Ready to build and grow your content operations team in 2019? Kapost just released Content Strategy and Operations Manual which provides statistics on what B2B companies look for when hiring talent for content operations, and tips for building your team.
For the report, Kapost surveyed 506 US marketers and the responses were filtered to include only B2B-focused companies with dedicated content teams or staff.
Here are eight key trends mentioned in the report that you need to keep an eye on as you head into the new year.
1. Most companies are hiring specifically for content teams
Kapost notes that five years ago, very few organizations were specifically hired for content operations. They cite a 2013 report from Altimeter that found very few companies have content departments or employees with the word “content” in their title.
Today, things look much different – 67 percent of respondents told Kapost that their organizations will be specifically recruiting for content teams in the next year . Three of the four organizations interviewed have dedicated content teams, and most have a content operations role to manage the strategy and processes behind their content. This proves that company leadership is increasingly seeing content as a legitimate aspect of its business strategy that deserves a dedicated team. content, more than half have dedicated content teams. Just over 20 percent focus on content management for marketing but don't have a dedicated content team or staff, while 27.3% don't focus on content marketing at all.
2. Growing Content Budgets
Another sign of increased executive buying for content activities is the trend towards higher content budgets. Content teams today have more resources available to them, and most content budgets are expected to grow to 2019.
Of the companies in Kapost's survey, 56.2 percent said their content budget will increase next year, 42.3 percent said it would stay the same, and just 1.5% said know it will decrease. Overall, that means 98.5 percent of content budgets will increase or stay the same this year . This represents a high consensus that content is valuable in today's organizations and is worth the investment.
If your content budget isn't growing, you might be interested in the advice Kapost gives in the report to increase purchases. They recommend focusing on current missed opportunities rather than asking for more capital, and provide formulas to help you justify a budget increase.
3. Customer experience is paramount for content marketing teams
In 2019, content will continue to play an essential role in customer experience – 97 percent of marketers told Kapost that they believe this year's content will be as important or more important than last year's for creating a positive customer experience. Of course, a good customer experience is crucial to the success of your business. As a result, delivering the best possible customer experience should be a top goal for content teams in 2019.
4. Content marketing teams are increasingly taking responsibility for strategy and operations
In the early days of content marketing, the content team was primarily responsible for content creation, mostly in the form of writing and editing. Increasingly, the content team is also responsible for the strategy and operations behind the content. This aspect of this work has become more important in recent years and will continue to take a more central role this year.
About 35 percent of hiring managers interviewed said they seek strategic and operational knowledge when recruiting for their content team. Kapost has no data on this for 2014 as it did for other qualities it has asked for hiring managers. Kapost also finds that many hiring managers are looking for employees who can collaborate effectively across departments. This shows how much content marketing has matured over the years. It now requires a more comprehensive set of skills and strategic thinking abilities.
5. Content teams are increasingly working with multimedia
The skills that content teams possess have also changed the other way around. Content operations have moved away from writing heavily to include other forms of media, including video, graphic design, and web design. The skills that hiring managers look for have changed accordingly.
In 2014, more than 90 Percent of hiring managers said writing and editing were among the key qualities they look for in candidates. For 2019, that number is 57 percent. Overall, just over 10 percent of hiring managers cited video production skills in 2014, while 30 percent did in 2019. Percent of hiring managers looking for web design skills and graphics have skyrocketed from around 25 percent to 47 percent over the same period.
Among the most popular roles in the content team, Web/Graphic Designer came in second, while Videographer came in fifth. Managing editor comes in at 4th place.
6. Marketing/Advertising is currently the most desired major for content marketing talent
As the skills that hiring managers look for have changed over the years, so has the educational background they preferred, so did their candidates.
In 2014, most hiring managers were looking for three to five years of content marketing experience, rather than a major. That took the number one spot on the list of most wanted educational platforms, while English/Journalism came in second and Marketing/Advertising took third.
In 2018, Marketing/Advertising was the most popular major, followed by Graphics/Web Design, followed by content marketing experience instead of a major.
7. Content Marketing Director is the Most Popular Position
According to a survey by Kapost, Content Director is the most popular position for content teams. Followed by Web/Graphic Designer, Content Executive, Managing Editor and Cinematographer.
Kapost notes that content operations now extend every touchpoint with customers, leads, and leads — not just at the top of the funnel. You can find content activity among groups like marketing, content marketing, product marketing, and design. They also list some of the most important members of the content team, along with how each of them contributes to content operations, their day-to-day responsibilities, and key characteristics.
The positions Kapost lists include Head of Content Operations, Content Strategist, Product Messaging Strategist, Client Advocacy Strategist, Marketing Technologist, Designer and Designer Web Developer, Visual Designer and Cinematographer.
Content operations are constantly changing, and hiring managers need to know the latest trends to ensure they can build a team that will succeed in today's environment. For more details and tips for recruiting content marketing talent in 2019, you can Download Kapost's full report here .