3 Roles Advertising and marketing Leaders Plan to Recruit in 2024 [New Research + Expert Insights]

Whereas most individuals are attempting to stay to their New Yr’s resolutions, entrepreneurs like myself are strategizing how one can set their organizations up for fulfillment in 2024.

A part of our strategizing is determining what roles, if any, we should always rent for and who could be the very best match.

You’ve got come to the precise weblog if your online business is in the identical boat. I sat down with a few professionals, gathered information from our 2024 State of Advertising and marketing Report, and now I’m able to inform you 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 and marketing Leaders Plan to Rent in 2024

1. Content material Creator

In line with our 2024 State of Advertising and marketing Report, content material creator is the primary function advertising leaders are hiring for in 2024, with 26% of selling leaders planning on hiring content material creators this yr.

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 have to be the very best throughout the whole lot 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. “Right now, 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 essential during the last couple of years. 23% say the identical about creating customized content material.

In different phrases, content material is king with regards to 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 financial system, what precisely makes a content material creator stand out among the many noise? What are advertising leaders on the lookout for when hiring a content material creator?

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

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

And have you ever ever heard the phrase “Curiosity killed the cat”? Effectively, 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 you could join with them on by means of your content material and channels,” she says.

Corrado additionally says company expertise is at all times welcome should you’re a creator on the lookout for alternatives.

“You’ve labored with many various manufacturers and tasks, you’ve doubtless labored underneath strain and particular constraints, and you’ll pivot between completely different inventive 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 virtually 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 making an attempt to achieve 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 a great content material strategist? Effectively, for one, a wonderful strategist will need to have excellent analytical expertise as a result of the function requires monitoring the success of the model’s content material to make data-driven choices.

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

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

Behind gross sales are net site 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? Effectively, that is the place the next function is available in.

3. Content material Advertising and marketing Supervisor

The third most distinguished function advertising leaders will rent for in 2024 is content material advertising supervisor, with 21% of leaders saying they plan to fill that function this yr, 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 target market?”

Talkwalkers’s Content material Advertising and marketing Supervisor, Daniel Seavers, instructed 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 quicker because of AI, however it means shoppers will likely be swamped with underwhelming AI-generated content material.

“Will probably be tougher than ever for manufacturers to be seen in a sea of ‘meh,’” he explains.

He says, “This makes the function of Content material Advertising and marketing Supervisor extra essential 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, resembling including real thought management, distinctive insights, and well-resourced info.

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

This brings us to the second motive why so many advertising leaders wish to rent content material advertising managers in 2024. With AI serving to to supply content material quicker than in earlier years, consumers devour extra content material than ever.

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

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

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

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

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

Finally, you know what‘s finest for your online business wants. Fastidiously take a look at your crew’s present strengths, and purpose to determine a task to assist fill the gaps.

Nonetheless, keep in mind that virtually 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 wonderful creators, strategists, and advertising managers in its ranks.