【內(nèi)容營銷協(xié)會CMI】2025年內(nèi)容營銷人員職業(yè)展望報(bào)告22900kb

CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSNewresearchlooksatindustrylayoffs,AI’sdisruptiveimpact,“phantomjobs,”return-to-officemandates—andhowallofthesefactorsimpactmarketingcareersandcompensation.2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSPAGE2PAGE2ANINDUSTRYINRAPIDTRANSITIONAsAIandeconomicheadwindsreshapemarketing,careersintheindustryareundergoingprofoundchanges.EvenfouryearsaftertheDisruption,marketingjobsandcareersarestillunsettled.OneinthreemarketerstoldustheirorganizationlaidoffmarketersintheEIsAItoblame?Themajorityofmarketerswesurveyedsaidno:Just3%ofmarketerssaidtheirhasreplacedemployeeswithAItools.AIhashadaprofoundimpact:Nearlyoneinfour(23%)saidtheirmarketinghashadtoshiftjobrequirementstoadapttogeninfluence.Andourresearchhasdetectedsignsthatthetrueimpacthasyettobefelt:Somemarketerswesurveyedexpresseddoubtsthatthesizeoftheirmarketingwouldrebound,givenpotentialtostreamlineworkflowsandmakemarketingmoreefficient.Onemarketerexplained,“Duetolayoffsonourteam,we’vebeguntoleverageAIforAnothershared,“WeuseAItorepurposecontentinlightoflayoffsandlessDespitehighlayoffamongcompaniesinoursurvey,mostmarketerswhowerelaidoffinthelasttwoyearsreportfindingajobwithinsixmonths.Onaverageittookmarketersthreemonthstofindanewjob—certainlyslowerthanthehottalentmarketofafewyearsago,butnotaslongasonlinediscussionsmightleadyoutobelieve.OnemarketerpostingonRedditexplained,“Iusuallygivemyself4-6monthsforajobsearch,assometimesitcan2-4weekstoevenhearbackfromasinglecompany—andiftheyrespondtooquickly,thatcanbeared

UNCERTAINTYAFFECTSMORALEANDRETENTION“I’mactivelyhuntingforanewjob.Ourmarketingandcommunicationsteamiscurrentlyundergoingreview—thethirdreviewsinceIjoinedtheorganizationfiveyearsago.ReviewsliketheseunderminemoraleandmakepeoplelikelytoEvenso,68%believethatfindingajobinmarketingtodayismorechallengingthanitwasfiveyearsago.Whatdrivesthisthinking?Mostbelievethechallengesarerelatedtomacroeconomiclikefinancialpressures(75%)andheightenedcompetitionformarketingjobs(69%).OthersbelieveAIisresponsibleforthechallenges(33%).Wealsonoticedanundercurrentoffrustrationamongmarketersrelatedto“phantomjobs”—jobpostingsthatmarketerssayaremisleadingorevenwhetherbecausethecompanyistryingtomeetaninternalpostingrequirementorbecauseharvestingaboutpotentialcandidates.Morethanafewsharedtheirsuspicionsandanecdotes:?“Hiringmanagersseemtobeusingtheinterviewprocesstodefinewhattheyneedinanewcandidate,thentheyevolvethejobdescription.Thisshouldbedefinedbeforetheyrecruiting!”?“Manyjoblistingsarenotactuallyoropen.ManyIencounterare?“Somecompaniesarenotreallyhiring.They’repostingjobstoseeoutthereandthenghosting?“IwonderwhethersomejoblistingsIseearejustawaytograbfollowersonsocialmedia,orevenworse,collectaboutjobThesesuspicionsspeaktohowfrustratingajobsearchcanbeformarketers—whetherbecausebotsarereadingandfilteringresumesorbecausetheycannottrustthatjobpostingsareandreal.

THERISEOFPHANTOMJOBSSomemarketerstellusthejobmarketisfullof“phantom—rolesthatcompanieshavenointentionofhiringfor.Atbest,companiesarelistingjobstomeetinternalpublicpostingrequirements;atworst,they’reharvestingdata.MarketingLayoffs33%:Companylaidoffmarketingemployeesinthelast12months11%:Personallyexperiencedlayoffinthelast12months3months:HowlongittookfindanewmarketingroleOnepersonsharedtheirexperienceinaRedditcommunityformarketers:“UnlessyouareextremelywellconnectedorliveinadenselypopulatedurbanyouaregoingtobebattlingfortheattentionofanotaAcomputerdoesn’thavefeelings,doesn’thaveempathy,doesn’tthinkyou’respecial.areanotherstringofbinarycodeandyoueitherfittheparametersithasbeenprogrammedtolookoryou2

MARKETERSREPORTSEARCH“Unlessyouareextremelyconnectedorliveinadenselypopulatedurbanyouaregoingtobebattlingfortheattentionofacomputer,notaMostsayfindingworkismorechallengingin0

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SignificantlymorechallengingMorechallengingAboutthesameLesschallengingQ:Doyouthinkit?smoreorlesschallengingtofindaprofessionaljobinmarketingnowcomparedtofiveyearsago?Source:ContentMarketingInstitute

Significantlylesschallenging2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSEconomicconditionscitedastopjobsearchchallenge32%29%5%MoreforarevaluedPoorlydefinedcareerPoorlydefinedjobGenerativeAIrolesAgeisminOther0 10 20 30 40 50 60 70 80Q:Whydoyouthinkmorechallengingtofindajobinmarketing?Source:ContentMarketingInstitute552025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSDespiteindustrychallenges,marketersaresatisfiedatwork.Nowthegoodnews:Marketersareoverwhelminglyoptimisticabouttheirjobs/careers.Seventy-sixpercentareeithersomewhatorverysatisfiedintheirmarketingrole;director-levelandabovemarketersarenearly2xmorelikelytosaytheyare“verysatisfied”thanareallothers.Despiterelativelyhighlevelsofsatisfaction,marketersareincreasinglycuriousaboutacareermove.Morethanoneinthree(35%)areactivelypursuingorhighlyinterestedinfindinganotherjob—up4pointsfromlastyearand7pointsfromtwoyearsago.Andyet,onlyhalfofmarketersagreethatiftheyhadtostarttheircareersover,theywouldstillchooseacareerinmarketing(another30%wereneutralabouttheissue).Thismetriccorrelateswithastrongerjobmarket;peoplearemorelikelytoseeksecurity(i.e.,nojobchange)inadownmarket.Mostwhoareconsideringleavingtheircurrentrolewanttostayinmarketing(71%).Oneafter-effectofthepandemicyearsisastrongpreferenceamongmarketingprofessionalstoworkremotelyatleastparttime.Thisdevelopmenthasimportantramificationsforemployers.Just16%ofmarketerssurveyedsaytheyworkintheofficefulltime.Theremainderworkremotelyeitherfulltimeoronahybridschedule.Andamongthosewhoworkhybridorremotely,morethantwointhree(68%)saytheywouldnotstaywiththeircurrentemployerifforcedtoworkintheofficefulltime.Ahigherpercentageofwomenthanmen(55%vs.35%)saythey’dleavetheirrolesifforcedtoworkinanofficeeveryday.

84%saytheyworkremotelyatleastpart662025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSPAGE7PAGE7MarketersatdirectorlevelorabovemorelikelytobeverysatisfiedDirectororaboveManager

4% ■Verysatisfied39%40%10% 8%21%39%40%10% 8%21%58%7% 12%21%52%11%12%3% ■NeutralSomewhatdissatisfied4% ■Verydissatisfied0 20 40 60 80 100Q:HowsatisfieddoyoufeelinyourcurrentSource:ContentMarketingInstituteWomenaremorelikelytoquitifforcedtoworkin-officefulltime30.5%34.7%34.7%30.5%34.7%34.7%24.2%20.9%54.9%NoUnsureMen WomenQ:Wouldyoustayinyourcurrentjobifyouwereforcedtoworkintheo?icefulltime?Source:ContentMarketingInstituteMostemployers'staythecourse'whenitcomestoremotework24%18%58%24%18%58%AbouttheLessQ:Isyouremployermoreorlesswillingtoallowremoteworkingcomparedtooneyearago?Source:ContentMarketingInstituteMUCHAREMARKETERSWeaskedmarketershowmuchtheymake,whethertheyfeelfairlycompensated,andhowtheysupplementtheirincomes. THEMAJORDIFFERENTIAL:Onaverage,marketersintheU.S.make$108,380peryear,3%lowerthanlastyear.Marketersbelievetheyshouldbeearningapproximately20%morethanwhattheycurrentlyearn.AverageannualcompensationforU.S.-basedmarketer:$108,380ThosewhoworkinlargeurbancenterslikeNewYorkCity,Boston,andSanFranciscomake30%morethantheirpeersinsmallermarkets.*Majorurbancenters:$122,265Allotherlocations:$93,737Menmake7%morethanwomenandarenearlyOnaverage,marketersintheU.S.make$108,380peryear,3%lowerthanlastyear.Marketersbelievetheyshouldbeearningapproximately20%morethanwhattheycurrentlyearn.AverageannualcompensationforU.S.-basedmarketer:$108,380ThosewhoworkinlargeurbancenterslikeNewYorkCity,Boston,andSanFranciscomake30%morethantheirpeersinsmallermarkets.*Majorurbancenters:$122,265Allotherlocations:$93,737Menmake7%morethanwomenandarenearlysixtimeslikelytoholdaC-levelorownershippositioninaMale:$114,503Female:$107,096Employeesatdirectorlevelorabovereportapproximately1.6xthatofindividualcontributors.Directorandabove:$146,901Manager:$102,914Individualcontributor:$89,455—aGenZ:$65,375Millennials:$101,347GenX:$126,534Babyboomers:$135,000RESEARCHIncludedherearemarketingprofessionalswhoareemployedfulltimeintheU.S.Full-timefreelancersarenotincludedinthisgroup.*Thefollowingareasareconsidered“majormetros”:Atlanta,Boston,Chicago,Dallas,Detroit,Houston,LosAngeles,Miami,NewYorkCity,Philadelphia,Phoenix,SanFrancisco,Seattle,andWashington,D.C.definethe“majormetrodifferential,”wecomparedprofessionalsinthesecitiesagainstallotherU.S.respondents.2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS本報(bào)告來源于三個(gè)皮匠報(bào)告站（）,由用戶Id:262617下載,文檔Id:180696,下載日期:2024-11-12本報(bào)告來源于三個(gè)皮匠報(bào)告站（）,由用戶Id:262617下載,文檔Id:180696,下載日期:2024-11-12Freelanceworksupplementsincomeformany.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.Itcanliterallybeassimpleasjustupdatingyourprofiletosayyoufreelance.”1Anotherwarnsmarketerstoavoidlow-payingplatformsinfavoroffreelanceservicesthattargetexperiencedmarketers:“[B]ecomeavettedmemberofmorepremiummarketingfreelanceplatforms…[like]MarketerHire,Braintrust,YunoJuno(U.K.),WeAreRosie,Mayple,andWorksome.”1https://www.reddit.com/r/marketing/comments/15lhhyt/how_to_actually_start_earning_as_a_digital/

22%Marketerswhofreelanceontheside,inadditionfull-timemarketingjobs$8,250amountofmoneymarketersmakeperyearfrompart-timefreelance102025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSPAGE12PAGE12WritingisthemostcommonmarketinggigworkNon-marketingworkOtherPerformance

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69%0 10 20 30 40 50 60 70Q:Whatkindoffreelancingdoyoudo?(SelectallthatSource:ContentMarketingInstituteAIANDTHEMODERNMARKETERMarketerssayAIcansuperchargetheirworkflowsandboostbutmostbelieveAI-generatedwritingismediocre.Sowhyaresomanyusingitforthatpurpose?TheresearchshowsconflictingattitudesaboutAI:Ononehand,abeliefthatAIwilldriveefficiencygains;onthedeepmisgivingsaboutdiminishedcontentquality.MarketerslargelyusegenAIasa—atooltomakethemmoreefficientandcreative.And68%saythesetoolsaresavingthemtimeatwork.ThemostcommonusesforgenAIarebrainstormingtopics(61%)andsummarizingcontent(52%).FewerareusinggenAItoreplaceahumanwriter(i.e.,44%saythey’reusingAIto“writedrafts”).becausemostmarketers(69%)believethewritingoutputfromAItoolsismediocre—evenasonemarketertoldus.Anothersays,“MydirectreportusesAIforoutliningandbrainstormingattimes,butIusuallyfindAI-generatedcontenttobeMarketersreportmixedfeelingsaboutthequalityofassistance.UsinggenerativeAIforproofreadingscoreshighest(50%callthata“high-value”application),followedbysummarizingcontent(49%),andoutliningassignments(42%).FewersayAIisahigh-valuetoolforwritingcopy—whetherwritingarticles(37%)oremailcopy(34%).

WILLGENAICAREERS?Overall,mostmarketersviewAItoolsasa“netpositive”fortheirmarketingcareers—4xtheofthosewhocallita“netEntry-levelmarketers(thosewithfiveyears’experienceorless)aremorelikelytoreportanetpositivethantheirmoreexperiencedcolleagues.20%ofmarketerssaytheirorganizationtrainingtolearntousegenerativeAI.DespitewidespreaduseofgenAItoolsinmarketing(just11%saytheydon’tusegenAItoolsatall),trainingonhowtousegenAIisJust19%saytheirorganizationsprovideany.Thethatmarketerslittle-to-nodirectionaboutAIfromtheiremployersisconcerning.Whilemarketers’tendencycuriosityandcreativitymaycompelthemtoexperimentwithnewtools,experimentingwithgenAIcanteamsintotroubleinmyriadways:copyrightandintellectualpropertyviolations,incompletechecking,uninteresting/uninsightfulcontent.AndmisusingAItools—ornotoverseeingtheiroutput—canleadaudiencesorclientstomistrustmarketers’content.MarketerstakeanadhocapproachtousingAI:“OurvideoanddigitalteammembershaveusedAIdespiteacompanydirectivetoholduntilapolicyregardingAIisinuse.(LuckilytheerrorsduetoAIwerecaughtbeforevideoandblogweredisseminated.)There’swidespreaddisagreementamongstaffabouthowAIshouldbeused.Mostwhouseitdon’tunderstandthenuancesoffact-checkingandworkoutsidetherules.”

“I’vebeenaskedtouseAItohelpcontent,buthavealsobeentoldweofficiallyuseit.(Ilogonwithmyownaccount.)”

“Othersonmyarehighlydependentonwhichhasresultedinlow-qualitycontent—andmythis.ItmakesmyjobharderasItrytouplevelourcontentqualityandperformance.”

“We’rebeingaskedtolearnanduseitasmuchaspossible.Butwearealsoincontrolofdeterminingbestpracticesandwhathasthemostvalue.OurCEOwantstoenhanceourexperienceandefficiency,butnotreplaceus.”ManymarketersuseAItobrainstormnewtopicsandsummarizecontent62%53%62%53%44%41%38%34%27%12%10%9%11%postsRepurposeAnalyzepersonasgraphicsIuseAItools0 10 20 30 40 50 60 70Q:DoyouusegenerativeAItoolstoassistwithanyofthesecontenttasks?(Selectallthatapply.)Source:ContentMarketingInstitute2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSRankorderofhigh-valuegenerativeAIusecases1234ProofreadSummarizecontentOutlineassignments12345678910BrainstormnewtopicsWritearticledraftsAnalyzedata/performanceWriteemailcopy5678910

Thepositive68%sayAIsavestimetheirwork.Thenegative69%saygenAImediocrecontent.41%saycreativerolesarebecomingcommoditizedgenAI.RepurposecontentCreatebuyerpersonasOptimizecontentQ:DoyouusegenerativeAItoolstoassistwithanyofthesecontenttasks?(Selectallthatapply.)RepurposecontentCreatebuyerpersonasOptimizecontentQ:DoyouusegenerativeAItoolstoassistwithanyofthesecontenttasks?(Selectallthatapply.)Rankorderisbasedonthepercent(%)whochose"highvalue"foreachactivity.Showingtop10Source:ContentMarketingInstitute152025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALS2025CAREEROUTLOOK:CONTENTANDMARKETINGPROFESSIONALSPAGE20PAGE20RESKILLINGRAMPSUPMarketersoverwhelminglywanttoimprovetheirskillstokeepupwithindustrySeventy-sixpercentsaymarketersneedtomasterspecializedornicheskillstoremainrelevantintheofAI.Inotherwords,skillsdevelopmentiscentraltoalong,successfulIftrue,whydomarketersreportthattheiremployersarefallingshortontraining?? ? 58%saytheirtrainingprogramisnotkeepingwithchangesinmarketing.? Whenmarketerspursuetrainingoutsideoftheirorganizations,theylookforhelpfromtrainingorganizations(64%),techvendors(58%),LinkedInLearning(46%),andotherlearningplatformslikeCourseraorUdemy(42%).Whenaskedwhatskillstheywanttodeveloptorelevant,thesharewantshelplearningnewtechnologies(49%),followedbyleadershipskills(39%)anddata/analyticsskills(35%).Learningnewskillsisespeciallyimportantascompaniesrevampworkflows,applyingAIandautomationstomakeprocessesmoreefficientandeffective.WhileAImaynotwhollyreplacemarketersanytimesoon,itmayallowsomemarketingorganizationstopausehiring;onemarketerexplained,“WehavebeenabletodomorewiththeresourceswehaveaaaaIaII44https://www.reddit.com/r/marketing/comments/170laj4/how_prone_is_marketing_to_layoffs/

48%ofmarketerssayarepursuingprofessionaltrainingoutsidetheirorganization.Just1in3reportcurrenttrainingismeetingtheircareerneeds34.8%35.5%34.8%35.5%29.7%Q:Isyourcurrentmarketingtraining(in-housetrainingplusanyoutsidetraining)meetingyourcareerneeds?Source:ContentMarketingInstituteWhatdomarketersthinkabouttrainingopportunitiesandneeds?Marketersneedtomasterspecialized/nicheskillstoremainrelevantintheirMytrainingprogramiskeepingwithchangesinIstruggletofindmarketingthatwillpreparemeforthe

1% ■StronglyAgree27%49%27%49%14%10%28%33%22%12%10%30%22%30%9%5%NeutralDisagreeStronglyDisagree0 20 40 60 80 100Q:Doyouagreeordisagreewiththefollowingstatements?Source:ContentMarketingInstituteTheskillsmarketerswanttodevelopandsharpen,bygeneration45%43%60%59%40%33%33%41%40%48%28%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%WorkingwithnewSearchengineoptimizationLeadership/managementskillsanalytics/datascienceAudiencedevelopment/segmentationWriting/editingskillsCommunitydevelopment/activationAudio/video(filming,editing,production)Datavisualization/datapresentationUser/customerexperienceProcessautomationQ:Whatskillsareyoumostinterestedindeveloping/sharpeningtoadvanceincontentmarketing?(Selecttopthree.)Source:ContentMarketingInstituteGO!Adviceforindividualmarketersandhiringcompaniesracingtoevolveinafast-movingindustry.MARKETERS:Benchmarkyourpayagainstcompensationresearch.Doyourresearchtofindouttheprevailingpayforyourrole,experience,andlocation,thenconsiderhowyou’llusethisinformation.Ifyoufindyou’reundervalued,developaplantoclosetheThismightinvolvemakingacasetoyourcurrentemployerorputtingintheworktofindanotherrole.Changingjobs—whetherinternallyorwithanothercompany—isoftenthemostexpedientwaytogrowyourincome.GetcomfortablewithAItools—evenifyourcompanyisn’tfocusedonit.aorAIainifininnoof

Intheabsenceofguidancefromyourexperiment,experiment,experiment.GetbyreviewingbestpracticesforusingAIinmarketing—includinghowtheAPcounselsjournalistsworkingwithAItools.Also,joinAI-relatedmarketingcommunitiestoseehowyourpeersareusingAIandhoningtheirskills.Couplethesewithtraining.Keeptraining,growing,andadvancing.Onethingiscertain:Marketersneedtoupskill—notheirrole.Individualswesurveyedarefocusedonlearningnewtechplatforms,leadershipskills,anddata/analyticsskills.Thechallengecanbeinfiguringoutwheretogotodeveloptheseskills.Nearlyhalf(48%)ofmarketerssaythey’reusingthird-partycompaniestodeveloptheirskills.Theadvantage:trainingcompanieshaveup-to-the-minutetrainingonfast-changingdigitalmarketingtechnologiesandtactics—everythingfromtechnicalskills(SEOandGoogleAnalytics)toleadershipskillsandcontentmarketingGetmorecareeradviceandcuratedjoblistingsat/careers.HIRINGCOMPANIES:DefineyourAIguidelines—evenifthey’reOrganizationsneedtoputinplacepoliciesandproceduresforusinggenerativeAI—notjustatthecompanylevel,butalsoatthemarketinglevel.Andmarketersneedtrainingforhowtouse(andnotuse)it.Currentlyonly19%oforganizationsdothis.(ConsidertheseresourcesfordevelopingAIguidelinesandimportantusecasesforyourteam.)TaketheAIbullbythehorns.ManymarketerstoldustheirinternaluseofAIisstilladhocandunmanaged.Andmarketersareu