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Main A Information-Pushed Content material Advertising Journey With Vitor Peçanha

Irrespective of how the digital house has advanced considerably over the past decade, one factor stays the identical – a chief advertising officer wears completely different hats.

Working example: Victor Peçanha, co-founder and CMO at Rock Content material, a world-renowned chief in content material advertising.

Utilizing outdated doorways from a rustic home of his co-founder’s father, Peçanha constructed the primary tables for the startup in 2013.

Large (and small) selections that formed Rock Content material into what it’s as we speak had been made round these tables. And the chief marketer sat on the coronary heart of each decision-making course of, driving development and objective with creativity and analytics.

Right this moment, his function as a CMO has by no means been extra dynamic and influential.

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

Peçanha has a couple of views to share.

Sharing And Reaching A Frequent Objective

What was your imaginative and prescient once you began your function as a CMO?

Victor Peçanha: “Because the founding father of a advertising startup, all I had in the beginning was an thought and a plan to execute it.

We based Rock Content material as a result of we consider that there’s a greater approach to do advertising through the use of content material to draw and delight your viewers and generate enterprise.

After we first began in 2013, content material advertising wasn’t very well-known within the nation, and our imaginative and prescient was to turn into the biggest content material advertising firm on the earth, beginning by introducing it to Brazil.”

How do you be certain that your advertising objectives are aligned with the general group?

VP: “At Rock Content material, we’ve a structured administration mannequin in place.

Each six months, the manager crew evaluations the corporate’s objectives – like income, web income retention (NRR), and so forth. – to create the general marketing strategy for the corporate.

Then, we’ve a mannequin of cascading duties and key efficiency indicators (KPIs) that begin on the high and finish on the particular person contributor, the place all of the steps are linked to one another.

One of many penalties is that lots of the division objectives are normally fairly near income, generally even shared with the gross sales crew.

My particular person objective, for instance, is the corporate’s income objective, not a marketing-specific metric.”

Investing In Individuals And Coaching

How has your philosophy on constructing and managing a crew modified over time?

VP: “I discovered a couple of issues over the past 10 years, however I consider an important one is that an amazing crew member who delivers constant high quality and goes the “further mile” is value 10x somebody who simply does what he’s instructed, even when appropriately.

This grit that some individuals have makes a complete distinction, and now I focus my hiring on this comfortable talent greater than something.

After all, if it’s a extra senior place, the expertise will play a giant function, however I choose to coach a passionate junior worker than cope with an sufficient senior one.”

In a 2022 Gartner survey, the dearth of in-house assets stood out as the largest hole in executing content material methods. Going through this problem, how do you entice and retain high advertising expertise?

VP: “We constructed an enormous model within the digital advertising house over the past 10 years. We’re seen as innovators and trendsetters within the house, particularly in Brazil, so we don’t have an attraction drawback with regards to advertising expertise.

Additionally, one in every of our “hacks” is our studying heart, Rock College, which has already crossed the five hundred,000-student mark as a result of we’re mainly educating the marketplace for our wants.

Retention is a unique sport as a result of we have to preserve them engaged and excited with the corporate, so we make investments so much in coaching and different initiatives.

I choose to have smaller groups, so every member has extra duty and recognition. Since we outsource our content material creation to our personal freelance community, it’s simpler to have a scalable crew.”

Main In A Information-First Tradition

What sort of content material advertising metrics do you give attention to, and the way do you identify whether or not you have got the fitting technique in place?

VP: “The principle metric of my crew as we speak is Gross sales Certified Leads (SQLs), so I must generate not solely quantity however high-quality prospects for the gross sales crew.

It’s straightforward to know if we’re performing nicely or not with this metric, and we’re always monitoring the SQL sources primarily based on how a lot pipeline every supply generates.

So, for instance, if a sponsorship generates 1 million within the pipeline and prices me 100,000, I improve the funding there.”

They are saying the CMO function is essentially pushed by analytics fairly than intestine selections. Do you agree? How do you employ information in your every day work?

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

I’m always checking what number of SQLs my crew generated, the associated fee per greenback generated within the pipeline, and channel and marketing campaign efficiency. However information alone isn’t sufficient to make considerate selections, and that’s the place intestine emotions and expertise are available in.

A CMO wants to have a look at information and see a narrative, perceive it, and write its subsequent chapter.

After all, not each initiative is closely primarily based on information. It’s nonetheless essential to do issues that aren’t straight measurable, like model consciousness campaigns, however these symbolize a small portion of my funding and time.”

What are the talents that CMOs want which don’t get sufficient consideration?

VP: “With the ability to craft and inform an amazing story, each internally and externally, is without doubt one of the best abilities a CMO should have, and it doesn’t get sufficient consideration in a world centered on information.

Information is crucial, in fact, however in case you can’t flip that into a technique that not solely brings outcomes but in addition excites individuals, you’ll have a tough time being an amazing CMO and chief.”

When you needed to sum up the worth of a content material marketer, what wouldn’t it be?

VP: “An excellent content material marketer can create items of content material that appear easy and straightforward to put in writing, however behind them, there’s at all times a technique, numerous analysis, and abilities which are invisible to the tip person, and that’s the way it ought to be.”

What do you suppose the way forward for content material advertising shall be? The function of AI in content material technique?

VP: “If the whole lot goes nicely, the time period content material advertising will now not be used within the close to future.

Content material methods shall be so built-in inside the advertising division that it gained’t make sense to name it content material advertising, the identical method we don’t say Net 2.0 anymore.

Good CMOs and entrepreneurs will perceive that the client follows a journey the place the whole lot is content material (even PPC, offline media, and so forth.), and it doesn’t make sense to deal with them individually.”

Take a look at this SEJShow episode with Loren Baker, the place Peçanha talks extra about what lies forward in content material advertising.

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Featured Picture: Courtesy of Vitor Peçanha

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