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HomeMobile SEOMain A Knowledge-Pushed Content material Advertising and marketing Journey With Vitor Peçanha

Main A Knowledge-Pushed Content material Advertising and marketing Journey With Vitor Peçanha


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

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Utilizing outdated doorways from a rustic home of his co-founder’s father, Peçanha constructed the primary tables for the startup in 2013.

Massive (and small) selections that formed Rock Content material into what it’s right now had been made round these tables. And the chief marketer sat on the coronary heart of each decision-making course of, driving progress and goal with creativity and analytics.

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

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

Peçanha has a couple of views to share.

Sharing And Attaining A Widespread Purpose

What was your imaginative and prescient while you began your position as a CMO?

Vitor Peçanha: “Because the founding father of a advertising startup, all I had at the start 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 option to do advertising by utilizing 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 develop into the biggest content material advertising firm on the planet, beginning by introducing it to Brazil.”

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

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

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

Then, we now have a mannequin of cascading obligations and key efficiency indicators (KPIs) that begin on the high and finish on the particular person contributor, the place all of the steps are related to one another.

One of many penalties is that most of the division objectives are normally fairly near income, typically 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 Folks 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 crucial one is that a terrific crew member who delivers constant high quality and goes the “additional mile” is value 10x somebody who simply does what he’s advised, even when accurately.

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

In fact, if it’s a extra senior place, the expertise will play an enormous position, however I choose to coach a passionate junior worker than cope with an sufficient senior one.”

In a 2022 Gartner survey, the shortage of in-house assets stood out as the most important hole in executing content material methods. Going through this problem, how do you appeal to 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 in relation to advertising expertise.

Additionally, one among our “hacks” is our studying middle, 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 recreation as a result of we have to maintain them engaged and excited with the corporate, so we make investments quite a bit 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 Knowledge-First Tradition

What sort of content material advertising metrics do you concentrate on, and the way do you establish whether or not you’ve the best technique in place?

VP: “The primary metric of my crew right now 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 continually monitoring the SQL sources based mostly 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 position is basically pushed by analytics somewhat than intestine selections. Do you agree? How do you utilize information in your day by day work?

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

I’m continually 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.

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

In fact, not each initiative is closely based mostly on information. It’s nonetheless necessary to do issues that aren’t immediately measurable, like model consciousness campaigns, however these characterize a small portion of my funding and time.”

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

VP: “Having the ability to craft and inform a terrific story, each internally and externally, is without doubt one of the best abilities a CMO will need to have, and it doesn’t get sufficient consideration in a world targeted on information.

Knowledge is important, after all, however should you can’t flip that into a method that not solely brings outcomes but in addition excites individuals, you’ll have a tough time being a terrific CMO and chief.”

For those who needed to sum up the worth of a content material marketer, what wouldn’t it be?

VP: “An incredible content material marketer can create items of content material that appear easy and straightforward to jot down, however behind them, there’s all the time a method, a whole lot of analysis, and abilities which might be invisible to the tip person, and that’s the way it needs to be.”

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

VP: “If every little thing goes nicely, the time period content material advertising will not be used within the close to future.

Content material methods might be so built-in throughout the advertising division that it gained’t make sense to name it content material advertising, the identical manner we don’t say Internet 2.0 anymore.

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

Try 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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