• by Ray Schultz , August 18, 2023

Over a third of content marketers are now using generative AI to generate content. And even more are using it for other creative tasks, according to a new report from the Content Marketing Institute.  

But 58% of males and 63% of females say the career ladder in content marketing is broken. 

Of content marketers polled, 47% use generative AI platforms to brainstorm ideas and 46% to research headlines, keywords and other such elements.

In addition, 36% use generative AI to create content and 29% use it to proofread content.  

Still, marketers are concerned that generative AI will devalue their skills, resulting in:

• Less respect for skilled writers/editorial — 62%
• Writing/editing viewed as a commodity — 55% 
• Lower compensation for writers/editors —46%
• Fewer jobs for contact marketers — 45% 
• Larger workload for writers/editors — 17% 
• AI-related impacts, but not concerned — 17%

Learning new technology tools is a key part of building skills: 

• Working with new tech (AI, CMS, DAM, CRM) — 43%
• Data analytics/data science — 42% 
• Leadership/management skills — 42% 
• User/customer experience — 32%
• Audience development/segmentation — 31%
• Search engine optimization (SEO) — 29%
• Audio/video (filming, editing, etc.) — 23% 
• Writing/editing skills — 22%
• Community development/activation — 16%

Content marketers earn an average of $112,000 per year.

The Content Marketing Institute surveyed more than 1,000 people working in content marketing.