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

Whereas most individuals try to stay to their New 12 months’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 one of the best match.

You’ve got come to the suitable weblog if your enterprise is in the identical boat. I sat down with a few professionals, gathered information from our 2024 State of Advertising 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, based on 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 function 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 change 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 one of the best throughout every thing 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. “At this time, you actually can’t have too many creators in your advertising group.”

Moreover, 1 / 4 of entrepreneurs in our survey say creating content material that displays their manufacturers’ values has change into extra important over the past 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 sensible 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 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, comparable to Youtubers, Tiktokers, or Podcast personalities,” Corrado says.

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

And have you ever ever heard the phrase “Curiosity killed the cat”? Nicely, 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 in case you’re a creator on the lookout for alternatives.

“You’ve labored with many various manufacturers and tasks, you’ve doubtless labored beneath stress 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’ll be able to’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 partaking, 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 ought to 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 an excellent content material strategist? Nicely, for one, a superb strategist should 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.

A fantastic content material strategist can 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 keeping with our survey, 41% of selling professionals say gross sales is a very powerful 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 price (28%), and lead technology (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? Nicely, that is the place the next function is available in.

3. Content material Advertising 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 12 months, based on our survey.

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

Talkwalkers’s Content material Advertising Supervisor, Daniel Seavers, advised 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 unhealthy 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, but it surely means shoppers shall be swamped with underwhelming AI-generated content material.

“It will likely be more durable than ever for manufacturers to be seen in a sea of ‘meh,’” he explains.

He says, “This makes the function of Content material Advertising Supervisor extra important 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, comparable to including real thought management, distinctive insights, and well-resourced details.

“They will produce the standard over amount that can in the end have interaction shoppers,” he says.

This brings us to the second motive why so many advertising leaders need to rent content material advertising managers in 2024. With AI serving to to provide content material quicker than in earlier years, patrons eat extra content material than ever.

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

“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 an excellent content material advertising supervisor will know the place your patrons are looking out, whether or not in your web site, 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 partaking, unique, thought-provoking content material that meets each ache level,” he says. “In a approach that resonates and encourages folks to purchase.”

Seavers explains, “Whether or not that’s by 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.”

In the end, you know what‘s finest for your enterprise wants. Rigorously take a look at your group’s present strengths, and purpose to establish a job 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 group has glorious creators, strategists, and advertising managers in its ranks.