3 Roles Marketing Leaders Plan to Recruit in 2024 [New Research + Expert Insights]

Whereas most individuals are attempting to stay to their New 12 months’s resolutions, entrepreneurs like myself are strategizing find out how to set their organizations up for achievement in 2024.

A part of our strategizing is determining what roles, if any, we must always rent for and who can be the perfect match.

You’ve got come to the appropriate weblog if your corporation is in the identical boat. I sat down with a few professionals, gathered knowledge from our 2024 State of Advertising Report, and now I’m able to let you know the highest three roles entrepreneurs plan to rent in 2024

With out additional delay, let’s discover why these three roles matter, in accordance with consultants.

The Prime 3 Roles Advertising Leaders Plan to Rent in 2024

1. Content material Creator

In keeping with our 2024 State of Advertising Report, content material creator is the primary position advertising leaders are hiring for in 2024, with 26% of selling leaders planning on hiring content material creators this 12 months.

This doesn‘t shock me in any respect, contemplating how integral content material advertising has develop into to most model’s methods.

“The demand for content material throughout all of the completely different digital channels is big,” says Taylor Corrado, senior director of name for Wistia.

She says, “Entrepreneurs really feel like they should be the perfect throughout all the pieces from TikTok and podcasts to their weblog and occasions, each digital and in particular person.”

Our report additionally discovered that 31% of entrepreneurs plan to leverage short-form movies in 2024, and 27% plan to leverage influencer advertising.

“Companies are competing with influencers who’re making a number of movies each single day,” Corrado explains. “In the present day, you actually can’t have too many creators in your advertising crew.”

Moreover, 1 / 4 of entrepreneurs in our survey say creating content material that displays their manufacturers’ values has develop into extra vital during the last couple of years. 23% say the identical about creating personalised content material.

In different phrases, content material is king in terms of advertising. Thus, it is smart that advertising leaders would look to rent extra creators on their groups.

With over 207 million creators making up the worldwide creator economic system, what precisely makes a content material creator stand out among the many noise? What are advertising leaders in search of when hiring a content material creator?

“Relying on the channel they’re trying to develop in, manufacturers are in search of creators which have particular channel experience, akin to Youtubers, Tiktokers, or Podcast personalities,” Corrado says.

She explains, “Manufacturers need somebody who has a artistic background, whether or not it’s writing, videography, design, or branding.”

And have you ever ever heard the phrase “Curiosity killed the cat”? Properly, the identical does not ring true for content material creators. Corrado tells me curiosity is essential to content material creators trying to be employed by manufacturers.

“Curiosity can actually drive understanding of an viewers’s ache factors and pursuits which you could join with them on by your content material and channels,” she says.

Corrado additionally says company expertise is all the time welcome for those who’re a creator in search of alternatives.

“You’ve labored with many alternative manufacturers and initiatives, you’ve probably labored beneath strain and particular constraints, and you’ll pivot between completely different artistic wants simply,” she says.

2. Content material Strategist

Content material strategists and content material creators are like mac and cheese — you may’t have one with out the opposite. So, I can see why nearly as many advertising leaders (23%) plan to rent content material strategists as they do creators.

“The content material creator is making participating, related content material,” Corrado says. “The content material strategist deeply understands the viewers they’re attempting to succeed in and what the content material creator must be making for them.”

In different phrases, if the creator generates the content material, the content material strategist ensures the content material aligns with the model‘s values, tone, objectives, and the goal shoppers’ wants.

So, what makes content material strategist? Properly, for one, a wonderful strategist will need to have excellent analytical abilities as a result of the position requires monitoring the success of the model’s content material to make data-driven selections.

An important content material strategist can also be acquainted with utilizing completely different instruments to trace their content material’s progress. That stated, what metrics are content material strategists monitoring in 2024?

In keeping with our survey, 41% of selling professionals say gross sales is an important metric to trace when measuring the success of their content material advertising technique.

Behind gross sales are internet visitors (32%), social engagement (29%), conversion charge (28%), and lead era (27%).

So, if content material strategists map out the content material advertising marketing campaign technique, and creators craft the content material, who figures out the distribution? Properly, that is the place the next position is available in.

3. Content material Advertising Supervisor

The third most distinguished position advertising leaders will rent for in 2024 is content material advertising supervisor, with 21% of leaders saying they plan to fill that position this 12 months, in accordance with our survey.

“The content material advertising supervisor is considering distribution,” Corrado says. “How do I get this participating content material to our audience?”

Talkwalkers’s Content material Advertising Supervisor, Daniel Seavers, informed me two causes manufacturers want a content material advertising supervisor in 2024.

“First, generative AI is reshaping the world of content material advertising,” he says. “The excellent news? Everybody can create content material on the contact of a button. The dangerous information? Everybody can create content material on the contact of a button.”

For instance, Seavers says writers can churn out content material a lot sooner due to AI, however it means shoppers will likely be swamped with underwhelming AI-generated content material.

“It is going to be more durable than ever for manufacturers to be observed in a sea of ‘meh,’” he explains.

He says, “This makes the position of Content material Advertising Supervisor extra vital than ever. You want somebody who is aware of when to activate AI and when to let the human voice take over.”

Seaver tells me content material advertising managers can do issues generative AI cannot, akin to including real thought management, distinctive insights, and well-resourced details.

“They will produce the standard over amount that may finally interact shoppers,” he says.

This brings us to the second cause why so many advertising leaders need to rent content material advertising managers in 2024. With AI serving to to provide content material sooner than in earlier years, consumers devour extra content material than ever.

And that content material is straight impacting their shopping for selections.

“To personal the shopping for choice, manufacturers want somebody who lives and breathes their shoppers,” Seavers tells me. “Somebody who is aware of them higher than any laptop might.”

He says content material advertising supervisor will know the place your consumers are looking, whether or not in your web site, third-party blogs, social media posts, evaluations, or elsewhere.

“They may then be so linked together with your shoppers that they’ll form a technique that hits that purchaser panorama with participating, authentic, thought-provoking content material that meets each ache level,” he says. “In a manner that resonates and encourages individuals to purchase.”

Seavers explains, “Whether or not that’s by social listening or different data-driven strategies, constructing these real shopper connections will assist put the wind in your model sails/gross sales and navigate you thru that ‘meh’ sea.”

In the end, you know what‘s greatest for your corporation wants. Fastidiously have a look at your crew’s present strengths, and intention to determine a task to assist fill the gaps.

Nonetheless, do not forget that nearly a 3rd of selling professionals (29%) will leverage content material advertising in 2024.

So, if you wish to stay aggressive, guarantee your content material advertising crew has glorious creators, strategists, and advertising managers in its ranks.