Ever wondered how much do content marketers make?

by Ruth Walbank

Ever wondered how much do content marketers make

The world of marketing continues to expand at a rapid rate. The industry’s current global market value sits at an astounding 475 billion USD, and it continues to grow each year. One essential role for any business is a content marketer, who will create and promote content unique to any business. With such a rapidly expanding sector, and a diverse range of marketing roles, it might leave you wondering, how much do content marketers make?

Read on to find out what a content marketer makes and some all-important steps to enter the industry.

What is a content marketer?

As a specific aspect of digital marketing, a content marketer’s primary role is to attract customers through creating insightful and engaging content. This role includes creating blog posts, articles, videos, graphics, product descriptions, and much more.

Along with writing and designing the content, they are responsible for planning and promoting it, attracting new customers and converting their visits into custom. So, a professional content marker needs to identify a company’s target audience and advertise unique materials to them to create sustainable business growth.

Key characteristics of a content marketer

Independent working is a vital skill for any content creator. According to a survey in 2020 from the Content Marketing Institute, 52% of businesses had only one person working on content marketing to serve their entire business. However, you will also need to work with other departments inside (and out) of a company to maximise the marketing opportunities, meaning interpersonal skills are critical.

Further characteristics that are important for content marketers include:

  • Creativity in innovating new ways to market your company and its services/products
  • Research and data analysis skills to evaluate your marketing activity’s effectiveness
  • Writing and editing in curating high-quality content, including knowledge of SEO
  • Forward thinking planning and strategising to maximise your content’s promotion

How much do content marketers make?

When it comes to jobs, we all know that salary is a crucial factor. So, what exactly will a content marketer make in a year? The answer differs slightly depending on your location and what stage you are at in your career.

One survey from Payscale reports the average salary for content marketers at £24,847 per annum. Meanwhile, a similar study by Indeed found a slightly higher average of £28,497 per year. In both cases, this salary sits slightly below the average annual wage in the UK, with the Office for National Statistics (ONS) reporting this figure at £31,461 in 2020 for people in full-time employment.

However, the money doesn’t stop there. Payscale reports that the £24K average only applies to those in their early career stages, increasing up to £46K after five or eight years in the profession. Similarly, Indeed’s data indicates a higher salary for content marketers of around £35K in London and surrounding areas than elsewhere in the UK.

It’s clear that after a few years of experience, a content marketers’ salary reaches way above the national average.

4 steps to becoming a content marketer

Now that we know a content marketer’s salary varies depending on experience level and other factors, it is vital to understand how to maximise your skillset for the most significant returns. As content marketing is changing the game, make sure you follow these four tips to hone your content creation skills.

1. Build your portfolio

Knowing how to make a portfolio is an essential step in kickstarting your career as a content marketer. It allows you to gather all the experience you have gained so far into one place, making it neat and presentable to potential employers.

Another great reason to assemble your portfolio is that it allows you to take stock of your experience so far. Perhaps you have done a lot of social media content creation and not a lot of blog writing? Or, maybe you have never created a report on the strengths and weaknesses of your marketing campaign? Use your portfolio to identify your expertise and the areas where you need to expand your skillset. This proactive approach will make you a more attractive candidate for employers, too, as it demonstrates your dedication to professional development.

2. Ask an expert’s opinion

Once you have built your portfolio, ask an existing professional to look over it for you. As a current content marketer, they can give you insider knowledge on what skills you need to develop and help guide you towards a professional standard of work.

If you do not know a professional content marketer already, then use this step as a networking opportunity. Reach out to experts on LinkedIn or Twitter for advice on how they started in the industry and ask if they can offer you advice. If there is a company whose content you particularly like, get in touch with them to ask who creates their marketing materials. In this way, you can gain valuable knowledge and a professional network at the same time.

3. Gain some experience

Now that you know what experience you have, it is time to gain some professional experience. Look out for content marketing internships or apply for freelancing positions to expand your portfolio and develop your professional skillset. As we already know, those first few years in content marketing can be tricky, but stick with it to reach those higher salaries and permanent positions.

4. Market your skills to existing companies

Once you have that professional portfolio, you can start approaching companies to find permanent, in-house roles. As a marketing expert, remember that you can market yourself too. You have that shiny portfolio and professional experience, so use it to your advantage!

A 2019 report from the McKinley Marketing Partners revealed that the most desirable skills when hiring marketers included digital marketing (61%), creative services (46%), and research and analysis (46%). So, cater your CV accordingly to highlight your experience in these areas and attract new clients.


While a content marketer’s salary may vary depending on their location and experience, there are plenty of ways to get started in the industry. Begin by gaining professional experience and build a high-quality portfolio that will make you desirable to companies looking to enhance their marketing strategies.

Remember, it might be challenging when you first start, balancing multiple clients through freelancing or managing your company’s content marketing by yourself. However, with some practice and a few years in the industry, you’ll soon be a high-flier in this ever-expanding industry.

Header image: Austin Distel on Unsplash

Embedded images: Austin Distel on UnsplashAlexander Mils on UnsplashBram Naus on Unsplash 

Ruth Walbank

Ruth is an English Literature graduate and Content Delivery Manager at Copify. With a background in academic writing and journalism, she has experience in social media marketing, content writing, and proofreading. In her spare time, she enjoys reading fiction, listening to music, and taking photos of her local area.