While the majority of people are focused on their New Year’s resolutions, marketers like myself are already planning for success in 2024. As part of our strategy, we are considering what roles to hire for and who would be the best fit. If you are in the same situation, you’ve come to the right place. In this blog post, I will share the top three roles that marketers plan to hire in 2024, based on insights from our 2024 State of Marketing Report.
1. Content Creator
According to our report, the number one role that marketing leaders are looking to hire in 2024 is a content creator. This comes as no surprise, given the importance of content marketing in today’s brand strategies. The demand for content across various digital channels is immense, as marketers strive to excel on platforms like TikTok, podcasts, blogs, and virtual or in-person events. Our report also found that short-form videos and influencer marketing are gaining popularity. With fierce competition from influencers who produce multiple videos daily, having a sufficient number of creators on your marketing team is crucial. Additionally, our survey revealed that creating content that reflects brand values and personalized content has become increasingly important in recent years. Therefore, it makes perfect sense for marketing leaders to prioritize hiring more content creators. So what do marketers look for when hiring a content creator? Brands seek individuals with expertise in specific channels, such as YouTube, TikTok, or podcasting. A creative background in areas like writing, videography, design, or branding is highly valued. Furthermore, curiosity is a key trait, as curiosity drives understanding of an audience’s pain points and interests, enabling creators to connect with them through content. Agency experience is also advantageous, as it demonstrates the ability to work with different brands, handle pressure, and adapt to varying creative requirements.
2. Content Strategist
Content strategists and content creators go hand in hand. It’s no wonder that almost as many marketing leaders (23%) plan to hire content strategists as content creators. While creators focus on producing engaging and relevant content, strategists delve deep into understanding the target audience and determining what content creators should produce. A good content strategist possesses excellent analytical skills to track the success of content and make data-driven decisions. They are also familiar with using various tools to monitor content progress. When it comes to metrics, our survey revealed that sales, web traffic, social engagement, conversion rate, and lead generation are the top metrics that content strategists prioritize in 2024.
3. Content Marketing Manager
The third most sought-after role in 2024, according to our survey, is a content marketing manager. This role is responsible for content distribution and ensuring that engaging content reaches the target audience. A content marketing manager is especially crucial in today’s era of generative AI, where anyone can create content with the click of a button. While AI has its benefits, it also leads to an inundation of underwhelming content. To stand out, brands need someone who can activate AI when necessary and infuse content with genuine thought leadership, unique insights, and well-researched facts. Additionally, content marketing managers play a vital role in understanding consumers better than any computer can. They know where buyers search for information and can shape a strategy that delivers engaging, original, and thought-provoking content that addresses pain points and encourages purchasing decisions.
In conclusion, it is essential to assess your team’s strengths and identify the roles that will fill any gaps in your content marketing efforts. With nearly a third of marketing professionals leveraging content marketing in 2024, having excellent creators, strategists, and marketing managers on your team is crucial for remaining competitive.
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