Have you ever felt the AI rip currents pull your profession in surprising instructions this yr? 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 influence on this career.
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 few of the key findings:
1. Content material entrepreneurs make $112,000 a yr on common in the USA
That $112,000 common is a wholesome determine. Nearly half of respondents (47%) say they’re paid pretty.
How does that evaluate to your wage? Keep in mind, the common doesn’t inform the entire story. Age, location, position, and gender all have an effect on the quantity. Register (free) for the complete report back to see how your earnings evaluate with others in your space and at your degree.
One strategy to be sure you find yourself on the upper finish of the dimensions – select your employer fastidiously. As one respondent advises:
Ensure you work for a corporation that values advertising and marketing and appreciates its influence on model consciousness and gross sales. If the corporate management thinks advertising and marketing is simply fairly photos, posters, e-mail, and flyers, you can be combating an uphill battle to get sources, recognition, and promotions.
To search out out wage by age, gender, and seniority, download the report.
2. Many use generative AI of their content material roles
Content material entrepreneurs prefer to discover and take a look at 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 matters, 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.
“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.
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 fearful. I feel 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% worry generative AI will drive down their compensation.
4. Entrepreneurs upskill in ‘AI-proof’ areas; curiosity in writing expertise sinks
Not surprisingly, the No.1 talent content material entrepreneurs say they need 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 aspect, content material entrepreneurs are much less centered on growing artistic expertise like writing, modifying, video, and audio. A yr in the past, 40% of respondents mentioned they have been excited by honing their writing and modifying expertise. This yr, that determine dropped to just about half to 22%.
That’s troubling in a career that depends on proficient 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 legal, intellectual privacy, accuracy, and quality concerns mount, momentum would possibly return in favor of the human crew sooner somewhat than later. Don’t depend (or lower) your writers out.
5. Individuals like content material advertising and marketing 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 easy methods to 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 depart their present employer to advance of their profession, or they merely don’t see a strategy to advance.)
Let’s be clear: Profession progress will not be an issue on the particular person degree. The problem impacts the entire career – 62% of content material entrepreneurs say no clear profession ladder exists.
Leaders agree: Greater than half (52%) of people that determine as director degree or above say there’s no clear profession path for content material entrepreneurs.
With all of the uncertainty attributable to 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 firms have to always rent and prepare new individuals to supervise advanced processes and applied sciences. Content material advertising and marketing is a nuanced technique that requires expertise and knowledge.”
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute