Have you ever felt the AI rip currents pull your profession in surprising instructions this 12 months? Many content material entrepreneurs inform us they’ve.
Once 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 impression 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 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 material marketer earns $112,000 a 12 months on common through @CMIContent’s Profession and Wage Outlook for 2024 through @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 total report back to see how your earnings examine with others in your space and at your degree.
One solution to ensure you find yourself on the upper finish of the size – select your employer rigorously. As one respondent advises:
Be sure you work for an organization that values advertising and appreciates its impression on model consciousness and gross sales. If the corporate management thinks advertising is simply fairly footage, posters, e-mail, and flyers, you’ll be preventing an uphill battle to get assets, 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 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.
Practically half (47%) use generative AI platforms to brainstorm new matters, and 46% use them to analysis issues like headlines and key phrases. Twenty-nine % 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 through @CMIContent #Analysis. Click on To Tweet
“AI will probably be a power multiplier for expert content material creators, lowering effort on lower-value duties and rising emphasis on value-add expertise,” 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 frightened. 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% concern generative AI will drive down their compensation.
46% of content material entrepreneurs count on generative #AI will drive down their compensation, says @EditorStahl through @CMIContent #Analysis. Click on 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 wish 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 knowledge analytics/knowledge science expertise (42%) and management expertise (42%).
On the flip aspect, content material entrepreneurs are much less centered on growing artistic expertise like writing, enhancing, video, and audio. A 12 months in the past, 40% of respondents mentioned they had been inquisitive about honing their writing and enhancing expertise. 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 growth time on different expertise.
However, as authorized, mental privateness, accuracy, and high quality issues mount, momentum may return in favor of the human workforce sooner somewhat than later. Don’t depend (or reduce) your writers out.
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 not sure 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 solution to advance.)
Let’s be clear: Profession progress shouldn’t be an issue on the particular person degree. The difficulty 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 brought on by generative AI, leaders ought to work to develop profession progressions for his or her workforce members or threat dropping their most respected expertise.
As CMI chief technique advisor Robert Rose says, “Any efficiencies AI creates will probably be undermined if corporations have to continually rent and practice new folks to supervise complicated processes and applied sciences. Content material advertising is a nuanced technique that requires expertise and knowledge.”
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
