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.
After 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 influence on this career.
Greater than 1,000 folks 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 abilities.
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. Virtually half of respondents (47%) say they’re paid pretty.
A #content material marketer earns $112,000 a 12 months on common by way of @CMIContent’s Profession and Wage Outlook for 2024 by way of @EditorStahl. #Analysis Click on To Tweet
How does that examine to your wage? Bear 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 examine with others in your space and at your stage.
One method to ensure you find yourself on the upper finish of the dimensions – select your employer rigorously. As one respondent advises:
Be sure 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, electronic mail, and flyers, you can be combating an uphill battle to get sources, recognition, and promotions.
To seek 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 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.
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 material.
36% of content material entrepreneurs use #AI to generate content material, says @EditorStahl by way of @CMIContent #Analysis. Click on To Tweet
“AI will likely be a power multiplier for expert content material creators, decreasing effort on lower-value duties and growing emphasis on value-add abilities,” one respondent explains.
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 fearful. I feel our work is already undervalued, and AI will most likely solely make it worse.”
Greater than half of writers and editors say inroads from generative AI will commoditize their writing abilities and trigger them to earn much less respect at work. And 46% concern generative AI will drive down their compensation.
46% of content material entrepreneurs anticipate generative #AI will drive down their compensation, says @EditorStahl by way of @CMIContent #Analysis. Click on To Tweet
4. Entrepreneurs upskill in ‘AI-proof’ areas; curiosity in writing abilities 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 bettering information analytics/information science abilities (42%) and management abilities (42%).
On the flip aspect, content material entrepreneurs are much less centered on creating artistic abilities like writing, modifying, video, and audio. A 12 months in the past, 40% of respondents stated they have been inquisitive about honing their writing and modifying abilities. This 12 months, 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 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 abilities.
However, as authorized, mental privateness, accuracy, and high quality issues mount, momentum would possibly return in favor of the human staff sooner relatively than later. Don’t rely (or reduce) your writers out.
5. Folks 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 not sure about the best way 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 go away their present employer to advance of their profession, or they merely don’t see a method to advance.)
Let’s be clear: Profession progress just isn’t 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 determine as director stage or above say there’s no clear profession path for content material entrepreneurs.
With all of the uncertainty brought on by generative AI, leaders ought to work to develop profession progressions for his or her staff members or danger shedding their most beneficial expertise.
As CMI chief technique advisor Robert Rose says, “Any efficiencies AI creates will likely be undermined if firms have to consistently rent and practice new folks 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 Institute
