the worth of a content marketer, what would it be?

VP: “A terrific content marketer can produce pieces of content that seem simple and simple to compose, however behind them, there’s always a strategy, a great deal of research, and abilities that are invisible to the end user, and that’s how it should be.”

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

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

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

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

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

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Included Image: Courtesy of Vitor Peçanha