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6 key marketing ops predictions for 2022



6 key marketing ops predictions for 2022

2021 was the breakout year for marketing operations. The marketing function that was once behind the scenes is now stepping onto center stage, largely driven by the need to manage digital and data, not to mention the heavy migration to a remote-first work environment. Companies were forced to make hard pivots in their marketing strategy, and they needed strong marketing operations muscle to do it. It was an absolute pleasure to see marketing operations come out of the woodwork, and I don’t see any signs of its emergence slowing down. 

What will next year, 2022 bring for marketing operations? 

Here are my key predictions. 

1. A rise in VP and director-level marketing ops roles

How many VP of marketing ops do you know? Marketing operations leadership roles tend to be in tech startups and firms in the marketing tech industry. But as the perception of marketing ops changes, larger, more established companies will bring on (or promote from within) marketing ops leaders to oversee this vital function.

A 2021 survey by BrandMaker showed that a top priority for CMOs is better tech stack integration, a key responsibility of the marketing ops function. As the need for marketing tech management skyrockets, 2022 will be the year more companies bring on marketing ops leadership. 

2. Formalized training for marketing ops

Companies are struggling to fill their high-paying marketing ops positions. Why? The demand for technically savvy marketers far outweighs the supply. There are two reasons for this: First, marketing ops has historically been considered “back-office work”, a perception that is rapidly changing. Second, there has been a large chasm of missing formal education and training when it comes to learning the core skills of marketing ops.

Digital marketing has only been recently added to college curricula around the world, and you would be hard-pressed to find any class that covers marketing operations. A quick Google search for “marketing operations training” offers few results, none of which are part of an accredited business degree program. While there have been many paid training options for specific marketing platforms such as marketing automation, there has been a dismal lack of education around marketing operations as an overall function. This is an area that’s ripe for disruption and will soon change in 2022.

3. Marketing ops will overtake advertising ops

What’s the latest with advertising operations? While advertising has always taken the largest portion of the marketing budget, the function itself has not been trendy as of late. Today’s hype in B2B focuses on topics like ABM, community-building, and product-led growth. While advertising will continue to be one of the most effective ways to get in front of an audience quickly, it needs to be strategically aligned with other parts of the marketing mix to drive true impact.

According to Statisa, global digital advertising spend will rise to $645.8 billion in 2025. As more advertising ops professionals begin pushing to exert more influence on the business and more marketers start seeing how ad ops fits into the overall marketing organization, a solid place of this function seems to be merged with marketing operations. 

4. Account-based marketing will be owned by marketing ops

For many organizations, account-based marketing has seen a steep rise and a sudden plateau. According to Google Trends, search volume for ABM peaked in August 2021 and almost halved in volume by November 2021. Marketers are quickly realizing that many of the principles behind ABM, such as alignment, targeting, and hyper-personalization, are really just good marketing best practices.

Rather than hire ABM leaders, marketing teams will soon see that marketing operations can smartly fit ABM as one of the many strategies that marketing employs throughout the year. In addition, marketing ops has the data and Martech ownership that can really bring ABM to life.

5. Marketing ops will become the first or second marketing hire

When have organizations historically brought on a marketing ops hire? It’s typically been an afterthought – a reactive last-ditch effort to try to fix chaotic data and processes. But more marketing leaders are starting to see that facilitating tech and data is the key to scaling and optimizing marketing. Even Dave Gerhardt, former Chief Brand Officer at Drift, commented that were he to start over, his first or second marketing hire would be an operations professional.

The marketing teams that have brought in MOPs early are the ones winning today. They are reaping the benefits of the prior investment in tech and data, and are now seeing marketing work in a strategic, orchestrated way. 

6. Data privacy will become a marketing ops core competency

While already a top priority for enterprise organizations, data privacy will take a front seat in 2022. According to Capgemini, 48% of CMOs state that better compliance with regulations is a top business priority. Many marketers are struggling to understand how to make their campaigns operationally compliant in a way that protects customer data, and ensures their marketing adheres to customer consent.

Marketing ops professionals with this knowledge will be sought after, and data privacy will become a core competency for ops teams across the globe.

The common thread

The common thread behind all the predictions? It’s that marketing operations will continue to grow in size, scope, and importance as long as the need for marketing data and technology grows. The companies and individuals that invest in developing that marketing ops muscle will see big dividends in 2022 and beyond. 

Which of the 2022 predictions do you think will come true? 

About The Author

Darrell is an award-winning marketer and Martech professional. He was named one of the top Martech Marketers to Follow in 2020, won the Fearless Marketer award in 2018, is a 2X Marketo Champion, and is a certified Salesforce Administrator. He has consulted for several Fortune 500 companies including General Electric and Abbott Laboratories and currently leads marketing operations at Amazon Web Services where he helps empower hundreds of marketers to build world-class customer experiences. Darrell is a frequent speaker at martech events, and regularly posts thought leadership content on Linkedin and Twitter.

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Want to Build a Content Marketing Career Path? Here’s What to Do



Want to Build a Content Marketing Career Path? Here's What to Do

What Does a Content Marketing Career Path Look Like?

Are you looking to pursue a content marketing career path? You’re in a good place. Content marketing is blowing up, set to be worth $600 billion in 2024 (Technavio research).

What’s more, 89% of companies that hire content marketers plan to either continue or increase their current investments throughout 2022.

If you have natural writing ability, a knack for creativity, and are driven by data, content marketing may just be your dream field.

But, what does it take to be successful in content marketing? Are there specific hard skills you need to have? Let’s take a closer look.

Why Choose a Career in Content Marketing?

For starters, it’s a growing field with a lot of opportunities. Additionally, it allows you to be creative and work independently – two things that are increasingly important in the modern workforce.

Growth Industry

Content marketing continues to grow as an industry for one main reason; it works. In a recent Semrush survey, 73% of companies who increased their content marketing spending from 10% to 70% of their total marketing budget were very successful.

In addition, 72% of companies have stated they plan to increase their content marketing budget in 2022. As the industry continues to grow, the need for individuals in the field also increases.


While having a career that feeds your creativity can be rewarding, the paycheck is a significant factor.

As a content marketer, you can create a stable and solid income. The average base salary for a content marketer in the United States is $56,036. Not too shabby for an entry-level position.

It only goes up from there. According to PayScale, the median base salary for a management position is $70,332 and $168.183 for an executive-level role.

Continued Learning

One thing a career in content marketing won’t be is stagnant. The way people consume content is constantly changing, meaning the way you create it will also shift. You’ll need to stay updated with the latest trends and best business practices.

The learning doesn’t end there. Depending on your role, you may be creating content for various industries. This means you may have to educate yourself on topics you have no experience in.

The more you increase your knowledge, the more room you have for personal and professional growth.

If you consider yourself a lifelong learner, this is an excellent career.

What type of marketer are you?

What Does a Content Marketing Career Path Look Like?

The content marketing industry is a sprouting field with many opportunities for those willing to invest time and effort. While a bachelor’s degree may help you start on the right foot, it’s not a surefire ticket into the industry anymore. Instead, think of building skills that clients and employers will immediately hire for.

There are specific skills that are vital to your success in content marketing.

6 Key Skills You Need to Succeed in a Content Marketing Career

This rapidly growing field will require essential hard skills to land jobs. While this may slightly vary depending on your specific role, we found the skill set listed below as being necessary for all positions within content marketing:

  1. Writing skills: This is a must. The majority of content marketing is writing, so it is vital that you can craft compelling copy that draws in your target audience.
  2. Knowledge of SEO: To ensure you create the content your audience wants to consume, you need a basic understanding of search engine optimization.
  3. Data & analytics skills: This is essential in determining the success of the content; whether it’s measuring engagement, subscriptions, or clients, you need to be able to quantify your success.
  4. Social media literacy: You may need to craft and distribute content for a range of platforms, knowing how to leverage multiple channels will set you apart in the industry.
  5. Research skills: Depending on your role, you may be crafting content for several industries. You need to know how to find reliable and factual information no matter the field.
  6. Time management skills: Your content is only strong if it’s still relevant. Adhering to deadlines is crucial so employers can publish on time, in season.

Seem to be missing one or two skills from your portfolio? Don’t get discouraged. We offer a wide range of resources that can set you up for success, such as our Head of Marketing Bootcamp.

While the knowledge mentioned above is going to be key to getting you into the door you can’t forget about some essential soft skills.

To truly enjoy your career and continue to grow in your field, the additional skills below are another essential set to add to your content marketing toolkit:

  • Curiosity
  • Persuasion
  • Creativity
  • Good intuition
  • Growth mindset

Content Marketing Roles

A career path in content marketing can look different for everyone. In fact, content marketing is a pretty broad term, and you’ll have your pick from various roles within the industry.

Typical roles within a content marketing team include:

  • Community Manager: The middleman. The community manager acts as the brand voice through content distribution, community support, and digital engagement.
  • Social Media Manager: Responsible for creating and distributing content across social media platforms. This can also include content strategy, analyzing analytics, and digital campaigns.
  • Video Marketing Manager: Helps brands tell their story through engaging videos to connect with potential customers on a deeper level.
  • Brand Journalist: Produces a variety of written content that communicates the capabilities and values of the company. They grab the attention of potential clients and turn them into customers.
  • SEO Specialist: A research and analytical guru that uses search engine optimization to create strategies and in-demand content.
  • Graphic Designer: Responsible for the visual aspect. From websites to logos, the graphic designer creates engaging visuals that are brand and captivate the audience.
  • Copy Editor: Ensures all written content is in tip-top shape before distribution.
  • Managing Editor: Also known as a content manager, this individual often oversees designers, writers, and researchers to ensure the success of all visual and written content.
  • Director of Editorial: The boss of the boss. This editor manages a team of producers, along with creating and implementing strategies and upholding vendor relations.
  • Chief Content Officer: This is the top dog. The CCO oversees all content creation and distribution, ensuring it is on par with the company’s brand.

Start Your Content Marketing Career

In today’s digital age, content is king. The best way to succeed in content marketing is by producing high-quality content that engages your audience.

If you want to start a career in content marketing, we can help. We offer courses and training that will give you the skills you need to succeed. Check out our Content Marketing Mastery course to start your content marketing career path.

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