How did marketing leaders ring in the new year?
In the first month of 2023, they ramped up content headcount and reduced paid social media hiring, according to MarketerHire’s internal hiring data.
Content marketers got hired more often …
Content marketing hires made up 14% of all MarketerHire hires in January — up 38% from December.
Some of that bump may be seasonal. “It’s Q1,” MarketerHire’s former VP of Creative Operations, Ellen Kim, said. “[Marketing] budgets got approved.”
Another factor: six of our top 15 marketing trends for 2023 involve content. It’s hot this year!
… but not paid social media marketers
In January, paid social media marketers’ share of total MarketerHire hires shrank 12% MoM.
That downturn may be linked to ebbing Facebook spend. Over a third of marketers have cut FB spend, according to MarketerHire’s Facebook Ads spend survey.
Some moved budget to Google Ads or Taboola, while 6.5% were pivoting to content marketing.
The marketing roles businesses hired for most in January 2023 lined up with our marketing trends forecast: Demand for content hires soared and paid social media marketers shrank.