Content marketing opportunities and paychecks are on the rise. This content marketing salary survey and expert advice round-up will give you a better understanding of the content marketing job market, average content marketing salary, and how to get a raise.
Job Market Overview
Image from marketingland.com
Content marketing jobs have grown over 350 percent since 2011. The highest concentration of content marketing jobs are in Massachusetts, New York, and California. While some say the forecast for content marketing roles is bleak, others predict content marketing roles will grow and responsibilities will shift to include changing technologies and story-consuming preferences.
Examples of content marketing skills expected as a requirement in the next fives years include augmented and virtual reality, chatbot marketing, and live video. As responsibilities and skill sets grow for content marketers, so do their salaries.
Content Marketing Salary Survey
Picture from Robert Half Creative Group
Creative salaries are increasing. When determining your content marketing salary, consider years of experience, location, and industry. Top resources for calculating average salary include:
- Robert Half Creative Group Salary Guide: A personal calculator supplements this guide. Enter your experience, industry, and location to receive a custom salary range. According to Robert Half, the national average content marketing salary for managers in 2017 is $70,000 to $103,000.
- Glassdoor: Glassdoor gives national and location-specific content marketing salary information. Glassdoor also provides data on company-specific compensation. According to Glassdoor, the national average salary for content marketing managers is $68,348.
- PayScale: PayScale breaks content marketing salary into subcategories including commission and bonus and can produce a custom salary report based on your experience and skills. According to PayScale, the national average salary for content marketing managers is $64,776.
Quick tip: Want a nice pay bump? Change your title to content strategist. They made between 81k and 104k in 2017.
How to Get a Raise
Asking for a raise requires courage and preparation. Though the average content marketing salary is increasing and the interest in content marketing is growing, many teams are choosing to hire contractors instead of full-time employees or try their hand at supplementing with technology rather than full-time hires. Here are a few things top-content marketers think you should do to help impress your boss and get a raise.
Scott Abel, The Content Wrangler | @scottabel
“Quit your job. Get another. The salary bump at the new gig will likely be more than your current boss will be able to raise your salary. Just ask any manager!”
Work Outside of Work
If you’re new to the content marketing space and trying to break in, the best thing you can do to get hired with a competitive starting salary is do content marketing as part of a passion project. Interested in tap-dancing animals? Create a website and grow an audience. We also suggest practicing answers to these questions.
Joe Pulizzi, Content Marketing Institute Founder | @JoePulizzi
“To anyone looking to get into content marketing, I always tell them to grow their own audience. It could be around their hobby or something they are interested in…could be anything really. If you go out and create consistent, regular content and build even a small audience over time, literally anyone will hire you.”
In a similar vein, create notoriety for yourself prior to interviewing. Here’s why:
Mark W. Schaefer, author, consultant and author of KNOWN | @markwschaefer
“The only permanent, sustainable and transferrable advantage an individual has today is be ‘known’ in their industry. Somebody who is known will command more opportunities than somebody who is not. This means being mindful about creating the online presence, authority and reputation to give yourself the best opportunity to succeed.”
Develop More Skills
Another challenge in advancing your content marketing career is developing the variety of skills required to succeed. Expanding on these will help in getting a raise.
Arnie Kuenn, CEO of Vertical Measures | @ArnieK
Michael Brenner, CEO of Marketing Insider Group | @BrennerMichael
“The best thing a content marketer can do to increase their value is to move beyond just being a marketer. And become a content creator. Write articles, create videos, test new ideas, build a social presence and share your content with them. Look at the data to understand what works and identify the insights that lead to better content. Then share those insights with your entire organization. Content marketing is simply the by-product of a customer-centric culture. Those insights have value across the entire organization.”
Joe Chernov, VP of Marketing at InsightSquared | @JChernov
“The best thing a content marketer can do to bump their salary is to be a multi-sport athlete. Be able to write and design; be able to design and code; be able to … you get the idea. Be two hires in one.”
Skills required for content marketers outside writing include html, Google Analytics, programming, marketing strategy, content strategy, thought leadership and brand development.
Many experts agree one of the best things you can do for a salary bump is prove you’re returning the investment the company is making on you.
Jay Baer, President of Convince and Convert, NY Times Best-selling Author | @jaybaer
“Learn how to measure content effectiveness very, very well.”
Rebecca Lieb, Analyst, Speaker, Author | @lieblink
“Prove results that contribute to company goals and ROI. Where most content marketers drop the ball is in assuming that only sales count. Yet content marketing can speed up product development, create organizational efficiency, create savings in customer service and hit many other benchmark that can be quantified with actual dollars and cents. All this is an essential part of content strategy. Proving business results on content campaigns won’t just help marketers to snag a bigger paycheck, it could pay off in bigger budgets, too. Win-win!”
Lee Odden, CEO at Top Rank Marketing | @leeodden
Quick tips for making the ROI argument to your manager:
- Use numbers: you’re asking for a numerical increase in your content marketing salary. It only makes sense to use numerical reasons to support that increase.
- Track against larger marketing and company goals. Your company is looking to increase revenue, prove your content is helping with this.
Barry Feldman, Author of ‘The Road to Recognition’ | @FeldmanCreative
Pam Didner, B2B Marketing Consultant | @PamDidner
Andy Crestodina, Co-Founder of Orbit Media | @crestodina
Gini Dietrich, CEO of Arment Dietrich and author of Spin Sucks | @ginidietrich
If you aren’t sure if you’re generating ROI for your organization, you’re not alone. Before asking for a raise, take some time to develop an ROI measurement process your manager supports. Also start getting feedback from the sales team or customer success. If other teams can anecdotally support your claims that your content is helping them close and retain revenue, all the better.
Bernie Borges, Podcaster, CMO of Vengreso | @bernieborges
Ann Handley, Head of Content at MarketingProfs | @MarketingProfs
Todd Wheatland, Author and Speaker, Global Strategy at King Content | @ToddWheatland
Carla Johnson, Keynote Speaker, Author, Storyteller | @CarlaJohnson
No matter your location, years’ experience or the content marketing salary you’re trying to reach, there are a few things you can do to help get you there.
Improve your marketability by showing off your marketing chops both on and off the court, in and out of the office. Create and grow an audience in your free time.
Make yourself a “multi-sport” athlete. Expand your expertise beyond just writing and into SEO, coding, design, email, paid marketing and more.
Exceed your numbers. If you’re lucky enough to be part of a content marketing team that already has an understanding of how to measure content marketing, then do your best to assure you’re exceeding expectations when it comes to achieving ROI. If your team doesn’t measure ROI for content marketing efforts, create and install a process.
To find out more on how to take the next step in your marketing career, download Curata and LinkedIn’s eBook: The Ultimate Guide to a Content Marketing Career.