Proximity Blog

Are we seeing a shift from Analytics to Content?

12-18 months ago, our job portfolios were laden with Insight & Analytical positions through a drive from businesses (large & small) to understand the ROI of their digital & marketing campaigns.

These roles spanned across customer, google, optimisation, digital, marketing & data analytics. However, since the start of 2017 the frequency of these roles has lessened and moved from ‘new positions’ to ‘replacement projects’ as clients in our market set these individuals nicely into their structures and make them important parts of the 3-5 year marketing & digital plans.

And so, the focus has changed… perhaps to Content?

An increased number of conversations with clients are based around ‘quality content’ not simply just ‘content’. The market is crowded with average content, so businesses are striving to lift themselves to the upper echelons of their market, think creatively and focus on optimised, innovative projects to draw their target audiences away from the noise.

With more analytics embedded in firm’s infrastructure the chase is on now to find candidates who can deliver exception content to drive traffic…..

So…. Is there a new opportunity in the market?

It seems many organisations are now more likely than ever to pay £££££ for strong content experts and the knock-on effect is that there has been an influx of Freelance Content Contractors, managing multiple projects and charging more lucrative day rates than even before.

Those that are now well established are doing extremely well, but will this market become saturated as more make the jump? We’ll have to wait and see!