Have you felt the currents of AI take your career in unexpected directions this year? Many content marketers tell us they have.
When we set out to create the Content Marketing Institute’s 2024 content marketing career and salary outlook, we decided to quantify the impact of AI on the profession.
More than 1,000 people working in content shared how much they make, how AI is impacting careers and compensation, and how they plan to future-proof their skills.
Here’s a sneak peek at some of the key findings:
1. Content marketers make an average of $112,000 per year in the United States
That $112,000 average is a healthy number. Almost half of those surveyed (47%) say they are paid fairly.
A #content marketer makes an average of $112,000 per year according to @CMIContent’s 2024 career and salary prospects via @EditorStahl. #Research Click to tweet
How does that compare to your salary? Remember that the average doesn’t tell the whole story. Age, location, role and gender all affect the number. Register (free) for the full report to see how your earnings compare to others in your region and at your level.
One way to ensure you land at the top end of the scale is to choose your employer carefully. One respondent advises:
Make sure you work for a company that values marketing and its impact on brand awareness and sales. If management thinks that marketing is just pretty pictures, posters, emails, and flyers, you’ll have an uphill battle for resources, recognition, and promotions.
Download the report to learn salary by age, gender and seniority.
2. Many use generative AI in their content roles
Content marketers love to explore and test new things, including AI technologies. Three out of four respondents use generative AI tools like ChatGPT or Grammarly at work.
Almost half (47%) use generative AI platforms to brainstorm new topics, and 46% use them to research things like headlines and keywords. 29 percent say they use AI tools for proofreading.
Surprisingly, over a third (36%) use AI to generate content.
36% of content marketers use #AI to generate content, says @EditorStahl via @CMIContent #Research. Click to tweet
“AI will be a force multiplier for experienced content creators by reducing effort on lower-value tasks and placing more emphasis on value-added skills,” explains one respondent.
3. However, they worry that AI could harm their careers
While many use tools like ChatGPT and Bing Chat, content marketers aren’t exactly keen on them.
As one respondent says, “I’m very worried. I think our work is already undervalued and AI will probably only make it worse.”
More than half of writers and editors say advances in generative AI will commercialize their writing skills and cause them to earn less respect at work. And 46% worry that generative AI will reduce their compensation.
46% of content marketers expect generative #AI to lower their pay, says @EditorStahl via @CMIContent #Research. Click to tweet
4. Marketers qualify in “AI-safe” areas; Interest in writing skills decreases
Not surprisingly, the most important skill content marketers are looking to acquire is learning how to use new technologies (48%) – up two points from 2023. Not far behind is improving data analytics/data -Science skills (42%) and leadership skills (42%).
On the other hand, there are content marketers fewer The focus was on developing creative skills such as writing, editing, video and audio. A year ago, 40% of respondents said they were interested in improving their writing and editing skills. This year, that figure has almost halved to 22%.
That’s concerning in a profession that relies on talented and creative writers and editors to connect with audiences and build trust. Currently, market forces seem to be pushing content marketers to devote their time to other skills for personal development.
But with growing legal, intellectual privacy, accuracy and quality concerns, the momentum in favor of the human team could return sooner rather than later. Don’t count (or cross out) your authors.
5. People like content marketing work but still have concerns about career advancement
Most content marketers (54%) say they are often engaged at work. Nevertheless, many are still unsure how to advance professionally.
Only 25% of marketers say they see a clear path for advancement in their business. (And 75% say they either need to leave their current employer to advance professionally, or they just don’t see an opportunity to advance.)
To be clear: career development is not a problem on an individual level. The problem affects the entire profession – 62% of content marketers say there is no clear career ladder.
Executives agree: More than half (52%) of those at director level or above say there is no clear career path for content marketers.
With all the uncertainty that generative AI creates, leaders should work to develop career opportunities for their team members or they risk losing their most valuable talent.
As Robert Rose, CMI’s chief strategy adviser, says, “Any efficiencies that AI creates will be undermined if companies must constantly hire and train new people to oversee complex processes and technology.” Content marketing is a differentiated strategy that requires experience and requires wisdom.”
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Cover photo by Joseph Kalinowski/Content Marketing Institute
