3 Roles Advertising Leaders Plan to Recruit in 2024 [New Research + Expert Insights]

Whereas most individuals try to stay to their New 12 months’s resolutions, entrepreneurs like myself are strategizing methods to set their organizations up for fulfillment in 2024.

A part of our strategizing is determining what roles, if any, we should always rent for and who can be the perfect match.

You’ve got come to the precise weblog if your online business is in the identical boat. I sat down with a few professionals, gathered knowledge from our 2024 State of Advertising Report, and now I’m able to let you know the highest three roles entrepreneurs plan to rent in 2024

With out additional delay, let’s discover why these three roles matter, in keeping with consultants.

The Prime 3 Roles Advertising Leaders Plan to Rent in 2024

1. Content material Creator

In keeping with our 2024 State of Advertising Report, content material creator is the primary function advertising and marketing leaders are hiring for in 2024, with 26% of selling leaders planning on hiring content material creators this 12 months.

This doesn‘t shock me in any respect, contemplating how integral content material advertising and marketing has turn out to be to most model’s methods.

“The demand for content material throughout all of the totally different digital channels is gigantic,” says Taylor Corrado, senior director of name for Wistia.

She says, “Entrepreneurs really feel like they should be the perfect throughout every part from TikTok and podcasts to their weblog and occasions, each digital and in particular person.”

Our report additionally discovered that 31% of entrepreneurs plan to leverage short-form movies in 2024, and 27% plan to leverage influencer advertising and marketing.

“Companies are competing with influencers who’re making a number of movies each single day,” Corrado explains. “As we speak, you actually can’t have too many creators in your advertising and marketing group.”

Moreover, 1 / 4 of entrepreneurs in our survey say creating content material that displays their manufacturers’ values has turn out to be extra vital over the past couple of years. 23% say the identical about creating customized content material.

In different phrases, content material is king in relation to advertising and marketing. Thus, it is smart that advertising and marketing leaders would look to rent extra creators on their groups.

With over 207 million creators making up the worldwide creator financial system, what precisely makes a content material creator stand out among the many noise? What are advertising and marketing leaders on the lookout for when hiring a content material creator?

“Relying on the channel they’re trying to develop in, manufacturers are on the lookout for creators which have particular channel experience, similar to Youtubers, Tiktokers, or Podcast personalities,” Corrado says.

She explains, “Manufacturers need somebody who has a inventive background, whether or not it’s writing, videography, design, or branding.”

And have you ever ever heard the phrase “Curiosity killed the cat”? Properly, the identical would not ring true for content material creators. Corrado tells me curiosity is essential to content material creators trying to be employed by manufacturers.

“Curiosity can actually drive understanding of an viewers’s ache factors and pursuits that you could join with them on via your content material and channels,” she says.

Corrado additionally says company expertise is all the time welcome when you’re a creator on the lookout for alternatives.

“You’ve labored with many various manufacturers and initiatives, you’ve probably labored beneath stress and particular constraints, and you may pivot between totally different inventive wants simply,” she says.

2. Content material Strategist

Content material strategists and content material creators are like mac and cheese — you may’t have one with out the opposite. So, I can see why nearly as many advertising and marketing leaders (23%) plan to rent content material strategists as they do creators.

“The content material creator is making participating, related content material,” Corrado says. “The content material strategist deeply understands the viewers they’re attempting to succeed in and what the content material creator must be making for them.”

In different phrases, if the creator generates the content material, the content material strategist ensures the content material aligns with the model‘s values, tone, targets, and the goal customers’ wants.

So, what makes a very good content material strategist? Properly, for one, a superb strategist should have excellent analytical abilities as a result of the function requires monitoring the success of the model’s content material to make data-driven choices.

An important content material strategist can also be aware of utilizing totally different instruments to trace their content material’s progress. That mentioned, what metrics are content material strategists monitoring in 2024?

In keeping with our survey, 41% of selling professionals say gross sales is a very powerful metric to trace when measuring the success of their content material advertising and marketing technique.

Behind gross sales are internet visitors (32%), social engagement (29%), conversion fee (28%), and lead era (27%).

So, if content material strategists map out the content material advertising and marketing marketing campaign technique, and creators craft the content material, who figures out the distribution? Properly, that is the place the next function is available in.

3. Content material Advertising Supervisor

The third most outstanding function advertising and marketing leaders will rent for in 2024 is content material advertising and marketing supervisor, with 21% of leaders saying they plan to fill that function this 12 months, in keeping with our survey.

“The content material advertising and marketing supervisor is considering distribution,” Corrado says. “How do I get this participating content material to our audience?”

Talkwalkers’s Content material Advertising Supervisor, Daniel Seavers, advised me two causes manufacturers want a content material advertising and marketing supervisor in 2024.

“First, generative AI is reshaping the world of content material advertising and marketing,” he says. “The excellent news? Everybody can create content material on the contact of a button. The unhealthy information? Everybody can create content material on the contact of a button.”

For instance, Seavers says writers can churn out content material a lot quicker due to AI, but it surely means customers will probably be swamped with underwhelming AI-generated content material.

“Will probably be more durable than ever for manufacturers to be seen in a sea of ‘meh,’” he explains.

He says, “This makes the function of Content material Advertising Supervisor extra vital than ever. You want somebody who is aware of when to activate AI and when to let the human voice take over.”

Seaver tells me content material advertising and marketing managers can do issues generative AI cannot, similar to including real thought management, distinctive insights, and well-resourced details.

“They will produce the standard over amount that can finally have interaction customers,” he says.

This brings us to the second purpose why so many advertising and marketing leaders wish to rent content material advertising and marketing managers in 2024. With AI serving to to supply content material quicker than in earlier years, consumers devour extra content material than ever.

And that content material is straight impacting their shopping for choices.

“To personal the shopping for choice, manufacturers want somebody who lives and breathes their customers,” Seavers tells me. “Somebody who is aware of them higher than any laptop might.”

He says a very good content material advertising and marketing supervisor will know the place your consumers are looking, whether or not in your web site, third-party blogs, social media posts, evaluations, or elsewhere.

“They are going to then be so linked together with your customers that they will form a method that hits that purchaser panorama with participating, unique, thought-provoking content material that meets each ache level,” he says. “In a manner that resonates and encourages folks to purchase.”

Seavers explains, “Whether or not that’s via social listening or different data-driven strategies, constructing these real shopper connections will assist put the wind in your model sails/gross sales and navigate you thru that ‘meh’ sea.”

In the end, you know what‘s greatest for your online business wants. Fastidiously have a look at your group’s present strengths, and purpose to establish a job to assist fill the gaps.

Nonetheless, keep in mind that nearly a 3rd of selling professionals (29%) will leverage content material advertising and marketing in 2024.

So, if you wish to stay aggressive, guarantee your content material advertising and marketing group has wonderful creators, strategists, and advertising and marketing managers in its ranks.