Leading A Data-Driven Content Marketing Journey With Vitor Peçanha

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No matter how the digital area has evolved substantially over the last years, one thing remains the exact same– a chief marketing officer wears different hats.

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

Utilizing old doors from a country house of his co-founder’s daddy, Peçanha built the first tables for the start-up in 2013.

Big (and small) decisions that shaped Rock Content 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 function with creativity and analytics.

Today, his role as a CMO has actually never ever been more dynamic and influential.

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

Peçanha has a couple of views to share.

Sharing And Attaining A Typical Goal

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 start was a concept and a strategy to perform it.

We founded Rock Material because our company believe that there’s a better way to do marketing by using material to draw in and delight your audience and create organization.

When we initially started in 2013, material marketing wasn’t effectively known in the country, and our vision was to become the largest content marketing company in the world, beginning by introducing it to Brazil.”

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

VP: “At Rock Material, we have a structured management model in location.

Every 6 months, the executive team examines the business’s goals– like earnings, net revenue retention (NRR), etc– to produce the general service plan for the company.

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

Among the repercussions is that a number of the department objectives are generally quite near to profits, in some cases even shared with the sales team.

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

Purchasing People And Training

How has your philosophy on building and managing a team altered in time?

VP: “I found out a few things over the last 10 years, but I believe the most important one is that an excellent employee who provides constant quality and goes the “additional mile” deserves 10x someone who just does what he’s told, even if properly.

This grit that some people have makes a whole distinction, 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 huge role, however I prefer to train an enthusiastic junior staff member than handle an adequate senior one.”

In a 2022 Gartner study, the absence of internal resources stuck out as the biggest space in performing content techniques. Facing this difficulty, how do you attract and keep top marketing talent?

VP: “We constructed a huge brand in the digital marketing space over the last 10 years. We are seen as innovators and innovators in the area, especially in Brazil, so we don’t have a destination problem when it comes to marketing talent.

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

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

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

Leading In A Data-First Culture

What sort 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 group today is Sales Certified Leads (SQLs), so I require to generate not just volume but top quality potential customers for the sales group.

It’s easy to understand if we are performing well or not with this metric, and we are constantly monitoring the SQL sources based upon just how much pipeline each source generates.

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

They say the CMO function is largely driven by analytics rather than gut choices. Do you agree? How do you utilize data in your day-to-day work?

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

I’m continuously checking the number of SQLs my group created, the cost per dollar generated in the pipeline, and channel and project efficiency. But information alone isn’t adequate to make thoughtful decisions, which’s where suspicion and experience are available in.

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

Naturally, not every initiative is heavily based upon data. It’s still important to do things that aren’t straight quantifiable, like brand awareness campaigns, however these represent a small portion of my financial investment and time.”

What are the abilities that CMOs require which don’t get enough attention?

VP: “Being able to craft and inform a great story, both internally and externally, is among the best skills a CMO should have, and it does not get adequate attention in a world focused on information.

Information is vital, of course, however if you can’t turn that into a method that not just brings results however also thrills individuals, you’ll have a hard time being a fantastic CMO and leader.”

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

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

What do you think the future of content marketing will be? The role of AI in material technique?

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

Material techniques will be so integrated within the marketing department that it will not make good sense to call it content marketing, the exact same method we do not say Web 2.0 any longer.

Good CMOs and online marketers will understand that the customer follows a journey where whatever is content (even PPC, offline media, etc), and it doesn’t make good 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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Featured Image: Courtesy of Vitor Peçanha