I think that marketing execs are going to realize a rather obvious point this year: You can’t just tell a career marketer to “do content” and expect to compete in a Hunger Games-esque media arena. That’s not a knock against marketers; it’s just that writing, editing, videography, and content strategy are specialized skills. Asking a marketer to jump into that role is like asking an accountant to fight the world champ. I mean, yes, that worked out all right in Creed, but last time I checked (Saturday), Sly Stallone isn’t available for content marketing training.
In 2016, I see a lot more brands hiring full-time editorial employees, tempting talented media staffers with the chance to double their salaries. And with many digital publishers suddenly squeezed for money amidst traffic and venture capital stagnation, expect a lot of folks to jump at that opportunity.
