Are you ready to build and develop your content operations team
in 2019? Kapost just released
its Content Operations and Strategy Hiring Handbook, which
offers statistics about what B2B companies look for when hiring
content operations talent and tips for building out your
For the report, Kapost surveyed 506 U.S. marketers and filtered
responses to include only B2B-focused companies with dedicated
content teams or employees.
Here are eight major trends covered in the report that you need
to be aware as you head into the new year.
1. Most Companies Are Hiring Specifically for Content Teams
Kapost notes that five years ago, very few organizations hired
specifically for content operations. They cite a 2013 report from
Altimeter that found very few of the companies had content
divisions or staff with the word “content” in their titles.
Today, things look much different — 67 percent of
respondents told Kapost that their organizations would hire
specifically for content teams in the coming year.
Three out of four organizations interviewed have dedicated
content teams, and most also have content operations roles to
manage the strategy and process behind their content. This
demonstrates that company leadership increasingly views content as
a legitimate aspect of business strategy that deserved a dedicated
Even including the organizations that don’t focus on content,
more than half have dedicated content teams. Just over 20 percent
focus on managing content for marketing but don’t have dedicated
content teams or employees, while 27.3 percent don’t focus on
marketing content at all.
2. Content Budgets Are Increasing
Another sign of increased executive buy-in for content
operations is the trend toward higher content budgets. Today’s
content teams now have more resources available to them, and most
content budgets are expected to increase in 2019.
Of the companies included in Kapost’s survey, 56.2 percent
said their content budgets would increase in the next year, 42.3
percent said it would remain the same and just 1.5 percent said it
would decline. Overall, that means 98.5 percent of content
budgets will be either increasing or staying the same this
year. This demonstrates an overwhelming consensus that
content is valued in today’s organizations and worth investing
If your content budget is one that isn’t increasing, you may
be interested in the advice Kapost offers in the report for
increasing buy-in. They recommend focusing on current missed
opportunities rather than requesting increased funding and provide
formulas to help you justify a budget increase.
3. Customer Experience Reigns Supreme for Content Marketing TEams
In 2019, content will continue to play an essential role in
customer experience — 97 percent of marketers told Kapost
they believe this year content will be as important or more
important as last year for creating positive customer experiences.
Good customer experience is, of course, crucial for business
success. Because of this, delivering the best customer
experience possible should be the top goal of content operations
teams in 2019.
4. Content Marketing Teams Are Increasingly Responsible for
Strategy and Operations
In the early days of content marketing, the content team was
responsible mainly for creating the content, mostly in the form of
writing and editing. Increasingly, the content team is also
in charge of the strategy and operations behind the
content. This aspect of the job has become more important
in recent years and will continue to play a more central role this
About 35 percent of hiring managers interviewed said they look
for knowledge of strategy and operations when hiring for their
content teams. Kapost didn’t have data on this for 2014 as it did
for the other qualities it asked hiring managers. Kapost
also found that many hiring managers look for employees who can
effectively collaborate across departments. This shows
just how much content marketing has matured over the years. It now
requires a more well-rounded set of skills and strategic thinking
5. Content Teams
Increasingly Work With Multimedia
The skills that content teams possess have also changed in
another major way. Content operations has moved away from its heavy
focus on writing to also include other forms of media, including
video, graphic design and web design. The skills hiring managers
look for have shifted accordingly.
In 2014, more than 90 percent of hiring managers said writing
and editing was one of the main qualities they looked for in
candidates. For 2019, that number is 57 percent. Conservely, just
over 10 percent of hiring managers cited video production skills in
2014, while 30 percent did in 2019. The percentage of hiring
managers looking for graphic and web design skills jumped from
around 25 percent to 47 percent over the same period.
Among the top most popular roles on content teams, Web/Graphic
Designer was number two, while Videographer was number five.
Managing Editor came in at number four.
6. Marketing/Advertising Is Now the Most Desired Major for Content
As the skills hiring managers look for changed over the years,
so did the educational backgrounds they preferred their candidates
In 2014, most hiring managers looked for three to five years of
content marketing experience, rather than a specific major. That
took the number one spot on the list of most-wanted educational
backgrounds, while English/Journalism took second and
Marketing/Advertising took third.
In 2018, Marketing/Advertising was the most popular major,
followed by Graphic/Web Design followed by content marketing
experience rather than a major.
7. Content Marketing Manager Is the Most Popular Position
According to Kapost’s survey, Content Manager was the most
popular role for content teams. That was followed by Web/Graphic
Designer, Content Operations, Managing Editor and Videographer.
Kapost noted that the content operations now spans every
touchpoint with customers, leads and prospects — not just the top
of the funnel. You can find content operations across teams such as
marketing operations, content marketing, product marketing and
design. They also listed some of the most critical content team
members, along with how each of them contributes to the content
operations, their daily responsibilities and their key
The positions Kapost listed included Head of Content Operations,
Content Strategist, Product Messaging Strategist, Customer Advocacy
Strategist, Marketing Technologist, Web Designer and Developer,
Visual Designer and Videographer.
Content operations is
continually changing, and hiring managers need to be aware of the
latest trends to ensure they can build a team that will succeed in
today’s environment. For more details and tips for hiring content
marketing talent in 2019, you can
download Kapost’s full report here.