What’s it prefer to work in content material advertising and marketing? Is it a rewarding profession? Does it pay effectively? What’s the profession trajectory?
You actually know your solutions to those questions. But, till now, little trade 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 improvement, and wage expectations.
More than 1,100 content material professionals had their say. You can learn the complete story – together with wage breakdowns by position, gender, and technology – in the Content Marketing Career & Salary 2023 Outlook (gated).
New @CMIContent survey of #content pros gives a 2023 outlook on careers and salaries, says @EditorStahl. #ContentMarketing Click To Tweet
Let’s take a sneak peek at among the intriguing findings.
You (largely) like your content material advertising and marketing jobs
More 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 can be creative while being tied to business impact. Content marketing offers the fulfillment and growth of a creative career with the stability and compensation of a corporate career. It’s the best of both worlds, and it’s sometimes hard to believe it’s possible.”
Another gives this rationalization: “I love seeing all the pieces come together; how great words and innovative designs can affect and influence consumers and audiences. And I love working behind the scenes, getting to turn the cogs of the content 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.)
Of course, that’s to not say the job is simple. When requested about stress ranges, 24% of content material entrepreneurs say they’re “very” or “extremely” harassed.
24% of #content marketers say they are very or extremely stressed, according to @CMIContent #research via @EditorStahl. #ContentMarketing Click To Tweet
One survey taker explains, “The pace of work can be relentless. Just when you’ve completed one big project, another is right behind it.”
And some kudos go to employers. A major majority (74%) mentioned they really feel their employers care about their stress ranges and psychological well being.
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You’re effectively educated – and desirous to be taught extra
Among the 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 desirous to broaden their data base:
- Over 45% wish to advance their expertise in website positioning, information analytics, viewers improvement/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 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 satisfy regardless of the future brings.
As Jean-Marc Laouchez, president of the Korn Ferry Institute, says in a Computerworld article: “Constant learning – driven by both workers and organizations – will be central to the future of work, extending far beyond the traditional definition of learning and development.”
And but, many content material entrepreneurs are in search of new positions
Content 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 not sure about their subsequent steps.
Looking at it from one other angle: Only 43% say they gained’t be in search of a brand new job in the subsequent yr.
Only 43% of #content marketers say they won’t be looking for a new job in 2023, according to @CMIContent #research via @EditorStahl. #ContentMarketing Click To Tweet
What’s driving this restlessness? Is it a persistent echo of the Great Resignation? Or a wave of “quiet quitting” in content material advertising and marketing?
I don’t suppose so. Instead, the analysis factors to one thing on the coronary heart of content material advertising and marketing careers.
Content advertising and marketing lacks a transparent profession path
The information highlights a troubling phenomenon: Only 23% of content material entrepreneurs say they’ve a transparent path for development inside their present firm.
Nearly all the remainder (69%) say they have to depart their corporations to advance or just can’t visualize the trail ahead. (A small share – 8% – say they’ve reached the top of their careers and aren’t in search of development.)
This isn’t a brand new phenomenon. Robert Rose, our chief technique advisor, has written about this downside: “Content marketing is growing exponentially. But the advancement ladder for content practitioners is missing most of its rungs.”
Companies that don’t handle the content material advertising and marketing profession ladder will battle to maintain these extremely educated, adaptable staff.
Content entrepreneurs need better-defined profession paths and are desirous to advance their expertise. So, the place to start nurturing their ambitions? With dialogue.
If you’re a person contributor on a content material group, converse up about your wants and desires.
If you’re a group chief, contain your artistic, results-driven professionals in open, trustworthy conversations. Invite them to assist form their profession paths based mostly on their aspirations. Then companion with HR and government management to supply what they should obtain their objectives.
After all, investing in their future additionally pays off for the model.
Content Marketing Career & Salary 2023 Outlook gives extra insights into:
- Content entrepreneurs’ earnings
- Unique profession priorities by age and gender
- Advice on how corporations can recruit and retain the perfect content material advertising and marketing expertise
I hope you’ll obtain the e-book to be taught extra. In the meantime, I’d love to listen to from you. How do these findings align together with your expertise? What would you inform the subsequent technology about content material advertising and marketing as a profession? Let me know in the feedback.
Cover picture by Joseph Kalinowski/Content Marketing Institute