2025年內(nèi)容營(yíng)銷人員職業(yè)展望報(bào)告（英文版）-內(nèi)容營(yíng)銷協(xié)會(huì)（CMI）

2025

CAREEROUTLOOK:

CONTENTANDMARKETINGPROFESSIONALS

Newresearchlooksatindustrylayoffs,AI’sdisruptive

impact,“phantomjobs,”return-to-officemandates—

andhowallofthesefactorsimpactmarketingcareers

andcompensation.

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

ANINDUSTRYINRAPIDTRANSITION

AsAIandeconomicheadwindsreshapemarketing,careersintheindustryareundergoingprofoundchanges.

E

venfouryearsaftertheGreatDisruption,marketingjobsandcareersarestillunsettled.Onein

threemarketerstoldustheirorganizationlaidoffmarketersinthepastyear.

IsAItoblame?Themajorityofmarketerswesurveyedsaidno:Just3%ofmarketerssaidtheirteamhasreplacedemployeeswithAItools.YetAIhashadaprofoundimpact:Nearlyoneinfour(23%)saidtheirmarketingteamhashadtoshiftjobrequirementstoadapttogenAI’sinfluence.

Andourresearchhasdetectedsignsthatthetrueimpacthasyettobefelt:Somemarketerswe

surveyedexpresseddoubtsthatthesizeoftheirmarketingteamwouldrebound,givenAI’spotentialtostreamlineworkflowsandmakemarketingmoreefficient.

Onemarketerexplained,“Duetolayoffsonourteam,we’vebeguntoleverageAIforefficiency.”Anothershared,“WeuseAItorepurposecontentinlightoflayoffsandlessstaff.”

Despitehighlayoffratesamongcompaniesinoursurvey,mostmarketerswhowerelaidoffinthelasttwoyearsreportfindingajobwithinsixmonths.Onaverageittookmarketersthreemonthstofind

anewjob—certainlyslowerthanthehottalentmarketofafewyearsago,butnotaslongasonline

discussionsmightleadyoutobelieve.OnemarketerpostingonRedditexplained,“Iusuallygive

myself4-6monthsforajobsearch,assometimesitcantake2-4weekstoevenhearbackfromasinglecompany—andiftheyrespondtooquickly,thatcanbearedflag.”1

UNCERTAINTYAFFECTS

MORALEANDRETENTION

“I’mactivelyhuntingfora

newjob.Ourmarketingand

communicationsteamis

currentlyundergoingreview—thethirdreviewsinceIjoinedtheorganizationfiveyearsago.Reviewsliketheseunderminemoraleandmakepeoplemorelikelytojump.”

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Evenso,68%believethatfindingajobinmarketingtodayismorechallengingthanitwasfiveyearsago.Whatdrivesthisthinking?

Mostbelievethechallengesarerelatedtomacroeconomicfactorslikefinancialpressures(75%)andheightenedcompetitionformarketingjobs(69%).OthersbelieveAIisresponsibleforthechallenges(33%).

Wealsonoticedanundercurrentoffrustrationamongmarketersrelatedto“phantomjobs”—job

postingsthatmarketerssayaremisleadingorevenfake,whetherbecausethecompanyistryingto

meetaninternalpostingrequirementorbecauseit’sharvestingdataaboutpotentialcandidates.Morethanafewsharedtheirsuspicionsandanecdotes:

?“Hiringmanagersseemtobeusingtheinterviewprocesstodefinewhattheyneedinanewcandidate,thentheyevolvethejobdescription.Thisshouldbedefinedbeforetheystart

recruiting!”

?“Manyjoblistingsarenotactuallyrealoropen.ManyIencounterarescams.”

?“Somecompaniesarenotreallyhiring.They’repostingjobstoseewhat’soutthereandthenghostingpeople.”

?“IwonderwhethersomejoblistingsIseearejustawaytograbfollowersonsocialmedia,orevenworse,collectdataaboutjobseekers.”

Thesesuspicionsspeaktohowfrustratingajobsearchcanbeformarketers—whetherbecausebotsarereadingandfilteringresumesorbecausetheycannottrustthatjobpostingsareaccurateandreal.

THERISEOFPHANTOMJOBS

Somemarketerstellusthejobmarketisfullof“phantomjobs”—rolesthatcompanieshavenointentionofhiringfor.Atbest,companiesarelistingjobsto

meetinternalpublicpostingrequirements;atworst,they’reharvestingdata.

MarketingLayoffs

33%:Companylaidoffmarketingemployeesinthelast12months

11%:Personallyexperiencedalayoffinthelast12months

3months:Howlongittooktofindanewmarketingrole

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

OnepersonsharedtheirexperienceinaRedditcommunityformarketers:“Unlessyouareextremelywellconnectedorliveinadenselypopulatedurbancenter,youaregoingtobebattlingforthe

attentionofacomputer,notarecruiter.Acomputerdoesn’thavefeelings,doesn’thaveempathy,

doesn’tthinkyou’respecial.Youareanotherstringofbinarycodeandyoueitherfittheparametersithasbeenprogrammedtolookfor,oryoudon’t.”2

1

/r/marketing/comments/10elf29/the_job_search_is_hard/

2

/r/marketing/comments/10elf29/the_job_search_is_hard/

MARKETERSREPORTJOBSEARCHFRUSTRATIONS

“Unlessyouareextremelywellconnectedorliveinadenselypopulatedurbancenter,youaregoingtobebattlingfortheattentionofacomputer,notarecruiter.”

Mostsay?ndingworkismorechallengingin2024

25%43%25%6%

1%

020406080100

Q:Doyouthinkit?smoreorlesschallengingtofindaprofessionaljobinmarketingnowcomparedtofiveyearsago?

Source:ContentMarketingInstitute

■Significantlymorechallenging

■Morechallenging

■Aboutthesame

■Lesschallenging

■Significantlylesschallenging

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Economicconditionscitedastopjobsearchchallenge

Financial/economicpressureoncompaniesMorecompetitionforjobs

MarketersarenotvaluedinsideorganizationsPoorlydefinedcareerpath/ladder

Poorlydefinedjobresponsibilities GenerativeAIdisplacingmarketingrolesMarketingbecomingspecialized/technicalAgeisminmarketing

Inadequatetraining/development

Other

75%

69%

55%

34%

34%

33%

32%

29%

15%

5%

01020304050607080

Q:Whydoyouthinkit?smorechallengingtofindajobinmarketing?

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Despiteindustrychallenges,marketersaresatisfiedatwork.

Nowthegoodnews:Marketersareoverwhelminglyoptimisticabouttheirjobs/careers.

Seventy-sixpercentareeithersomewhatorverysatisfiedintheirmarketingrole;director-levelandabovemarketersarenearly2xmorelikelytosaytheyare“verysatisfied”thanareallothers.

Despiterelativelyhighlevelsofsatisfaction,marketersareincreasinglycuriousaboutacareermove.Morethanoneinthree(35%)areactivelypursuingorhighlyinterestedinfindinganotherjob—up4pointsfromlastyearand7pointsfromtwoyearsago.Andyet,onlyhalfofmarketersagreethatiftheyhadtostarttheircareersover,theywouldstillchooseacareerinmarketing

(another30%wereneutralabouttheissue).

84%saytheywork

remotelyatleastparttime.

Thismetriccorrelateswithastrongerjobmarket;peoplearemorelikelytoseeksecurity(i.e.,nojobchange)inadownmarket.Mostwhoareconsideringleaving

theircurrentrolewanttostayinmarketing(71%).

Oneafter-effectofthepandemicyearsisastrongpreferenceamongmarketingprofessionalstoworkremotelyatleastparttime.This

developmenthasimportantramificationsforemployers.Just16%ofmarketerssurveyedsaytheyworkintheofficefulltime.The

remainderworkremotelyeitherfulltimeoronahybridschedule.

Andamongthosewhoworkhybridorremotely,morethantwointhree(68%)saytheywouldnotstaywiththeircurrentemployerifforcedtoworkintheofficefulltime.Ahigherpercentageofwomenthanmen(55%vs.35%)saythey’dleavetheirrolesifforcedtoworkinanofficeeveryday.

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Marketersatdirectorlevelorabovemorelikelytobeverysatis?ed

Directororabove

Manager

Individualcontributor

4%

3%

4%

39%40%10%8%

21%58%7%12%

21%52%11%12%

■Verysatisfied

■Somewhatsatisfied

■Neutral

■Somewhatdissatisfied

■Verydissatisfied

020406080100

Q:Howsatisfieddoyoufeelinyourcurrentjob?

Source:ContentMarketingInstitute

Womenaremorelikelytoquitifforcedtoworkin-o代cefulltime

■Yes

■No

■Unsure

30.5%

34.7%

34.7%

24.2%20.9%

54.9%

MenWomen

Q:Wouldyoustayinyourcurrentjobifyouwereforcedtoworkintheo?icefulltime?

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Mostemployers'staythecourse'whenitcomestoremotework

24%

18%

■Morewillingtoallowremotework

■Aboutthesame

■Lesswillingtoallowremotework

58%

Q:Isyouremployermoreorlesswillingtoallowremoteworkingcomparedtooneyearago?

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

HOWMUCHAREMARKETERSPAID?

Weaskedmarketershowmuchtheymake,whethertheyfeelfairlycompensated,andhowtheysupplementtheirincomes.

Onaverage,marketersintheU.S.make$108,380peryear,

3%lowerthanlastyear.Marketersbelievetheyshouldbeearningapproximately20%morethanwhatthey

currentlyearn.

Averageannualcompensationfor

U.S.-basedmarketer:$108,380

ThosewhoworkinlargeurbancenterslikeNewYorkCity,Boston,andSanFranciscomake30%morethantheirpeersinsmallermarkets.*

Majorurbancenters:$122,265

Allotherlocations:$93,737

Menmake7%morethanwomenandarenearlysixtimesmorelikelytoholdaC-levelorownershippositioninacompany.

Male:$114,503Female:$107,096

Employeesatdirectorlevelorabovereportincomeapproximately1.6xthatofindividualcontributors.

Directorandabove:$146,901

Manager:$102,914

Individualcontributor:$89,455

Notsurprisingly,olderworkersearnmorethanyounger,lessexperiencedprofessionals.Thisyear,thegapbetweenGenZandBoomersclosedslightly—fromamultipleof2.2to2.1.

GenZ:$65,375

Millennials:$101,347

GenX:$126,534

Babyboomers:$135,000

*Thefollowingareasareconsidered“majormetros”:Atlanta,Boston,Chicago,Dallas,Detroit,Houston,LosAngeles,Miami,NewYorkCity,Philadelphia,Phoenix,SanFrancisco,Seattle,andWashington,D.C.Todefinethe“majormetrodifferential,”wecomparedprofessionalsinthesecitiesagainstallotherU.S.respondents.

THEMAJORMETRODIFFERENTIAL:

Thosewhoworkinlargeurban

centerslikeNewYorkCity,

Boston,andSanFranciscomakemoremoneythantheirpeersinsmallermarketsandthepaygapcanbequitelarge.Forexample,directorsinthetop14major

metroareasintheU.S.make43%morethantheirpeersinother

markets,managersmake24%

more,andindividualcontributorsmake30%more.

COMPENSATIONRESEARCHBACKGROUND

Includedherearemarketing

professionalswhoareemployedfulltimeintheU.S.Full-time

freelancersarenotincludedinthisgroup.

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Freelanceworksupplementsincomeformany.

Morethan1in5marketers(22%)saytheyfreelanceontheside,inadditiontotheirfull-timemarketingjobs.Onaverage,marketersmakeanadditional$8,250peryearfromfreelancegigs.

Themostpopulargigsarewriting(68%),contentstrategy(47%),andediting(46%).Andnearlyall(83%)takeonfreelanceworkthat’smarketing-related.

Whilesomereportthatfreelancingassignmentsarepassionprojects(47%),mosttakeontheextraworklargelytosupplementtheirincomes(84%).Femalefull-timemarketersarenearly50%morelikelytofreelanceonthesidethanaretheirmalecounterparts.

Forexperiencedmarketers,freelancesideprojectscanbeawaytodeveloptheirskills,expandtheirnetworks,andboosttheirtake-homepay.

OnemarketercommentingonRedditsurfacesfreelanceworkusingtheirLinkedInnetwork:“IgetallmyfreelanceleadsthroughLinkedIn—mostlyfrompeopleI’veworkedwithinthepast.Itcan

literallybeassimpleasjustupdatingyourprofiletosayyoufreelance.”1Anotherwarnsmarketerstoavoidlow-payingplatformsinfavoroffreelanceservicesthattargetexperiencedmarketers:

“[B]ecomeavettedmemberofmorepremiummarketingfreelanceplatforms…[like]MarketerHire,Braintrust,YunoJuno(U.K.),WeAreRosie,Mayple,andWorksome.”

1

/r/marketing/comments/15lhhyt/how_to_actually_start_earning_as_a_digital/

22%

Marketerswhofreelanceontheside,inadditiontofull-timemarketingjobs

$8,250

Averageamountofmoneymarketersmakeperyearfrompart-timefreelancegigs

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Writingisthemostcommonmarketinggigwork

Writing

ContentstrategyEditing

SocialmediamarketingEditorialconsulting EmailmarketingGraphicdesign

Non-marketingworkSEO

OthermarketingworkPerformancemarketingAnalytics

PublicrelationsInfluenceroutreach/relations

69%

46%

44%

37%

19%

18%

18%

18%

16%

15%

13%

10%

9%

7%

010203040506070

Q:Whatkindoffreelancingdoyoudo?(Selectallthatapply.)

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

AIANDTHEMODERNMARKETER

MarketerssayAIcansuperchargetheirworkflowsandboostaccuracy,butmostbelieveAI-generatedwritingismediocre.Sowhyaresomanyusingitforthatpurpose?

TheresearchshowsconflictingattitudesaboutAI:Ononehand,abeliefthatAIwilldriveefficiencygains;ontheother,deepmisgivingsaboutdiminishedcontentquality.

MarketerslargelyusegenAIasa“co-pilot”—atooltomakethemmoreefficientandcreative.And68%saythesetoolsaresavingthemtimeatwork.ThemostcommonusesforgenAIarebrainstorming

topics(61%)andsummarizingcontent(52%).

FewerareusinggenAItoreplaceahumanwriter(i.e.,44%saythey’reusingAIto“writedrafts”).That’sbecausemostmarketers(69%)believethewritingoutputfromAItoolsismediocre—even“soulless,”asonemarketertoldus.Anothersays,“MydirectreportusesAIforoutliningandbrainstormingat

times,butIusuallyfindAI-generatedcontenttobeunsophisticated.”

MarketersreportmixedfeelingsaboutthequalityofAI’sassistance.UsinggenerativeAIforproofreadingscoreshighest(50%callthata“high-value”application),followedbysummarizingcontent(49%),

andoutliningassignments(42%).FewersayAIisahigh-valuetoolforwritingcopy—whetherwritingarticles(37%)oremailcopy(34%).

WILLGENAI

IMPACTCAREERS?

Overall,mostmarketers(51%)viewgenAItoolsasa“net

positive”fortheirmarketingcareers—4xtherateofthosewhocallita“netnegative.”Entry-levelmarketers(thosewithfiveyears’experienceorless)aremorelikelytoreportanetpositivethantheirmoreexperiencedcolleagues.

20%ofmarketerssaytheirorganizationofferstrainingtolearnhowtousegenerativeAI.

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

DespitewidespreaduseofgenAItoolsinmarketing(just11%saytheydon’tusegenAItoolsatall),trainingonhowtousegenAIisrare.Just19%saytheirorganizationsprovideany.

Thefactthatmarketersgetlittle-to-nodirectionaboutAIfromtheiremployersisconcerning.Whilemarketers’tendencytowardcuriosityandcreativitymaycompelthemtoexperimentwithnewtools,experimentingwithgenAIcangetteamsintotroubleinmyriadways:copyrightandintellectualpropertyviolations,incompletefactchecking,uninteresting/uninsightfulcontent.AndmisusingAItools—ornotoverseeingtheiroutput—canleadaudiencesorclientstomistrustmarketers’content.

MarketerstakeanadhocapproachtousingAI:

“Ourvideoanddigitalteam

membershaveusedAIdespiteacompanydirectivetohold

untilapolicyregardingAIisinuse.(LuckilytheerrorsduetoAIwerecaughtbeforevideoandblogweredisseminated.)There’swidespread

disagreementamongstaff

abouthowAIshouldbe

used.Mostwhouseitdon’t

understandthenuancesof

fact-checkingandworkoutsidetherules.”

“I’vebeenaskedtouseAItohelpgeneratecontent,but

havealsobeentoldwecannotofficiallyuseit.(Ilogonwithmyownaccount.)”

“OthersonmyteamarehighlydependentonChatGPT,whichhasresultedinlow-quality

content—andmyorganizationacceptsthis.Itmakesmy

jobharderasItrytouplevelourcontentqualityand

performance.”

“We’rebeingaskedto

learnanduseitasmuchaspossible.Butwearealsoincontrolofdeterminingbestpracticesandwhathasthemostvalue.OurCEOwantstoenhanceourexperienceandefficiency,butnot

replaceus.”

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

ManymarketersuseAItobrainstormnewtopicsandsummarizecontent

Brainstormnewtopics

SummarizecontentWritearticledraftsOptimizecontent

WriteemailcopyCreatesocialmediaposts OutlineassignmentsRepurposecontent

ProofreadAnalyzedata/performance CreatebuyerpersonasCreategraphics

Createvideos

Other

No,Idon?tuseAItools

62%

53%

44%

41%

38%

34%

32%

32%

27%

12%

10%

9%

4%

5%

11%

010203040506070

Q:DoyouusegenerativeAItoolstoassistwithanyofthesecontenttasks?(Selectallthatapply.)

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Rankorderofhigh-valuegenerativeAIusecases

1Proofread

2Summarizecontent

3Outlineassignments

4Brainstormnewtopics

5Writearticledrafts

6Analyzedata/performance

7Writeemailcopy

Thepositive

68%sayAIsavestimeintheirwork.

Thenegative

69%saygenAIproducesmediocrecontent.

41%saycreativerolesarebecomingcommoditizedbygenAI.

8Repurposecontent

9Createbuyerpersonas

10Optimizecontent

Q:DoyouusegenerativeAItoolstoassistwithanyofthesecontenttasks?(Selectallthatapply.)

Rankorderisbasedonthepercent(%)whochose"highvalue"foreachactivity.Showingtop10only.

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

RESKILLINGRAMPSUP

Marketersoverwhelminglywanttoimprovetheirskillstokeepupwithindustry

changes,butcompaniesareoftenfallingshortinprovidingup-to-the-momenttraining.

Seventy-sixpercentsaymarketersneedtomasterspecializedornicheskillstoremainrelevantinthefaceofAI.Inotherwords,skillsdevelopmentiscentraltoalong,successfulcareer.Ifthat’strue,whydomarketersreportthattheiremployersarefallingshortontraining?

?Just36%saytheirmarketingtrainingmeetstheircareerneeds(bothinternalandexternaltraining).

?58%saytheirorganization’strainingprogramisnotkeepingpacewithchangesinmarketing.

?Whenmarketerspursuetrainingoutsideoftheirorganizations,theylookforhelpfromtrainingorganizations(64%),techvendors(58%),LinkedInLearning(46%),andotherlearningplatformslikeCourseraorUdemy(42%).

Whenaskedwhatskillstheywanttodeveloptostayrelevant,thelargestsharewantshelplearningnewtechnologies(49%),followedbyleadershipskills(39%)anddata/analyticsskills(35%).Learningnew

skillsisespeciallyimportantascompaniesrevampworkflows,applyingAIandautomationstomake

processesmoreefficientandeffective.WhileAImaynotwhollyreplacemarketersanytimesoon,itmayallowsomemarketingorganizationstopausehiring;onemarketerexplained,“Wehavebeenabletodomorewiththeresourceswehavealready.”

Skillbuildingisawaytoincreaseindividualmarketers’valueinsidetheirorganizationsatatimewhenvalueisunderscrutiny.OneuseronaRedditmarketingsubredditexplains,“Ilearnasmanyskillsaspossible.I’vesurvivedalotoffiringsquadssimplybecauseIwastheonlyonewhoknewXYZthing.[...]Youneedtoeditavideobutyourvideocontractorislookingtooexpensivethesedays?Noproblem,Igotit.ThePRagencyandsoftwaresuiteisweighingdownthebudget?Icandoenoughtokeepusafloat.”4

4

/r/marketing/comments/170laj4/how_prone_is_marketing_to_layoffs/

48%ofmarketerssaytheyarepursuingprofessionaltrainingoutsidetheir

organization.

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Just1in3reportcurrenttrainingismeetingtheircareerneeds

■Yes

■No

■Unsure

34.8%35.5%

29.7%

Q:Isyourcurrentmarketingtraining(in-housetrainingplusanyoutsidetraining)meetingyourcareerneeds?

Source:ContentMarketingInstitute

Whatdomarketersthinkabouttrainingopportunitiesandneeds?

Marketersneedtomasterspecialized/nicheskillstoremainrelevantintheircareers

Myorganization?strainingprogramisnotkeepingpacewithchangesinmarketing

Istruggletofindmarketingtrainingthatwillpreparemeforthefuture

27%49%14%10%

28%33%22%12%5%

10%30%22%30%9%

1%

■StronglyAgree

■Agree

■Neutral

■Disagree

■StronglyDisagree

020406080100

Q:Doyouagreeordisagreewiththefollowingstatements?

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

Theskillsmarketerswanttodevelopandsharpen,bygeneration

WorkingwithnewtechnologiesSearchengineoptimization

Leadership/managementskillsDataanalytics/datascience

Audiencedevelopment/segmentationWriting/editingskills

Communitydevelopment/activation

Audio/video(filming,editing,production)Datavisualization/datapresentation

User/customerexperience

Processautomation

GenZMillenialsGenXBabyBoomers

45%43%60%59%

40%

33%

33%

41%

40%

48%

28%

16%

35%

36%

35%

34%

29%

28%

17%

16%

26%

20%

16%

16%

22%

12%

10%

9%

15%

18%

18%

25%

15%

16%

21%

19%

12%

18%

17%

31%

8%18%17%13%

Q:Whatskillsareyoumostinterestedindeveloping/sharpeningtoadvanceincontentmarketing?(Selecttopthree.)

Source:ContentMarketingInstitute

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

READY,SET,GO!

Adviceforindividualmarketersandhiringcompaniesracingtoevolveinafast-movingindustry.

MARKETERS:

Benchmarkyourpayagainstcompensationresearch.

Doyourresearchtofindouttheprevailingpayratesforyourrole,

experience,andlocation,thenconsiderhowyou’llusethisinformation.Ifyoufindyou’reundervalued,developaplantoclosethegap.This

mightinvolvemakingacasetoyourcurrentemployerorputtingin

theworktofindanotherrole.Changingjobs—whetherinternallyorwithanothercompany—isoftenthemostexpedientwaytogrowyourincome.

GetcomfortablewithAItools—evenifyourcompanyisn’tfocusedonit.

Whetheryou’reawriter,socialmediamanager,designer,oraccount

manager,genAIhasacriticalroletoplayinyourday-to-dayjoband

career.Evenifyourcompanylagsbehindinadoption,starttoexperimentwithtoolsinyourfreetime.You’llhavenoshortageofinterestingoptions,including:Perplexityfortopicalresearch,Rewordforgeneratingcontent,

Gong.ioforcustomerconversations,Lavender.aiforemailcoaching,andmanymore.

Intheabsenceofguidancefromyouremployer,experiment,experiment,experiment.

GetstartedbyreviewingbestpracticesforusingAIinmarketing—

includinghow

theAPcounselsjournalists

workingwithAItools.Also,joinAI-relatedmarketingcommunitiestoseehowyourpeersareusingAIandhoningtheirskills.Couplethesewithtraining.

Keeptraining,growing,andadvancing.

Onethingiscertain:Marketersneedtoupskill—nomattertheirrole.Individualswesurveyedarefocusedonlearningnewtechplatforms,leadershipskills,anddata/analyticsskills.Thechallengecanbein

figuringoutwheretogotodeveloptheseskills.Nearlyhalf(48%)of

marketerssaythey’reusingthird-partycompaniestodeveloptheir

skills.Theadvantage:Externaltrainingcompanieshaveup-to-the-

minutetrainingonfast-changingdigitalmarketingtechnologiesand

tactics—everythingfromtechnicalskills(SEOandGoogleAnalytics)toleadershipskillsandcontentmarketingstrategy.

Getmorecareeradviceandcuratedjoblistingsat

/careers

.

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2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS

HIRINGCOMPANIES:

DefineyourAIguidelines—evenifthey’repreliminary.

Organizationsneedtoputinplacepoliciesandproceduresforusing

generativeAI—notjustatthecompanylevel,butalsoatthemarketinglevel.Andmarketersneedtrainingforhowtouse(andnotuse)it.

Currentlyonly19%oforganizationsdothis.(Considertheseresourcesfor

developingAIguidelines

and

importantusecases

foryourteam.)

TaketheAIbullbythehorns.

M