What’s it prefer to work in content material advertising and marketing? Is it a rewarding profession? Does it pay nicely? What’s the profession trajectory?
You actually know your solutions to those questions. However, till now, little business analysis has dived into content material advertising and marketing careers.
We got down to discover solutions. Our aim is to assist content material entrepreneurs perceive their alternatives and positions – and assist corporations develop significant roles and the sources and alternatives to retain them.
So, earlier this yr, we requested content material entrepreneurs about their work satisfaction, profession growth, and wage expectations.
Greater than 1,100 content material professionals had their say. You’ll be able to learn the total story – together with wage breakdowns by position, gender, and technology – within the Content material Advertising and marketing Profession & Wage 2023 Outlook (gated).
New @CMIContent survey of #content material professionals provides a 2023 outlook on careers and salaries, says @EditorStahl. #ContentMarketing Click on To Tweet
Let’s take a sneak peek at a number of the intriguing findings.
You (principally) like your content material advertising and marketing jobs
Greater than half of the content material professionals (56%) inform us they’re very or extraordinarily happy with their present place.
One content material marketer explains: “I will be artistic whereas being tied to enterprise impression. Content material advertising and marketing provides the success and development of a artistic profession with the soundness and compensation of a company profession. It’s the very best of each worlds, and it’s typically arduous to consider it’s attainable.”
One other provides this rationalization: “I like seeing all of the items come collectively; how nice phrases and revolutionary designs can have an effect on and affect shoppers and audiences. And I like working behind the scenes, getting to show the cogs of the content material machine.”
Satisfaction charges keep roughly the identical from millennials to Gen Xers to child boomers. (We had too few Gen Z respondents to report on their section with confidence.)
In fact, that’s to not say the job is simple. When requested about stress ranges, 24% of content material entrepreneurs say they’re “very” or “extraordinarily” careworn.
24% of #content material entrepreneurs say they’re very or extraordinarily careworn, in accordance with @CMIContent #analysis through @EditorStahl. #ContentMarketing Click on To Tweet
One survey taker explains, “The tempo of labor will be relentless. Simply whenever you’ve accomplished one large challenge, one other is true behind it.”
And a few kudos go to employers. A big majority (74%) mentioned they really feel their employers care about their stress ranges and psychological well being.
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You’re nicely educated – and wanting to be taught extra
Among the many surveyed group, one in three has a grasp’s, doctorate, or one other superior diploma. As you in all probability know out of your and your colleagues’ profession pathways, folks come into content material advertising and marketing from many backgrounds (some come from a number of fields), together with:
And content material entrepreneurs are wanting to broaden their data base:
- Over 45% wish to advance their expertise in search engine optimisation, knowledge analytics, viewers growth/segmentation, and integrating new applied sciences.
- 40% present curiosity in honing their writing and modifying expertise.
- One in three desires to hone their audio and video expertise (filming, modifying, and manufacturing).
Content material entrepreneurs clearly rank excessive on the “digital dexterity” scale – the power to be taught new expertise and adapt to new environments. That’s an indication of an adaptable, resilient workforce prepared to fulfill regardless of the future brings.
As Jean-Marc Laouchez, president of the Korn Ferry Institute, says in a Computerworld article: “Fixed studying – pushed by each employees and organizations – will probably be central to the way forward for work, extending far past the normal definition of studying and growth.”
And but, many content material entrepreneurs are searching for new positions
Content material entrepreneurs like their jobs and are able to be taught. And but, most (57%) say they plan to seek out one other place inside the subsequent yr or are uncertain about their subsequent steps.
Taking a look at it from one other angle: Solely 43% say they received’t be searching for a brand new job within the subsequent yr.
Solely 43% of #content material entrepreneurs say they received’t be searching for a brand new job in 2023, in accordance with @CMIContent #analysis through @EditorStahl. #ContentMarketing Click on To Tweet
What’s driving this restlessness? Is it a persistent echo of the Nice Resignation? Or a wave of “quiet quitting” in content material advertising and marketing?
I don’t assume so. As a substitute, the analysis factors to one thing on the coronary heart of content material advertising and marketing careers.
Content material advertising and marketing lacks a transparent profession path
The information highlights a troubling phenomenon: Solely 23% of content material entrepreneurs say they’ve a transparent path for development inside their present firm.
Almost all the remainder (69%) say they need to depart their corporations to advance or just can’t visualize the trail ahead. (A small share – 8% – say they’ve reached the head of their careers and aren’t searching for development.)
This isn’t a brand new phenomenon. Robert Rose, our chief technique advisor, has written about this downside: “Content material advertising and marketing is rising exponentially. However the development ladder for content material practitioners is lacking most of its rungs.”
Firms that don’t handle the content material advertising and marketing profession ladder will battle to maintain these extremely educated, adaptable workers.
The place to?
Content material entrepreneurs need better-defined profession paths and are wanting to advance their expertise. So, the place to start nurturing their ambitions? With dialogue.
In the event you’re a person contributor on a content material workforce, converse up about your wants and desires.
In the event you’re a workforce chief, contain your artistic, results-driven professionals in open, sincere conversations. Invite them to assist form their profession paths based mostly on their aspirations. Then associate with HR and govt management to offer what they should obtain their targets.
In spite of everything, investing of their future additionally pays off for the model.
Content material Advertising and marketing Profession & Wage 2023 Outlook provides extra insights into:
- Content material entrepreneurs’ revenue
- Distinctive profession priorities by age and gender
- Recommendation on how corporations can recruit and retain the very best content material advertising and marketing expertise
I hope you’ll obtain the e-book to be taught extra. Within the meantime, I’d love to listen to from you. How do these findings align along with your expertise? What would you inform the subsequent technology about content material advertising and marketing as a profession? Let me know within the feedback.
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
