During a May 2024 survey in the United States, approximately 48 percent of responding millennial marketers reported interest in developing leadership and management skills to advance in content marketing. Among Gen Z respondents, 45 percent said they were interested in sharpening their work with new technologies.
Leading skills Gen Z and millennial marketers were interested in developing to advance in content marketing in the United States as of May 2024
Characteristic
Gen Z
Millennials
Working with new technologies
45%
43%
Search engine optimization
40%
33%
Leadership/management skills
40%
48%
Data analytics/data science
35%
36%
Audience development/segmentation
29%
28%
Writing/editing skills
26%
20%
Community development/activation
22%
12%
Audio/video (filming, editing, production)
15%
18%
Data visualization/data presentation
15%
16%
User/customer experience
12%
18%
Process automation
8%
18%
0%5%10%15%20%25%30%35%40%45%50%55%
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* 704 refers to the total number of responding marketers, of which 55 percent were millennials and 10 percent were Gen Zers, according to the source.
The question was phrased by the source as follows: "What skills are you most interested in developing/sharpening to advance in content marketing? (Select top three.)"
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Content Marketing Institute. (September 17, 2024). Leading skills Gen Z and millennial marketers were interested in developing to advance in content marketing in the United States as of May 2024 [Graph]. In Statista. Retrieved April 29, 2025, from https://www.statista.com/statistics/1499290/skills-content-marketers-generation-united-states/
Content Marketing Institute. "Leading skills Gen Z and millennial marketers were interested in developing to advance in content marketing in the United States as of May 2024." Chart. September 17, 2024. Statista. Accessed April 29, 2025. https://www.statista.com/statistics/1499290/skills-content-marketers-generation-united-states/
Content Marketing Institute. (2024). Leading skills Gen Z and millennial marketers were interested in developing to advance in content marketing in the United States as of May 2024. Statista. Statista Inc.. Accessed: April 29, 2025. https://www.statista.com/statistics/1499290/skills-content-marketers-generation-united-states/
Content Marketing Institute. "Leading Skills Gen Z and Millennial Marketers Were Interested in Developing to Advance in Content Marketing in The United States as of May 2024." Statista, Statista Inc., 17 Sep 2024, https://www.statista.com/statistics/1499290/skills-content-marketers-generation-united-states/
Content Marketing Institute, Leading skills Gen Z and millennial marketers were interested in developing to advance in content marketing in the United States as of May 2024 Statista, https://www.statista.com/statistics/1499290/skills-content-marketers-generation-united-states/ (last visited April 29, 2025)
Leading skills Gen Z and millennial marketers were interested in developing to advance in content marketing in the United States as of May 2024 [Graph], Content Marketing Institute, September 17, 2024. [Online]. Available: https://www.statista.com/statistics/1499290/skills-content-marketers-generation-united-states/
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