Content material Advertising Wage 2024 Outlook


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.

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

Greater than 1,000 individuals 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 number 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. Nearly half of respondents (47%) say they’re paid pretty.

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

How does that evaluate 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 evaluate with others in your space and at your degree.

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

Ensure you work for a corporation that values advertising and marketing and appreciates its affect on model consciousness and gross sales. If the corporate management thinks advertising and marketing is simply fairly footage, posters, e mail, and flyers, you’ll be preventing 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.

Practically half (47%) use generative AI platforms to brainstorm new subjects, and 46% use them to analysis issues like headlines and key phrases. Twenty-nine % 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 through @CMIContent #Analysis. Click on To Tweet

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

Content marketers use generative AI for a wide range of tasks.

3. However they fear AI will damage 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 nervous. 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 through @CMIContent #Analysis. Click on To Tweet

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

Not surprisingly, the No.1 talent 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 information analytics/information science expertise (42%) and management expertise (42%).

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

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

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

Learning new tech tools is a key focus of upskilling.

5. Folks like content material advertising and marketing work, however concern over profession development lingers

Most content material entrepreneurs (54%) say they’re typically engaged at work. Even so, many stay uncertain about how one can 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 option to advance.)

Let’s be clear: Profession development is just not an issue on the particular person degree. 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 degree 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 brought on by generative AI, leaders ought to work to develop profession progressions for his or her crew members or threat dropping their Most worthy expertise.

As CMI chief technique advisor Robert Rose says, “Any efficiencies AI creates will likely be undermined if corporations have to continuously rent and prepare new individuals to supervise complicated processes and applied sciences. Content material advertising and marketing is a nuanced technique that requires expertise and knowledge.”

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


Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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