4 Facts About Today’s Content Marketing Talent Landscape

Investments in content marketing are growing like weeds. According to the Content Marketing Institute, the median spend on content marketing is $1.75 million with one in six enterprise organizations spending over $10 million annually. One of the biggest factors of those investments is in the talent to help build and grow a content marketing operation. In fact, some of the best content marketing powerhouses have invested primarily in their people to get where they are today—for example, Red Bull employs 135 people just for its media house, and Nestlé has almost 20 community managers and designers producing content daily.

While you may not have the need or the bandwidth for a content marketing team quite so large, the reality is that in today’s talent market hiring for even just one great content marketer has become increasingly difficult. The primary reason is due to a high-demand, low-supply content marketing economy, but there’s more to the story.

If you’re building out your content marketing operation next year and hiring talented people to make it happen, here are four facts about the content marketing talent landscape you’ll want to keep in mind.

1. The content marketing talent shortage is real

As more marketing organizations are investing in content marketing programs, the demand for top talent becomes higher and higher. According to data from Indeed.com, it appears there are more content marketing jobs available than there are people to fill them when you look at the ratio of “content marketing” job postings to job seekers looking for those positions. As of September 26, 2016, there were 3.25 content marketing job postings for every job seeker, indicating a sizable gap in the content marketing talent supply and demand.

The implication for content marketing leaders: With more companies competing for the same talent, recruiters and content marketing leaders will have to be aligned on their talent attraction strategies. Specifically, ensure your job descriptions, employer brand and content marketing mission are strong, and you’re marketing your open positions effectively via the best online recruitment channels.

2. More people are searching for content marketing jobs

While there’s a noticeable talent shortage for content marketing jobs, the function has grown in popularity among job seekers in recent years. From 2014 to 2016 there was a 68% increase in searches for “content marketing” jobs, indicating growing interest from job seekers and a growing content marketing talent pool.

The implication for content marketing leaders: The growing interest in content marketing jobs is a promising sign for employers struggling to fill these roles. More people breaking into the field means more talent with a variety of experience and backgrounds to offer employers.

3. Content marketing talent isn’t cheap

After analyzing job descriptions and salary data for more than 3,000 content marketing job descriptions, Fractl found that the average salary for content marketing jobs is $74,000, compared to the average salary for general marketing jobs at $61,000.

The implication for content marketing leaders: While these figures certainly vary by location and industry, it’s essential for employers to ensure their salary offering is competitive in order to attract high-quality, interested job seekers.

4. Employers want content marketers with both creative and technical skills

Experts tout that content marketing is both an art and a science. Some may argue the technical side is even more important. According to an Altimeter study, 67% of marketers say data analysis is the most important skill for content strategists to have in 2017—even above content editing and writing skills. In Fractl’s analysis of the skills employers are searching for in the ideal content marketing applicants, over half of the jobs analyzed required both creative and technical skills.

The implication for content marketing leaders: While it’s important to be specific in your job description about the desired skills and experience, including too many requirements may be offputting to a potential candidate. Indicate which skills are required and which are preferred. The best candidate may not meet every technical skill requirement, for example, but have the work ethic and situational experience to indicate he or she can learn new skills on the job.

Marketing leaders are clearly seeking talent with diverse skills to elevate their content marketing efforts, especially those with expertise that goes beyond creative and editorial development. The marketing experts who are data-driven, can devise strategies for building engagement with content and who understand how to utilize content to achieve real business results will be essential to build a successful content marketing team in 2017.

Once you have your content marketing dream team in place, it’s time to put their expertise to work. Content marketing technology can help you do that. Get a demo of OneSpot to explore how our content personalization platform can help your team maximize content marketing efforts.


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