Sunday, May 26, 2024

Content material Advertising and marketing Wage 2024 Outlook

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Have you ever felt the AI rip currents pull your profession in surprising instructions this 12 months? Many content material entrepreneurs inform us they’ve.

After we got down to create Content material Advertising and marketing Institute’s Content material Advertising and marketing Profession and Wage Outlook for 2024, we determined to quantify AI’s affect on this occupation.

Greater than 1,000 folks working in content material shared about how a lot they make, how AI impacts careers and compensation, and the way they plan to future-proof their expertise.

Right here’s a sneak peek at a few of the key findings:

1. Content material entrepreneurs make $112,000 a 12 months on common in america

That $112,000 common is a wholesome determine. Virtually half of respondents (47%) say they’re paid pretty.

A #content material marketer earns $112,000 a 12 months on common by way of @CMIContent’s Profession and Wage Outlook for 2024 by way of @EditorStahl. #Analysis Click on To Tweet

How does that examine to your wage? Keep in mind, the typical doesn’t inform the entire story. Age, location, position, and gender all have an effect on the quantity. Register (free) for the total report back to see how your earnings examine with others in your space and at your stage.

One approach to ensure you find yourself on the upper finish of the size – select your employer rigorously. As one respondent advises:

Ensure you work for an organization that values advertising and appreciates its affect on model consciousness and gross sales. If the corporate management thinks advertising is simply fairly photos, posters, e mail, and flyers, you may be combating an uphill battle to get assets, recognition, and promotions.

To search out out wage by age, gender, and seniority, obtain the report.

2. Many use generative AI of their content material roles

Content material entrepreneurs wish to discover and check new issues – together with AI applied sciences. Three in 4 surveyed use generative AI instruments like ChatGPT or Grammarly on the job.

Almost half (47%) use generative AI platforms to brainstorm new subjects, and 46% use them to analysis issues like headlines and key phrases. Twenty-nine p.c say they use AI instruments to proofread.

Surprisingly, greater than one-third (36%) use AI to generate content material.

36% of content material entrepreneurs use #AI to generate content material, says @EditorStahl by way of @CMIContent #Analysis. Click on To Tweet

“AI will probably be a drive multiplier for expert content material creators, lowering effort on lower-value duties and growing emphasis on value-add expertise,” one respondent explains.

3. However they fear AI will harm their careers

Whereas many use instruments like ChatGPT and Bing Chat, content material entrepreneurs don’t essentially really feel nice about it.

As one respondent says: “I’m very anxious. I believe our work is already undervalued, and AI will in all probability solely make it worse.”

Greater than half of writers and editors say inroads from generative AI will commoditize their writing expertise and trigger them to earn much less respect at work. And 46% concern generative AI will drive down their compensation.

Marketers worry generative AI will devalue their skills.

46% of content material entrepreneurs count on generative #AI will drive down their compensation, says @EditorStahl by way of @CMIContent #Analysis. Click on To Tweet

4. Entrepreneurs upskill in ‘AI-proof’ areas; curiosity in writing expertise sinks

Not surprisingly, the No.1 ability content material entrepreneurs say they wish to purchase is studying to work with new applied sciences (48%) — that’s up two factors from the 2023 outlook. Not far behind are enhancing knowledge analytics/knowledge science expertise (42%) and management expertise (42%).

On the flip facet, content material entrepreneurs are much less centered on growing inventive expertise like writing, modifying, video, and audio. A 12 months in the past, 40% of respondents mentioned they had been all for honing their writing and modifying expertise. This 12 months, that determine dropped to just about half to 22%.

That’s troubling in a occupation that depends on proficient and artistic writers and editors to have interaction and construct belief with audiences. Proper now, market forces appear to push content material entrepreneurs to spend their private growth time on different expertise.

However, as authorized, mental privateness, accuracy, and high quality issues mount, momentum may return in favor of the human workforce sooner quite than later. Don’t rely (or minimize) your writers out.

Learning new tech tools is a key focus of upskilling.

5. Individuals like content material advertising work, however concern over profession progress lingers

Most content material entrepreneurs (54%) say they’re typically engaged at work. Even so, many stay uncertain about advance of their careers.

Simply 25% of entrepreneurs say they see a transparent path for development at their firm. (And 75% say they both have to go away their present employer to advance of their profession, or they merely don’t see a approach to advance.)

Let’s be clear: Profession progress isn’t an issue on the particular person stage. The problem impacts the entire occupation – 62% of content material entrepreneurs say no clear profession ladder exists.

Leaders agree: Greater than half (52%) of people that establish as director stage or above say there’s no clear profession path for content material entrepreneurs.

Most say the career ladder for content marketing is broken.

With all of the uncertainty attributable to generative AI, leaders ought to work to develop profession progressions for his or her workforce members or danger shedding their Most worthy expertise.

As CMI chief technique advisor Robert Rose says, “Any efficiencies AI creates will probably be undermined if firms must continuously rent and prepare new folks to supervise advanced processes and applied sciences. Content material advertising is a nuanced technique that requires expertise and knowledge.”

Wish to see all the information, plus learn CMI’s recommendation about crafting a sport plan for generative AI? Obtain the report.


Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute

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