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Content Marketers Share Salaries, Career Paths, and More in 2023 [New Research]

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Content Marketers Share Salaries, Career Paths, and More in 2023 [New Research]

What’s it like to work in content marketing? Is it a rewarding career? Does it pay well? What’s the career trajectory?

You certainly know your answers to these questions. But, until now, little industry research has dived into content marketing careers.

We set out to find answers. Our goal is to help content marketers understand their opportunities and positions – and help companies develop meaningful roles and the resources and opportunities to retain them.

So, earlier this year, we asked content marketers about their work satisfaction, career development, and salary expectations.

More than 1,100 content professionals had their say. You can read the full story – including salary breakdowns by role, gender, and generation – in the Content Marketing Career & Salary 2023 Outlook (gated).

New @CMIContent survey of #content pros gives a 2023 outlook on careers and salaries, says @EditorStahl. #ContentMarketing Click To Tweet

Let’s take a sneak peek at some of the intriguing findings.

You (mostly) like your content marketing jobs

More than half of the content pros (56%) tell us they’re very or extremely satisfied with their current position.

One content marketer explains: “I can be creative while being tied to business impact. Content marketing offers the fulfillment and growth of a creative career with the stability and compensation of a corporate career. It’s the best of both worlds, and it’s sometimes hard to believe it’s possible.”

Another offers this explanation: “I love seeing all the pieces come together; how great words and innovative designs can affect and influence consumers and audiences. And I love working behind the scenes, getting to turn the cogs of the content machine.”

Satisfaction rates stay roughly the same from millennials to Gen Xers to baby boomers. (We had too few Gen Z respondents to report on their segment with confidence.)

Of course, that’s not to say the job is easy. When asked about stress levels, 24% of content marketers say they are “very” or “extremely” stressed.

24% of #content marketers say they are very or extremely stressed, according to @CMIContent #research via @EditorStahl. #ContentMarketing Click To Tweet

One survey taker explains, “The pace of work can be relentless. Just when you’ve completed one big project, another is right behind it.”

And some kudos go to employers. A significant majority (74%) said they feel their employers care about their stress levels and mental health.

HANDPICKED RELATED CONTENT:

You’re well educated – and eager to learn more

Among the surveyed group, one in three has a master’s, doctorate, or another advanced degree. As you probably know from your and your colleagues’ career pathways, people come into content marketing from many backgrounds (some come from multiple fields), including:

And content marketers are eager to expand their knowledge base:

  • Over 45% want to advance their skills in SEO, data analytics, audience development/segmentation, and integrating new technologies.
  • 40% show interest in honing their writing and editing skills.
  • One in three wants to hone their audio and video skills (filming, editing, and production).

Content Marketers Interested in Learning These Skills

Content marketers clearly rank high on the “digital dexterity” scale – the ability to learn new skills and adapt to new environments. That’s a sign of an adaptable, resilient workforce ready to meet whatever the future brings.

As Jean-Marc Laouchez, president of the Korn Ferry Institute, says in a Computerworld article: “Constant learning – driven by both workers and organizations – will be central to the future of work, extending far beyond the traditional definition of learning and development.”

And yet, many content marketers are looking for new positions

Content marketers like their jobs and are ready to learn. And yet, most (57%) say they plan to find another position within the next year or are unsure about their next steps.

Looking at it from another angle: Only 43% say they won’t be looking for a new job in the next year.

Only 43% of #content marketers say they won’t be looking for a new job in 2023, according to @CMIContent #research via @EditorStahl. #ContentMarketing Click To Tweet

Will Content Marketing Turnover Remain High in 2023?

What’s driving this restlessness? Is it a persistent echo of the Great Resignation? Or a wave of “quiet quitting” in content marketing?

I don’t think so. Instead, the research points to something at the heart of content marketing careers.

Content marketing lacks a clear career path

The data highlights a troubling phenomenon: Only 23% of content marketers say they have a clear path for advancement inside their current company.

Nearly all the rest (69%) say they must leave their companies to advance or simply can’t visualize the path forward. (A small share – 8% – say they’ve reached the pinnacle of their careers and aren’t looking for advancement.)

Many Content Marketers See No Clear Career Path

This isn’t a new phenomenon. Robert Rose, our chief strategy advisor, has written about this problem: “Content marketing is growing exponentially. But the advancement ladder for content practitioners is missing most of its rungs.”

Companies that don’t address the content marketing career ladder will struggle to keep these highly educated, adaptable employees.

Where to?

Content marketers want better-defined career paths and are eager to advance their skills. So, where to begin nurturing their ambitions? With dialogue.

If you’re an individual contributor on a content team, speak up about your needs and wants.

If you’re a team leader, involve your creative, results-driven professionals in open, honest conversations. Invite them to help shape their career paths based on their aspirations. Then partner with HR and executive leadership to provide what they need to achieve their goals.

After all, investing in their future also pays off for the brand.

Content Marketing Career & Salary 2023 Outlook offers more insights into:

  • Content marketers’ income
  • Unique career priorities by age and gender
  • Advice on how companies can recruit and retain the best content marketing talent

I hope you’ll download the e-book to learn more. In the meantime, I’d love to hear from you. How do these findings align with your experience? What would you tell the next generation about content marketing as a career? Let me know in the comments.

Get the latest Content Marketing Institute research reports while they’re hot – subscribe to the newsletter. 

Cover image by Joseph Kalinowski/Content Marketing Institute



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MARKETING

Amazon announces AWS Clean Rooms

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Elon Musk has acquired Twitter

This week, Amazon announced AWS Clean Rooms, a service that will enable customers who use AWS Advertising and Marketing, as well as other data and media partners, to build data clean rooms. These clean rooms, which can be built in minutes, will keep data secure, while advertisers can use insights from the data to optimize campaigns and make other advertising and marketing decisions based on these insights.

“Using AWS Clean Rooms, customers can collaborate on a range of tasks, such as more effectively generating advertising campaign insights and analyzing investment data while improving data security,” said Dilip Kumar, vice president of AWS Applications, in a company release.

AWS Clean Rooms will become available in early 2023 in some U.S. markets, as well as in Europe and Asia Pacific markets.

Why we care. Through a number of partnerships over the last year, clean rooms have become more widely available for campaigns on the open web, as well as within “digital giants” (aka walled gardens) such as Amazon.

By including partners across identity, measurement and media, AWS can provide clean rooms for advertisers to execute campaigns outside of Amazon while gaining intelligence on campaign performance, all while keeping customer data secure.

Media partnerships. For instance, Fox Corporation is on board with their sports, news and entertainment properties. “It can be challenging for our advertising clients to determine how to best leverage our deep, differentiated set of data sources to optimize their media spend across our combined portfolio of entertainment, sports, and news brands, which reach hundreds of millions of monthly viewers,” said Lindsay Silver, senior vice president of data and commercial technology at Fox Corporation, in a release. “AWS Clean Rooms will enable data collaborations easily and securely in the AWS Cloud, which will help our advertising clients unlock new insights across every Fox brand and screen while protecting consumer data.”

Additionally, DISH Media will allow advertisers and agencies to run their own analysis in AWS Clean Rooms to optimize future campaigns across their audience of 31 million consumers.

Identity. Amazon says new identity capabilities will roll out to advertisers in the coming months to help brands match and link customer records across channels without compromising anonymity. They’ve announced information services company Experian as an AWS Clean Rooms partner in helping brands enrich their first-party data.

“By combining Experian’s identity resolution capabilities with AWS Clean Rooms, customers can securely unify and analyze their collective data to derive deeper insights and deliver more personalized customer experiences,” said Aimee Irwin, senior vice president of strategy and partnerships at Experian, in a statement.

Measurement and analytics. Comscore is also signed on as an AWS Clean Rooms partner. This means that they will be using the AWS cloud to host brands and connect them to Comscore’s Media Metrix suite, powered by Unified Digital Measurement 2.0 and Campaign Ratings.

These partnerships insert the AWS Advertising and Marketing cloud into the digital ad ecosphere at a time when privacy and first-party enrichment are top priorities for brands.

Dig deeper: Why we care about data clean rooms


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About The Author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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