Companies need content managers – and are hiring in this direction: Approximately 450 jobs with the title “Content Creator” can currently be found, for example, on the Stepstone platform.
But what should a Content Creator actually be able to do – and what not? We have reviewed the job advertisements and discuss the results.
Our impression: Far too many requirements are placed on Content Creators that do not actually fit the job profile. Conversely, three central requirements that are fundamental from our perspective are not found.
Content Creator as a Job:
Relevant Number of Postings
To get an impression, we searched for various job profiles in Digital Marketing on Stepstone and compared the number of advertised jobs. Approximately 5,000 jobs were advertised in November. Around 450 positions were designated as Content Creator, while other, much more established jobs each had around 1,100 postings, with slight variations.
It is clear that this is not a scientific survey. However, our subjective impression has solidified: Content Creator now plays a role in the job market. We assume that the number of job advertisements will increase. This is also why we consider it important to discuss the topic.
Since we have been publishing our own content for over eight years, with over 300 podcast episodes and thousands of LinkedIn posts, and collaborate with numerous content managers in our consulting projects, we bring relevant practical knowledge to this topic.
What Does a Content Creator Do?
The Content Creator creates digital content in various formats and channels. Specifically, they write texts, edit videos, design graphics, or take photos. For all disciplines, there are also specific job profiles such as photographer, videographer, or online editor. However, the “Content Creator” as a desired specialist is expected to combine these various activities. Likely also because many companies do not want to hire too many people for content production or do not see the necessity behind it.
In reality, many content managers have a clear focus on one format – and additional competencies in certain areas. Many, for example, have a writing background. Among the younger generations, we see a clear focus on video cutting and producing. Here, TikTok and short video formats heavily influence personal development.
The Content Creator, in contrast to the Digital Marketing Manager, is truly involved in concrete content creation – and not just coordination. The job is comparable to that of a Content Marketing Manager. However, many Content Marketing Managers also coordinate a great deal in their daily work, for example, commissioning freelancers or producing content for all departments.
Survey by Benjamin on LinkedIn: As a Content Creator, in front of or behind the camera? Experts disagree.
Job profiles often show a strong connection to the Social Media Manager role. Specific channels like Instagram or LinkedIn are often mentioned (more on our LinkedIn Content Approach here). However, Social Media Managers have their own professional association and have professionalized accordingly. This is an aspect that is still pending for the Content Creator job. Or perhaps it won’t come at all, because the job is an interdisciplinary field and still a niche phenomenon.
Content Creator Jobs:
We Consider these Expectations Exaggerated
We Consider these 3 Tasks Extremely Important
– but They are Never Mentioned
Deepen your SEO Knowledge: Every Monday via Email
We Advise Marketing Managers on SEO
We are Fabian Jaeckert (right) and Benjamin O’Daniel. For many years, we have worked as consultants for marketing teams. We combine two worlds: Fabian is the technical expert, and Benjamin handles all topics related to content development.
With Jaeckert O’Daniel, it quickly became clear to us that we had made an excellent choice in selecting potential partners for our online marketing project. Their expertise and, above all, their ambition to thoroughly immerse themselves in our specific industry topic to provide us with the best possible support, are precisely what is now propelling us forward.
“How can we improve our SEO visibility?”
This fundamental question underlies every project for which we are brought on board.
It often involves reviewing existing SEO and content strategies from an external perspective and developing new levers.
This is precisely what we specialize in.
We develop SEO strategies for companies and present them in a structured and understandable manner to the responsible parties in focus workshops. Subsequently, we support the in-house managers during implementation.
Sounds interesting?
We would be happy to arrange an introductory SEO meeting via video conference (30 min.).
