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1、UNCHARTED A data-driven look at content marketing careers,plus advice for navigating changeContent Marketing Career&Salary 2023 OutlookContent Marketing Career&Salary 2023 Outlook2The Content Marketing Institute undertook its first-ever career and salary survey this year to assess the state of conte

2、nt marketing careers.We surveyed 1,163 content marketers to investigate key issues like work-life satisfaction,career development,and pay expectations.The results offer rare insights into the aspirations of professional content marketers and the areas where companies fall short in supporting their c

3、areers.Inside:The Great Uncertainty.3How Much Are Content Marketers Paid?.6Turning a Job Into a Career.7What Are Content Marketers Searching for in Their Careers?.10Advice for Companies Hiring Top Content Marketing Talent.12Content Marketing Career&Salary 2023 Outlook3The last three years have spawn

4、ed a collection of new talent-focused terms:the Great Resignation,the Great Dropout,and“quiet quitting”among them.Content marketing now faces its own moment of truth.Recent news suggests that,even as hiring growth slows,the talent market is still volatile,beset by persistent wage inflation,a limited

5、 supply of critical digital and analytical skills,and an upheaval in the very nature of work.For content marketers(and the organizations that hire them),the outlook for 2023 is mixed with some positive news,such as high satisfaction rates,along with signs of turbulence.Content Marketing Institute(CM

6、I)research shows a large share of professionals poised and ready to leap when the right opportunity comes along meaning the Great Resignation may be far from over.Content marketers are considering their next movesThe majority of content marketers(57%)are either planning to find another job in the ne

7、xt year or unsure about their next steps.Put another way:Only 43%say they wont be looking for a new job in the next year.How does this compare to other jobs/professions?Research from LinkedIn found that marketing has one of the highest turnover rates.But that study,fielded between July 2021 and July

8、 2022,pegged marketing turnover at 13%.iThe Great UncertaintyContent Marketing Turnover WillLikely Remain High in 2023Source:Content Marketing InstituteDo you plan to look for a new job within the next year?YesNoUnsure28%29%43%RESIGNATIONS AHEADContent Marketing Career&Salary 2023 Outlook4And they f

9、eel they deserve higher payNow consider this:CMIs research shows that over half of content marketers(54%)believe they should be paid more for what they do.And among hands-on content marketers(think:writers,editors,performance marketers,and SEO experts),the number rises to 56%.Many shared that while

10、they enjoy the creative side of content marketing,they are equally motivated by their works impact on audiences and the business and they believe their pay should reflect their contribution to company growth.These findings mean that even if overall inflation moderates in the coming months,salary inf

11、lation for content marketers will likely persist which will be a significant pressure point for marketing budgets.To quote Tom McMullen,senior client partner at Korn Ferry,“This is the most turbulent compensation environment Ive seen in my 30-year career.”iiThe wage pressure is highest for roles wit

12、h a limited supply of talent.A CMO study from Gartner found that 26%of CMOs consider marketing data and analytics a top-three capability gap.iii CMIs research bears this out.Content marketers who describe themselves as“analyst/specialist”are more likely than others to say they should be paid more(64

13、%of analysts/specialists say this).64%of content marketing analysts/specialistssay they should be paid more.Most Content Marketers FeelThey Should Be Paid MoreTotalBaby BoomersGen XMillennials0046%42%44%53%54%58%47%56%Source:Content Marketing InstituteI am paid fairlyI should be paid more

14、PRESSURE ON WAGESContent Marketing Career&Salary 2023 Outlook5Most feel satisfied in spite of stressWhen asked about stress levels,24%of content marketers say they are“very”or“extremely”stressed.One survey taker explained,“The pace of work can be relentless.Just when youve completed one big project,

15、another is right behind it.”Women report higher levels of stress(32%higher than men)and lower levels of job satisfaction(11%lower than men)in the CMI study.*Despite these pressures,our research shows that content marketers are overwhelmingly satisfied at work.More than half(56%)say they are“very”or“

16、extremely”satisfied in their current position and favorable satisfaction rates are roughly the same across all ages.*Comparing“extremely”and“very”stressed for men and women;comparing“extremely”and“very”satisfied for men and women.Nearly 3 in 4 say their employer cares about their stress load/mental

17、health.Everyone Feels the Stress Women Feel It MoreExtremely stressedVery stressedSomewhat stressedNot very stressedNot at all stressed002%4%3%17%26%51%4%21%51%20%Source:Content Marketing InstituteMenWomenSTRESS AT WORKContent Marketing Career&Salary 2023 Outlook6More than half of content

18、 marketers say they should be paid morefor their work.Lets dissect the salary numbers.*The median salary for U.S.-based content marketers who work for an employer(i.e.,not self-employed)is$82,738,CMIs research found.Gen X professionals out-earn all other age groups.Women make approximately 80 cents

19、on the dollar compared to men.(Interestingly,the most recent wage research from the U.S.Bureau of Labor Statistics found that women who were full-time wage and salary workers earned 82%of mens wages which lines up very closely with the CMI finding.)In our study,women were significantly less likely t

20、o hold director-level and above positions in content marketing(31%of women hold those positions compared to 48%of men).And women were less likely to work in roles that are typically more highly compensated(e.g.,UX design).These point to not only a wage gap between women and men but also an advanceme

21、nt and leadership gap a topic we hope to explore further in 2023.How Much Are Content Marketers Paid?U.S.Median Salary by Years of ExperienceSource:Content Marketing Institute$50k$51,190$125k0-7 Years$65,8658-10 Years$78,01711-14 Years$96,03415+YearsU.S.Median Salary by GenderSource:Content Marketin

22、g Institute$50k$79,891$125kWomen$99,265MenU.S.Median Salary by GenerationSource:Content Marketing Institute$50k$75,140$125kMillennials$88,393Boomers$95,766Gen XU.S.Median Salary by RoleSource:Content Marketing Institute$50k$58,790$125kHands-on$83,567Manager$111,851High Level*See the Methodology sect

23、ion on page 15.Content Marketing Career&Salary 2023 Outlook7The CMI research points to a long-running problem for content marketers:no clear,defined career path.How can companies help talented content marketers plot a path forward?According to CMIs research,most content marketers struggle to see a p

24、ath for career advancement.Just 23%report they have a clear path for advancement inside their current company.Nearly all the rest(69%)say they must leave their companies to advance or simply cant visualize the path forward.(A small share 8%have reached the pinnacle of their careers,so they dont need

25、 a path forward.)Content marketers also feel uncertain about whether theyll stay in their current roles:49%say they arent sure how to progress in their career/role.When asked whether they will look for a new job in the next 12 months,29%say they arent sure.And of those planning to change jobs,26%say

26、 they arent sure whether they will stay in content marketing.Uncertainty about a possible career path or next steps is even higher for women than men approximately 15%higher.Turning a Job Into a CareerMany Content MarketersSee No Clear Career PathSource:Content Marketing InstituteDoes your content m

27、arketing role have a clear pathfor career growth?Clear path for advancementinside my organizationClear path,but not insidemy organizationUnsure how to progress;no clear pathNot applicable(at top of career)23%20%49%8%ROAD MAP MISSINGContent Marketing Career&Salary 2023 Outlook8When asked what they lo

28、ok for most often in a new job opportunity,just 3%prioritized“a company that offers a content marketing career path.”In fact,that option was chosen last by most marketers we surveyed.(See page 10 for more information about the attributes people look for in a future employer.)Perhaps the problem isnt

29、 that content marketers fail to seek out employers that offer a career path.Its that vanishingly few companies offer one.An uncharted career roadmap As Robert Rose,CMI chief strategy advisor,observes,“Content marketing is growing exponentially.But the advancement ladder for content practitioners is

30、missing most of its rungs.”Rose argues that many organizations rely heavily on content marketing as a strategic asset using it to generate leads,draw attention,and fuel growth.Yet content marketers who begin as writers or social media marketers often lack opportunity for upward mobility.“To move up,

31、”Rose says,“talented content practitioners must move on meaning they move out of the team and maybe away from the brand.”As companies build out internal content marketing agencies teams that can produce written content,video,podcasts,and social engagement building a career framework is essential to

32、keeping employees engaged.And while the onus is on employers to offer a path for career growth,individual content marketers can signal to managers their long-term career aspirations.Having these conversations with a team lead or manager can help individuals determine whether their current company wi

33、ll support their growth or largely ignore it.A handful of content marketers we surveyed told us there was no hope of a career path at their current company and planned to leave as a result.Knowing this and acting on it is essential for marketers who want to advance and grow.Content marketing is grow

34、ing exponentially.But the advancement ladder for content practitioners is missing most of its rungs.Robert RoseChief Strategy AdvisorContent Marketing InstituteContent Marketing Career&Salary 2023 Outlook9FAVORITE THING ABOUT WORKING IN CONTENT MARKETING?“I love seeing all the pieces come together;h

35、ow 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.”What Does a Content Marketing Career Look Like?Entry-level coordinator:The first entry into content marketing supports a single

36、 function and requires a strong development support system through mentorship or training/education.Manager:With a solid foundation,the next career step is managing small teams and building relationships.Director:Directors are performance oriented managing people and driving change and growth.Senior

37、 director:This role takes a highly skilled leader with management experience.Senior directors should also have strong fundamentals in strategy and business management.Vice president of content:The VP of content oversees multiple teams and drives performance across each domain.This person also advoca

38、tes for the mission-critical role of content throughout the company.Read Robert Roses article about how to design a content marketing career framework.Content Marketing Career&Salary 2023 Outlook10It depends on whom you ask.Employers would be wise to understand these differences.Marketers know they

39、need to personalize messages for the specific audiences they want to reach.Shouldnt hiring managers do the same?(No need to pause.The answer is yes!)The CMI research finds significant differences in how content marketers consider new jobs and new employers.For example,older content marketers(Gen Xer

40、s and baby boomers)are most interested in finding a cultural fit,presumably because theyre already earning well compared to their millennial and Gen Z colleagues.Millennials prioritize compensation,as well as flexible work hours and/or location.What Are Content Marketers Searching for in Their Caree

41、rs?CAREER PRIORITIESGen Xers and Baby Boomers Seek Cultural Fit and Shared ValuesQ:Please rank 1-6 what you would look for in a new content marketing opportunity,with 1 being the top factor.BABY BOOMERSCultural fit/shared valuesHigher compensationFlexible workGrowth opportunitiesQuality of benefitsC

42、M career pathGEN XCultural fit/shared valuesHigher compensationFlexible workGrowth opportunitiesQuality of benefitsCM career pathMILLENNIALSHigher compensationFlexible workCultural fit/shared valuesGrowth opportunitiesQuality of benefitsCM career pathSource:Content Marketing InstituteContent Marketi

43、ng Career&Salary 2023 Outlook11Women and men have different aspirations as well.Both seek higher compensation but for women,flexible work is nearly as important as pay,while flexible work is ranked No.4 for men.Although these gender-and age-driven differences make sense,recruiting efforts often dont

44、 take them into account.A young marketing analyst may be looking for mentorship and professional development opportunities,while a middle-aged VP prioritizes job security.Companies should invest in research that helps them puzzle out these differences.CAREER PRIORITIESWomen Prioritize Flexibility Ne

45、arly as Much as Higher PayQ:Please rank 1-6 what you would look for in a new content marketing opportunity,with 1 being the top factor.MENHigher compensationCultural fit/shared valuesGrowth opportunitiesFlexible workQuality of benefitsCM career pathWOMENHigher compensationFlexible workCultural fit/s

46、hared valuesGrowth opportunitiesQuality of benefitsCM career pathSource:Content Marketing InstituteFAVORITE THING ABOUT WORKING IN CONTENT MARKETING?“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

47、compensation of a corporate career.Its the best of both worlds,and its sometimes hard to believe its possible.”Content Marketing Career&Salary 2023 Outlook12Higher pay alone wont entice content marketers to switch jobs or keep them engaged at work.Supporting content marketers requires a holistic app

48、roach.The pandemic ushered in a new focus on quality of life in the workplace and at home.For companies intent on hiring content marketing talent no matter the niche the key to keeping employees engaged is creating a working experience that supports the whole person.This means offering equitable pay

49、,quality-of-life benefits,and a sense of purpose at work.The CMI research suggests the biggest source of dissatisfaction is workload:too much work and too little appreciation of how hard it is to keep the content engine humming.When asked,“What makes you feel dissatisfied in your current role?”many

50、content marketers cite a lack of internal support or being expected to do too much under tight deadlines and unrealistic expectations.“Ive been doing the work of 2-3 people since July.Working 60-80 hours a week consistently for the same pay I received before.”“I have too much work and no work/life b

51、alance.Content marketing is involved in every single project at our company.”“I am doing some of the best work of my career,yet I am not valued enough by my department.”Advice for Companies Hiring Top Content Marketing Talent“Smart companies will make themselves more attractive not solely by paying

52、higher salaries,but also by offering employees an opportunity to make a meaningful impact.”vGartner:“6 Ways the Workplace Will Change in the Next 10 Years”Content Marketing Career&Salary 2023 Outlook13A study from WTW,a human capital consultancy,shows that best-in-class companies offer competitive s

53、alaries and benefits plus meaningful quality-of-life benefits.For example,69%of employers surveyed say they have increased workplace flexibility,and an additional 19%are planning on or considering doing this in the next two years.viAlso,bear in mind:Your competition for top talent isnt just companie

54、s offering better quality-of-life benefits.Its also the allure of the freelance life.FAVORITE THING ABOUT WORKING IN CONTENT MARKETING?“We get to tell the stories that matter.We have the pulse on what our audiences want to learn.And,we have the position,power,and place to make the world better for o

55、ur readers/listeners/viewers.”Content Marketing Career&Salary 2023 Outlook14Recognizing and compensating content marketers as digital ninjasThe new refrain in the talent marketplace is“digital dexterity”an individuals ability to learn new digital skills and adapt to new environments.(Think of it as

56、a growth mindset applied to digital skills.)Content marketers are digital dexterity ninjas;theyve been adapting to a fast-changing digital landscape for the last 15 years.When we asked what skills content marketers are most interested in developing or sharpening,they answered:All the things!A large

57、share(45%)say they want to advance their skills in SEO,data analytics,audience development/segmentation,and integrating new technologies.40%express interest in honing their writing and editing skills.34%want to hone their audio and video skills(filming,editing,and production).This type of growth min

58、dset is mission critical for companies driving digital transformation.As Jean-Marc Laouchez,president of the Korn Ferry Institute,explains,“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

59、 development.”viiInvest in dialogue and resourcesThe evidence is clear:Content marketers want better-defined career paths and are eager to advance their skills.So,where to begin nurturing their ambitions?With dialogue.Employers must involve these creative,results-driven professionals in open,honest

60、conversations.Invite them to help chart their career paths based on their aspirations.Then provide what they need to achieve their goals.After all,investing in their future pays off for the brands future.Content Marketers Interested in Learning These Skills SEOData analytics/scienceWorking with tech

61、nologiesAudience developmentWriting/editingUser/customer experienceCommunity developmentAudio/videoProject management Public speaking/presenting0053%48%46%45%40%36%35%34%33%26%Source:Content Marketing InstituteWhat skills are you most interested in developing/sharpeningto strengthen your

62、ability to achieve successin content marketing?(Multi-choice)DIGITAL DEXTERITYContent Marketing Career&Salary 2023 Outlook15MethodologyThe Content Marketing Institute surveyed 1,163 content marketers in May 2022.Our sample was 73%women and 24%men.A detailed breakdown of age,area of focus,and seniori

63、ty appears below.To calculate median salary,we focused on employed content marketers working in the United States.Self-employed/freelance marketers are not included in this group.We chose to present the salary data using“median”to remove the outsized impact of high earners.In future research,we will

64、 ask respondents where they work so we can take into account cost of living and regional considerations.Seniority(Years of Experience Across Entire Career)15+years11 to 14 years8 to 10 years4 to 7 years0 to 3 years0058%14%12%11%4%Source:Content Marketing InstituteGenerationBaby Boomers(58

65、+years old)Gen X(42 to 57 years old)Millennials(26 to 41 years old)Gen Z(18 to 25 years old)009%38%47%5%Source:Content Marketing InstituteArea(s)of Focus in Current RoleContent strategyContent creationContent management/operationsContent distribution/productionEditorial strategy/managemen

66、tContent measurementSocial media managementMarketing managementMarketing operationsOther0070809087%86%71%64%57%56%47%43%32%27%Source:Content Marketing Institutei.LinkedIn Talent Blog:“The Jobs with the Highest Turnover Rates,According to LinkedIn Data,”June 30,2022.ii.Society for Human Re

67、source Management:“High Inflation Means Resetting Pay Strategies,”June 18,2022.iii.Gartner:“What Marketing Budgets Look Like in 2022,”June 6,2022.iv.U.S.Bureau of Labor Statistics:“BLS Reports:Highlights of womens earnings in 2020,”September 2021.v.Gartner:“6 Ways the Workplace Will Change in the Ne

68、xt 10 Years,”July 6,2022.vi.WTW:“Tight labor market drives U.S.employers to boost 2023 pay raises,”July 14,2022.vii.Computerworld:“How tech companies are responding to the talent gap,”June 21,2022.Content Marketing Career&Salary 2023 Outlook16About Content Marketing InstituteContent Marketing Instit

69、ute(CMI)exists to do one thing:advance the practice of content marketing through online education and in-person and digital events.We create and curate content experiences that teach marketers and creators from enterprise brands,small businesses,and agencies how to attract and retain customers throu

70、gh compelling,multichannel storytelling.Global brands turn to CMI for strategic consultation,training,and research.Organizations from around the world send teams to Content Marketing World,the largest content marketing-focused event,ContentTECH Summit,and CMI virtual events.Our community of 215,000+

71、content marketers shares camaraderie and conversation.CMI is organized by Informa Connect.To learn more,visit .About Informa ConnectInforma Connect is a specialist in content-driven events and digital communities that allow professionals to meet,connect,learn and share knowledge.We operate major branded events in Marketing,Global Finance,Life Sciences and Pharma,Construction&Real Estate,and in a number of other specialist markets and connect communities online year-round.