Regardless of how the digital house has advanced considerably over the past decade, one factor stays the identical – a chief advertising officer wears totally different hats.
Working example: Victor Peçanha, co-founder and CMO at Rock Content material, a world-renowned chief in content material advertising.
Utilizing previous doorways from a rustic home of his co-founder’s father, Peçanha constructed the primary tables for the startup in 2013.
Massive (and small) choices 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 function with creativity and analytics.
In the present day, his position as a CMO has by no means been extra dynamic and influential.
What does it take for modern-day CMOs to turn out to be high-impact leaders that drive their organizations to success?
Peçanha has just a few views to share.
Sharing And Attaining A Frequent Purpose
What was your imaginative and prescient if you began your position as a CMO?
Victor Peçanha: “Because the founding father of a advertising startup, all I had in the beginning was an concept and a plan to execute it.
We based Rock Content material as a result of we consider that there’s a greater method to do marketing by using content to draw and delight your viewers and generate enterprise.
Once we first began in 2013, content material advertising wasn’t very well-known within the nation, and our imaginative and prescient was to turn out to be the most important content material advertising firm on the planet, beginning by introducing it to Brazil.”
How do you ensure that your advertising targets are aligned with the general group?
VP: “At Rock Content material, now we have a structured administration mannequin in place.
Each six months, the chief workforce opinions the corporate’s targets – like income, web income retention (NRR), and many others. – to create the general marketing strategy for the corporate.
Then, now we have a mannequin of cascading duties and key performance indicators (KPIs) that begin on the prime and finish on the particular person contributor, the place all of the steps are linked to one another.
One of many penalties is that most of the division targets are normally fairly near income, typically even shared with the gross sales workforce.
My particular person purpose, for instance, is the corporate’s income purpose, not a marketing-specific metric.”
Investing In Folks And Coaching
How has your philosophy on constructing and managing a workforce modified over time?
VP: “I discovered just a few issues over the past 10 years, however I consider a very powerful one is that an incredible workforce member who delivers constant high quality and goes the “further mile” is value 10x somebody who simply does what he’s advised, even when appropriately.
This grit that some individuals have makes a complete distinction, and now I focus my hiring on this tender ability greater than something.
In fact, if it’s a extra senior place, the expertise will play a giant position, however I favor to coach a passionate junior worker than take care of an satisfactory 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 prime 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 the case of advertising expertise.
Additionally, certainly one 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 distinct recreation as a result of we have to preserve them engaged and excited with the corporate, so we make investments loads in coaching and different initiatives.
I favor 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 team.”
Main In A Information-First Tradition
What sort of content material advertising metrics do you concentrate on, and the way do you identify whether or not you could have the correct technique in place?
VP: “The principle metric of my workforce as we speak is Gross sales Certified Leads (SQLs), so I have to generate not solely quantity however high-quality prospects for the gross sales workforce.
It’s straightforward to know if we’re performing nicely or not with this metric, and we’re consistently 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 enhance the funding there.”
They are saying the CMO position is essentially pushed by analytics fairly than intestine choices. Do you agree? How do you utilize knowledge in your each day work?
VP: “I agree, and most of my choices are primarily based on knowledge.
I’m consistently checking what number of SQLs my workforce generated, the associated fee per greenback generated within the pipeline, and channel and marketing campaign efficiency. However knowledge alone isn’t sufficient to make considerate choices, and that’s the place intestine emotions and expertise are available in.
A CMO wants to take a look at knowledge and see a narrative, perceive it, and write its subsequent chapter.
In fact, not each initiative is closely primarily based on knowledge. It’s nonetheless vital to do issues that aren’t straight measurable, like brand awareness campaigns, however these signify 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 incredible story, each internally and externally, is among the best expertise a CMO should have, and it doesn’t get sufficient consideration in a world centered on knowledge.
Information is crucial, in fact, however in case 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 an incredible CMO and chief.”
In the event you needed to sum up the worth of a content material marketer, what would it not be?
VP: “An incredible content material marketer can create items of content material that appear easy and simple to put in writing, however behind them, there’s all the time a method, loads of analysis, and expertise which might be invisible to the top consumer, and that’s the way it ought to be.”
What do you suppose the way forward for content material advertising shall be? The position of AI in content material technique?
VP: “If every thing goes nicely, the time period content material advertising will not be used within the close to future.
Content material methods shall be so built-in inside the advertising division that it received’t make sense to name it content material advertising, the identical approach we don’t say Internet 2.0 anymore.
Good CMOs and entrepreneurs will perceive that the client follows a journey the place every thing is content material (even PPC, offline media, and many others.), 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.
Featured Picture: Courtesy of Vitor Peçanha
window.addEventListener( 'load', function() setTimeout(function() striggerEvent( 'load2' ); , 2000); );
window.addEventListener( 'load2', function()
if( sopp != 'yes' && addtl_consent != '1~' && !ss_u )
!function(f,b,e,v,n,t,s) if(f.fbq)return;n=f.fbq=function()n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments); if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=;t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e); s.parentNode.insertBefore(t,s)(window,document,'script', 'https://connect.facebook.net/en_US/fbevents.js');
if( typeof sopp !== "undefined" && sopp === 'yes' ) fbq('dataProcessingOptions', ['LDU'], 1, 1000); else fbq('dataProcessingOptions', );
fbq('trackSingle', '1321385257908563', 'ViewContent', content_name: 'data-driven-content-marketing-journey', content_category: 'marketing seo' );