No matter how the digital space has developed substantially over the last decade, one thing remains the same– a chief marketing officer wears various hats.
Case in point: Vitor Peçanha, co-founder and CMO at Rock Content, 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 startup in 2013.
Huge (and little) choices that formed 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 procedure, driving development and purpose with imagination and analytics.
Today, his role as a CMO has actually never ever been more vibrant and prominent.
What does it take for modern-day CMOs to end up being 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 start-up, all I had at the start was a concept and a plan to perform it.
We established Rock Material due to the fact that our company believe that there’s a better way to do marketing by using content to draw in and thrill your audience and generate service.
When we first began in 2013, material marketing wasn’t very well understood in the nation, and our vision was to end up being the biggest material marketing company worldwide, beginning by presenting it to Brazil.”
How do you make certain your marketing goals are lined up with the total organization?
VP: “At Rock Content, we have a structured management design in place.
Every six months, the executive team evaluates the business’s goals– like profits, net earnings retention (NRR), and so on– to develop the total business plan for the company.
Then, we have a model of cascading duties and key efficiency signs (KPIs) that begin on top and end at the private contributor, where all the actions are linked to each other.
Among the repercussions is that a lot of the department goals are typically quite near earnings, often even shown the sales team.
My individual goal, for example, is the company’s profits objective, not a marketing-specific metric.”
Buying Individuals And Training
How has your philosophy on structure and handling a team altered with time?
VP: “I learned a few things over the last ten years, but I believe the most crucial one is that a great team member who delivers constant quality and goes the “extra mile” is worth 10x somebody who just does what he’s informed, even if correctly.
This grit that some individuals have makes a whole difference, and now I focus my hiring on this soft skill more than anything.
Naturally, if it’s a more senior position, the experience will play a huge function, but I choose to train an enthusiastic junior worker than deal with an appropriate senior one.”
In a 2022 Gartner study, the lack of internal resources stood out as the most significant gap in executing content methods. Facing this difficulty, how do you draw in and maintain leading marketing skill?
VP: “We built a big brand name in the digital marketing space over the last ten years. We are viewed as innovators and innovators in the space, especially in Brazil, so we don’t have an attraction issue when it comes to marketing talent.
Likewise, one of our “hacks” is our knowing center, Rock University, which has actually already crossed the 500,000-student mark because we are essentially educating the market for our needs.
Retention is a different video game since we require to keep them engaged and excited with the business, so we invest a lot in training and other initiatives.
I prefer to have smaller sized groups, so each member has more responsibility and recognition. Given that we outsource our material development to our own freelance network, it’s much easier to have a scalable group.”
Leading In A Data-First Culture
What type of content marketing metrics do you concentrate on, and how do you figure out whether you have the best technique in place?
VP: “The primary metric of my group today is Sales Certified Leads (SQLs), so I need to produce not just volume but high-quality prospects for the sales team.
It’s easy to understand if we are carrying out well or not with this metric, and we are continuously keeping track of the SQL sources based on just how much pipeline each source generates.
So, for instance, if a sponsorship generates 1 million in the pipeline and costs me 100,000, I increase the financial investment there.”
They say the CMO function is mostly driven by analytics instead of gut decisions. Do you concur? How do you use data in your day-to-day work?
VP: “I concur, and the majority of my decisions are based upon information.
I’m continuously inspecting the number of SQLs my group produced, the expense per dollar produced in the pipeline, and channel and campaign efficiency. But information alone isn’t adequate to make thoughtful decisions, and that’s where suspicion and experience can be found in.
A CMO needs to take a look at information and see a story, comprehend it, and compose its next chapter.
Naturally, not every effort is heavily based on data. It’s still important to do things that aren’t directly quantifiable, like brand awareness campaigns, but these represent a little portion of my financial investment and time.”
What are the abilities that CMOs require which don’t get adequate attention?
VP: “Having the ability to craft and tell a terrific story, both internally and externally, is among the greatest skills a CMO must have, and it doesn’t get adequate attention in a world focused on information.
Information is essential, obviously, however if you can’t turn that into a technique that not only brings results however likewise excites individuals, you’ll have a hard time being a great CMO and leader.”
If you had to summarize the worth of a content marketer, what would it be?
VP: “An excellent content online marketer can produce pieces of content that seem simple and simple to compose, but behind them, there’s always a technique, a great deal of research, and skills that are unnoticeable to the end user, and that’s how it should be.”
What do you think the future of content marketing will be? The role of AI in content method?
VP: “If everything works out, the term material marketing will no longer be used in the near future.
Content methods will be so integrated within the marketing department that it will not make sense to call it content marketing, the same way we don’t state Web 2.0 any longer.
Great CMOs and online marketers will comprehend that the consumer follows a journey where everything is content (even pay per click, offline media, etc), and it doesn’t make good sense to treat them separately.”
Check out this SEJShow episode with Loren Baker, where Peçanha talks more about what lies ahead in content marketing.
Included Image: Courtesy of Vitor Peçanha