Have you ever felt the AI rip currents pull your profession in sudden 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 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 among 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 marketer earns $112,000 a year on average via @CMIContent’s Career and Salary Outlook for 2024 via @EditorStahl. #Research Click To Tweet

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

One option to ensure you find yourself on the upper finish of the dimensions – select your employer fastidiously. As one respondent advises:

Be sure to work for a corporation 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 can be preventing 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 – including AI technologies. Three in 4 surveyed use generative AI tools 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 p.c say they use AI instruments to proofread.

Surprisingly, greater than one-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 probably be a drive multiplier for expert content material creators, lowering effort on lower-value duties and rising 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 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 apprehensive. 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% worry generative AI will drive down their compensation.

Marketers worry generative AI will devalue their skills.

46% of content marketers expect generative #AI will drive down their compensation, says @EditorStahl via @CMIContent #Research. Click 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 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 creating artistic expertise like writing, enhancing, video, and audio. A 12 months in the past, 40% of respondents stated they have been fascinated with honing their writing and enhancing expertise. This 12 months, that determine dropped to almost half to 22%.

That’s troubling in a career 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 improvement time on different expertise.

However, as legal, intellectual privacy, accuracy, and quality concerns mount, momentum would possibly return in favor of the human group sooner relatively than later. Don’t depend (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 usually engaged at work. Even so, many stay uncertain about tips on how 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 option to advance.)

Let’s be clear: Profession progress shouldn’t be an issue on the particular person stage. 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 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 career progressions for his or her group members or threat shedding their Most worthy expertise.

As CMI chief technique advisor Robert Rose says, “Any efficiencies AI creates will probably be undermined if firms have to continuously rent and practice new individuals to supervise complicated 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 recreation plan for generative AI? Download the report.


Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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