What’s it wish to work in content material advertising and marketing? Is it a rewarding profession? Does it pay properly? What’s the profession trajectory?
You actually know your solutions to those questions. However, till now, little trade analysis has dived into content material advertising and marketing careers.
We got down to discover solutions. Our purpose 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 12 months, 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 possibly can learn the complete story – together with wage breakdowns by position, gender, and era – within the Content material Advertising Profession & Wage 2023 Outlook (gated).
New @CMIContent survey of #content material execs offers a 2023 outlook on careers and salaries, says @EditorStahl. #ContentMarketing Click on To Tweet
Let’s take a sneak peek at among the intriguing findings.
You (largely) like your content material advertising and marketing jobs
Greater than half of the content material execs (56%) inform us they’re very or extraordinarily glad with their present place.
One content material marketer explains: “I might be inventive whereas being tied to enterprise influence. Content material advertising and marketing affords the achievement and progress of a inventive profession with the soundness and compensation of a company profession. It’s the perfect of each worlds, and it’s typically arduous to imagine it’s doable.”
One other affords this clarification: “I really 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 really 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 response to @CMIContent #analysis by way of @EditorStahl. #ContentMarketing Click on To Tweet
One survey taker explains, “The tempo of labor might be relentless. Simply once 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 properly educated – and desperate to study extra
Among the many surveyed group, one in three has a grasp’s, doctorate, or one other superior diploma. As you most likely know out of your and your colleagues’ profession pathways, individuals come into content material advertising and marketing from many backgrounds (some come from a number of fields), together with:
And content material entrepreneurs are desperate to develop their information base:
- Over 45% need to advance their expertise in search engine optimization, information analytics, viewers growth/segmentation, and integrating new applied sciences.
- 40% present curiosity in honing their writing and enhancing expertise.
- One in three desires to hone their audio and video expertise (filming, enhancing, and manufacturing).
Content material entrepreneurs clearly rank excessive on the “digital dexterity” scale – the flexibility to study 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 study. And but, most (57%) say they plan to seek out one other place inside the subsequent 12 months or are uncertain about their subsequent steps.
it from one other angle: Solely 43% say they gained’t be searching for a brand new job within the subsequent 12 months.
Solely 43% of #content material entrepreneurs say they gained’t be searching for a brand new job in 2023, in response to @CMIContent #analysis by way of @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 suppose so. As an alternative, 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 deal with the content material advertising and marketing profession ladder will battle to maintain these extremely educated, adaptable staff.
The place to?
Content material entrepreneurs need better-defined profession paths and are desperate to advance their expertise. So, the place to start nurturing their ambitions? With dialogue.
If you happen to’re a person contributor on a content material staff, converse up about your wants and needs.
If you happen to’re a staff chief, contain your inventive, results-driven professionals in open, sincere conversations. Invite them to assist form their profession paths based mostly on their aspirations. Then accomplice with HR and govt management to offer what they should obtain their objectives.
In spite of everything, investing of their future additionally pays off for the model.
Content material Advertising Profession & Wage 2023 Outlook affords extra insights into:
- Content material entrepreneurs’ earnings
- Distinctive profession priorities by age and gender
- Recommendation on how corporations can recruit and retain the perfect content material advertising and marketing expertise
I hope you’ll obtain the e-book to study extra. Within the meantime, I’d love to listen to from you. How do these findings align together with your expertise? What would you inform the following era about content material advertising and marketing as a profession? Let me know within the feedback.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
