Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital area has progressed significantly over the last years, something remains the very same– a chief marketing officer uses 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 country home of his co-founder’s father, Peçanha built the very first tables for the start-up in 2013.

Huge (and little) decisions that formed 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 vibrant and prominent.

What does it consider 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 Goal

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 execute it.

We founded Rock Material since our company believe that there’s a better way to do marketing by using content to draw in and delight your audience and generate service.

When we initially began in 2013, content marketing wasn’t effectively known in the country, and our vision was to end up being the biggest content marketing company on the planet, starting by introducing it to Brazil.”

How do you ensure your marketing goals are lined up with the general organization?

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

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

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

Among the consequences is that many of the department objectives are typically quite near income, often even shared with the sales team.

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

Buying Individuals And Training

How has your philosophy on structure and handling a team altered in time?

VP: “I found out a few things over the last ten years, but I think the most essential one is that a terrific staff member who delivers constant quality and goes the “additional mile” is worth 10x someone who simply does what he’s told, even if correctly.

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

Obviously, if it’s a more senior position, the experience will play a huge role, but I prefer to train an enthusiastic junior staff member than deal with a sufficient senior one.”

In a 2022 Gartner survey, the absence of internal resources stood out as the biggest gap in executing content techniques. Facing this difficulty, how do you bring in and keep leading marketing skill?

VP: “We built a big brand in the digital marketing area 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 problem when it comes to marketing skill.

Also, one of our “hacks” is our knowing center, Rock University, which has already crossed the 500,000-student mark since we are essentially educating the market for our needs.

Retention is a various game since we require to keep them engaged and thrilled with the business, so we invest a lot in training and other efforts.

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

Leading In A Data-First Culture

What type of content marketing metrics do you concentrate on, and how do you determine whether you have the ideal method in location?

VP: “The main metric of my team today is Sales Certified Leads (SQLs), so I need to create 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 constantly keeping an eye on the SQL sources based on how much pipeline each source generates.

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

They state the CMO role is mostly driven by analytics rather than gut choices. Do you concur? How do you utilize data in your everyday work?

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

I’m continuously examining how many SQLs my group created, the expense per dollar generated in the pipeline, and channel and project performance. However data alone isn’t adequate to make thoughtful choices, which’s where gut feelings and experience are available in.

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

Of course, not every effort is heavily based on data. It’s still crucial to do things that aren’t straight measurable, like brand awareness projects, however these represent a little part of my investment and time.”

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

VP: “Being able to craft and tell an excellent story, both internally and externally, is one of the greatest abilities a CMO need to have, and it doesn’t get enough attention in a world focused on data.

Information is vital, naturally, but if you can’t turn that into a technique that not just brings outcomes but likewise delights people, you’ll have a difficult time being a terrific CMO and leader.”

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

VP: “A great content marketer can produce pieces of content that appear basic and simple to write, but behind them, there’s always a strategy, a great deal of research, and abilities that are undetectable to the end user, and that’s how it should be.”

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

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

Material methods will be so incorporated within the marketing department that it won’t make sense to call it content marketing, the exact same way we do not state Web 2.0 any longer.

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

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: Thanks To Vitor Peçanha