Content marketing roles are moving from simply producing content assets and keeping a content calendar. A recent study by Semrush found a major structural shift occurring in the job market for content marketers, as top and bottom layers of staffing expand and middles layers contract. 

A look at the distribution of marketing roles shows that hiring patterns have changed. For example, roles that are heavy on execution now make up just over one-third (34%) of related job listings, while listings for more traditional generalist roles have decreased significantly. Compared to 2023, listings for more traditional roles like “content marketing manager” and “content marketing specialist” have decreased by 73% and 74%, respectively. Conversely, listings for senior leadership roles have increased by 300%-375%. This increase includes postings for “Head of Content Marketing” and “VP of Content” roles.

Merging of SEO and content

The Semrush analysis also found that job titles are changing to reflect the merger of SEO and content. For example, one-fifth of content-related job postings are for “Content SEO Manager,” which, along with “Content Creator,” is the largest group in the job posting dataset. This merging of SEO and content is coming about due to influence from search driven by AI to increase search results across all channels discovered by search – search engines, AI assistants, and answer engines. It shows that content has moved beyond being a support function – it is now crucial to acquisition.

Content creation is now more than just writing

The number of job listings that mention “writing” has decreased by over one-fourth (28%) since 2023, while listings for “content creation” have increased by 209%, indicating that content teams are expected to create content for various formats and channels.

Two new role types have emerged, according to numbers of job listings: “Content Producer” and “Content Creator.” These two titles together make up just over one-third (34%) of job listings in the Semrush analysis.

More core skills needed

Content marketing jobs now require skills such as analytics, narrative building, and measurable outcomes. Both senior and non-senior roles are looking for analytics and storytelling skills. This suggests that marketing leaders are looking for people who can not only control the narrative but also tie it to revenue outcomes.

More money, more AI

Content marketing roles are seeing a bump in pay, with senior role compensation up by 54% and non-senior compensation up by 29%.

It goes without saying that AI is now an expected baseline skill. While content marketers do need to be AI literate, they don’t necessarily have to be specialists in AI.

The role of the content marketer is changing. Are you and your organization changing, too?