Content writers and managers will be in high demand in 2019 as content marketing takes on a primary role in organisations, a new Hays Jobs Report has found.
The latest annual research provides a snapshot of the skills that will be needed in marketing across various sectors and industries during the next 12 months. The general takeaway is that both traditional and digital skills will be sought after as enterprises attempt to manage more complex and diverse campaigns.
Hays expects brands to source more content writers and managers this year to keep up with the fevered demand among consumers for engaging materials. The report noted that those with an understanding of user experience (UX) will be particularly popular.
Hays said that digital transformation has changed the face of marketing and means that every aspect of the discipline, from planning and strategy to analytics and measurements, needs specialist skills. Enterprises capable of addressing the skills gap, either by bringing in employees or working with agencies, will gain a competitive edge.
On the content marketing front, the report said that marketers will look to develop and utilise a plethora of formats and mediums this year. This means that a laser focus on a single area will become outdated as a push for high-quality articles, blogs, infographics, podcasts, webinars and white papers takes hold.
However, Hays executive Susan Drew said that one thing will stay the same: “The role of marketing will not change – to build the brand, drive demand and be the voice of the customer within an organisation.”