S5 | 422: The future of work in marketing with Lisa Murton Beets, Content Marketing Institute

Digital StrategyTechnologyConversational AI

Sep 20

About the Episode

Next week, Content Marketing World will be coming to Washington, DC on September 26-28 and I’m excited to be attending (and that it’s in my backyard). There’s an amazing lineup and lots of great topics for those in the content marketing industry.

Additionally, the Content Marketing Institute’s Content Marketing Career & Salary 2024 Outlook is now available, and it offers some interesting insights for those of us in the business of content marketing.

Today we’re going to talk about some of the key findings in this report, and to help me discuss this topic, I’d like to welcome Lisa Murton Beets, Research Director, Content Marketing Institute.

About Lisa Murton Beets

Lisa Murton Beets has served as research director at the Content Marketing Institute since 2012. She oversees survey design, data collection, analysis, and reporting for several annual marketing surveys, including the Content Marketing Benchmarks, Budgets, and Trends reports and the Content Marketing Career & Salary Survey. To learn more, visit www.contentmarketinginstitute.com/research. Follow her @LisaBeets.

Resources

Content Marketing World 2023, the largest gathering of content marketers in the world, is in an all new location, Washington D.C., September 26-28.

Produced by the Content Marketing Institute, #CMWorld is jam-packed with keynotes, sessions, workshops, and masterclasses, covering all aspects of content marketing. No matter your level of expertise, you can customize your experience at #CMWorld 2023. Come learn, network and have fun making meaningful connections with fellow attendees and speakers before, during, and after the event.

BONUS: Use the code AGILE100 to save an extra $100 on your registration.

The Agile Brand podcast website: https://www.gregkihlstrom.com/theagilebrandpodcast

Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/

For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com The Agile Brand podcast is brought to you by TEKsystems.Learn more here: https://www.teksystems.com/versionnextnow

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Synopsis

During the episode, Lisa Murton Beets stresses the importance of content creators and marketers deepening their knowledge and capabilities to safeguard their careers in the face of increasing AI usage. She advises content creators not to view AI as a crutch or an easy solution for their writing, but rather as a tool to amplify and scale their talents. While AI can be utilized for brainstorming and research, Murton Beets firmly believes that humans still hold the reins when it comes to creating original content.

Murton Beets acknowledges that many content creators may worry that their bosses see AI as a means to replace human writers. However, she argues that cutting marketing creative staff in favor of AI would be a short-sighted decision. She firmly believes that only leaders with limited foresight would think that AI can adequately supplement or replace content creators, as humans possess the expertise and creativity necessary for effective content creation.

To future-proof their careers, Murton Beets suggests that content creators and marketers begin exploring AI tools and experimenting with them, even in their personal time. By gaining a better understanding of the possibilities offered by AI, individuals can identify how these tools can enhance their efficiency at work.

The episode also highlights the optimism of younger marketers regarding their ability to control and shape their careers. This trend is not solely influenced by AI or recent developments but is rather a characteristic of younger generations who generally feel more empowered to steer the evolution of their skills and careers. Conversely, senior marketers may face challenges in envisioning the trajectory of their careers, particularly with the disruption caused by AI and automation. However, it is suggested that in the coming years, the career paths for senior marketers may become clearer.