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 definitely 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 firms develop significant roles and the assets and alternatives to retain them.
So, earlier this 12 months, we requested content material entrepreneurs about their work satisfaction, profession improvement, and wage expectations.
Greater than 1,100 content material professionals had their say. You may learn the total story – together with wage breakdowns by function, gender, and technology – within the Content material Advertising and marketing 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 a number of the intriguing findings.
You (principally) like your content material advertising and marketing jobs
Greater than half of the content material execs (56%) inform us they’re very or extraordinarily happy with their present place.
One content material marketer explains: “I could be artistic whereas being tied to enterprise impression. Content material advertising and marketing presents the success and development of a artistic profession with the soundness and compensation of a company profession. It’s the perfect of each worlds, and it’s generally exhausting to consider it’s potential.”
One other presents 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.)
After all, that’s to not say the job is straightforward. When requested about stress ranges, 24% of content material entrepreneurs say they’re “very” or “extraordinarily” harassed.
24% of #content material entrepreneurs say they’re very or extraordinarily harassed, in keeping with @CMIContent #analysis through @EditorStahl. #ContentMarketing Click on To Tweet
One survey taker explains, “The tempo of labor could be relentless. Simply while you’ve accomplished one huge undertaking, one other is correct 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 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 wanting to develop their data base:
- Over 45% need to advance their abilities in search engine optimization, information analytics, viewers improvement/segmentation, and integrating new applied sciences.
- 40% present curiosity in honing their writing and modifying abilities.
- One in three needs to hone their audio and video abilities (filming, modifying, and manufacturing).
Content material entrepreneurs clearly rank excessive on the “digital dexterity” scale – the power to be taught new abilities and adapt to new environments. That’s an indication of an adaptable, resilient workforce prepared to satisfy 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 staff and organizations – will probably be central to the way forward for work, extending far past the standard definition of studying and improvement.”
And but, many content material entrepreneurs are on the lookout 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 throughout the subsequent 12 months or are uncertain about their subsequent steps.
Taking a look at it from one other angle: Solely 43% say they gained’t be on the lookout for a brand new job within the subsequent 12 months.
Solely 43% of #content material entrepreneurs say they gained’t be on the lookout for a brand new job in 2023, in keeping 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 info highlights a troubling phenomenon: Solely 23% of content material entrepreneurs say they’ve a transparent path for development inside their present firm.
Practically all the remaining (69%) say they need to go away their firms 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 on the lookout for development.)
This isn’t a brand new phenomenon. Robert Rose, our chief technique advisor, has written about this drawback: “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 wrestle to maintain these extremely educated, adaptable staff.
The place to?
Content material entrepreneurs need better-defined profession paths and are wanting to advance their abilities. So, the place to start nurturing their ambitions? With dialogue.
For those who’re a person contributor on a content material crew, communicate up about your wants and desires.
For those who’re a crew 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 presents extra insights into:
- Content material entrepreneurs’ revenue
- Distinctive profession priorities by age and gender
- Recommendation on how firms can recruit and retain the perfect 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 together with your expertise? What would you inform the following 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
