The AI Tidal Wave

The progression of generative AI is creating significant changes and challenges within the industry, potentially influencing everything from salary structures to areas of expertise and the duration of careers. Marketers are actively seeking additional skills to remain pertinent.

Rapid developments in generative AI are reshaping the daily responsibilities of marketers and altering their career trajectories. Seventy-five percent of marketers we polled are incorporating generative AI tools such as ChatGPT or Grammarly in their work routines. While AI may simplify certain tasks for marketers, it also introduces a sense of apprehension and concern among the surveyed group.

A considerable number of content marketers anticipate that technologies like generative AI could detrimentally affect their work and prospects:
– 62% believe that writers and editors will lose respect
– 55% foresee writing becoming a generic commodity
– 46% are concerned about potential decreases in pay
– 45% anticipate a reduction in content marketing roles

Questions arise: Will content marketing as a profession become less rewarding financially over time? Less imaginative? Or could AI tools ultimately benefit marketers by eliminating monotonous, low-value tasks and enhancing more valuable skills? Let’s delve into the specifics.

How are marketers applying AI in their work?

Nearly half (47%) use AI for brainstorming topics, and 46% for researching headlines and keywords. A critical question is whether content marketers are employing these tools for writing. Indeed, over a third (36%) are using AI for writing, despite mixed feelings about it.

A respondent offered a hopeful view: “AI can significantly amplify the capabilities of adept content creators, minimizing time spent on menial tasks and focusing more on high-value skills.”

However, others express concern that AI could devalue their creative efforts, fearing an overreliance that might diminish their creativity. “I worry about how AI might affect my creativity; the thought of becoming dependent on it is frightening,” shared one writer.

Not every organization is eager to adopt generative AI for content creation. A writer explained, “We’re not allowed to use AI for content production. It’s permissible for topic research, but using it to generate content or input proprietary information is strictly off-limits.”

Content marketers have mixed feelings about AI

Future-proofing careers by honing specific skills

Numerous content marketers we interviewed emphasized the importance of self-advocacy, particularly in promoting creative and analytical abilities that AI cannot replicate. One marketer expressed, “It’s crucial we learn to champion our content concepts or else we risk being relegated to mere executors.”

For those acknowledging the relentless progression of AI, sharpening their capabilities emerges as a strategy to maintain relevance and safeguard their work’s worth. They are dedicating efforts to cultivating futuristic, “AI-resistant” competencies that enhance their creative talents.

The most sought-after skill among content marketers is the ability to adapt to emerging technologies, as noted by 48% of respondents — a slight increase from the previous year. This is followed closely by enhancements in data analytics/data science (42%) and leadership abilities (42%). Interestingly, there’s a shift away from focusing on traditional creative skills such as writing, editing, video, and audio production. This change reflects a broader perception among marketers that generative AI is leading to the commodification of writing, editing, and other creative endeavors.

How Much Do Marketers Make?

Every year, we inquire about the earnings of content marketers and their sentiments regarding their pay. This time, we also considered the cost of living for a deeper insight into compensation dynamics.

So far, the advent of AI hasn’t seemed to influence marketers’ inclination to change jobs or their salary expectations significantly. However, many participants noted early indications that AI could impact how their expertise and services are valued.

A marketer shared, “Clients are beginning to question the worth of hiring an agency over deploying AI tools. It feels as though I’m in a position where I must justify the value of my experienced team against AI tools that merely recycle existing online content.”

A majority (54%) of content marketers believe they deserve higher compensation for their efforts, a sentiment that aligns closely with last year’s findings. Now, let’s analyze the specifics of their earnings.

Salaries for U.S.-based full-time marketers

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The Table of Contents of “CONTENT MARKETING CAREER & SALARY 2024 OUTLOOK” Report :

• The AI Tidal Wave
• How Much Do Marketers Make?
• One Foot Out the Door
• With No Clear Career Path — and an Explosion of AI — Marketers Need a Moment
• Investing in Content Careers
• Methodology

Number of Pages:

• 21 pages

Pricing: 

• Free

Methodology

The Content Marketing Institute surveyed 1,068 content marketers in May 2023. A detailed breakdown of age, gender, area of focus, and seniority is shown below. The survey was open to content marketers worldwide, but the compensation figures are for U.S. content marketers who are employed full-time.