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What’s it wish to work in content material advertising and marketing? Is it a rewarding profession? Pays nicely? What’s the profession path?

Certainly you understand the solutions to those questions. However, till now, little trade analysis has delved into content material advertising and marketing careers.

We got down to discover solutions. Our objective 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 job satisfaction, profession improvement, and wage expectations.

Over 1,100 content material professionals weighed in. You’ll be able to learn the total story, together with wage breakdowns by position, gender, and era, at Content material Advertising Profession & Wage 2023 Outlook (closed).

New @CMIContent survey of #content professionals provides 2023 perspective on careers and salaries, says @EditorStahl. #ContentMarketing click to tweet

Let’s check out a few of the intriguing findings.

You (Largely) Like Your Content material Advertising Jobs

Greater than half of content material professionals (56%) inform us that they’re very or extraordinarily happy with their present place.

A content material marketer explains, “I could be inventive whereas nonetheless being tied to enterprise impression. Content material advertising and marketing gives the success and progress of a inventive profession with the steadiness and compensation of a company profession. It is the perfect of each worlds, and typically it is onerous to imagine it is doable.”

One other gives this rationalization: “I like seeing how all of the items come collectively; how nice phrases and revolutionary designs can have an effect on and affect shoppers and the general public. And I like working behind the scenes, turning the gears of the content material machine into gear.”

Satisfaction charges keep about the identical from millennials to Gen Xers to child boomers. (We had too few Gen Z respondents to report on their phase with confidence.)

After all, that does not imply the job is simple. When requested about stress ranges, 24% of content material entrepreneurs say they’re “very” or “extraordinarily” careworn.

24% of #content marketers say they are very or extremely stressed, according to #research by @CMIContent via @EditorStahl. #ContentMarketing click to tweet

One respondent explains: “The tempo of labor could be relentless. Simply while you’ve accomplished one huge challenge, one other one is true behind it.”

And a few kudos go to the 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 may have a very good schooling and need to study extra.

Among the many group surveyed, one in three has a grasp’s, doctorate or different superior diploma. As you in all probability know out of your and your colleagues’ profession paths, individuals enter content material advertising and marketing from many backgrounds (some come from a number of fields), together with:

And content material entrepreneurs are desirous to increase their data base:

  • Over 45% wish to enhance their abilities in search engine optimisation, knowledge evaluation, viewers improvement/focusing on, and integrating new applied sciences.
  • 40% present an curiosity in honing their writing and modifying abilities.
  • One in three wish to hone their audio and video abilities (filming, modifying and manufacturing).

Content marketers interested in learning these skills

Content material entrepreneurs clearly rank excessive on the “digital savvy” scale: the flexibility to study new abilities and adapt to new environments. That is an indication of an adaptable and resilient workforce able to tackle regardless of the future brings.

As Jean-Marc Laouchez, president of the Korn Ferry Institute, places it in a Computerworld article: “Steady studying, pushed by each staff and organizations, will likely be central to the way forward for work and can prolong far past the definition of labor. conventional studying and improvement ”

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And but, many content material entrepreneurs are in search of new positions.

Content material entrepreneurs love their jobs and are able to study. And but, the bulk (57%) say they plan to seek out one other place throughout the subsequent yr or are not sure of their subsequent steps.

Taking a look at it from one other angle: solely 43% say that No be in search of a brand new job within 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

Will content marketing churn still be high in 2023?

What’s driving this restlessness? Is it a persistent echo of the Nice Renunciation? Or a wave of “silent resignation” in content material advertising and marketing?

I don’t assume. 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 worrying phenomenon: Solely 23% of content material entrepreneurs say they’ve a transparent path ahead inside their present firm.

Almost all the remaining (69%) say they need to depart their corporations to maneuver ahead or just cannot see the way in which ahead. (A small portion, 8%, say they’ve reached the height of their profession and are usually not seeking to advance.)

Many content marketers don't see a clear career path

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 ladder for content material professionals is lacking most of its rungs.”

Corporations that do not sort out the content material advertising and marketing profession ladder may have a tough time maintaining these extremely expert and adaptable workers.

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The place?

Content material entrepreneurs need higher outlined profession paths and are desirous to upskill. So the place do you begin to nurture your ambitions? With dialogue.

When you’re a person contributor on a content material workforce, speak about your wants and needs.

When you’re a workforce chief, interact your inventive and results-oriented professionals in open and trustworthy conversations. Invite them to assist form their profession paths round your aspirations. Then accomplice with RR. H H. and government management to offer them what they should obtain their objectives.

In spite of everything, investing in its future can be worthwhile for the model.

Content material Advertising Profession & Wage 2023 Outlook gives extra data on:

  • The earnings of content material sellers
  • Distinctive profession priorities by age and gender
  • Tips about how companies 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 might 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.

Get the most recent analysis experiences from the Content material Advertising Institute whereas they’re scorching: subscribe to the e-newsletter.

Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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