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 decade, one thing remains the very same– a chief marketing officer wears various hats.

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

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

Huge (and small) choices that formed Rock Material into what it is today were made around those tables. And the chief online marketer sat at the heart of every decision-making process, driving growth and purpose with creativity and analytics.

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

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

Peçanha has a few views to share.

Sharing And Accomplishing A Typical Objective

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

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

We established Rock Content since our company believe that there’s a much better method to do marketing by using material to bring in and thrill your audience and create organization.

When we first began in 2013, material marketing wasn’t very well known in the nation, and our vision was to end up being the biggest material marketing business worldwide, beginning by presenting it to Brazil.”

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

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

Every six months, the executive team reviews the company’s objectives– like earnings, net revenue retention (NRR), etc– to create the overall service plan for the company.

Then, we have a model of cascading responsibilities and key efficiency signs (KPIs) that begin at the top and end at the specific contributor, where all the steps are linked to each other.

Among the consequences is that a lot of the department goals are normally quite near to profits, sometimes even shared with the sales team.

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

Purchasing Individuals And Training

How has your viewpoint on structure and managing a group altered in time?

VP: “I found out a couple of things over the last ten years, however I believe the most crucial one is that a terrific staff member who provides constant quality and goes the “additional mile” is worth 10x somebody who just does what he’s informed, even if properly.

This grit that some individuals have makes an entire distinction, and now I focus my hiring on this soft ability more than anything.

Naturally, if it’s a more senior position, the experience will play a big role, but I prefer to train a passionate junior worker than handle a sufficient senior one.”

In a 2022 Gartner survey, the lack of in-house resources stood apart as the most significant gap in performing content methods. Facing this obstacle, how do you draw in and keep leading 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 innovators in the area, especially in Brazil, so we do not have a destination issue when it comes to marketing skill.

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

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

I prefer to have smaller teams, so each member has more obligation and recognition. Because we outsource our content production to our own freelance network, it’s simpler to have a scalable team.”

Leading In A Data-First Culture

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

VP: “The main metric of my team today is Sales Qualified Leads (SQLs), so I require to produce not just volume but premium prospects for the sales team.

It’s simple to know if we are performing well or not with this metric, and we are continuously keeping track of the SQL sources based on how much pipeline each source produces.

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

They say the CMO role is mostly driven by analytics instead of gut decisions. Do you concur? How do you use data in your everyday work?

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

I’m continuously inspecting how many SQLs my team created, the cost per dollar created in the pipeline, and channel and campaign efficiency. But data alone isn’t adequate to make thoughtful choices, and that’s where gut feelings and experience are available in.

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

Naturally, not every effort is greatly based on data. It’s still crucial to do things that aren’t directly measurable, like brand awareness campaigns, but these represent a little portion of my investment and time.”

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

VP: “Being able to craft and inform a terrific story, both internally and externally, is among the greatest skills a CMO must have, and it does not get sufficient attention in a world focused on data.

Data is vital, obviously, but if you can’t turn that into a strategy that not only brings outcomes but also thrills people, you’ll have a tough time being a fantastic CMO and leader.”

If you had to summarize the worth of a material online marketer, what would it be?

VP: “A terrific content marketer can develop pieces of content that appear easy and easy to write, but behind them, there’s always a method, a lot of research, and abilities that are undetectable to the end user, and that’s how it needs to be.”

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

VP: “If everything works out, the term material marketing will no longer be used in the future.

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

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

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: Thanks To Vitor Peçanha